Key Points
- Backlink building is critical for cannabis websites to improve SEO and visibility in 2025, despite industry challenges.
- Creating high-quality, industry-relevant content and guest posting on niche sites are effective strategies.
- Leverage social media and local business networks to build backlinks, given advertising restrictions.
- Controversy exists around legal and stigma issues, impacting mainstream link opportunities, requiring careful, compliant strategies.
In the cannabis retail industry, getting your website noticed online can be challenging – especially with advertising restrictions pushing businesses to rely on SEO.
One of the most effective off-page SEO tactics is building quality backlinks.
Backlink building remains a cornerstone of SEO, particularly for cannabis websites, which operate in a legally complex and stigmatized industry.
If you’ve wondered how to get backlinks for a cannabis website or link building for dispensaries in today’s landscape, this guide is for you.
We’ll explore why backlinks matter for cannabis SEO in 2025 and provide a step-by-step checklist of ethical, Google-compliant backlink strategies tailored to dispensaries, delivery services, and cannabis product brands.
By the end, you’ll have a clear cannabis backlink strategy that boosts your search rankings and keeps you in Google’s good graces.
Why Backlinks Matter For Cannabis SEO In 2025
Backlinks – hyperlinks from other websites pointing to yours – remain a critical ranking factor in 2025 SEO.
Google views quality backlinks as votes of confidence, signaling that your site is authoritative and relevant.
In competitive niches like cannabis, backlinks are especially vital.
As one SEO expert notes, “Backlinks are crucial for ranking in competitive industries like cannabis. Focus on building high-quality backlinks from trusted sources within the cannabis community, rather than resorting to low-quality link schemes.”
In short, a solid backlink profile can be the difference between ranking on page 1 of Google or being buried on page 5.
For cannabis retailers, backlinks do more than improve rankings – they also build credibility and trust.
Each time a reputable site mentions your dispensary or cannabis brand, it expands your reach and legitimizes your business.
High-value backlinks (think major cannabis news sites or well-known local organizations) can significantly boost your brand’s credibility.
In other words, backlinks not only drive traffic to your site, they also drive trust.
That’s gold for turning curious visitors into loyal customers.
Lastly, backlinks are one area of SEO where cannabis businesses can outmaneuver larger competitors with bigger ad budgets.
Earning links on industry-specific sites, local blogs, and community pages helps cannabis businesses tap into niche audiences.
Given that many mainstream sites and ad networks shy away from cannabis content, organic backlinks have become one of the safest and most reliable ways to increase your online visibility.
Bottom line: Backlinks still matter in 2025 – arguably more than ever for cannabis SEO – but the quality and relevance of those links is what counts.
Ethical Link-Building Strategies Checklist
Not all backlinks are created equal.
The key is to pursue white-hat (ethical) strategies that Google rewards, and avoid shady tactics that could trigger penalties.
Below is a step-by-step checklist of sustainable link-building tactics for cannabis retailers.
These strategies are Google-compliant and proven to work in 2025 – consider it your cannabis backlink strategy playbook.
1. List Your Business On Cannabis Directories And Local Listings
Start with the easy wins: get your dispensary or cannabis brand listed on reputable business directories.
Cannabis-specific platforms like Weedmaps, Leafly, and LeafLink are high-authority sources where customers actively search for dispensaries and products.
Being listed on these sites not only drives direct referral traffic, but also earns you authoritative backlinks.
In fact, Leafly and Weedmaps are considered two of the most trusted directories in the cannabis industry.
Don’t ignore general local listings either – create or claim your profiles on Google Business Profile, Yelp, Yellow Pages, and Facebook Business (many of these allow a link to your website).
These directory and citation links signal to search engines that your business is legitimate and help improve your local SEO.
Pro tip: Ensure your Name, Address, Phone, and Website (NAP+W) information is consistent across all listings; accurate citations can boost your local rankings and trust.
2. Build Local Citations Through Community And Industry Organizations
Beyond formal directories, look for citation opportunities on local or industry websites.
A “citation” in SEO is any mention of your business (with or without a link) on another site – but of course, a mention with a backlink is ideal.
