SlideShare a Scribd company logo

GreenSEO April 2025 BrightonSEO fringe event slides.

W
William Barnes

The slides from the GreenSEO April 2025 event.

Environment
1 of 150
Download to read offline
1
2
Most read
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100
101
102
103
104
105
106
107
108
109
110
111
112
113
114
115
116
117
118
119
120
121
122
123
124
125
126
127
128
129
130
131
132
133
134
135
136
137
138
139
140
141
142
143
144
145
146
147
148
149
150
#greenSEO @creativebloomUK
About GreenSEO #greenSEO GreenSEO
The GreenSEO manifesto 1. We will do all within our power and influence to make the web a greener place. 2. Each month we pledge to take one action each towards this goal. 3. We share, open source, support and help advise each other. 4. We talk to people about the impact of the web on the environment and invite like-minded souls to join the greenSEO movement. #greenSEO GreenSEO
The GreenSEO website #greenSEO https://greenseo.org/ GreenSEO
Apply to speak at greenSEO #greenSEO GreenSEO
Impact #greenSEO GreenSEO
THE INTERNET =4%OF GLOBAL GHGS* *Frédéric Bordage 2019 #greenSEO GreenSEO
Since PARIS (2015) avg website size increased 88% (174% on mobile)* *HTTP archive page weight report #greenSEO GreenSEO
Generative ai is Estimated to use x33 more energy than task specific software* https://www.bbc.co.uk/news/articles/cj5ll89dy2mo #greenSEO GreenSEO
Energy use #greenSEO @creativebloomUK GreenSEO
Data centers!!! #greenSEO @creativebloomUK
DIGITAL are the bad guys!!! #greenSEO
#greenSEO @creativebloomUK GreenSEO
Clean Creatives is a movement bringing together leading agencies, their staff, and their clients to address the climate crisis by declining future contracts with fossil fuel companies and their front groups. 14 WHAT IS CLEAN CREATIVES? A growing movement in the ad and PR industry.
15 EVERY MISLEADING STORY ABOUT CLIMATE CHANGE BEGINS WITH AN AGENCY WORKING FOR THE FOSSIL FUEL INDUSTRY.
16 WHO IS IN ALREADY? As of 6/12/24 1100+ agencies and 2000+ creatives have pledged not to work on fossil fuel clients.
#greenSEO GreenSEO ‘GreenSEO’ as a concept is spreading
#greenSEO GreenSEO WC3 adding digital sustainability to their frameworks
#greenSEO GreenSEO Government level summits taking place
#greenSEO GreenSEO Deep Green go from strength to strength
Our asks of you #greenSEO GreenSEO
Plant some seeds #greenSEO GreenSEO Do one thing a month
The GreenSEO website #greenSEO https://greenseo.org/ GreenSEO
Bookmark your everyday pages #greenSEO GreenSEO
Don’t use Google as a spell checker #greenSEO GreenSEO
Put your devices into darkmode #greenSEO GreenSEO
Move your hotsing to eco accredited renewables #greenSEO AND REDUCE UP TO 80% OF EMISSIONS* https://app.greenweb.org/directory/ *Bioscore 2025
Never be afraid to just ask #greenSEO GreenSEO All we have had is “yes” so far
Join us #greenSEO GreenSEO
GreenSEO April 2025 BrightonSEO fringe event slides.
#greenSEO GreenSEO
The Role of Content in Building an Eco-Conscious Internet Nat Arney GreenSEO LinkedIn | Natalie Arney Bluesky | nca.bsky.social Nataliearney.com
Content and Sustainability
Hi, I’m Nat
GreenSEO April 2025 BrightonSEO fringe event slides.
I’m a Freelance SEO Consultant. I’ve worked agency side and in-house, for big brands and small brands.
I love nothing better than helping businesses - and people - meet & exceed their potential.
What We’ll Cover ● What sustainable content is ● Why it matters ● What can be done to create it
What Do I Mean When I Discuss Sustainability? “..the integration of environmental health, social equity and economic vitality in order to create thriving, healthy, diverse and resilient communities for this generation and generations to come. The practice of sustainability recognizes how these issues are interconnected and requires a systems approach and an acknowledgement of complexity.” The charter for the UCLA Sustainability Committee
Not so long ago, technology was seen as the saviour of the planet…
● The ‘paperless office’ was going to preserve endangered forests. ● Email and video conferencing were going to reduce car journeys and flights. ● Websites were going to make services less wasteful.
GreenSEO April 2025 BrightonSEO fringe event slides.
The Myth of the Paperless Office… ● Affordances of Paper: Paper offers unique properties that digital documents cannot replicate, such as tangibility, ease of annotation, and accessibility for those with specific needs. ● Technology and Paper Use: Contrary to expectations, the use of technology often increases paper consumption. More information: The Myth of the Paperless Office by Abigail J. Sellen and Richard H. R. Harper
GreenSEO April 2025 BrightonSEO fringe event slides.
Has There Been a Reduction in Business Travel and Commuting? A BCD Travel survey found that 60% of travel buyers said their company reduced its travel budget in the past few years, and 96% introduced cost control policies. But none of that has stopped the rebound in business travel. There have been fewer ‘non-essential’ trips (ie conferences, retreats etc) as companies do not see them as having ‘clear ROI’ (Henry Gilroy, senior vice president of strategic development for Internova Travel Group, a travel agency network) Travel has been reduced due to economical changes, not due to environmental reasons.
