Your business might be green, but you can’t save the world if the world has never heard of you. A solid SEO strategy for an eco-friendly business is a must because a company needs more than a great slogan and an important mission.
You are working hard on your business but are you getting enough traffic to your website and making those all-important conversions? If not, it’s time to take a second look at your digital marketing strategy.
As a sustainability-focused company, you’re already one step ahead of the game. Although, this isn’t a game. Climate change and environmental degradation are two of the greatest challenges of modern times and require nothing less than an urgent response. Trouble is, planet polluting companies are still leading the way.
The reality is, that consumers want to shop from brands that help them live more sustainably, and they’re turning to the internet to find them. According to new research across 5,000 consumers in France, Germany, Italy, Spain and the UK, the vast majority of us takes sustainability into account when shopping for everyday products such as food, drinks, and cosmetics. In fact, search volume for “sustainable gifts” was up 118% on Pinterest alone this year. The only problem? Consumers have to find you before they can buy from you.
Are you rocking it out on Page 1 of Google, catching the eyes of Earth-conscious customers across the U.K.? Or, is your website lurking way down the list, invisible to everyone but your relatives? If it’s the latter, it’s time to turn that around.
Let’s take a look at a few reasons why an SEO strategy for an eco-friendly business is so important.
Your Competitors Are Figuring It Out
Of all the companies around the world, 40% have pledged to take action to improve their eco-friendliness. That means that there’s still a solid 60% that will continue to produce products and services that pollute and destroy our planet.
Yet, day after day, they’re the ones claiming the top spot on Google.
You see, they have mastered one skill that you might still be learning: SEO.
These companies know that to climb to the top of Google, you must have a solid SEO strategy in place. They also know that SEO goes far beyond keywords and links. It means optimising every square inch of your web presence. That means they’ve taken the time to:
- Regularly update their website
- Add an encrypted website connection (HTTPS)
- Prioritise user experience (UX)
- Optimise for quicker loading speeds
- Create a Google My Business (GMB) profile
- And satisfy as many of Google’s over 200 ranking factors that may get you to the top of Google.
Phew. Sound like a huge undertaking? It might be if you’re already stretched thin with day-to-day work.
On the other hand, these are the exact activities that an SEO professional is skilled to perform, one who has the experience to spot the little things that you may have missed. Having an extra set of laser-sharp eyes on your strategy is key to outpacing the competition and getting your message heard.
The bottom line here is that an SEO strategy for an eco-friendly business is crucial.
SEO Builds Trust and Transparency
The tides are turning in favour of businesses just like yours. In the U.K., ethical consumer spending is at an all-time high.
The total market, which includes food, drinks, travel, clothing, and energy, is now valued at £41bn, representing a near-fourfold increase over the past 20 years. On a per-household basis, the average spending on ethical purchases averaged around £1,278 in 2018.
While this is an exciting step in the right direction, the race is far from won.
U.K. consumers might patronise more planet-friendly brands than they did in the past, but they aren’t spending mindlessly. Rather, they’re prioritising companies that are as transparent about their business practices.
According to research, nearly 90% of U.K. consumers cite transparency as one of the main ways a company can earn their trust. Moreover, one U.K. study showed that more than one in five (21%) buyers would actively choose sustainability-driven brands if they made their sustainability initiatives more clear in their marketing efforts.
The bottom line? It’s not enough to simply say that you have a green business. You have to explain it and your website is a great place to start. Your SEO consultant can help you create informative, relevant content that speaks to your industry expertise and positions you as a thought leader in your space.
As you share this data online, you’ll attract the eyes of prospective buyers whose interests align with yours. By being as open and forthcoming as possible, you position yourself as credible right out of the gate.