Join your local Chamber of Commerce or business association – many will list members on their websites.
Consider getting involved with cannabis trade organizations (for example, state-level cannabis business associations or the National Cannabis Industry Association) which often have member directories or sponsor pages.
Local news sites and community blogs are another great avenue.
If your dispensary participates in a neighborhood event or does charity work, try to get a mention (and link) in the local press coverage or the event’s recap on a community site.
Even sponsoring a local cannabis festival or a 420-friendly event can earn you a backlink on the event’s website under sponsors.
These geo-relevant and industry-relevant citations send strong trust signals to search engines.
They help associate your website with a specific location and the cannabis niche, which can improve your visibility for local searches like “dispensary near me” or “best cannabis shops in [City]”.
Always ensure any site that lists your business is reputable – quality matters more than quantity for citations, too.
3. Cannabis-Friendly Media Outreach (Guest Posts & Features)
A cornerstone of any cannabis backlink strategy is getting your content or expertise featured on other relevant websites.
Identify cannabis-friendly media outlets such as industry blogs, online magazines, and cannabis news sites that accept contributions or interviews.
For example, websites like High Times, Leafly News, Ganjapreneur, Green Entrepreneur, or niche blogs related to cannabis culture or health might be open to guest articles or expert commentary.
Pitch them story ideas or offer to write a guest blog that provides value to their readers (not an advertorial for your business).
When you contribute a guest post, you’ll typically be allowed a bio or contextual link back to your site.
Guest blogging, when done on quality sites, is a powerful way to earn authoritative backlinks while showcasing your knowledge.
Always aim for outlets that align with your target audience and brand image.
For instance, a local dispensary might guest-write an article on a community lifestyle blog about “Cannabis 101 for Wellness” – the blog gets free quality content and you earn a backlink plus local exposure.
Media outreach can also include getting your products reviewed by cannabis bloggers or having your business profiled on cannabis news sites.
A positive review or feature on a site like Cannabis Now or MJBizDaily not only grants a valuable backlink, but also builds social proof with readers.
Remember: when reaching out, focus on how your contribution will benefit their audience – not just on dropping your link.
This collaborative approach is both ethical and effective.
4. Content Marketing: Create Link-Worthy Content On Your Site
One of the most sustainable ways to attract backlinks is to publish high-quality, link-worthy content on your own website.
Think about informative or unique resources that other sites want to link to.
Examples include in-depth guides (e.g. “Complete Guide to CBD Dosages”), useful infographics (e.g. a visual timeline of cannabis legalization), data-driven posts (maybe insights from your dispensary’s sales trends or customer surveys), or interactive tools (like a THC/CBD calculator).
When you create standout content that educates or entertains, other websites and bloggers are more likely to cite it as a reference.
In 2025, content marketing remains a core strategy for earning organic backlinks – it’s the “create it and they will link” approach.
Promote your best content through your social media and email newsletters to increase its visibility.
You can even do a bit of outreach for your content: for example, if you publish a study on consumer preferences in cannabis, reach out to cannabis journalists or niche sites who might find it useful for their own articles.
The goal is to establish your site as an authority so that over time it naturally attracts links.
A pro tip here is to analyze what content competitors have created that got backlinks (using tools like Ahrefs, SEMrush, or Moz) and then make something even better (the classic “skyscraper technique”).
For instance, if you notice a lot of sites linking to a “Benefits of CBD” blog post elsewhere, consider creating a more up-to-date, comprehensive version on your site and infuse it with fresh insights or better visuals.
High-quality content not only earns backlinks but also improves your on-site engagement – a double win for SEO.
5. Digital PR: Press Releases And Public Relations In Cannabis
Traditional PR meets digital SEO in this strategy.
With digital PR, you leverage news and press coverage to build links.
If your cannabis business has newsworthy updates – a new dispensary location, a product launch, an award won, a community initiative – consider issuing a press release through cannabis-friendly PR outlets (there are PR services and wires specifically for cannabis industry news).
While many press release links are nofollow (i.e., they may not pass SEO value), the real payoff is when journalists pick up your story and include it in articles.
For example, your press release about a charity drive could lead to a local news website writing an article that links to your site.