GreenSEO April 2025 BrightonSEO fringe event slides.
Has There Been a Reduction in Business Travel and Commuting? In February 2025 workers in Great Britain comprised of: ● 14% working from home exclusively, ● 26% working from home and travelling to work (hybrid) ● 37% only travelling to work D. Clark, Mar 7, 2025 In 2016, the TUC stated that there had been a 19% (241000) increase in people working from home between 2005 and 2015 (1205000).
Websites Don’t Make Services Less Wasteful… … because capitalist economies create waste, no matter what. More production means more waste; more waste means more production. (Fred Magdoff & Chris Williams)
What are we Dealing With Now? ● The environmental cost of cloud computing ● The impact of LLM and other generative AI use ● Overload of unuseful content that doesn’t help users, doesn’t drive traffic, and TAKES UP SPACE
Data Centre & AI Training Water Consumption ● A 1 MW data centre can use up to 25.5 million liters of water annually for cooling, equivalent to the daily water consumption of 300,000 people, worsening water stress in vulnerable areas (Mytton, 2021) ● AI training demands significant energy, requiring water for cooling. For example, GPT-3 consumes 500 ml of water per 10-50 responses, resulting in a massive water footprint with billions of users. (Li et al, 2023)
Resource Heavy Websites are a Power Drain ● Images = biggest page weight contributor ● Videos require intensive processing power ● Long copy and poor ux = long dwell time ● Too many & exotic types of fonts have a negative impact ● Code, plugins and Javascript (See Stu’s October 2022 Brighton SEO talk and April 2024 GreenSEO talk for more details)
Can Content Creation Be Sustainable?
Yes!
How Can Content Be Sustainable? It needs to be: ● Aligned with sustainability goals. ● Created with purpose. ● Created by a human writer. ● Audited, refreshed and removed if not performing or not reaching its potential.
It needs us to align content with sustainability goals
Looking at the UN Sustainability Goals… ● No Poverty ● Zero Hunger ● Good Health and Well-being ● Quality Education ● Gender Equality ● Clean Water and Sanitation ● Affordable and Clean Energy ● Decent Work and Economic Growth ● Industry, Innovation, and Infrastructure ● Reduced Inequalities ● Sustainable Cities and Communities ● Responsible Consumption and Production ● Climate Action
It needs to be created with purpose
What is Purposeful Content Creation? ● Focuses on every word and piece serving a distinct purpose. ● Thoughtfully orchestrated to align with a defined goal ● Isn't about producing an abundance of material ● It's about delivering valuable, impactful content that influences, engages, and encourages action ● Every word, image, or video should connect, inform, and drive action
Crafting Purposeful Content No checklists here; but there’s at least a process that’s easily applicable: ● Identify the objective of your content. ● Understand your audience and align your content with their needs. ● Develop your primary message and call to action (CTA) in alignment with your objective and audience desires. ● Employ persuasive language and compelling narratives to boost engagement ● Continuously evaluate and refine your content strategy based on data analysis and feedback
It needs to be created by a human writer
It needs to be audited, refreshed and removed if not performing
Reduce, Reuse, Recycle Your Way to Content Success ● Reduce: Avoid producing low-quality content in bulk. Instead, focus on high-quality, impactful content that genuinely serves the audience's needs. ● Reuse: Split up longer content pieces to better align with user intent and enhance user experience, which can help in retaining the content's relevance and effectiveness over time. ● Recycle: Leverage successful content across multiple platforms or formats
If your brand wants to stand out - do exactly that
Two Weeks Ago… … This Week
Let’s stand out in an ever-expanding sea of AI slop
#greenSEO @creativebloomUK
Search, Sustainably: Is it Time to Rethink Excessive Rank Tracking? Chris Green GreenSEO LinkedIn | Chris Green Bluesky | @chris-green.net Chris-green.net
Search, Sustainably: Is it Time to Rethink Excessive Rank Tracking? GreenSEO - Brighton 2025
@chrisgreenseo chris-green.net GreenSEO Introduction ● Senior consultant/trainer @ Torque Partnership ● Enterprise-level projects, building global SEO programmes & working at/on the Edge ● Massive search-geek & frustrated tool maker/breaker LinkedIN/TikTok @chrisgreenseo BlueSky @chris-green.net
@chrisgreenseo chris-green.net GreenSEO Rank Trackers ● Critical SEO reporting tool ● Accepted as an industry standard ● Industrialized simulation and scraping of search results
@chrisgreenseo chris-green.net GreenSEO Rank Trackers ● Critical SEO reporting tool ● Accepted as an industry standard ● Industrialized Simulation and scraping of search results ● Against Google’s ToS
@chrisgreenseo chris-green.net GreenSEO Against Google’s ToS! https://developers.google.com/search/docs/essentials/spam-policies
@chrisgreenseo chris-green.net GreenSEO And SEOs always stick to Google’s ToCs… right?
@chrisgreenseo chrisgreenseo A view of a keyword at a time under certain conditions tracked daily/weekly/monthly to create a trend
