SEO: A Cannabis Copywriter's Best Frenemy

SEO is the necessary evil of copywriting. Ok, evil might be harsh, but it definitely can throw a wrench in the copywriting process. On the other hand, SEO is a tool to make sure that the copy you’ve worked so hard on actually gets read.?

The High Stakes: Why does it matter??

In a sea of online content, SEO is your lifesaver. It helps your website or blog rise to the surface and be noticed by the people actively looking for what you have to offer. So, it's not just a bunch of technical stuff; it's about ensuring your hard work gets the attention it deserves.

In the cannabis industry, where advertising restrictions and prohibited keywords create challenges, SEO is essential for copywriters. SEO not only enhances online visibility but also ensures compliance with specific regulations. This empowers copywriters to create engaging, informative content that reaches the target audience and contributes to the success of cannabis businesses in the digital space.

But there’s a twist – SEO doesn't just live in the technical realm. It's intricately woven into the fabric of content creation and copywriting. It affects the words you choose, how you structure your content, and even the way you engage your audience. In essence, SEO and copywriting are like best frenemies, sometimes pushing you to find that perfect balance between creativity and optimization. They work together to help you create content that not only speaks to your audience but also to search engines, ensuring your message reaches the right ears (or eyes) in this vast online landscape.

The High-Level Info: What do you need to know?

First, what is SEO? SEO stands for search engine optimization, and it's like the secret sauce that makes your online content more discoverable. Think of SEO as the guidebook that helps search engines understand and categorize your content effectively. Within this, we have key components, like keywords, meta tags, and backlinks, which act as the building blocks of this optimization process. It's like planting signposts that help search engines lead the right people to your content.

In the copywriter's world, the primary goal is to create engaging, persuasive content while maintaining a brand's unique voice. However, SEO introduces challenges like balancing creativity with keyword optimization and avoiding keyword stuffing. SEO guidelines impact writing style by adding rules and structure to the creative process, which, although challenging, pushes copywriters to adapt and excel in the digital landscape.

If you’re a cannabis copywriter looking to build your SEO toolbelt, here’s what you should include:

• Keyword research: Find the right words and phrases people use when searching for topics you are writing about online.
• On-page optimization: Structure content effectively and place keywords strategically. Make sure the keywords are used but don’t go jamming them in everywhere.
• High-quality content: Prioritize user experience, relevance, and readability and let the SEO follow suit.
• Backlinking and interlinking: Connect your content to other reputable sources on the internet via hyperlinks, including your previous work!
• SEO performance tracking: If there isn’t someone on your team who does this, keep an eye on how your web pages are doing in search results and use tools to understand what people do on your website.
• A list of banned words: Knowing what not to say is just as important as what you can say. Keep a running list of banned words that will keep your copy in check.

SEO and copywriters will always have a love-hate relationship with SEO, especially in the cannabis space. SEO dictates the words we use, but it also means those words will make it through the algorithm ringer. By balancing this push and pull, cannabis copywriters can create content that pleases both readers and search engines.