Numbers can tell a story, and while ChatGPT may reshape the future, today Google is the 800-pound search engine gorilla. Not surprisingly, it offers the best way for consumers to find local businesses online, and conversely, for businesses to reach consumers. Google Business Profile (GBP) – a free tool for enhancing how a business appears on Google Search and Maps – is also considered the most important local search engine optimization (SEO) ranking factor.

With consumers increasingly resisting digital marketing efforts, mastering SEO has become crucial for driving online visibility and business growth. However, the game of SEO is constantly changing and businesses need to adapt their strategies accordingly to compete. And knowing what Google values in its algorithm has become essential to optimizing SEO strategy to deliver results.

Google goes local

At the end of 2021, Google announced an algorithm change, referred to interchangeably as the vicinity or proximity update. This enabled smaller, less established businesses physically closer to a user to be ranked better than a business located further away. In fact, users no longer even need to key in “near me” to get such information.

By emphasizing local search results, even at the expense of relevance or quality, Google gave small businesses a fighting chance against larger competitors with deeper pockets. It also reduced the likelihood a company could dominate a densely packed city or large geography without having a physical presence. Google’s technology even identifies shared offices, so a legitimate, standalone one is required. Additionally, if a business is in a building that houses others in the same field, only one is going to rise to the top in rankings.

Then again, should a large corporation have an office in a given location, smaller businesses would no longer have an advantage. This makes having a healthy, established footprint vital. With a GBP that’s undergone SEO, smaller businesses can secure a prominent position in Google’s search engine results page (SERP), where businesses are listed and shown on a map with place marker icons. Even better, they can appear in the Google 3-Pack – those coveted top three results just below sponsored ones – a major driver of business growth and inbound leads.

Ranking with SEO

Small business owners can boost their local SEO ranking by taking a number of steps, beginning with optimizing and maintaining their GPB. Other measures include increasing the volume of positive customer reviews, providing a quality website, and using keywords that highlight business functions and location. The following are a few specific recommendations for achieving local SEO success.

Be descriptive:

The GBP includes a description that provides a business with a good opportunity to differentiate itself. Write one that succinctly and accurately reflects your business, working in keywords potential customers might use when looking for a business such as yours.

Be consistent:

When optimizing a website, directory citations that list name, address, and phone number (NAP) should be consistent. Providing relevant, accurate, and reliable information to Google and potential customers drives rankings, traffic, and conversions. Auditing NAP details – across a website, directories, and social media profiles – will strengthen your local SEO foundation.

Monitor your profile:

To keep NAPs up to date, be vigilant about monitoring and verifying your GBP details. Discrepancies can cause Google to highlight incorrect information, keeping potential customers from ever reaching your home page. Also, keep in mind users outside your organization can suggest edits to a GBP and affect your information. Stay on top of changes and take corrective measures when needed.

Provide a strong experience:

Search engines often prioritize websites that provide users with a positive experience. Fast page loading, easy navigation, applicable and engaging content, and a mobile-friendly interface are critical. Ensure these things and visitors to your site will linger longer, explore deeply, return more often, and convert in greater numbers. Additionally, this will result in low bounce and high click-through rates, which in turn raises the value of your website and rankings for local search.

Drive reviews:

Without positive reviews from actual users, a site can go unnoticed by Google, severely hampering the ability of a business to compete. That’s because its algorithm weighs various factors including review volume and quality. To even register, a business needs at least ten good reviews – so encourage customers to weigh in. What’s more, not only are users far more likely to interact with a highly regarded company, but responding to reviews punctuates a business’s authenticity and boosts search rankings. Whether positive or negative, responding to reviews promptly and professionally helps.

Steady action, long-term gains

There are additional search ranking factors, along with actions businesses can take, that can enhance local search standings. Posts on a GBP can promote such things as sales. Creating content with a local focus can best meet user inquiries and stand out. The list of possibilities is extensive and so are the features Google provides to facilitate success.

By Seth Price, Founder of BluShark Digital

Featured image provided by henry perks; Unsplash; Thanks!

The post SEO and Google: How Small Businesses Can Achieve Local Success appeared first on DMNews.

