Google has repeatedly proven it is dedicated to providing the most relevant search results by fine-tuning its machine learning capabilities. Even though the latest update to its search algorithm covers diverse areas, one underlying factor relevant to CBD’s search engine optimization (SEO) strategy is Google’s emphasis on backlinks.
Any time another website links to your content, the search giant uses it as a basis for identifying and directing traffic to your website. These links are embedded hyperlinks that connect web pages on the world wide web. Despite the premium on backlinks, they are not all the same from Google’s perspective.
For instance, Google is broadly devaluing affiliate links’ relevance to reducing spam. These are the primary reasons CBD businesses looking to maintain a competitive edge and gain more customers through search need a solid CBD backlink strategy. Below are some quick strategic steps to generating CBD backlinks as a cannabis business.
Factors to Consider
Before you consider integrating any of these techniques into your overall marketing strategy, here are some essential things to bear in mind:
- Backlinking is a long-term approach. You will need patience if the process yields significant results since it requires consistency over time.
- Ensure that your website is primed for attention and a possible surge in traffic. Apart from the visual and design elements, it’s vital to have the technical aspects of your SEO on point by checking your copy, mobile readiness, and e-commerce readiness. Give your visitors the best possible experience.
- Focus on do-follow backlinks for CBD and cannabis. As earlier stated, all backlinks are not the same, and no-follow links are useless to SEO. They may bring in some traffic, but search engines don’t count them. For search optimization purposes, do-follow links are more favorable.
Common CBD link-building mistakes
Being Unclear with Target Audience
CBD is pretty famous in the modern wellness market. Besides, it’s widely utilized by people worldwide suffering from various health issues. This does not end here. The product is widely consumed for treating several health issues. Having said that, while CBD comes with wellness attributes and non-psychoactive properties, CBD is even more in demand post-pandemic times. This is where the sales of CBD have incurred interest from the potential target audience.
However, relying on cannabidiol’s popularity and selling it to prominent and not-segmented people is the wrong approach. Not everyone is comfortable with the product. More so, online stores and businesses fail to administer the target audience through their search engine optimization strategies. You might ask, how does it work? Well, when online companies invest in SEO, creating backlinks is one of the fundamental approaches to adhere to for CBD products. But, there’s a catch. If you’re making a backlink and reaching out to various blogs to publish the content, you might be adding more insult to injury.
That’s because publishing a blog on a non-health website can raise eyebrows about what your brand is known for. Fun fact – you won’t get any online sales. Such an approach will not enable you to build effective communication. So, know the target audience before building links for your CBD products or brands.
Broken Internal Links
Ensuring one has a well-organized internal website structure that’s optimized for crawlers is the single most essential thing you can do to make sure your content is witnessed by the right people.
As such, when it concerns your linking strategy, prioritize tasks so that dealing with broken links is the primary thing you perform. That is because when a crawler deals with a broken link, it terminates there and can’t continue to pages that might be linked to from the page that got affected in the first place. Remember, broken links can be frustrating to visitors. Moreover, they signal to search engines that a site is of low quality.
In case you tend to encounter broken internal links on your site, one of the first things you must do is check if the link’s URL is correct. And, if not, change if necessary. In the end, if a web page sends an error, consider removing the link leading to the error page. Preferably, replace the top page with a live link. And, if this can’t happen as well, try creating a redirect.
Badly Structured Internal Links
If a page has feature content you wish to be findable by various search engines, you require search bots like crawlers that can index that page. For them to perform this, it must be linked to as well. Moreover, one does not require to link every page. Having a clear interlinking strategy and structure will assist crawlers and indexing the pages. And, most importantly, improve their search engine visibility.
Furthermore, XML sitemaps are an essential tool to assist crawlers in navigating and finding new pages on your website. Speaking of which, sitemaps are also a way to show various search engines multiple pages that exist on the website.
Having No Content Strategy
As with every other product promotion, a comprehensive content strategy is one of the must-have documents. However, several CBD business owners continue creating meaningful chaotically in the hope of streamlining their CBD sales process. However, that’s not the case. A link that redirects a reader to your website that does not offer intricate details of the products you’re selling can be a turn-off.
The content development approach for CBD sales requires several efforts as it’s effective only when it’s compliant with the said rules:
- Each link must correspond to the CBD sales funnel. There is no point explaining CBD products’ forms to people who don’t know what it is.