You can also proactively reach out to journalists and editors who cover cannabis or local business news.
Provide them with expert quotes or data they might find useful for their stories (this is similar to HARO – Help A Reporter Out, where you respond to requests for sources).
Earning a mention in a high-authority news site with a backlink is SEO gold – these links are often seen as very trustworthy by Google.
Digital PR might also involve getting listed in “roundup” articles (e.g. “Top 10 Dispensaries in California” on a popular blog – you’d want to be one of those ten with a link).
The key is to position your business as newsworthy and authoritative.
Over time, consistent PR can lead to your brand being regularly cited by industry publications.
Just make sure any PR-driven links are editorially earned (you’re in the story because you have something valuable to say) and not paid placements, to stay on the right side of Google’s guidelines.
6. Cannabis Community Involvement (Forums, Q&A, And Sponsorships)
Building backlinks isn’t only about media sites and directories – it’s also about engaging with the cannabis community and leveraging those relationships for links.
Participate actively in cannabis forums (ie., 420 Magazine), online communities, and Q&A sites (for example, subreddits like r/cannabis or r/eldertrees, cannabis sections of Quora, or industry forums like Grasscity).
By helping answer questions and contributing to discussions in a genuine way, you can build a reputation and occasionally share your website when it’s truly relevant (e.g., linking to a helpful blog post you wrote that addresses someone’s question).
Be careful not to spam these communities with your links – the goal is to add value, not just drop URLs.
Even if forum links are nofollow, the exposure can lead to people mentioning or linking to your site elsewhere. Community involvement offline can translate into backlinks too.
Consider sponsoring cannabis events, meetups, or local causes.
When you sponsor or speak at an event (say a cannabis expo or a local patient meet-up), the event’s website will often list sponsors or speakers with a link to your site.
Similarly, partnering with local non-profits or advocacy groups (such as a cannabis advocacy organization or a health charity) can earn you a mention on their site.
Another idea is to host educational workshops or webinars about cannabis in your community – and get them listed on community bulletin boards or local event calendars online, each listing a link to sign up (on your site).
All these community-driven links not only diversify your backlink profile but also reinforce that your business is an active, trusted member of the cannabis space.
Search engines notice that kind of organic buzz.
7. Broken Link Building
Broken link building is a smart, ethical way to earn backlinks for cannabis websites in 2025.
Identify broken links on relevant websites using tools like Ahrefs, then offer your content as a replacement.
This strategy is particularly effective for resource pages on cannabis topics.
Using tools like Ahrefs or SEMrush, find broken links on high-authority cannabis-related sites—think blogs, resource pages, or health sites covering CBD or legalization.
Target resource pages like “Cannabis Law Guides” that often have outdated links.
Create better, relevant content (e.g., an updated “History of Cannabis” if a link’s dead), then email the site owner, highlighting the broken link and offering your piece as a fix.
This tactic shines for cannabis sites, leveraging resource pages to bypass stigma and secure authoritative, contextual backlinks that boost SEO.
Keep content top-quality and compliant, and monitor results with Ahrefs for lasting impact.
8. Seek Professional Help
Building a robust backlink profile for a cannabis website can be a complex and time-consuming process, especially given the industry’s unique challenges like legal restrictions and stigma.
If you’re looking to accelerate your efforts or ensure optimal results, partnering with a professional agency to help with backlink building SEO services can make all the difference.
Consider SEO agencies like Hemp Writer, which also specialize in expert content SEO services tailored to the cannabis niche.
With our deep understanding of the industry, we can craft high-quality, link-worthy content, manage outreach to secure authoritative backlinks, and monitor your site’s performance to keep it compliant and competitive.
By leveraging professional expertise, you save time, avoid costly mistakes, and position your cannabis business for long-term success in the ever-evolving SEO landscape of 2025.
Whether you need help with guest posting, content creation, or a full link-building strategy, a specialized agency can provide the tools and insights to elevate your online presence effectively.
Checklist Recap
By implementing the above strategies – directories & citations, media outreach, content marketing, digital PR, and community engagement – you’ll cover a broad range of white-hat link-building opportunities.