A Potential Outcome: No Wholesale Breakup

Many speculate about the possibility of a wholesale breakup of Google, but antitrust expert Eric Posner believes that such an outcome is unlikely. Courts are generally reluctant to advocate for the breakup of defendants, so a more feasible outcome could be the separation of different parts of Google’s business within the confines of its parent corporation, Alphabet. The court would carefully consider whether separating the businesses without destroying their value is a viable solution. Ultimately, the DOJ must convince a judge that a wholesale breakup is the only realistic resolution to a particular monopolistic practice.

Advertisers Seeking Damages

In the event of a ruling against Google, parties harmed by Google’s previous anti-competitive behavior, including advertisers, may seek “equitable remedies.” This could potentially lead to follow-on private litigation, where affected parties could claim damages for the financial losses they incurred due to Google’s practices. Posner cites Microsoft’s antitrust battle with the DOJ in the late 1990s as an example. While the government secured injunctions requiring Microsoft to make it easier for consumers to access other browsers, Microsoft faced numerous civil lawsuits and had to pay out significant sums of money. Alphabet may find itself embroiled in costly litigation for an extended period if similar lawsuits arise.

Potential Impact on Default Agreements

The DOJ alleges that Google acts as a “monopoly gatekeeper for the internet” through its default search engine agreements with hardware manufacturers and telco providers. If the court rules against Google, it could challenge these default arrangements. For instance, if the court deems it illegal for Google to pay Apple to make its search engine the default in Safari, alternative arrangements might be required. This could involve Apple providing a more explicit menu of default search engines for customers to choose from or voiding the existing contracts altogether. Posner suggests that conduct remedies, rather than a wholesale breakup, are more likely in this case.

The Importance of Defining the Market

One crucial aspect of the trial is how the judge will define the market in question. If the judge limits the market solely to search, the DOJ would likely have a stronger position, considering Google’s dominance, which accounts for approximately 90% of the search market. However, if the judge includes other areas, such as display and social advertising, in the overall ad market, the government’s case could be diluted. The word “market” holds a specific meaning in antitrust law, and the definition will significantly impact the outcome of the trial. Posner emphasizes that including other types of ads in the same market could lead to increased competition for Google.

Duration and Potential Relevance of the Trial

While the Google trial is scheduled for three months, it could extend much longer due to appeals and other factors. Similar cases involving IBM and Microsoft lasted years after the initial rulings, resulting in the legal basis for both cases losing relevance due to shifts in the technology landscape. The current AI boom and other changes in the advertising market may also influence the duration and impact of the trial. Additionally, revelations from this trial could be considered as evidence in a separate advertising-related antitrust case against Google. Posner suggests that the relevance of such evidence depends on its context and whether it directly relates to the specific market in question.

See first source: Digiday

FAQ

Q1: Is a wholesale breakup of Google likely as a result of the antitrust trial?

Antitrust expert Eric Posner suggests that a wholesale breakup of Google is unlikely. Courts are generally hesitant to advocate for the breakup of defendants. Instead, a more feasible outcome could involve the separation of different parts of Google’s business within its parent corporation, Alphabet. The court would carefully consider whether such a separation can be achieved without destroying the businesses’ value.

Q2: What could happen if the court rules against Google in the antitrust trial?

In the event of a ruling against Google, parties harmed by its anti-competitive behavior, including advertisers, may seek “equitable remedies.” This could lead to follow-on private litigation, where affected parties could claim damages for financial losses incurred due to Google’s practices. Similar to Microsoft’s antitrust battle in the late 1990s, Alphabet may face costly litigation and financial penalties.

Q3: How might the antitrust trial impact default agreements involving Google’s search engine?

The DOJ alleges that Google acts as a “monopoly gatekeeper for the internet” through its default search engine agreements. If the court rules against Google, it could challenge these default arrangements. Alternative arrangements, such as offering explicit menus of default search engines for customers or voiding existing contracts, might be required. Conduct remedies are considered more likely than a wholesale breakup in this scenario.

Q4: How important is the definition of the market in this antitrust trial?

