Working with a digital marketing company to develop the brand and increase the visibility of my cannabis dispensary has been a huge learning experience. I was completely clueless how to organize and implement an effective dispensary digital marketing solution. I didn’t know anything about web design, social media management or pay-per-click. I wasn’t aware that SEO stands for search engine optimization. I now understand that this process improves the presence of the website to increase visibility when potential customers search for products or services related to a cannabis dispensary. If someone types in keywords into Google, Bing or another search engine, it’s important that my dispensary shows up on the first page. The better the visibility of my pages in search results, the more likely I am to attract prospective customers. I need people to know where the dispensary is located, what types of products we offer and the availability of amenities such as ATM on-site, delivery radius, in-store pickup, curbside pickup and online ordering. Search engines use bots to crawl pages on the web. They move from site to site, gathering information about those pages and storing them in a data bank. Algorithms evaluate the data, considering hundreds of ranking factors to decide the order pages should show up in the search results for a specific query. The search engine shows the person those sites that best answer the parameters of the keywords provided. Search engines recognize sites with better content quality and matching keywords. The digital marketing company has optimized my website to rank higher. They’ve made sure the pages are easy for customers to navigate.