- Each content section redirecting through a link should proceed from the users’ issue and be enriched with particular keywords. For instance, you might take the keyword “CBD for anxiety” and develop many different articles around such a topic. For example, revealing the impact of CBD on anxiety and depression, back pain, and muscle pain.
Diversity in Linking
While creating backlinks, you must ask yourself: What does the link achieve? Google does realize that your primary goal is to get users to read the blog and redirect more traffic to it. However, that should not be the only end you’re looking for. Some bloggers tend to create most backlinks redirecting to the blog’s home page. So, what about the rest? Such a mistake only gives the average reader vague insight and information about who you are and what the blog is about.
Consequently, how do you fix the link-building mistake? To avoid this, ensure more people stick around and read your content. Remember, CBD is a technical topic and needs resurgence and whatnot. So:
- Link to specific content on your blog
- Build fewer “home page” backlinks
- Add and diversify
With such a method, you ensure more helpful engagement and traffic. Creating backlinks to the homepage is nothing but a red flag for your domain authority. Yes, if you wish to increase the domain authority, consider building links for internal pages. People love to read about CBD as a topic that tries to educate and enlighten them.
While building backlinks, certain bloggers have to utilize anchors to make the links too suitable for an average reader. Such an anchor must fit the text but still promote interest in the reader. This move would make them click the link and read what you have to offer. Suppose you’re selling a CBD oil product. In this case, the anchor link should redirect users to a specific page by generating interest and not forcing them into making a decision. When you force a reader, and it disappoints them, they’re never coming to your site again.
So, the anchor shouldn’t have “click here” text regarding CBD backlinking.
If your objective is to rank higher on various search engines like Google, you must be SEO-friendly in every aspect, including your CBD brand’s backlinks. However, not many users realize that building no-follow backlinks are reckoned worthless when it comes to SEO. Here’s why! The no-follow links do not enable search engines to reach the blog and follow them. Only human beings can perform it, not the bots.
“In general, we do not follow them. This implies that Google doesn’t transfer anchor text or PageRank across such links. Essentially, using a no-follow link leads to dropping the target links from an overall web graph. However, your target pages might still appear in the index if various other websites link to them without using a no-follow link. This also happens if the URLs are submitted to search engines like Google in a Sitemap.
Strategies That CBD Brands Must integrate
Publish Guest Post at Notable CBD Publications
Among all the different approaches to getting backlinks. Countless entrepreneurs, businesses, and organizations have tried and tested it online. You can publish blog posts on new sites, online magazines, and popular publications. However, one mistake is prevalent among newbies. This is choosing the wrong website when planning a CBD guest post outreach. Your choice of publishing websites should correspond with your industry.
Therefore, you must carefully select CBD publications with the type of audiences you seek. But remember that nobody will post plagiarized or poorly-written articles on their website. So it’s vital to submit high-quality and well-researched guest posts. This can make guest posting a rather time-consuming endeavor. As such, you must ensure the highest return on your time and resources by choosing the website carefully.
Here are three tips to help educate your choice:
- Websites should have high domain authority, preferably between 30 to 60.
- Have the readership you’re looking for.
- It should be in existence for no less than two years.
Some examples of popular CBD publications for link building include CBD Industry Journal, High Times, Canna Business Now, and CBD Health and Wellness.
Make Appearances on CBD Podcasts
In the current era of owned media and niche audio marketing, becoming a guest on a popular CBD podcast can be the second-best thing after guest blogging. Most podcasts host their episodes on custom websites where they post show notes and provide links to each guest’s website and social media accounts.
This makes podcasting the perfect avenue for getting valuable linking directing people to your content. But first, you must figure out which podcasts your prospective customers listen to regularly. Next, you need to pitch the podcast hosts, presenting your brand as an industry leader or yourself as an industry expert.
You want to discuss a subject of high relevance to your host, their audience, and your marketing goals. Usually, this means deciding between deep-dive podcasts, which are long-duration and shorter types of podcasts. Your ability to connect these three factors will help determine the success of your guest podcasting content. Some of the top examples of CBD podcasts to consider include:
- The Adam Dunn Show
- The Ganjapreneur
- Blunt Business
- HempCultivation and Science Podcast