The definition of the market is crucial in antitrust trials. If the judge defines the market solely as search, the DOJ would have a stronger position due to Google’s dominance in that area. However, if the judge includes other areas like display and social advertising in the overall ad market, the government’s case could be weakened. The definition of the market significantly impacts the trial’s outcome.

Q5: How long is the antitrust trial expected to last, and what factors might influence its duration?

The Google antitrust trial is scheduled for three months, but it could extend longer due to appeals and other factors. Similar cases involving IBM and Microsoft lasted years beyond the initial rulings, with the legal basis losing relevance due to shifts in the technology landscape. The duration and impact of the trial could also be influenced by the current AI boom and changes in the advertising market. Additionally, evidence from this trial may be considered in a separate advertising-related antitrust case against Google, depending on its relevance and context.

Featured Image Credit: Christian Wiediger; Unsplash – Thank you!

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The Importance of Structured Data

This first episode of “SEO Made Easy” will teach you how to use structured data to control how your brand name appears in Google’s SERPs. Using structured data, you can control how Google displays your domain name, guaranteeing uniformity and precision. Brand awareness and user experience can both be boosted by using structured data.

Why Customization Matters

Your website’s preferred name is chosen for you by Google’s search algorithm. It’s possible, though, that Google will have trouble reliably identifying your brand name. Structured data can be extremely helpful in these circumstances. Modifying your domain’s name in search engine results pages is one way to maintain brand integrity.

Practical Tips for Implementing Structured Data

There are workarounds available if you are unable to incorporate structured data directly into your website. One strategy is to always include your site’s name in the page’s title. Setting a site-wide name in your CMS or appending the site name to the titles of individual pages will accomplish this. This method is effective for subdomains and top-level domains, but it does not work at the directory level.

It’s important to give Google some time to incorporate the changes after you’ve made them. A re-indexing of your homepage can be requested through Google Search Console to hasten the process. If you follow these instructions, you will be able to increase your brand’s visibility in Google search results with the help of structured data.

What You Can Anticipate From “SEO Made Easy”

Google’s “SEO Made Easy” is just the beginning of the company’s commitment to producing instructional videos for webmasters and digital marketers on YouTube. If you want your website to do well in Google Search, you’ll find plenty of useful information in this series. This series will give you practical advice on how to optimize your website, from using Google Search Console to locate low-hanging fruit to implementing lazy loading for a better page experience.

Upcoming Episodes

You can look forward to learning about a wide range of subjects in upcoming episodes of “SEO Made Easy,” such as:

• Learn proven methods for boosting your website’s credibility through the use of inbound links.
• Find out how to improve your website’s visibility in local search engine results and connect with a wider audience in your area.
• Best practices for mobile search engine optimization include knowing why and how to optimize a website for mobile users.
• Dig into the fundamentals of on-page SEO to see how it can improve your website’s position in search results.
• Learn how to improve your website’s speed, make it more easily crawlable, and make use of structured data.

See first source: Search Engine Journal

FAQ

1. What is Google’s “SEO Made Easy” YouTube series about?

“SEO Made Easy” is a YouTube series by Google aimed at website owners and digital marketers. It provides actionable advice and methods for improving a website’s visibility in Google’s search results.

2. What is the focus of the first episode of “SEO Made Easy”?

The first episode teaches viewers how to use structured data to control how their brand name appears in Google’s search engine results pages (SERPs). It emphasizes the importance of brand consistency and user experience.

3. Why is structured data important for controlling brand name appearance in SERPs?

Google’s search algorithm may not always accurately identify your brand name. Structured data allows you to modify how your domain name is displayed in search results, ensuring brand integrity.

4. What advice is provided for incorporating structured data into a website?

If you can’t directly incorporate structured data, you can include your site’s name in page titles. This can be done site-wide or by appending the site name to individual page titles. Google Search Console can be used to request a re-indexing of your homepage after making changes.

5. What can viewers expect from future episodes of “SEO Made Easy”?

Future episodes will cover a range of topics, including boosting website credibility through inbound links, improving visibility in local search results, mobile SEO best practices, on-page SEO fundamentals, and website speed optimization.