@chrisgreenseo chris-green.net GreenSEO Me in 2017…
We built a rank tracker too https://www.slideshare.net/slideshow/search-london-what-is-rank-tracking-and-do-we-recognise-it-any more/75103270
If no one searches for a keyword, does it even rank? @chrisgreenseo chrisgreenseo
@chrisgreenseo chrisgreenseo How does a rank tracker work?
@chrisgreenseo chris-green.net GreenSEO ● The most efficient way to scrape SERPs is without loading other scripts on the page ● For a long time a lot of rank trackers did this Having JavaScript Enabled Product-related SERP and all its resources can be about 10mb Whereas a SERP without loading scripts is ~900kb
@chrisgreenseo chrisgreenseo Having JavaScript Enabled ● NOW Google does not display SERPs without JS enabled ● These are to try and counter aggressive SERP scrapers ● Which Rank Trackers technically fall under ● Although Gen-AI training was likely the main target With JS Without JS
@chrisgreenseo chris-green.net GreenSEO But why does this matter to me? 1) Rank tracking has become more expensive - both on economics and in carbon costs 2) If you think of your actions/decisions having a cost, we have the opportunity to reduce our impact here Google has previously stated that it is 0.2g CO2e per search Imagine 40k keywords tracking daily That’s nearly x3 tonnes CO2e per year!
@chrisgreenseo chris-green.net GreenSEO Bot traffic is quite a high % of internet use https://radar.cloudflare.com/explorer?dataSet=http&groupBy=bot_class&dt=52w
@chrisgreenseo chris-green.net GreenSEO Is the internet for humans or robots? Pretending to be a human to circumvent blocks is wasteful and - in the long-run - simply not worth it APIs and data streams ARE often the best way.
@chrisgreenseo chrisgreenseo BUT FIRST! I am NOT saying that we should ditch rank tracking altogether I use rank tracking and work with tool providers This is me urging you to be conscious of what you are tracking and why I will then give you a way to utilise different data for similar ends without the additional overhead.
@chrisgreenseo chris-green.net GreenSEO - Acting on daily tracked changes? Across 40K Keywords? Surely not? Track what you need relative to what action you take
@chrisgreenseo chris-green.net GreenSEO Track what you need relative to what action you take - Acting on daily tracked changes? Across 40K Keywords? + Core/most important terms tracked as daily = useful + Secondary/tertiary terms as weekly or monthly = provides the vast amount of the benefit with significantly reduced costs
@chrisgreenseo chris-green.net GreenSEO Organic Rankings’ relation with pixel depth 1. Organic positions & CTR don’t correlate as strongly as they used to 2. Being able to see/visualise this is still incredibly useful 3. But you can’t see everything all the time … and maybe that doesn’t matter?
@chrisgreenseo chris-green.net GreenSEO Google Search Console 1. A version of what is actually happening across all SERPs 2. Not as easy to work with, but the data is more realistic
@chrisgreenseo chris-green.net GreenSEO 1. Learning to focus on trends makes it easier to rely less on rank tracking Focus less on individual rankings
@chrisgreenseo chrisgreenseo Studio Hawl SEO Training Focus on Trends ⬇4 3 > 7 �� Change Prev Now < A one day drop
@chrisgreenseo chrisgreenseo Studio Hawl SEO Training Focus on Trends ⬇4 3 > 7 �� Change Prev Now < A one day drop Can become a rising trend >
@chrisgreenseo chris-green.net GreenSEO 1. Learning to focus on trends makes it easier to rely less on rank tracking 2. Individual ranking moves are not that useful anymore Focus less on individual rankings
@chrisgreenseo chrisgreenseo Studio Hawl SEO Training Individual Ranking Moves Aren’t That Useful ⬆8 9 > 1 Change Prev Now “Things to do in westlake village”
@chrisgreenseo chrisgreenseo Studio Hawl SEO Training Individual Ranking Moves Aren’t That Useful ⬆8 9 > 1 Change Prev Now “Things to do in westlake village”
@chrisgreenseo chris-green.net GreenSEO 1. Learning to focus on trends makes it easier to rely less on rank tracking 2. Individual ranking moves are not that useful anymore 3. A ranking trend is just as easily represented with weekly checks as it is daily Focus less on individual rankings
@chrisgreenseo chrisgreenseo Studio Hawl SEO Training Weekly is just as useful as daily
@chrisgreenseo chris-green.net GreenSEO Focus less on individual rankings 1. Learning to focus on trends makes it easier to rely less on rank tracking 2. Individual ranking moves are not that useful anymore 3. A ranking trend is just as easily represented with weekly checks as it is daily 4. You quite often don’t get the traffic/clicks from those keywords that you used to - search and SERPs are changing!
Remember, rank tracking is a kind-of fiction @chrisgreenseo chrisgreenseo
@chrisgreenseo chris-green.net GreenSEO Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type 5. Filter by Page Segment Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type 5. Filter by Page Segment 6. Understanding the Impact of New Pages/Content on Average Position Learning to work with Avg Rankings
