In the ever-regulated and highly competitive cannabis industry, digital presence is more than a luxury, it’s a necessity. And when Google rolls out a major algorithm update, like the June 2025 Core Update, the stakes get even higher. This blog explores the implications of this update and provides actionable strategies alongside conveys the best strategies for SEO services for cannabis companies.
Understanding Google’s June 2025 Core Update
Google’s June 2025 Core Update focuses on refining the helpful content system, which evaluates websites based on user experience, depth of information, authority, and topical relevance. Key highlights of this update include:
- Improved Detection of Low-Value Content: Thin, repetitive, or unoriginal content will now be deprioritised even more aggressively.
- Emphasis on First-Hand Expertise: Pages are ranked higher if authored by individuals or entities with genuine topical authority.
- Stricter Signals on E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): Especially important for sensitive industries like healthcare and cannabis.
- Reduced Dependence on Backlinks: The algorithm is less reliant on backlinks and more focused on the content itself and user engagement signals.
Why SEO is Required to Grow Your Cannabis Brand Online
SEO for cannabis companies is not a simple plug-and-play approach. Due to advertising restrictions, compliance issues, and legal grey areas in different jurisdictions, cannabis brands must rely on organic visibility to:
- Build trust through high-ranking educational content.
- Drive traffic from keyword-optimised blogs, service pages, and product listings.
- Convert searchers into loyal customers by addressing their specific queries.
- Differentiate from competitors in a saturated market.
Without SEO, your cannabis brand is invisible. With it, you become discoverable, credible, and scalable.
Google’s Algorithm Shift and Its Impact on Cannabis Digital Marketing
Google is no longer ranking content merely based on keyword density and backlinks. For digital marketing for cannabis industry brands, this means:
- Less emphasis on keyword stuffing. Your content must read naturally and offer real value.
- More focus on user signals. Time on page, bounce rate, and engagement will impact ranking.
- Geo-local SEO becomes vital. With cannabis laws varying by region, targeting local keywords becomes crucial.
- Regulatory content compliance. Non-compliant claims may lead to penalisation.
“According to BrightEdge, 68% of online experiences begin with a search engine, yet only 0.78% of users click on results from the second page of Google.”
Is Your Cannabis Website Truly Ready for Google’s 2025 Core Update?
The latest Google update isn’t just another tweak, it’s a seismic shift in how content is evaluated, especially for regulated industries like cannabis. If your cannabis website isn’t optimized for this new reality, your search rankings and by extension, your traffic and conversions could take a major hit.
Let’s break it down:
1. Does Your Content Reflect First-Hand Expertise?
Google is rewarding brands that demonstrate real-world knowledge. If your blogs are written by generic writers with no cannabis background or rely heavily on AI without human oversight, you’re at risk.
Pro Tip: Include author bios with credentials, and cite reputable sources. Add real-life case studies or usage stories where possible.
2. Are Your Blogs Structured Around Real User Intent?
Cannabis consumers don’t just search “CBD oil”, they search “Is CBD oil safe for anxiety?”, or “Best THC ratio for sleep?”. Your content must answer these nuanced, intent-based queries, not just repeat keywords.
If you’re not:
● Covering diverse questions within your topic cluster
● Structuring content with clear H2s/H3s for skimmability
● Using a logical internal linking strategy to guide the user journey
…then you’re missing out on Google’s helpful content criteria.
3. Is Your Site Mobile-Optimized and Technically Clean?
Over 60% of cannabis-related searches happen on mobile devices. If your website:
● Loads slowly
● Has broken links or poor navigation
● Isn’t responsive on all screen sizes
…then Google will de-prioritize it in rankings, no matter how great your content is.
Pro Tip: Use tools like PageSpeed Insights and Core Web Vitals to test and improve your performance. A fast, secure, and intuitive site is non-negotiable in 2025.
4. Have You Removed Outdated, Thin, or Duplicate Content?
The June 2025 Core Update puts a bullseye on low-quality pages. Cannabis sites with outdated strain descriptions, duplicate location pages, or fluff blogs created only for SEO can be penalized.
Pro Tip: Perform regular content audits. Consolidate similar articles, update outdated information, and delete or repurpose low-performing content.
Why This Matters
Google is no longer tolerating mediocrity. For cannabis brands, the risks are even higher, given the industry’s unique legal and reputational challenges. But brands that take a proactive, quality-first approach to SEO are poised to not just survive this algorithmic shift, but lead the green rush.
Not sure where to begin? Owl Theory’s cannabis SEO experts are here to help!
Why Partner with Owl Theory for Cannabis SEO?
At Owl Theory, we specialize in SEO for cannabis companies. Our team understands the compliance hurdles, advertising bans, and consumer behaviour patterns in this niche sector. Whether you’re launching a dispensary, selling CBD online, or educating patients through your content, our digital marketing for cannabis industry strategies ensure your business grows organically and legally.
- Custom SEO roadmaps tailored to cannabis laws and terminology
- Geo-targeted keyword strategies to reach your local audience
- Transparent reporting and regular content audits
What Cannabis Marketers Should Know About the June 2025 Core Update
Cannabis marketers need to pivot from traditional tactics and embrace:
- People-first content. Educate your audience about benefits, usage, and legalities.
- Content clusters. Build topic authority by linking related blogs and pages.
- Rich snippets and schema markup. Improve CTR by enhancing visibility in SERPs.
- Regular audits. Track rankings, remove underperforming content, and adapt accordingly.
Proven SEO Strategies for Cannabis Companies Post-Update
- Invest in Original Long-Form Content: Write blogs, case studies, and whitepapers that share first-hand insights.
- Local SEO Optimization: Optimise for “dispensary near me” or “CBD oil in [city]” to capture local searches.
- Improve Page Experience: Fast loading, mobile responsive, and intuitive UI is now a ranking factor.
- Use Secure and Compliant Language: Avoid medical claims that are not backed by authorised certifications.
- Get Help from Cannabis-Focused SEO Experts: Work with a team that knows the nuances of cannabis marketing.
The June 2025 Google Core Update is a wake-up call for all content-heavy industries, especially cannabis. Brands that align their digital strategy with this new reality will thrive, while those that ignore it will likely fade into algorithmic obscurity.
If you’re ready to adapt, lead, and dominate in organic search, SEO for cannabis companies isn’t just an option, it’s your edge.
Ready to grow your cannabis brand the right way? Contact Owl Theory and get a tailored SEO plan built for compliance, conversion, and credibility.