6. Is “SEO Made Easy” part of Google’s commitment to producing instructional content on YouTube?

Yes, “SEO Made Easy” is part of Google’s commitment to providing educational content for webmasters and digital marketers. It aims to help website owners optimize their websites for better performance in Google Search.

7. Can you provide a glimpse of what will be covered in upcoming episodes of “SEO Made Easy”?

Upcoming episodes will delve into topics such as boosting website credibility through inbound links, optimizing for local search results, mobile SEO best practices, on-page SEO fundamentals, and improving website speed and crawlability, as well as utilizing structured data.

Featured Image Credit: Kaleidico; Unsplash – Thank you!

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Bard Conversations: Found in Online Searches

Links to previous discussions with Google’s Bard chatbot were the first indicator that something was amiss. This news quickly spread across social media, prompting users to express concern over their personal information and privacy. To see links to your conversations with Bard in Google Search results, users can simply type’site:bard.google.com/share’ into the Google Search bar. Users of Bard expressed widespread alarm at the sudden disclosure of private messages.

Feature or Indexing Mistake?

Whether or not search results including Bard conversations is intended functionality or an indexing error is currently unknown. There have been no official statements from Google on this matter. A recent update to Google’s helpful content search ranking system, however, suggests that Bard conversations are now showing up in search results, which suggests that this may not be a deliberate change. However, users should proceed with caution when interacting with Bard until Google provides clarification.

Privacy Concerns and Safety Measures

There are serious privacy concerns when users’ Bard conversations are revealed in search results. Conversations that were once held in confidence could now be made public, which could have devastating effects on people’s reputations and careers. Users should avoid discussing sensitive topics or sharing information they wouldn’t want tied back to them publicly to reduce these risks. Keep your guard up and think about what might happen if you tell an AI chatbot like Bard something personal or sensitive.

What Google Has to Say and What It Has in Store

Google issued a statement after the public outcry that it had accidentally indexed Bard chats in search results. In a statement, the company said it does not want the group chats indexed by Google Search and is working to prevent this in the future. Public Bard chats are still indexed in Google Search as of this update, despite Google’s acknowledgement of the problem and its efforts to fix it. To avoid having their conversations show up in search results, users should avoid using the share feature.

The Necessity of Caution When Using Artificial Intelligence Chatbots

The indexing of Bard’s conversations in search results is a good reminder to use caution when interacting with any kind of artificial intelligence chatbot. These chatbots are meant to be useful resources, but it’s important to keep in mind that they’re not perfect and could end up having undesirable effects. Users should exercise caution when making conversations public and think about the consequences of what they reveal. AI chatbots should be viewed as utilities, not confidantes, and users should exercise caution before disclosing personally identifiable information.

Privacy in the Age of AI Chatbots

AI chatbots like Bard are likely to become more commonplace as AI technology develops further. Although these chatbots can be helpful and convenient, there may be some privacy issues with their use. Building secure and private AI chatbots should be a top priority for any company serious about protecting their customers’ personal information. However, users should be aware of the dangers inherent in their interactions with AI chatbots and proceed with caution.

The Challenge of Online Privacy in the Modern World

A stark reminder that privacy in the digital age is not guaranteed is the indexing of Bard conversations in search results. It is up to each of us to actively guard our privacy and personal data while using the internet. This includes being cautious about what we say and share with artificial intelligence chatbots. We can better protect our private information and make educated decisions if we are aware of the most up-to-date privacy practices and technologies.

See first source: Search Engine Journal

FAQ

1. What prompted concerns about privacy regarding Google Bard conversations?

Users noticed that links to their previous discussions with Google’s Bard chatbot were appearing in Google Search results, leading to concerns about the privacy and security of their personal conversations.

2. How can I check if my conversations with Bard are indexed in Google Search results?

To see if your conversations with Bard are indexed, you can type ‘site:bard.google.com/share’ into the Google Search bar. This will display search results related to Bard conversations.

3. Is the indexing of Bard conversations in Google Search results an intentional feature or an error?

Currently, it is unclear whether this indexing is intended functionality or an indexing error. Google has not issued an official statement on this matter, but recent changes to its content search ranking system suggest it may not be a deliberate change.