@chrisgreenseo chris-green.net GreenSEO Learning to work with Avg Rankings Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type 5. Filter by Page Segment 6. Understanding the Impact of New Pages/Content on Average Position But don’t over-segment if you have low-traffic Read more > https://www.chris-green.net/post/potential-of-avg-position-gsc
@chrisgreenseo chris-green.net GreenSEO A Looker Studio Dashboard to Help You Create a copy of this report then follow the steps. 1. Select your GSC Data Source 2. Select your Target Date Range 3. Enter Regex to Match Your Brand 4. Apply Brand/Query/Country Filters as needed If you want to "fix" the brand REGEX, create a copy of the report, edit the GSC Data source "Resources > Manage Added Data Sources", click the "brand" Parameter (purple) and add your REGEX into the "default" field https://lookerstudio.google.com/u/0/reporting/0e0549b3-3a84-4d27-b 16d-2cf2db032922/page/dvNFF & https://www.chris-green.net/post/potential-of-avg-position-gsc
@chrisgreenseo chrisgreenseo Studio Hawl SEO Training
@chrisgreenseo chris-green.net GreenSEO Make Conscious Decisions ● Every interaction online costs - but some costs are unavoidable ● You can make an active decision to only track what you need ● Use the data you collect meaningfully, or use Google’s data to back you up
T H A N K Y O U Chris Green Senior SE0 Consultant hello@chris-green.net www.chris-green.net @chrisgreenseo
#greenSEO @creativebloomUK
So you want to go green? Here's 5* ways to shift mindsets and behaviours Fiona MacNeill & Kathryn Lawrence GreenSEO fionamacneill.co.uk fiona.macneill@macknowlogist.co.uk kathrynml1000@gmail.com
So you want to go green? Here's 5* ways to shift mindsets and behaviours
Great to meet you… Fiona MacNeill Director at Macknowlogist Strategic Design | Research | UX Kathryn Lawrence Behavioural Scientist Researcher
We used to work together We miss working together </3
This case study shows how we work together We’ve selected Stansted Airport as an imaginary client
Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 3 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
The client’s challenge How might we engage all employees in the sustainable airport of the future? An approach inspired by System Analysis and Supply Chain Analysis
Our objectives (actually) People Problem Business Problem Find out what people know right now. Do they know what to do? How do they find out what to do? Do they care about doing it? Reach net zero goals as laid out in the strategic plan. There are financial implications for not reaching these goals in the allotted time.
Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 5 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
The human-centred process Define Discover Design Develop Deploy Iterate Source: Nick Shackleton-Jones, 5Di Toolkit (2025) Scientific literature review Client familiarisation Stakeholder interviews Survey design Behavioural observation Workshops Playback Reporting Our process
Individual contributor Person Who are the people, what are their lenses? Ken, Jan, Gareth C-Suite CEOs and Directors Area Directors Divisional Leaders, Sustainability leads Senior Managers Department Leaders Shareholders Team Middle Managers Team Leaders Themself Their Team Situation Beyond the organisation Beyond the organisation The organisation & beyond The organisation & their area Their area
Beyond the organisation London Stansted Southend-on-Sea Luton Heathrow Colchester Clacton-on-Sea Isle of Sheppey Cambridge ⬆ Part of Manchester Airports Group East Midlands Hydrogen Pricing risk for informed investment Heavily regulated
Environmental (Existential) London Stansted Southend-on-Sea Luton Heathrow Colchester Clacton-on-Sea Isle of Sheppey Cambridge ⬆ High chance >3.3% Yearly chance of flooding between 2040 and 2060 Up to 20cm (8in) source: long term flood risk map, gov.uk Indy Johar (Dark Matter Labs) Source: Tomi Rantanen on LinkedIn
Geographical Sources: London Stansted Sustainable Development Plan 2024 (p. 6), Infographic: How climate change is affecting Europe, EU parliament (2023) “Over 190 destinations in 39 countries” Source: Flightradar24 41%
The organisation: surroundings, people Stansted Emissions Sound pollution Working population Local transportation Ecological impact Carbon offsetting Bishop’s Stortford Stansted Mountfitchet Takeley Elsenham National Trust - Hatfield Forest Great Dunmow
Building materials Health & Safety Kiss and Fly Surface Sanitation & disposal Vehicle fleet Parking Division or Teams of Teams Bus station Main Terminal
Team Task domain Key Performance Indicators (KPIs) Customers
Person Workload Pay Opportunity Relationships
Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 5 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
Reminder How might we engage all employees in the sustainable airport of the future?
Change: not one-size-fits-all Motivation to act Opportunity to act Low Low High High High opportunity Low motivation Low opportunity Low motivation High opportunity High motivation Low opportunity High motivation How do you reconcile the mindsets when… one person is worried about existential risk and another person is worried about the next paycheck? Segmentation model by Verplanken, 2018
Teams of teams Set up ‘green’ communities of practice ● Social creativity ● Opportunities to learn/share ● Leadership development through mentorship
