CBD sales hit $4.6 billion in 2020 and the popularity of this cannabinoid is showing no signs of slowing down. There’s plenty of room in the CBD market, but if you want to hit the ground running, you need an agency’s perspective on CBD and digital marketing.
Let’s go over everything from the latest YMYL standards, to how you can improve organic traffic for your CBD business.
What is YMYL?
YMYL is a new SEO standard that’s been implemented by search engines. It stands for Your Money or Your Life.
YMYL means any content that can impact an individual’s financial, physical, or mental well-being. This is an intentionally broad category that’s designed to stay flexible and catch more than it misses.
Some examples of content that counts as YMYL include tax advice, medical blogs, and a lot of the content marketing that connects to the modern CBD Market.
In order to get a top ranking on a search engine and preserve your organic traffic, you need to stay on top of YMYL.
How to Deal With YMYL
There are plenty of strategies that you have when it comes to improving your YMYL content.
One of the first things that you can do to boost your YMYL position is to hire a team of eCommerce experts when it comes to your content marketing. YMYL prioritizes the voices of reliable experts first and foremost.
You also want to make sure that your content networks with reliable sources. This means not only building your website on one of the most trusted e-commerce platforms, but also only ever linking out to reliable and fact-checked sources.
The most important tool you have when it comes to YMYL is EAT.
What is EAT?
EAT stands for Expertise, Authoritative, and Trustworthiness. These are the three factors you need to look for in your content in order to stay on top of YMYL.
Expertise simply means bringing in the best and brightest voices when it comes to building your content marketing strategy. This could be linking out to a reliable medical source like the Mayo Clinic or it could be having a recognized expert guest blog on your site.
You also want to make sure that you always have authoritative pages. These use reliable information that can be traced back to a credible source.
Trustworthiness is simply a sign of credibility. This is also a test of media literacy. You want to use sources that come from trustworthy organizations rather than companies or groups to have a less-than-stellar reputation when it comes to honesty.
Three Tips for Traffic Growth
No matter how much the specifics change, the goal of the game is still the same.
We want to get the most traffic that we can coming back to our website. In the CBD world, repeat customers are critical, since it costs more to attract a new customer than to retain an existing one.
Here are three ways that you can improve your traffic today.
Stay Current and Update Often
One of the best tips that you can have for improving your organic traffic and e-commerce growth is keeping your content marketing current and up-to-date. Nothing concerning potential customers away quite as quickly as a company that looks like they’ve already gone out of business.
This also helps you stay on top of YMYL. For example, if you’re doing a blog about CBD laws and regulations, you want to make sure you have the latest information as these laws and regulations tend to change from month to month.
Staying up-to-date means that your rankings are going to be better, and people are going to organically share and engage with your content.
Understand and Evaluate Your SEO
SEO is one of the most important, nuanced, and poorly understood areas of content marketing. Having strong SEO is what’s going to make or break the difference between a high-traffic and growth or stagnation.
One simple thing that you can do today is to re-evaluate your keywords and key phrases. A lot has changed since keywords first became important.
An easy example is key phrases like “CBD Los Angeles” are clumsy and not too friendly when it comes to human readability. Search engines can now parse more complex phrases like “local CBD” or “CBD in LA”, which improves your organic traffic, rather than having your content sound like it was written for an algorithm.
You also need to make sure that there are social options for your content marketing.
Almost everyone is now on some kind of social media presence. We’re always sharing content that we find useful with the people that we care about. This is a major driving factor in your organic traffic.
An easy change that you can make today is to add social media sharing buttons to all of your content. This lets people quickly and conveniently share your CBD products or content entries with a wider audience.
As your digital marketing strategy grows, you can work to include an organic presence on social media platforms, since most CBD users are also active on social media .
The world of CBD content marketing is rapidly evolving. Your business needs to stay on top of everything from the latest YMYL standards to the most established tricks in digital marketing—like social media savviness and contextual KWs .
These tips are the best way to get started, but reaching out to content marketing pros is the most effective strategy when it comes to increasing your organic traffic for your CBD business.