SEO in the Sustainability Sector:
Why Your Green Company Still Needs Search Engine Optimization
by R.E.S. Martina
If you’re responsible for your company’s digital marketing, branding, outreach, online visibility or advertising, then you’re definitely familiar with the term ‘Search Engine Optimization.’ At this point, it feels like it’s a term as old as the internet itself. But over the years, the practice of SEO has transformed from a simple science into much more of a fusion of both art and science.
Back in the day, and by that, I mean about a decade or two ago, SEO was essentially accomplished through keyword stuffing — jam-packing a page with a keyword or phrase repeatedly to trick the search engines into thinking that the content on that page was the most relevant for the search term. But, over time, the search engines got ‘smarter,’ their algorithms more fine-tuned to sift through the exponentially increasing volume of content generated every minute of every day. And Search Engine Optimization has had to evolve with it.
So what does this mean for you and your company?
Just like the internet and its associated services and companies expanded rapidly just two or so decades ago, the green energy and environmental sustainability sectors are also gaining momentum and projecting rapid growth in the next years and decades, with the global market expected to reach a valuation of $12 trillion by 2030. As soon as the politics align with the overall mission of saving this planet for our children, our grandchildren and future generations, one would assume that the green sector will be akin to the next gold rush.
Public support is overwhelmingly in support of green initiatives, so it’s only a matter of time before the industry begins to receive the grants and funding it deserves. But with that comes competition. In the case of the environment, the more companies working toward a better future, the better for the planet.
But as the leader of your company’s marketing, advertising, branding, outreach, customer engagement or social media, it’s your responsibility to assure that your organization stands out; that your company’s voice is heard in a growing crowd.
When it comes to planning your long-term marketing strategy, outside of branding, mission and company voice and identity, some of the most foundational considerations to make are your Search Engine Optimization and inbound marketing strategies.
- How will your company attract people to your website to hear your message?
- Are paid advertisements really a sustainable, long-term way to bring in traffic?
- How are you going to build your contact list?
In time, a well-executed SEO strategy can be the answer to all of these questions. That’s why it’s important to consider what actions your company has taken in the past or is currently engaged in to make sure that your business stands out from the crowd on the internet. Like they say, there’s no better time than the present and Search Engine Optimization is something that takes time so it’s best to get started immediately. But know this: the benefits are invaluable.
Search Engine Optimization is what allows companies to capture organic search traffic. ‘Organic search traffic’ refers to people that are searching for something on the internet through a search engine and visit a website that isn’t an advertisement. While Google has gotten sneakier and sneakier over the years with their ad placement, many people are still aware of which pages and results have paid for their placement and which have earned their place on the results page.
Now how does a company earn a higher ranking in the search results?
This is the question our SEO experts dance with every single day. The tips and tricks that used to work even a year ago are systematically dampened by updates Google regularly makes to their rankings algorithms. Right now, the ranking system is based off of something called E.A.T. — Expertise, Authority & Trustworthiness — which I’ll go into further detail about in my next post, but being aware of these updates and knowing how to take advantage of them are some of the main reasons why it’s so crucial to consult with a team that works with SEO every day.
Curious about Google’s E.A.T.-based algorithm?
Click here to read the next post and learn more.