Teams of teams Manager responsibilities ● Set division goals ● Team incentives* ● 1-2-1 green development
Your team Spotting green opportunities ● Sustainable retros - How can we improve sustainable practices? ● Design roadmapping - building in sustainability.
Your team Team goals ● Set team goals ● Feedback sessions ● Staying abreast of the operation
You How can my risk become your value? ● Articulating benefits using corporate language ● It’s time to think beyond recycling You are here
Behavioural analysis ● Where do you sit in the matrix? ● Habit discontinuation You are here
Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 5 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
Net zero is about more than ‘save the turtles’ We’ve reached awareness saturation, behaviour change will come from organisational opportunity - not knowledge courses. Net zero is an outcome - not a behaviour. It’s time to think about actionable, reasonable steps. Sustainability is about future-proofing and acting strategically. More of “what if” and countering “aye been”. Remix of green turtle by Brocken Inaglory CC BY-SA 3.0 Turtle of turtles by Fiona MacNeill CC BY-SA 4.0 Background photo by Sarah Lee on Unsplash
Mulgan, G. & Leadbeater, C. (2013) Nesta Systems Innovation (p. 12) Make the invisible visible …by co-designing the story together and then creating easy ways to share the story
Questions? How to get in touch… Fiona MacNeill fiona.macneill@macknowlogist.co.uk fionamacneill.co.uk Kathryn Lawrence kathrynml1000@gmail.com
Workshop Sustainability Workshops: Dry Erase Cards Initial workshops can be online (e.g, Mural, FigJam, Miro). Keep people engaged with polling and clear expectations. Cameras off after introductions. Validation workshops should be in person.
Further references [1 of 3] Artemis Aerospace (2025) Artemis Aerospace investigates the future plans for Stansted airport. Available at: https://www.prnewswire.com/news-releases/artemis-aerospace-investigates-the-future-plans-for-stansted-airport-302377030.html Crunchbase (no date) Manchester Airport Group. Available at: https://www.crunchbase.com/organization/manchester-airport-group#people Google Earth (2025) data attribution: Landsat / CopernicusData SIO, NOAA, U.S. Navy, NGA, GEBCOIBCAOU.S. Geological Survey Imagery from the dates:14/12/2015–01/01/2021 Gov.uk (2025) Check long term flood risk. Available at: https://check-long-term-flood-risk.service.gov.uk/map Hall, E. (2022) ‘A design research framework’, Mule [Blog]. Available at: https://www.muledesign.com/blog/design-research-framework How, C. (2021) ‘Client immersion checklist’. Available at: https://docs.google.com/document/d/1o-qcc5kAcFn0v1ymqwLOZG7X0WTivjNjUFG2ap1beZU HM Treasury (2024) Task force on Climate-related Financial Disclosure (TCFD)-aligned disclosure application guidance. Available at: https://www.gov.uk/government/publications/tcfd-aligned-disclosure-application-guidance/task-force-on-climate-related-financial-disclosure-tcfd-ali gned-disclosure-application-guidance Linder, N., Giusti, M., Samuelsson, K., & Barthel, S. (2022). Pro-environmental habits: An underexplored research agenda in sustainability science. Ambio, 1-11.
Further references [2 of 3] MAG (July 2024) Investor presentation results for the year ended 31 March 2024. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/8182dd1398/mag-investor-presentation-fy24-vfinal.pdf MAG (July 2024) FY24 Investor Report. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/688cf2e76a/investor-report-fy24-vfinal.pdf MAG (2024) Interim Report & Accounts for the period ending 30 September 2024. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/e53dcf9828/mahl-interim-report-24-dec-2024.pdf Manchester Airports Group Finance Limited (Oct 2024) Annual report and financial statements, year ended 31 March 2024. Available at: https://find-and-update.company-information.service.gov.uk/company/08338561/filing-history Maxim, C., Pavlova, G., & Jayanti, J. (2024). Sustainable Behaviour Changes Among Employees: A Guide for Tourism, Hospitality and Events Industries. Office for National Statistics (2021) Census 2021 map for Stansted Mountfitchet & Elsenham. Available at: https://www.ons.gov.uk/census/maps/choropleth/work/industry-current/industry-current-88a/51-air-transport?msoa=E02004595 Sovacool, B. K., Newell, P., Carley, S., & Fanzo, J. (2022). Equity, technological innovation and sustainable behaviour in a low-carbon future. Nature human behaviour, 6(3), 326-337.
Further references [3 of 3] Stansted Airport (no date) ‘Development plan’. Available at: https://www.stanstedairport.com/about-us/development-plan/ Stansted Airport (2024) ‘London Stansted Sustainable Development Plan 2024’. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/156520e7bc/mag-london-stansted-sustainable-development-plan.pdf Task Force on Climate-Related Financial Disclosures (TCFD) (2025) About. Available at: https://www.fsb-tcfd.org/about/ Verplanken, B. (2018). Promoting sustainability: Towards a segmentation model of individual and household behaviour and behaviour change. Sustainable Development, 26(3), 193-205.
#greenSEO GreenSEO
#greenSEO GreenSEO
Pub #greenSEO GreenSEO
#greenSEO @creativebloomUK

