The cannabis industry is witnessing unprecedented growth, yet numerous brands and dispensaries find themselves unable to fully capitalize on this burgeoning market. JP Donahue, Chief Marketing Officer of Deeproots, a digital agency specializing in cannabis retail, identifies “SEO trauma” as a significant barrier. SEO trauma refers to the fallout from agencies that overpromise and underdeliver on search engine optimization (SEO) services, costing cannabis brands up to 70% of their potential sales. But what exactly is SEO trauma, and why are so many dispensaries struggling because of it?
JP Donahue’s immersion in the cannabis industry began during California’s Prop 215 era, where he gained invaluable hands-on experience in cultivation. His dual background in screenwriting and law further enriched his understanding of product quality and consistency, shaping his approach to cannabis branding and marketing. In 2024, Donahue dedicated his efforts to helping cannabis brands recover from poor SEO practices, emphasizing the importance of transparency and realistic strategies to rebuild trust and deliver tangible results for businesses that have been adversely affected by unreliable SEO agencies.
Central to Donahue’s strategy is the 70/30 rule, which underscores the importance of securing top search engine rankings. The top-ranked search result can command up to 70% of all clicks, leaving the remaining 30% to be divided among lower-ranked results. Effective SEO is therefore crucial for cannabis brands aiming to capture a significant share of the market. Unfortunately, many SEO agencies fail to deliver on their promises, leading to what Donahue terms “SEO trauma.” This failure often results in substantial financial losses and diminished market share for the affected brands.
In his forthcoming book, “How to Sell Weed – A Field Guide,” Donahue introduces the “Superhero Model” for cannabis branding. This model focuses on identifying and leveraging a brand’s unique “superpower”—its core strength. Donahue posits that every brand must answer the question: What’s your superpower? Without a clear answer, a brand effectively ceases to exist. For instance, Tropicanna, a cannabis dispensary and delivery service, identified customer service as its superpower. This focus on a unique strength allowed Tropicanna to distinguish itself in a crowded market, paving the way for its success.
Donahue further contends that a cohesive brand experience extends beyond just a logo or name. A comprehensive brand experience includes everything from the product menu to customer service, and even mundane tasks like trash disposal. “You have to create a narrative and an experience that people want to be a part of,” he asserts. Without this, a dispensary is merely another convenience store. In 2019, Donahue co-founded Tropicanna Dispensary in Santa Ana, California, intentionally breaking away from the sterile, clinical aesthetics common among medical-focused dispensaries. By embracing a vibrant, playful atmosphere reminiscent of a Miami Beach day club, Tropicanna resonated strongly with consumers. Despite initial skepticism, this bold branding approach propelled Tropicanna to a top-five market position, achieving $15 million in annual revenue within a year and a half.
Deeproots’ approach to SEO has been instrumental in Tropicanna’s success. Employing a meticulous, data-driven strategy, Deeproots begins with an in-depth diagnostic of a client’s digital health, including a thorough teardown of the website, analysis of keyword rankings, and assessment of the Google Business page. This diagnostic phase results in a detailed roadmap outlining the precise strategies needed to improve both organic website rankings and the Google Business page. Deeproots provides a step-by-step GPS to guide clients towards their goals, with regular monthly meetings to review progress, identify what’s working, and make necessary adjustments to optimize performance.
The issue of SEO trauma represents a significant challenge within the cannabis industry, costing brands up to 70% of their potential sales. However, with the right approach, as demonstrated by JP Donahue and Deeproots, cannabis brands can overcome these setbacks and achieve sustainable success. By emphasizing transparency, adopting realistic strategies, and creating a cohesive brand experience, cannabis businesses can not only recover from SEO trauma but also thrive in a highly competitive market.
