Building Digital Trust Through Stakeholder Engagement and Sustainability

As the digital landscape evolves, the intersection of Search Engine Optimization (SEO) and sustainability is becoming increasingly significant.

Agencies, brands and all stakeholders must ensure they incorporate sustainability practices in their business, web or marketing operations.

This talk was delivered live on the 4th October, 2024 at the brightonSEO.

Transcript

1. Building Digital Trust Through Stakeholder Engagement and Sustainability linkedin.com/in/tobybalogun @tobydonut speakerdeck.com/adesuwag Oluwatobi Balogun UNIVERSITY OF SURREY
2. Welcome! I am excited to discuss digital trust and sustainability. #brightonSEO @tobydonut
3. The world is quickly moving towards sustainability, and digital digital marketers need to to adapt to this shift. brightonSEO October 2024
4. Sustainability and ethics as key factors in digital trust
5. More than ever, customers, partners, and and even investors expect transparency, transparency, ethical practices, and meaningful engagement. linkedin.com/in/tobybalogun #brightonSEO
6. 2000 30% There are now over 2000 B Corps in the UK. Is your company? of people would rather spend their money with companies that deliver on their social responsibilities. Some Susty Stats
7. 79% of consumers are more likely to trust a brand that is environmentally and socially responsible. The Capgemini Research Institute #brightonSEO
8. Establishing trust as a sustainable brand is crucial. Research from FEDMA (2018) #brightonSEO
9. Consumer Expectations Are Changing SEO is more than rankings; it's about trust and authenticity. Consumers value brands aligned with ethics & sustainability. Digital trust builds long-term relationships. 01 02 03 #brightonSEO
10. This data emphasizes the growing importance of sustainability in shaping consumer behaviour. Source: PwC’s Voice of the Consumer Survey 2024 #brightonSEO
11. Sustainability and Long-term Value STAKEHOLDERS ARE DRIVEN BY? Ethical Business Practices Engagement and Communication Innovation and Forward- Thinking Solutions Transparency and Accountability Corporate Social Responsibility (CSR) Alignment 01 02 03 04 05 06 #brightonSEO
12. How Does Transparent, High- Quality Content Drives SEO Success?
13. Higher engagement: Search engines like Google prioritize websites that offer valuable, transparent content. The most important SEO factor is Quality Content. Google wants to show users high-quality, informative, and relevant content (sustainability reports). Source: Google Search Quality Evaluator Guidelines and Backlinto #brightonSEO
14. The role of sustainability in modern SEO strategies
15. An effective SEO strategy can highlight your website's signals of Expertise, Authority, and Trust (EAT), particularly in demonstrating your company's commitment to sustainability. #brightonSEO linkedin.com/in/tobybalogun
16. Optimise your website website for speed and and performance to align with your sustainability mission. mission. 1 Optimised websites consume less energy, energy, improve SEO, SEO, and earn better Google rankings through enhanced user user experiences. WHY ? Create a sustainability landing page to showcase showcase your brand's environmental commitment, boosting consumer trust and signaling values to search search engines. 2 Integrate SEO and Sustainability Sustainability linkedin.com/in/tobybalogun #brightonSEO
17. Websites running on sustainable energy (e.g., renewable-powered hosting) have significantly lower carbon footprints, often 95% lower than those hosted on traditional energy sources (Source: EcoPing) #brightonSEO linkedin.com/in/tobybalogun
18. Sustainable SEO Goals Enhance online presence through authentic engagement and transparent communication strategies. #brightonSEO linkedin.com/in/tobybalogun
19. Sustainable SEO Goals Enhance user experience with energy-efficient website designs – gives assurance of sustainability commitment. #brightonSEO linkedin.com/in/tobybalogun
20. Collaboration Partnering with environmental organisations, certifications from trusted bodies , and adhering to global standards lend credibility to sustainability efforts. #brightonSEO linkedin.com/in/tobybalogun
21. Avoid Greenwashing
22. The shift toward sustainability is a journey, not a quick marketing fix, and brands that prioritize ethical practices will build lasting relationships. Remember #brightonSEO