Honest Tactics Drive Loyalty
When you take the time to optimise your web presence for SEO, you’ll help establish your company as reliable and honest. That’s because you aren’t resorting to underhanded black hat tactics that tank your credibility and kill your hard-earned reputation, such as:
- Keyword stuffing
- Private link networks
- Paid links
- Blog comment spam
- Shady redirects
- Bait-and-switch or poor-quality content
These approaches might get you a short-term boost in visibility, but it won’t take long for your so-called shortcut to undermine the critical mission of your organisation. When you team with an SEO consultant, you’ll build organic traffic the honest way, through:
- Thorough keyword research
- SEO audits
- Tailored SEO strategies
- On-site SEO
- Off-site SEO (guest blogging, link earning, social media marketing)
The best part? Hiring an SEO professional doesn’t have to be financially prohibitive.
Investing in white hat SEO is more affordable than you think. Plus, it can save your non-profit or small business money down the road, as you don’t have to worry about losing your reputation (and profits) to deceitful quick fixes.
Local SEO Increases Traffic and Conversions
Want to share your Earth-positive message with the world? First, you’ll need to convince your local market to give you a try. This is where local SEO comes in.
This practice aims to optimise your digital presence in a way that appeals to a specific geographical region. This way, people can find you as easily as possible, which puts them one step closer to a transaction.
An SEO expert can help you perform local optimisation that focuses on a certain town, city or region. This includes tweaking your website and content creation strategy to be as relevant as possible to a local searcher, with steps that include:
- Optimising your home page
- Optimising your site’s metadata
- Creating separate landing pages for different locations
- Adding local business schema to your web pages
- Claiming, updating and maintaining your Google My Business page
- Updating Name Address Phone (NAP) contact details on your website
- Adding contact information to social media profiles
- Adding your business to local directories
- Showcasing user reviews
I know what you’re thinking. This sounds great but who has the time? Your planet-polluting competitors and other local businesses who consistently receive more foot and web traffic than their peers, that’s who.
If you want to catch the eye of someone in your nearby market, you have to connect your content with your location as much as possible. Local SEO can get you there.
Your Target Audience Has Questions
There’s a reason why online searches for sustainability have skyrocketed over the past few years. While a majority of consumers want to adopt a more sustainable lifestyle, most of them are far from experts on the subject.
That said, where does anyone go when they have a question about anything?
That’s right: Google.
The search engine monolith is no stranger to green-centric search queries. In addition to “sustainability”, some of the most common related search terms include:
- Climate change
- Global warming
Can you answer any questions about any of these topics? Does your product or service address a pain point or concept included on this list? If so, it’s time to make your voice heard.
An SEO strategy for an eco-friendly business is one that can help you cut through the clutter, establish authority and earn your way to the first page. The more great quality content you create, along with web design adjustments, enhanced security features, and other optimisations, the easier your answers will be to find.
Once you’ve delivered the answers, your users will be more inclined to search for your brand by name the next time they have a question. That’s the kind of immediate response that leads to long-term loyalty, not a frustrated click-away.
Find An SEO Professional Who Cares
You’ve poured your heart and soul into your organisation. You’ve worked the long hours, fine-tuned your offering and have crafted a top-notch advertising campaign.
You want to make sure those efforts pay off in the way you deserve.
Pursuing a custom SEO strategy for an eco-friendly business isn’t just smart. It can make all the difference in whether your ethically-driven business gains ground or stays stagnant.
If you’re ready to make the most of your corner of the internet, then finding an SEO professional who cares about your business purpose is crucial. Like all industries, there are SEO professionals who won’t care a jot about your mission. But then, there will be those that do.
Savvy SEO provides SEO services to companies just like yours. From B-Corps and environmental charities to sustainability consultants and social enterprises, I work with companies who are game changers and those who thumb their noses at the status quo. You deserve that top spot on Google.
Fill out this form for a free SEO report designed around your goals and budget. You can’t save the world if the world has never heard of you. All great movements begin with a single step, so let’s take this next one together.
Sonia is founder of Savvy SEO in North London, specialising in SEO for sustainability-focused companies.