How to own Position Zero — and the traffic that comes with it.
“What is THCP?” A question that 29,000 people type into Google every month. And when they do, who gives them the answer?
Leafwell — thanks to a clear, focused content strategy that turned featured snippets into an SEO powerhouse.
This wasn’t some SEO wizardry. It was methodical, strategic, and built for results.
As Leafwell’s Director of Content and SEO, I spearheaded the strategy that earned 1,200+ featured snippets — turning a highly competitive and regulated industry into an organic traffic goldmine.
The challenge: competing in a high-stakes industry
Winning in organic search isn’t easy — especially when the odds are stacked against you.
Leafwell, a telehealth platform for medical cannabis, faced a trifecta of challenges:
Strict regulations. Federal laws around cannabis meant paid ads were off the table.
Tough competition. Big players like Leafly and Weedmaps dominated the SERPs.
Unfamiliar audience. People new to cannabis were searching for clear, trustworthy answers.
So, how do you get to the top of Google in an industry like this? Simple: You make your content impossible to ignore.
The strategy: simplicity wins snippets
When it comes to search success, clarity is king. Here’s the formula:
- Answer the question.
- Explain the keyword.
- Do it better than anyone else.
Writing for clarity
Our content met readers where they were: curious but unfamiliar with cannabis terms.
Take our THCP article, for example:
“THCP is a naturally occurring phytocannabinoid found in cannabis and an analog of THC, the compound responsible for most cannabis psychoactivity. Discovered only in late 2019 by a team of Italian researchers, THCP is one of 120 (or more) cannabinoids found to date in the cannabis plant, with many more potentially awaiting discovery.”
Why this works:
- Answers upfront: Users don’t have to scroll for clarity.
- Simple, conversational language: No jargon. No fluff.
- Proper formatting and schema markup: Concise, clear, and authoritative.
Prioritizing answers with content briefs
Writers got a roadmap for every piece:
- Start with the main question or keyword — immediately.
- Keep intros brief (40-60 words)..
- Use scannable formatting: bullet points, FAQs, tables, and clear headings.
This wasn’t just about satisfying Google. It was about serving the reader.
Targeting snippet-worthy keywords
Using tools like Ahrefs, we identified high-volume, low-competition queries with clear opportunities for visibility.
We also kept up with the current conversations in cannabis to jump on emerging trends, like HHC and minor cannabinoids like CBN.
The results: 1,200+ Featured Snippets and counting
The strategy delivered big:
- 1,200+ featured snippets for high-value keywords, including educational and transactional terms.
- Top results for terms like “THCP,” driving consistent organic traffic.
- Leafwell cemented itself as a trusted authority for cannabis-related education.
Outpacing the competition
Leafwell’s snippet real estate includes some standout wins, even triumphing over cannabis media giants like Leafly for keywords they’ve always dominated.
Cannabis strain information
Leafwell ranks in the featured snippet for “Do-Si-Dos strain,” a popular query among cannabis enthusiasts, outperforming Leafly for this coveted term.
Measurement guides
For “weed sizes,” Leafwell captures the snippet with a clear and concise breakdown of cannabis quantities and weights, making it the go-to resource for users.
Cannabinoid comparisons
On the query “Is HHC stronger than THC?” Leafwell’s snippet provides a straightforward explanation that speaks to curious newcomers and seasoned users.
Future-proofing for generative engine optimization (GEO)
As search evolves, AI-driven tools like Google SGE, Bing Chat, and ChatGPT Seach are rewriting the rules.
Instead of listing websites, these engines synthesize responses from multiple sources, delivering clear, concise answers directly to users.
Why Leafwell’s content thrives in the GEO era:
- Answers upfront:.Generative engines love clear, direct content.
- Educational clarity. Simplified, jargon-free explanations make AI summarization seamless.
- Structured formatting. Bullet points, FAQs, and proper schema markup ensure easy extraction of key details.
- Citation-ready content. Reliable stats and quotes boost credibility.
Why the Featured Snippet strategy worked — and how you can do it, too
Leafwell’s success boiled down to a few simple principles:
- Clarity above all: Write for people, not just algorithms.
- Answers first: Skip the fluff.
- Strategic targeting: Find keywords that others overlook.
- Ongoing optimization: Keep content fresh and relevant.
And the best part? These strategies work for most brands that want to own search and are willing to put in the resources and work.
Ready to make your brand the answer?
If you want to capture Position Zero and drive real results, I’m here to help.
Let’s craft a content strategy that doesn’t just rank — it dominates. Get in touch, and let’s make your brand the answer.