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How to Measure SEO Sustainability

Ellie Connor
September 14, 2023
150

How to Measure SEO Sustainability

My talk for Brighton SEO 2023 - with link to tool

For more information contact [email protected]

Ellie Connor

September 14, 2023
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Transcript

  1. How to Measure
    SEO Sustainability
    Ellie Connor
    iCrossing
    speakerdeck.com/econn1
    linkedin.com/in/ellie-connor/

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  2. We don't need to
    recap why we
    need
    sustainability

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  3. Climate change is
    overwhelming, and it’s
    easy to feel we can’t
    do anything

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  4. SEO plays a
    role in the fight
    against climate
    change
    3.5%
    AVIATION INDUSTRY

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  5. SEO plays a
    role in the fight
    against climate
    change
    3.7%
    INTERNET &
    COMMUNICATIONS

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  6. iCrossing UK
    How Many of You Have Considered
    Sustainability in Your SEO Strategy?
    Poll Time
    • Client Name
    • 10.03.2022
    • Project Name

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  7. The global carbon
    footprint of Google
    search
    is the equivalent of
    7 return trips to the moon
    per day

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  8. It is our duty to
    take action now
    With the rise of AI,
    internet carbon
    emissions will double
    by 2030

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  9. We can’t stop our reliance on the internet , but
    we can reduce how much energy is spent on
    search
    Reducing
    energy needed
    to load a page
    Reducing
    users’ number
    of page loads
    Making bot
    crawls easier

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  10. How to Measure
    SEO Sustainability

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  11. Spoiler: We’re SEO
    Specialists, Not
    Environmental Experts

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  12. We know that reducing energy usage
    reduces water waste and carbon emissions
    Energy usage
    Water
    Waste
    Carbon
    Emissions

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  13. Metrics That Reflect
    Lower Energy Consumption
    • Page Speed
    • CWV
    • Server Load Time
    • CDN Time
    • SSR Presence
    • Text to Code Ratio
    • Page Size

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  14. Metrics That Reflect
    Lower Energy Consumption
    • Low time spent on
    page + high
    conversion
    for PLPs
    • Low Bounce Rate
    • Crawl Depth < 3
    Less Page
    Loads

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  15. Metrics That Reflect
    Lower Energy Consumption
    • Optimised IA
    • All 200
    indexable URLs
    in sitemap
    • No 4xx/5xx errors
    • No 3xx redirect
    chains

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  16. Look Familiar?

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  17. A Good SEO Strategy
    is a Sustainable Strategy
    A good user journey
    is naturally a more
    sustainable
    one, which is SEO’s
    bread and butter

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  18. However, metrics around CO2 Emissions and
    Water Wastage Speak More to Us

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  19. If we calculate energy usage per web page
    load, we can (roughly) calculate CO2 and
    water usage
    CO2

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  20. To calculate energy, we need to look
    at the journey of a web page load
    Total energy = server energy + data centre energy

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  21. A server request uses roughly
    0.00015 kWh for a 1 second page load

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  22. A Data Centre requires
    1.8 x more energy than the servers it houses

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  23. Total energy =
    0.0004 kWh for 1 second page load

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  24. CO2
    For every 1 second of page load
    0.0004kWh 0.5kg/kWh 0.2g CO2
    Measuring carbon footprint
    =

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  25. If your
    homepage has
    a 2.5s page
    load speed and
    10,000 visits a
    month…

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  26. For every 1 second of page load
    0.0004 kWh 3L/kWH 1.2 ML
    Measuring water footprint
    =

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  27. If your
    homepage has
    a 2.5s page
    load speed and
    10,000 visits a
    month…

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  28. Combining the
    Metrics

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  29. We’ve created an SEO Sustainability
    Calculator to make audits easier

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  30. How It Works:

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  31. How It Works:

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  32. How It Works:

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  33. Next Steps
    Identify key
    sustainability gains
    Calculate website
    sustainability
    Fix energy
    inefficiencies
    Repeat!

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  34. Good News
    It’s not too late for us to combat climate change
    together

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  35. Got Questions?
    Email us
    at [email protected]

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  36. iCrossing UK
    30 Panton St,
    London
    SW1Y 4AJ
    Thank you

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