More Related Content

PDF
GreenSEO April 2024: Join the Green Web Revolution
William Barnes
 
PDF
Do UX designers have a role in reducing digital waste?
User Vision
 
PPTX
Green the web
Sandy Daehnert
 
PPTX
Start Your Journey In Creating Sustainable Web Designs
UXDXConf
 
PDF
Designing for Sustainability Tim Frick 022217
UX Strategy Chicago
 
PDF
UX Meetup - Sustainable Design - Bavo Lodewyckx
UX Antwerp Meetup
 
PDF
Designing for Sustainability - WebVisions 2016
Tim Frick
 
PDF
The water footprint of the internet
Francesco Bedussi
 
GreenSEO April 2024: Join the Green Web Revolution
William Barnes
 
Do UX designers have a role in reducing digital waste?
User Vision
 
Green the web
Sandy Daehnert
 
Start Your Journey In Creating Sustainable Web Designs
UXDXConf
 
Designing for Sustainability Tim Frick 022217
UX Strategy Chicago
 
UX Meetup - Sustainable Design - Bavo Lodewyckx
UX Antwerp Meetup
 
Designing for Sustainability - WebVisions 2016
Tim Frick
 
The water footprint of the internet
Francesco Bedussi
 

Similar to GreenSEO April 2025 BrightonSEO fringe event slides. (20)