These tactics are sustainable, meaning they’ll keep driving value long-term, unlike gimmicks that might work today and get you penalized tomorrow.
The focus is always on earning links through relevance, quality, and genuine relationships.
How To Vet Backlink Opportunities
Not every link is a good link. Before pursuing a backlink from any site, it’s important to vet the opportunity.
Here’s a quick checklist to evaluate a potential backlink source:
Relevance
Is the site related to the cannabis industry or your local market?
A link from a cannabis growing blog or a local lifestyle magazine will carry more weight (and drive more relevant traffic) than a link from a completely unrelated site.
Aim for industry relevance or local relevance (ideally both).
For example, a cannabis bakery getting a link from a foodie blog in the same city is highly relevant; a dispensary getting a link from a pet grooming site… not so much.
Authority
Check the site’s authority using tools like Moz or Ahrefs.
Metrics like Domain Authority (DA) or Domain Rating (DR) can give a rough idea of how strong the site is.
While not official Google metrics, they’re useful for comparison.
As a rule of thumb, a DA in the double-digits is decent; anything 30+ is quite solid for niche industries.
In fact, one dispensary SEO case study recommends choosing sites that have been around at least a couple years and have a DA between 30 and 60 for guest posting.
Extremely high authority sites (think major news outlets) are wonderful to get links from, but they’re also harder to land – so mix in medium-authority niche sites which are more attainable.
Quality & Credibility
Explore the site manually.
Does it have real, quality content and an engaged readership?
Or does it look like a spammy “link farm” with thin content and tons of ads?
Trust your instinct – if the site looks sketchy or is packed with unrelated outbound links, a backlink from it might hurt more than help.
Also, see if the site is indexed in Google (a quick site:theirdomain.com search on Google can show this).
If it’s not indexed or has very few pages indexed, that’s a red flag.
Spam Score
Some SEO tools provide a spam score for websites (Moz’s Spam Score is one).
If you have access, check it.
A high spam score (e.g., over 30%) could indicate the site has engaged in spammy tactics or has a poor link profile itself.
While Spam Score isn’t perfect, it’s another data point. You generally want links from sites with low spam indicators.
Follow Vs Nofollow
Ideally, you want dofollow backlinks (links that pass SEO value).
Many reputable sites will give you dofollow links for editorial mentions or guest posts.
However, some directories or social platforms nofollow their links.
Nofollow links can still drive traffic and diversify your link profile, but they may not boost rankings directly.
When vetting, prioritize opportunities likely to result in a dofollow link on an actual content page.
Tip: You can use a browser plugin to check if existing links on a site are nofollow or not.
Traffic And Engagement
If possible, consider whether the site gets decent traffic or engagement (comments, social shares).
A link on a site that has real readers is more valuable – it can bring referral visitors and signal to Google that people find the site (and thus your link) useful.
Even a lower-DA site that has a niche but engaged audience (e.g., a regional cannabis blog) can be a worthy target because of that relevant exposure.
In short, choose quality over quantity for backlinks. A single link from a highly respected, relevant website can carry more weight than dozens of links from low-quality sites.
And by vetting each opportunity, you ensure your backlink profile remains strong and penalty-free.
Dangerous Link-Building Tactics To Avoid
Just as important as what to do is knowing what not to do.
Google’s algorithms (and webspam team) in 2025 are extremely sophisticated at sniffing out unnatural link patterns.
Tactics that try to cheat the system can result in your site being penalized or demoted, which is the last thing any business needs.
Here are some link-building pitfalls cannabis businesses should steer clear of.
Private Blog Networks (PBNs)
PBNs are networks of sites created solely to link to each other (and to your main site) to manipulate rankings.
Avoid any service that promises “hundreds of backlinks” from their own network of sites.
Google considers PBN links a blatant violation of guidelines and will penalize sites involved once discovered.
The short-term gain is absolutely not worth the long-term risk.
Link Farms And Low-Quality Directories
Not all directories are good.
There are thousands of generic, low-quality directories that exist only to sell links.
If a directory isn’t a well-known local or industry resource, getting listed there won’t help much.
In fact, being on too many spammy directories can harm your site’s reputation.
