If you're an ecopreneur1 like me you're always looking for ways to find the people that want the products and services you're offering. You're also tied to the triple bottom line2. When you're tied to that triple bottom line you not only want to make a profit, but you also want to do what's right for people and the planet. So you may be concerned about spending your advertising dollars and employees' hours on platforms like Facebook that have a reputation for causing harm3. If you're looking for new places to reach your audience, search engine marketing tactics are a great option.
Below I'll explain why ecopreneurs should consider using search engine marketing tactics and how they can use SEO fundamentals to improve their websites.
Why use search engine marketing tactics?
If you're an ecopreneur you probably have a website. It's your online storefront. The place where you present your offer to potential customers. It's also where you explain how and why your product or service is better for people and the planet. To get your website in front of people searching for the products you offer, search marketing is the best tactic.
BrightEdge Research found that Organic and Paid Search dominate websites’ traffic in 2019 - 68% of all trackable website traffic is sourced from organic traffic and Paid Search, vastly exceeding all other channels, including Display and Social Media. The Organic Search figure at 53% is up from the 51% found in the 2014 research, the first year that BrightEdge Research conducted the analysis.“– BrightEdge Research
How to use SEO tactics to improve your website
These tactics will make your website more user-friendly and SEO-friendly. A user-friendly site is ultimately your goal, no matter which online marketing tactics you decide to use. Here are a few ways to do that:
1.) Create useful content
Create a useful, information-rich site, and write pages that clearly and accurately describe your content.”– Google Webmaster Guildelines
Why content matters for SEO and users
Content is still king. Good content that helps people understand the topic they’re searching for is useful for users and SEO. Content that helps satisfy the “intent” of the search query makes Google look good (so users keep coming back). If you offer a good product or service, write about it, and rank for the related keyword, you’ve gotten yourself in front of a potential customer for free. If you satisfy that searcher’s intent, then that searcher may turn into a new customer.
2.) Show expertise, authoritativeness, and trustworthiness
E-A-T stands for “expertise, authoritativeness, and trustworthiness.” There’s a lot that goes into how Google determines E-A-T, but it essentially comes down to whether or not your website – and the authors that write for it – have the expertise, authority, and trustworthiness a user wants and needs to make an informed decision on the topic they searched for.
The signals that Google use to determine E-A-T can likely be applied to brands, to websites, to businesses, and also to authors. The QRG tell us that if the creator of the main content (MC), or in other words, the author, is lacking expertise for the topic, the page should be rated as low quality."– Marie Haynes, SEO and E-A-T expert
Your Money or Your Life (YMYL)
It’s essential for every website to demonstrate some form of E-A-T. However, it’s especially important if your company provides products or services that would be considered Your Money or Your Life (YMYL). For example:
How E-A-T improves SEO and user-experience
You probably don’t want to take health, financial, or legal advice from a person that doesn’t have a degree or certification in that field. I don’t. Google doesn’t want to show results from websites that include content written by people that don’t have any expertise or authority on those subjects either.
Here’s my rule of thumb related to E-A-T: If the people you know and love would not consider you an expert on the topic you’re writing about, Google probably won’t either. On the flip side, if you have a master’s degree or certifications in a topic you’re writing about, you probably can demonstrate E-A-T.
For example, a keyword I rank for on EarthyB.com is “environmental problems and solutions.” The title is “10 environmental problems and solutions” and I am an ISSP Sustainability Associate certified through the Green Business Certification Inc. A lot of ranking factors went into why that article ranks, but I do believe I demonstrate a good example of E-A-T which makes me qualified to rank for that article. Of course, I can’t prove that. SEO’s never really can prove their theories. But it’s my educated guess.
3.) Link to high quality websites
Make sure that any sites that should know about your pages are aware your site is online.”– Google Webmaster Guidelines
Think of links as recommendations. You want to recommend good companies to your friends, otherwise, they won’t keep asking for your advice. It’s the same thing when you link to websites. High-quality links make you a more trustworthy source. Collaborate with businesses similar to yours or be a source for journalists to help generate links.
4.) Make your site as accessible as possible
Web accessibility means that websites, tools, and technologies are designed and developed so that people with disabilities can use them."– W3.org
There are several disabilities that contribute to accessibility problems on the web. A few examples from W3.org include:
Why accessibility matters for SEO and user experience
Web accessibility and search engine optimization (SEO) are both about getting relevant content to users. Accessible content and search engine optimized content are both machine readable. Search engines and assistive technologies (such as screen readers) are quite similar. In many ways, search engines are deaf, blind, use only a keyboard, and have limited technical abilities. Both rely on content structure, semantics, and functionality to either present content to users or determine the relevance of content.– WebAIM.org
Related: Web Content Accessibility Guidelines: What They Are and Why SEOs Should Care
5.) Make your website secure
Secure Sockets Layer (SSL) is a security protocol that provides privacy, authentication, and integrity to Internet communications. SSL eventually evolved into Transport Layer Security (TLS).”– Cloudflare
Why does SSL matter for SEO and user experience?
HTTPS protects users’ credit card numbers and browsing history by encrypting all communication. This prevents malicious actors on the web from mining for data. Google has confirmed that SSL is a ranking factor. It’s not a huge ranking factor like great content or in-bound links from trustworthy websites, but nonetheless, I don’t see any reason why a site should not have an SSL certificate.
6.) Improve page speed
Page speed is the amount of time it takes for a web page to load."– Ahrefs.com
Why page speed matters for SEO and user experience
Nobody wants to wait for a page to load online. Test your website using the PageSpeed Insights tool to see how fast your pages load.
Related: Core Web Vitals: A Complete Guide
Interested in learning more?
Learn more about the search marketing help I offer ecopreneurs.