Sustainable website growth and the role of SEO

Sustainable website growth and the role of SEO

Web sustainability is a huge topic and covers a lot of aspects, from design principles to many technical details. Did you know that SEO can actually lower your website’s impact on the web’s carbon footprint? If you want to know more about sustainable website growth and how SEO can help you, then read on!

What impact can SEO have on sustainability?

You probably use the internet every day. This means you also use search engines, for example when you’re looking for a good place to eat. It’s not uncommon to spend five minutes searching for the right result. But when the result you need only requires a minute to read and digest, it’s a shame you wasted five minutes looking for it.

Five minutes may not sound like much, but remember that this is a common occurrence. It affects millions of people, multiple times a day, on a global scale. Those five minutes add up and represent a huge waste of electricity: all the pages you visit until you find the desired result, the energy spent by all the data centers involved in your requests, the energy our ISP (internet service provider) wastes to serve the data, and the energy our devices consume to show them. Doing some simple math: if one million people spend five minutes looking for your website in a single day, it’s equivalent to the energy a server would burn in ten years. And that’s just a fraction of the traffic and energy we’re talking about!

By making it easier for people to find your website, you save your visitors valuable time and help the environment by lowering the web’s carbon footprint. The result: your website will be more sustainable. But how do you make your website easier to find? By using a holistic SEO approach!

How can you improve your website’s sustainability using SEO?

Writing style

Search engines are pretty smart. They usually understand what a piece of content is about. However, they are not (yet) smart enough to understand the linguistic nuances that we use on a daily basis. That’s why it is important to make sure your content is easy to understand. We compiled a few tips for you below!

Avoid using very long sentences

It’s easy to get lost when a text has a lot of long sentences. If possible, try to split a long sentence into multiple shorter ones. It will make your content easier to understand. Our Yoast SEO Readability analysis tools can help you with this. It highlights long sentences, so you can review and possibly rewrite them. If your audience understands your content, search engines probably will too.  The result: your website will rank higher for that topic.

Avoid using passive voice

Using passive voice is an essential grammatical construct. However, it also makes content harder to understand and digest. While using passive voice gives variety to your



This article was written by Ari Stathopoulos and originally published on SEO blog • Yoast.

Disclosure: Some of the links in this post are "affiliate links." This means if you click on the link and purchase the product, We may receive an affiliate commission.

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