Stick to reputable directories (as discussed in our checklist) and avoid the rest.
Paid Links (That Pass PageRank)
This is a big no-no per Google.
Buying or selling links that pass SEO value is explicitly against Google’s rules.
This includes paying for a link placement on a site, or giving someone a “free product” in exchange for a followed link in a review.
Many cannabis companies get tempting offers like “$50 for a DA50 backlink” – but understand that if Google catches this (and they often do via manual reviews or algorithms), you could get a manual penalty dropping your rankings overnight.
Sponsored content is okay if the links are nofollow or tagged as sponsored, but those won’t boost your SEO.
So, save your money and focus on earning free, organic links.
Excessive Link Exchanges
Trading links with another site (“You link to me, I’ll link to you”) can be fine in moderation – say, between two complementary businesses.
However, if you engage in large-scale or irrelevant link exchanges, Google might see it as a link scheme.
A reciprocal link or two won’t hurt, but don’t turn your site into a link swap meet.
Comment Spam & Forum Spam
Posting your website link in blog comments or forums without context (or using automated tools to do so) is considered spam.
These links are almost always nofollow and low value, and they can get you banned from communities (or worse, earn an algorithmic spam signal from Google).
By all means, comment on industry blogs and participate in forums – but do it to contribute to the conversation, not to drop a sneaky link.
If you have a genuinely relevant piece of content to share, that’s fine, but make sure it’s welcomed and appropriate in that context.
Over-Optimized Anchor Text
This is a more subtle “danger.”
Anchor text is the clickable text of a link.
Once upon a time, people tried to game Google by getting tons of backlinks all using the same keyword-rich anchor (e.g., “best cannabis dispensary California”).
Today, that looks highly suspicious to Google if overdone.
It’s much more natural to have a mix of anchor texts – some with your brand name, some with the website URL, some with generic words like “website” or “click here,” and a few with relevant keywords.
Don’t try to force exact-match keyword anchors on every link; it can do more harm than good by tripping Google’s spam filters.
When you earn links editorially, you often won’t control the anchor text anyway (the author will link your brand name or a phrase).
And that’s perfectly fine.
Ultimately, any tactic that is intended solely to trick search rankings and isn’t about genuine human value is one to avoid.
Google’s own guidelines warn: “Any links intended to manipulate PageRank or a site’s ranking in Google search results may be considered part of a link scheme” – and they specifically list things like paid links, excessive cross-linking, or automated programs as examples.
The penalty for violating these rules can range from a drop in rankings to your site being removed from search results entirely.
It’s just not worth it.
Stick to the smart, sustainable tactics we covered above.
They might take more effort and patience, but they build real equity that can withstand algorithm updates and grow your SEO for the long run.
Final Thoughts: Build Links That Last (And Drive Traffic)
Backlinks remain one of the most powerful tools in your cannabis SEO toolkit in 2025.
By focusing on quality, relevance, and ethical strategies, cannabis dispensaries and brands can steadily grow their backlink profile – leading to higher Google rankings, more organic traffic, and stronger brand authority.
Remember that link building is a gradual process: a handful of great backlinks acquired steadily over months will beat a burst of shady links any day.
Use the checklist above to guide your efforts, and you’ll be on your way to building links that truly pay off.
As you implement your cannabis backlink strategy, monitor your results.
Use Google Search Console to see new links and referral traffic in Analytics to gauge which partnerships or content are yielding visits.
Celebrate the wins – a mention on a big site or a local news feature can be a big boost – and keep cultivating those relationships.
Finally, if you need expert help crafting and executing an effective cannabis link building plan, don’t hesitate to enlist professionals.
Off-page SEO can be time-consuming, but you don’t have to do it alone.
Our content SEO service is designed to help cannabis businesses like yours attract organic traffic through quality content and ethical backlink strategies.
We stay on top of the latest SEO trends (so you don’t have to) and can handle the heavy lifting of outreach, content creation, and link building on your behalf.
Build your backlinks the smart way – with patience, integrity, and a focus on providing value.
Do that, and your cannabis website will climb the search rankings, earn trust in the community, and grow a durable online presence that fuels your business for years to come.