23. Storytelling With Impact Ethical marketing focuses on telling the true stories behind a brand's efforts. #brightonSEO linkedin.com/in/tobybalogun
24. Sustainability and SEO can coexist for a for a better tomorrow and healthier planet. — FACTS!!
25. Invest in Community Engagement Create groups to deliver sustainability goals and promote it widely. Engage stakeholders through meaningful sustainability initiatives. Drive sustainable initiatives for mutual benefit and community impact. Optimizing for Eco- conscious Consumers Target environmentally aware audiences effectively online. Measuring Sustainability Impact Online Using analytics to track eco-impact performance. Exploring SEO and Sustainability Concepts
26. How many of you have heard of Patagonia? 26
27. Which other foremost sustainable conscious brands brands do you know? Case Study Study
28. Patagonia’s Commitment and Promotion Promotion of Sustainability 28
29. Building Digital Trust: • Transparency: Open about challenges and progress in sustainability. • Action-Oriented: Aligns business decisions with environmental commitments, like protecting public lands. Engagement Metrics: • Increased Shares: Sustainability content widely shared across social media. • High-Quality Backlinks: Credible backlinks from sources like National Geographic boost SEO. • Improved Brand Perception: Consistently ranked among top sustainable brands, enhancing trust. • Higher Engagement: Longer time spent on product pages tied to sustainability. Patagonia’s Impact on Digital Trust and Engagement Metrics linkedin.com/in/tobybalogun #brightonSEO
30. Patagonia vs Unilever? Corporate vs. eCommerce Case Study
31. Both brands are very different, one is a corporate website and the other is an e- commerce site! Case Study - #brightonSEO
32. Unilever: More technical SEO that emphasizes carbon reduction, energy efficiency, and corporate credibility. Patagonia: More content-driven SEO focusing on consumer engagement and product sustainability. - #brightonSEO @tobydonut
33. Patagonia, focuses more on sustainability content creation and user engagement through initiatives like the Worn Wear program and their environmental activism. This boosts SEO through backlinks and content sharing. #brightonSEO @tobydonut
34. www.websitecarbon.com Metrics provided for Unilever indicate a strong emphasis on reducing carbon emissions from web operations, which may indicate a deeper integration of eco-friendly web performance practices.
35. SEO Implications: Unilever's approach— optimizing for low energy consumption and sustainable hosting—can be considered a more technical SEO strategy tied directly to energy efficiency and sustainability. Patagonia leans more toward content-driven SEO, tied to its sustainability message and activism. #brightonSEO
36. Success beyond Rankings SEO success should include trust trust metrics, not just keyword keyword rankings. Are visitors engaging with and sharing your sustainability content? How are people responding to your sustainability initiatives? 01 02 03 #brightonSEO @tobydonut
37. Future of SEO and Sustainability
38. Green hosting services that run on renewable energy will likely become more common and influential in SEO rankings.. Future of SEO #brightonSEO @tobydonut
39. Future of SEO Major search engines like Google have started emphasizing Core Web Vitals, which measure aspects of user experience like load time, interactivity, and visual stability. In the future, we may see eco- friendliness as a direct ranking signal. #brightonSEO @tobydonut
40. Key Takeaways
41. SEO is shifting towards trust and authentic engagement, beyond mere visibility. Key Takeaways linkedin.com/in/tobybalogun #brightonSEO
42. Integrate sustainability sustainability into your your digital strategy to to enhance credibility and and loyalty. Key Takeaways linkedin.com/in/tobybalogun #brightonSEO
43. Authentic, transparent communication builds stakeholder trust. Key Takeaways linkedin.com/in/tobybalogun #brightonSEO
44. Choose hosting services that run on renewable energy. Action 2 Action 4 Action 1 Action 3 Action Items Use tools to measure your website's carbon footprint. Use data for Impact Storytelling. Showcase sustainability credentials as part of your brand’s SEO strategy to build credibility and trust. #brightonSEO
45. Thank You. Connect with me. me. linkedin.com/in/tobybalogun n @tobydonut speakerdeck.com/adesuwag