4. What privacy concerns arise from the indexing of Bard conversations in search results?

The indexing of Bard conversations raises serious privacy concerns, as private conversations could become public, potentially impacting individuals’ reputations and careers. Users should exercise caution and avoid discussing sensitive topics or sharing personal information with Bard.

5. What has Google said about the indexing of Bard conversations and its plans for the future?

Google acknowledged that it accidentally indexed Bard chats in search results and stated that it does not want group chats to be indexed. The company is working to prevent this from happening in the future. However, as of the latest update, public Bard chats are still indexed in Google Search.

6. How should users approach interactions with artificial intelligence chatbots like Bard in terms of privacy?

Users should exercise caution when interacting with AI chatbots and avoid making conversations public unless necessary. It’s essential to think about the potential consequences of revealing personal or sensitive information to AI chatbots and treat them as utilities rather than confidantes.

7. What is the future of privacy in the age of AI chatbots?

As AI chatbots become more commonplace, companies should prioritize building secure and private chatbot systems to protect users’ personal information. Users should also remain vigilant about online privacy practices and technologies to safeguard their data in the digital age.

8. How can individuals protect their privacy in the modern digital world?

Protecting online privacy requires individuals to be cautious about what they share and disclose online, including interactions with AI chatbots. Staying informed about the latest privacy practices and technologies can help individuals make educated decisions to safeguard their personal information.

Featured Image Credit: Mojahid Mottakin; Unsplash – Thank you!

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The Debate

In a recent X (previously Twitter) post, Yiit Konur asserted that technical SEO is becoming less and less significant over time, which brought the topic into the spotlight. According to Konur, some people overcomplicate technical SEO because they believe the myths that circulate about it. Unless major technical issues arise, he argues, attention should be redirected to content creation and optimization.

In response to Konur’s claim, John Mueller defended technical SEO’s continued relevance. A larger conversation within the SEO community is highlighted by Mueller’s statement, which has gained traction since Google updated its ranking systems documentation.

Google Ranking and Technical SEO

Google has updated its documentation on how it determines search engine rankings, taking out references to technical SEO metrics like HTTPS and Core Web Vitals. Google, however, was quick to point out that these details still matter greatly. Google Search Liaison Danny Sullivan emphasized that signals like Core Web Vitals and mobile-friendliness were not being abandoned or ignored by the update. Instead, you should focus on these things if you want to do well in Google Search’s primary ranking systems.

As Sullivan described it, the change consisted of labeling some aspects of the page’s user experience as “signals” rather than “systems.” This modification does not devalue them, but rather acknowledges them as signals employed by other systems.

Websites’ Reliance on Technical SEO

While the SEO landscape is always changing, technical SEO will always be the backbone of top-notch website performance. It includes a wide range of technical factors that improve a website’s rank in search results and user friendliness. First, let’s talk about why technical SEO is so important:

1. Quickness and Efficiency of Websites

Google’s ranking algorithms place a premium on how quickly and efficiently a website loads. If your website takes too long to load, your visitors will have a bad experience and likely not return. To ensure websites load quickly, technical SEO employs methods like reducing server response time, compressing files, and making use of browser caching.

2. Support for mobile devices

Google gives mobile-friendly websites a boost in search results because mobile devices are used by the vast majority of internet users. Through technical SEO, you can rest assured that your site will adapt to any screen size and look great on any device. The site’s layout, content, and images must all be adjusted so that they display properly on mobile devices.

3. Crawling and indexing

Search engines must index your site before it will appear in search results. To improve a site’s search engine rankings, technical SEO professionals will work to enhance the site’s architecture, navigation, and internal linking. XML sitemaps, optimized robots.txt files, and crawl error fixes are all part of this process.

4. Site Map and URL Organization

Sites that are organized and easy to navigate are more enjoyable for visitors and more easily indexed by search engines. In order to facilitate search engine crawling and indexing, technical SEO prioritizes the development of a well-organized site architecture and the optimization of the URL structure. Implementing breadcrumb navigation and using URLs that are both descriptive and keyword-rich are two ways to achieve this goal.

