Product-led marketing for dispensaries online

+49% increase in organic search traffic
+223% growth in ranking keywords
$44M in 90-day organic search revenue

Overview

A U.S. multi-state cannabis retailer sought to turn menu and product data into search-driven growth. Their goal: make their product catalog SEO-friendly to capture organic traffic, increase visibility, and drive revenue, without relying solely on paid channels.

Challenge

Despite having a rich product catalog and strong consumer demand, their menu system was embedded via iFrames (or a non-SEO-friendly solution). Search engines didn’t index the product content. As a result, they were missing out on organic search traffic, visibility, and the potential revenue tied to it.

Solution

AIQ ecommerce deployed a product-led SEO menu to transform every product, brand, and category into searchable pages on the retailer’s website. The new system enabled:

• Indexable product pages that Google can crawl
• Programmatic generation of SEO-optimized product and category pages
• Seamless integration with existing menu data
• Better keyword coverage via product-level search term targeting

When the retailer switched from an embedded menu to AIQ’s SEO menu, organic traffic increased +49% over the prior comparable period.

Results

Additional insights:

• ~54% of online revenue during the period was attributed to organic search
• Keyword “strain”–related searches jumped: 3,000 clicks in first month, then +79% and +32% in subsequent months
• ROI for strain-search traffic alone exceeded 626%
• Product categories like “gummies” also saw strong growth in clicks and conversions
• Top strain example:
  
  • 200,000 impressions → 5,200 clicks (2.6% CTR) → 484 transactions → ~$48K revenue (5.6% conversion)
• Category example:
  
  • ~150,000 impressions → 3,400 clicks (2.2% CTR) → ~1,800 transactions → ~$200K revenue (7.9% conversion)

Over 6 months, the retailer saw continued upward trends:

• +178% in organic traffic
• ~$90M in organic revenue
• +586% growth in ranking keywords
• Bounce rate reduced by ~50%
• Session duration increased significantly

Summary

Switching to a product-led SEO architecture transformed the retailer’s organic performance. What once was invisible (menu content inside iFrames) became fully indexable, driving millions in revenue, vastly improved search presence, and sustained growth across multiple product categories.

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