Ideating CBD Content With Q4 2020 Search Data (UK Region)

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October 1, 2020
Cannabis

Key Takeaways

Content & Messaging — Answer the Audience’s Questions: By looking at high volume searches from Google UK and various UK-based cannabis subreddits, we determined the top questions and topics that UK audiences are searching for online. 

Use these content buckets to ideate top-performing content for your blog, social platforms, and even website FAQ sections:

  • Side Effects & Withdrawal Symptoms: As with global audiences, UK users are also concerned about the potential risks of cannabis usage. Unique to this audience, however, is the prominence of questions around withdrawal symptoms. These users want to know ways to ease (or stop) cannabis withdrawal symptoms as well as asking advice for the best way to quit smoking marijuana.

  • Getting “High”: Questions around getting “high” range from concerned users who worry about getting “high” to users who are seeking a “high” from cannabis usage. For the concerned user, they are typically medical marijuana users who want to make sure they won’t be experiencing that effect, while the latter seek ways to enhance or prolong that feeling.
  • General Health & Safety: This topic is a shared concerned with global audiences; as a whole, UK users want to know if cannabis usage will lead to potential difficulties (i.e. death, cancer, popcorn lungs, brain damage, etc.), whether smoking marijuana is worse than smoking cigarettes, or whether they can use cannabis in conjunction with other medication.
  • Mental Health: Many UK users are seeking cannabis to help with a variety of mental health concerns, from depression to anxiety to panic attacks. They want to know if cannabis is effective in treating symptoms of mental disorders, seek opinions from other users on their experience, and recommendations on what products to use.


Legality: The legality of cannabis is a popular topic, both on Google and on reddit for UK audiences. Questions on Google mainly revolve on users asking which countries have legalized weed, sometimes in relations to travel concerns. On reddit, users are asking for where to legally buy cannabis products in the UK, sharing petition signings, and even letters to their local MP.

  The most popular questions being asked on Google in the UK about cannabis are related to symptoms & side effects, health & safety, and the use cases for cannabis.

Cannabis - Search Data in UK

Digging deeper, the specific questions that people are asking about cannabis symptoms & side effects on Google (UK) are:

Cannabis - What people are asking about cannabis on Google

Digging deeper, the specific questions that people are asking about cannabis health & safety on Google (UK) are:

Cannabis - Google - Health and Safety

Digging deeper, the specific questions that people are asking about cannabis “what it helps with”, about & origins, and legality on Google (UK) are:

Cannabis - Google - What it helps with - About and origins - Legality

Here are examples of highly engaged articles that draw content ideas from trending search data:

Article #1 , Article #2 , Article #3 , Article #4 , Article #5 , Article #6 , Article #7 , Article #8 , Article #9 , Article #10 , Article #11

*Backlinks: A backlink is a link created when one website links to another. Backlinks are also called "inbound links" or "incoming links." Backlinks are important to SEO 

The sample size for UK-based reddit forums is not large enough to be statistically significant; however, post examples have been updated to reflect UK audience sentiments. Updated post examples are highlighted.

 The most popular questions being asked on reddit (global) about cannabis are related to usage & benefits, symptoms & side effects, and ways to use.

Reddit - Usage and Benefits - Symptoms and Side Effects

Digging deeper, the specific questions that users on reddit are asking about cannabis usage & benefits are:

Cannabis - Reddit - Specific questions users ask about cannabis usage and benefits

Digging deeper, the specific questions that users on reddit are asking about cannabis symptoms & side effects are:

Reddit - Symptoms and Side Effects - Specific Questions Users Ask

Digging deeper, the specific questions that users are asking on reddit about cannabis ways to use, recommendations, and culture & opinions are:

Reddit - Cannabis - Ways to Use - Recommendations - Culture and Opinions

A dominant topic unique to UK-based cannabis subreddits revolves around the legality issue of cannabis.

Reddit - UK-based Cannabis - Legality


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