5. Page-specific Technical Components

The term “technical SEO” refers to the process of improving a website’s search engine rankings by adjusting various aspects of the page itself. Title tags, meta descriptions, heading tags, and image alt attributes can all be improved. Websites can increase their chances of ranking highly in search results by providing search engines with useful information about their content through the optimization of these elements.

6. Schema Markup

Schema markup is a type of structured data that helps search engines better understand the content of a webpage. Websites can improve their rank in search results and increase their chances of being featured in rich snippets and knowledge panels by using schema markup. As part of technical SEO, appropriate schema markup is incorporated to better assist search engines in understanding and displaying website content.

Technical SEO’s Future

Search engine algorithms are constantly changing, but technical SEO will always be important. While user experience and content quality have received more attention of late, it is technical SEO that lays the groundwork for their success. Technical SEO will continue to develop to keep up with the changing needs of search engines as AI and machine learning algorithms advance.

Technical SEO, in other words, is not going away any time soon. John Mueller’s reaffirmation of its significance highlights its role as the foundation of all open web architectures. Search engine optimization (SEO) success can be established with a focus on site speed and performance, mobile friendliness, indexing and crawling, site architecture and URL structure, on-page technical elements, and schema markup. Keeping up with the latest technical SEO best practices is crucial for maintaining a high position in search engine results pages and increasing organic website traffic as the SEO landscape continues to change.

See first source: Search Engine Journal

FAQ

Q1: Is technical SEO still important in 2023?

A: Yes, technical SEO remains critically important in 2023. It serves as the foundation of all open web architectures and plays a pivotal role in improving a website’s search engine rankings and user experience.

Q2: What sparked the recent debate about the importance of technical SEO?

A: The debate started when Yiit Konur suggested that technical SEO is becoming less significant over time. He argued that unless major technical issues arise, more attention should be directed toward content creation and optimization.

Q3: How did Google respond to claims that technical SEO is becoming less important?

A: Google’s John Mueller defended the continued relevance of technical SEO. Google Search Liaison Danny Sullivan emphasized that technical SEO metrics like Core Web Vitals and mobile-friendliness are still crucial for ranking well in Google Search.

Q4: Is technical SEO future-proof?

A: Yes, technical SEO will remain essential as search engine algorithms evolve. It adapts to the changing needs of search engines as AI and machine learning algorithms advance. Keeping up with the latest best practices is crucial for maintaining high search engine rankings and increasing organic website traffic.

Featured Image Credit: Hanna Morris; Unsplash – Thank you!

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Here are six of the top challenges of marketing cannabis online.

1. Major eCommerce brands are staying out of the cannabis industry

Even in locations that have not legalized marijuana, purchasing cannabidiol, also known as CBD, may be an option.

It does not have the same ability to get people high as other components of marijuana, such as tetrahydrocannabinol, more popularly known as THC. The tricky part is that some states and countries legalized CBD but banned THC — or at least products containing more than 0.3 percent.

It’s not always possible to confirm the amount of THC in a CBD product. That uncertainty has made brands, including Amazon and PayPal, steer clear of cannabis products for now. Some have grown their brands in different ways, such as by partnering with influencers, utilizing SEO for cannabis companies, or creating organic content that achieves a far reach.

That means that cannabis companies that make their products available online must look for tailor-made options. Some exist to fill the need, but the unwillingness of major eCommerce brands to associate with cannabis companies poses an obvious restriction.

2. The inability to advertise cannabis through social media ads

Marketers use social media ads to reach out to their customers. They know how many of them view social media as their go-to place when they’re ready to buy things. Social media users often depend on posts from people they know or influencers they respect to guide their purchasing decisions. However, social media companies have cracked down on social media advertising for cannabis products.

In addition to barring marijuana ads, Facebook does not allow advertising related to CBD or ingestible hemp. Most of the other leading social media brands have similar policies, thereby prohibiting companies from selling cannabis products through social media. Some have grown their brands in different ways, such as by partnering with influencers or creating organic content that achieves a far reach.

