The Challenge:
Rootdown needed a brand and website that could support a growing network of medical cannabis dispensaries across Mississippi.
Search behavior presented a particular challenge. Patients were looking for dispensaries based on where they lived, how close a store was and whether it served medical cannabis patients. Together, the primary and secondary pages allowed Rootdown to target “dispensary near me,” “medical dispensary near me” and city-specific searches across a wider portion of each store’s service area.
Hybrid redesigned Rootdown’s visual identity and built a website around its retail footprint. Patients could move more easily from search to location information, products and online ordering, while each dispensary had its own foundation for local SEO.
The Strategy
Give Every Dispensary Its Own Local Presence
Hybrid created dedicated location pages for Rootdown dispensaries in Canton, Richland, Pascagoula, Ocean Springs, Jackson, Gautier and Bay St. Louis.
Each page focused on the information patients needed when choosing a dispensary, including store details, directions and access to online ordering. The pages also gave Hybrid a dedicated place to target the searches associated with each individual market instead of asking one general website page to compete across Mississippi.
Reach Patients Beyond Rootdown’s Store Cities
Hybrid created dedicated location pages for Rootdown dispensaries in Canton, Richland, Pascagoula, Ocean Springs, Jackson, Gautier and Bay St. Louis.
Each page focused on the information patients needed when choosing a dispensary, including store details, directions and access to online ordering. The pages also gave Hybrid a dedicated place to target the searches associated with each individual market instead of asking one general website page to compete across Mississippi.
Strengthen the Local SEO Foundation
Hybrid supported the location-page strategy with Google Business Profile optimization, local citation management and LocalBusiness schema.
The team also refined page content around the search behavior in each market. Rather than treating every Rootdown dispensary the same, the SEO work connected each location with the cities and search behavior surrounding that store.
The Results:
Each tracked Rootdown location earned 13 to 15 top-10 keyword rankings for local dispensary searches.
Average keyword position also improved across several markets:
Richland
53%
improvement
Jackson
70%
improvement
Pascagoula
56%
improvement
Gautier
85%
improvement
That search growth translated into more website activity. Monthly website sessions increased 101%, monthly page views increased 160%, and monthly users increased 71%.
Organic search accounted for 44.6% of total website traffic, making it Rootdown’s largest traffic channel during the measured period.
Location Pages Saw Growth Across Mississippi
The gains showed up across Rootdown’s individual dispensary pages, too. Every tracked location page increased in page views, with growth ranging from 33.4% to 50.6%.
| Location | Increase in Page Views |
|---|---|
| Richland | 50.6% |
| Jackson | 49.8% |
| Gautier | 47.6% |
| Bay St. Louis | 44.2% |
| Ocean Springs | 43.8% |
| Canton | 34.5% |
| Pascagoula | 33.4% |
The Outcome
Rootdown came away with a website built to support multiple dispensary locations and the local SEO strategy behind them.
Each store had its own local presence, while supporting pages extended Rootdown’s reach into nearby communities. Searchers could find the location most relevant to them, get the information they needed and move directly into online ordering. Organic search also became the website’s largest traffic channel.
About Hybrid Marketing Co.
Hybrid Marketing Co. thrives at the intersection of creativity and strategy, building brands that don’t just compete—they dominate. From crafting identities that stand out to delivering campaigns that drive measurable results, we turn ambition into success. Whether you’re entering the market or leveling up your presence, Hybrid is your partner in making moves that matter.
Get in touch; let’s do great work together.