PPTX
Don't click this - Morgenbooster
1508 A/S
 
PPTX
Culture Change - Running a Sustainable Building
Julie's Bicycle
 
PDF
2016 Nov - World Usability Day Prague - Planet Friendly Digital Design
Chris Adams
 
PDF
Pr newswire 063010 csr social media panel presentation transcript-publish
Taiga Company
 
PDF
Sustainable business - where to start
Camilla Dahle
 
PPTX
Introduction-to-Sustainable-Development.pptx
SAKSHISHARMA686201
 
PDF
Brighton SEO October 2022: How your website impacts the planet - and what yo...
Stuart Davies
 
PDF
Guidelines for a Sustainable Internet
Jorge Zapico
 
PPT
It's good to be green
Paras Kaushik
 
PDF
GreenSEO October 2024 BrightonSEO fringe event slides.
William Barnes
 
PDF
Disclosing Environmental Practices
Verity Consulting
 
PPT
Green NDLW Power Point Template Wimba Friday
videoreg
 
PDF
5 min guide to sustainability: Go green - Save money and the planet
Anders Lindgren
 
PDF
The Sustainly 5th Annual Social Media Sustainability Index
Matthew Yeomans
 
PDF
Agile Development for Digital Sustainability
Jutta Eckstein
 
PDF
Sustainable Web Design
Tim Frick
 
PDF
Communicating Sustainability using Social Media - Agrion Webinar by @JoeyShepp
Earthsite
 
PPTX
IMPLEMENTAION OF SUSTAINABLE PRACTICES IN BUSSINESS OPERATIONS.pptx
11silal04
 
PDF
Top 10 Influential Leaders Shaping Sustainability Worldwide, 2024.pdf
CIO Look Magazine
 
PDF
Design Is The Problem
ljxsi
 
Don't click this - Morgenbooster
1508 A/S
 
Culture Change - Running a Sustainable Building
Julie's Bicycle
 
2016 Nov - World Usability Day Prague - Planet Friendly Digital Design
Chris Adams
 
Pr newswire 063010 csr social media panel presentation transcript-publish
Taiga Company
 
Sustainable business - where to start
Camilla Dahle
 
Introduction-to-Sustainable-Development.pptx
SAKSHISHARMA686201
 
Brighton SEO October 2022: How your website impacts the planet - and what yo...
Stuart Davies
 
Guidelines for a Sustainable Internet
Jorge Zapico
 
It's good to be green
Paras Kaushik
 
GreenSEO October 2024 BrightonSEO fringe event slides.
William Barnes
 
Disclosing Environmental Practices
Verity Consulting
 
Green NDLW Power Point Template Wimba Friday
videoreg
 
5 min guide to sustainability: Go green - Save money and the planet
Anders Lindgren
 
The Sustainly 5th Annual Social Media Sustainability Index
Matthew Yeomans
 
Agile Development for Digital Sustainability
Jutta Eckstein
 
Sustainable Web Design
Tim Frick
 
Communicating Sustainability using Social Media - Agrion Webinar by @JoeyShepp
Earthsite
 
IMPLEMENTAION OF SUSTAINABLE PRACTICES IN BUSSINESS OPERATIONS.pptx
11silal04
 
Top 10 Influential Leaders Shaping Sustainability Worldwide, 2024.pdf
CIO Look Magazine
 
Design Is The Problem
ljxsi
 
Ad

Recently uploaded (20)

