Optimizing for Search and Voice: How Cannabis Companies Can Use SEO and AEO Together
The cannabis industry faces a multitude of harsh regulations and restrictions that make advertising and marketing a challenge. One space that cannabis and hemp companies can gain ground and drive traffic and awareness is on their websites. For cannabis companies, digital visibility is not optional—it's essential. While most cannabis businesses are familiar with Search Engine Optimization (SEO), fewer have embraced its emerging counterpart: Answer Engine Optimization (AEO). For cannabis and hemp companies navigating strict advertising restrictions, mastering both approaches can create powerful opportunities to connect with customers.
Understanding the Difference: SEO vs. AEO
Traditional SEO for Cannabis Companies
SEO focuses on optimizing your website to rank higher in search engine results pages (SERPs) like Google and Yahoo. For cannabis businesses, effective SEO typically includes:
Strategic keyword research targeting industry-specific terms
Creating informative, compliant content about products, strains, and cannabis topics
Building a technically sound website with fast loading speeds and mobile optimization
Developing local SEO strategies to attract nearby customers
Earning backlinks from reputable industry websites
The goal is straightforward: when someone searches "CBD for pain relief" you want your website and its information content to appear on the first page of results. When someone searches for "dispensary near me" you want your retail store to show up on the maps.
The Rise of AEO in the Cannabis Space
While SEO targets traditional search results, AEO focuses on optimizing content specifically for voice searches and featured snippets—those coveted "position zero" results that directly answer user questions. AI summaries have become increasingly popular with search engines like Google, and AEO aims to get your website and information linked in their answer.
AEO matters because voice assistants like Siri, Alexa, and Google Assistant typically read just one answer to user queries- the top answer. When someone asks, "What's the difference between indica and sativa?" or "Are cannabis tinctures legal in my state?" voice assistants pull from these featured snippets and show their reference. For cannabis companies, especially those focused on education and compliance, becoming the authoritative answer to common questions represents a significant opportunity to capture digital traffic and drive brand awareness.
Why Cannabis Companies Need Both AEO & SEO
Cannabis businesses face several unique challenges that make a combined SEO/AEO approach particularly valuable.
Advertising restrictions: With paid advertising limited across many platforms, organic visibility becomes crucial for cannabis companies. Both SEO and AEO provide compliant, organic ways to reach customers.
Education needs: Many cannabis consumers are new to the market and searching for information. Answering their questions positions your brand as a trusted authority and begins the important journey of multiple customer touchpoints.
Local importance: Cannabis purchases still happen primarily in local markets due to shipping restrictions. Both SEO and AEO can be optimized for local search intent.
Compliance requirements: Creating accurate, compliant content that answers regulatory questions serves both SEO and AEO purposes while supporting responsible industry growth.
How SEO and AEO Work Together for Cannabis Brands
The most effective digital strategy for cannabis companies integrates both SEO and AEO to optimize your digital footprint.
Content Structure
SEO approach: Create comprehensive guides and articles optimized around keywords like "cannabis consumption methods" or "benefits of CBD."
AEO addition: Within those same pieces, include clearly formatted questions and concise answers addressing specific queries like "How long do edibles take to work?" or "Can CBD show up on a drug test?" (Think FAQs)
Technical Optimization
SEO approach: Ensure websites load quickly, work well on mobile devices, and have clean URL structures.
AEO addition: Implementing schema markup that helps search engines understand your content is answering specific questions, particularly for local business information and product details.
User Experience
SEO approach: Create intuitive site navigation and engaging content that keeps users on your site longer. This may include long-tail and hyper-specific keywords formatted in search terms.
AEO addition: Organize information in conversational formats that mirror how people ask questions verbally, using natural language rather than just keywords. While someone may type "Why CBD for pain", they will ask a voice assistant, "how does CBD help with chronic pain?"
Practical Implementation for Cannabis Companies
Start by identifying the questions your customers are asking:
What's the difference between full-spectrum and isolate CBD?
Are medical cannabis cards valid across state lines?
How should beginners dose cannabis products?
What cannabis products help with sleep/anxiety/pain?
Google Keyword tools and comprehensive paid tools like Ahrefs are helpful for finding these search terms and keywords. Then create content that serves both SEO and AEO:
Develop comprehensive guides (good for SEO) that include FAQ sections with direct answers (good for AEO)
Create local landing pages optimized for both text searches and voice queries about dispensary locations
Structure product descriptions to include both detailed information and direct answers to common questions
Use proper heading structure with questions as H2s or H3s followed by concise answers
The Future for Cannabis is Digital
For cannabis and hemp companies navigating complex marketing restrictions, the future lies in constant growth and evolution, like including AEO into your existing SEO strategy. By optimizing for traditional search results while simultaneously structuring content to answer specific questions, cannabis businesses can maximize digital visibility while providing genuine value to consumers seeking information in this rapidly changing industry.
As both search technology and the cannabis market continue to mature, the brands that master this dual approach will establish themselves as authoritative voices in a space where trustworthy information remains in high demand.
If you want help executing your SEO or AEO content strategy, let’s talk!