However, there’s no sign of social media platforms relenting regarding their advertising policies. That poses obstacles for companies accustomed to advertising through more conventional methods.

3. Increasing demand coupled with distribution constraints

As cannabis becomes legal in more places and the Internet becomes another place to buy it, some retailers have had trouble keeping up with demand. And, that problem is not likely to ease significantly anytime soon. In 2018, the cannabis industry’s worth exceeded $7 billion, with forecasts expecting it to rise to $65 billion in five years.

Fortunately, some of the same technologies that parties in other industries use to keep track of inventory and sales apply to the cannabis industry, too. For example, tracking order requests through a smartphone could help retailers stay on top of demand wherever they are and know which products sell the fastest.

Another obstacle to distribution is that you cannot send marijuana through the mail in the United States. Online retailers that want to stay above board get around that by arranging for door-to-door deliveries of what customers order. But, that extra step could cause even more slowdowns as a growing number of people desire cannabis products.

4. The need to meet strict regulations

Merchants who sell CBD products online still have to adhere to applicable laws. For example, their products must go through testing to ensure they don’t contain more than the permitted amount of THC. Moreover, merchants that want to get into the online cannabis market cannot necessarily sell all the products they anticipate will be the hottest sellers. For example, most ingestibles remain federally illegal in the U.S.

Platforms exist to help online cannabis sellers meet regulations. But, some parties may not want to go through the process of getting their products tested to verify how much THC they contain, for example. Moreover, the testing process is not perfect, and it may take longer than some sellers prefer.

In California, 2018 was a tough year for cannabis testing labs. The people working in those facilities had to rapidly adapt to regulatory changes and some encountered friction regarding the necessary regulations. Some of the labs asserted that the expectations the regulators have are not realistic and are too hard to satisfy.

It’s up to online sellers to decide if the requirements are worthwhile. Doing that requires assessing whether future profits would make it viable to jump through those legal hoops. But reaching that conclusion is not easy.

5. Legitimate companies still compete with illicit dealers

Something that marijuana retailers have had to come to terms with recently is that many of their would-be customers would rather buy the drug on the street for cheaper. At the end of 2018, a California-based cannabis retailer called MedMen had more than a dozen stores in the state. Even so, cash flow problems substantially hindered it, and they continue to threaten its future.

During the latter half of last year, MedMen lost $131 million — the equivalent of more than $2 for every dollar of marijuana sold. Although the continuation of people buying from street dealers instead is not the sole reason for the company’s woes, it seems to have played a substantial part. In California, the costs to become a regulated distributor are high. And, the legalization of marijuana has not caused the dramatic drop in the street trade that some expected.

Similarly, recently released national statistics for Canada show that cannabis users still rely on illegal sources. More specifically, 42 percent said they buy from those parties at least some of the time.

6. The difficulties of verifying customer identities online

In some places around the world, selling cannabis online remains restricted. Alberta, Canada, is one of them. Only a government agency called Alberta Gaming, Liquor and Cannabis (AGLC) can handle sales through the Internet for now.

But, private-sector sales are apparently on the horizon. A University of Calgary professor named Thomas Keenan has already raised the alarm about how difficult it may be to check identification through the Internet and feel confident in the accuracy.

Currently, if a person wants to buy cannabis through the AGLC, they have to prove their age and get their order shipped to an Alberta address. They don’t even have to live at the destination but could pick up the goods the next time they pass through Alberta, for example. Alberta residents upload their name, date of birth and address to verify their age. People outside of Alberta upload images of a government-issued ID instead.

And, therein lies the trouble. Keenan worries that people could alter their uploaded images after merely learning a bit about readily available photo-editing software. Plus, he’s unsure of whether the systems in place for confirming a person’s documents would be robust enough to detect such tampering.

The risk of people altering their documents during an online purchase may pose an additional liability to online cannabis merchants. Would they want the blowback that would almost certainly result if authorities discovered a trend of underage purchases?

Not a straightforward process

The six obstacles mentioned here highlight why online cannabis marketing is not simple. That’s not to say people should avoid the prospect altogether, but they must be ready to encounter challenges.

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