PPTX
102602734019608717246081273460745534.pptx
AshishDogra34
 
PPTX
Afro-Asia Literature.pptxmmmmmmmmmmmmmmm
rossanthonytan1
 
PPTX
Soil chemistry lecture 20 presentations agriculture
MuthuMariS4
 
PPTX
the solar system janDNsdnfanscssfsaaansf
crisette1
 
PDF
Global Natural Disasters in H1 2025 by Beinsure
Beinsure Media
 
PPTX
TERI-Lighting-the-Way-to-a-Sustainable-Future.pptx
drniharikasingh26
 
PPTX
Air_Pollution_Thesis_Presentation (1).pptx
rohedsahak6
 
PPTX
Importance of good air quality and different pollutants.
suryatherms
 
PPTX
Plant_Cell_Presentation.pptx.com learning purpose
itharshsahu611
 
PDF
Effects of rice-husk biochar and aluminum sulfate application on rice grain q...
Open Access Research Paper
 
PPT
Environmental pollution for educational study
SAMETI-West Bengal
 
DOCX
Double Membrane Roofs for Cassava Wastewater Treatment Captures biogas from i...
AllenLin596164
 
PPTX
Arugula. Crop used for medical plant in kurdistant
kazhyabapir1
 
DOCX
Double Membrane Roofs for Bio-gas Tanks Reliable containment for biofuel gas....
AllenLin596164
 
PPTX
Corporate Social Responsibility & Governance
mhelr0se
 
PDF
The European Green Deal (EU Green Deal)
Naeemshahzad51
 
PDF
Ornithology-Basic-Concepts.pdf..........
dayanidhi8115
 
PPTX
Biodiversity.udfnfndrijfreniufrnsiufnriufrenfuiernfuire
R9PagadianCityTANKIM
 
PPT
PPTPresentation3 jhsvdasvdjhavsdhsvjcksjbc.jasb..ppt
ssuserf5773f
 
PPTX
Lecture-05-Audio-lingual. Method & Appro
shahinalamsheikh6
 
102602734019608717246081273460745534.pptx
AshishDogra34
 
Afro-Asia Literature.pptxmmmmmmmmmmmmmmm
rossanthonytan1
 
Soil chemistry lecture 20 presentations agriculture
MuthuMariS4
 
the solar system janDNsdnfanscssfsaaansf
crisette1
 
Global Natural Disasters in H1 2025 by Beinsure
Beinsure Media
 
TERI-Lighting-the-Way-to-a-Sustainable-Future.pptx
drniharikasingh26
 
Air_Pollution_Thesis_Presentation (1).pptx
rohedsahak6
 
Importance of good air quality and different pollutants.
suryatherms
 
Plant_Cell_Presentation.pptx.com learning purpose
itharshsahu611
 
Effects of rice-husk biochar and aluminum sulfate application on rice grain q...
Open Access Research Paper
 
Environmental pollution for educational study
SAMETI-West Bengal
 
Double Membrane Roofs for Cassava Wastewater Treatment Captures biogas from i...
AllenLin596164
 
Arugula. Crop used for medical plant in kurdistant
kazhyabapir1
 
Double Membrane Roofs for Bio-gas Tanks Reliable containment for biofuel gas....
AllenLin596164
 
Corporate Social Responsibility & Governance
mhelr0se
 
The European Green Deal (EU Green Deal)
Naeemshahzad51
 
Ornithology-Basic-Concepts.pdf..........
dayanidhi8115
 
Biodiversity.udfnfndrijfreniufrnsiufnriufrenfuiernfuire
R9PagadianCityTANKIM
 
PPTPresentation3 jhsvdasvdjhavsdhsvjcksjbc.jasb..ppt
ssuserf5773f
 
Lecture-05-Audio-lingual. Method & Appro
shahinalamsheikh6
 
Ad

GreenSEO April 2025 BrightonSEO fringe event slides.

  • 3. The GreenSEO manifesto 1. We will do all within our power and influence to make the web a greener place. 2. Each month we pledge to take one action each towards this goal. 3. We share, open source, support and help advise each other. 4. We talk to people about the impact of the web on the environment and invite like-minded souls to join the greenSEO movement. #greenSEO GreenSEO
  • 7. THE INTERNET =4%OF GLOBAL GHGS* *Frédéric Bordage 2019 #greenSEO GreenSEO
  • 8. Since PARIS (2015) avg website size increased 88% (174% on mobile)* *HTTP archive page weight report #greenSEO GreenSEO
  • 9. Generative ai is Estimated to use x33 more energy than task specific software* https://www.bbc.co.uk/news/articles/cj5ll89dy2mo #greenSEO GreenSEO
  • 12. DIGITAL are the bad guys!!! #greenSEO
  • 14. Clean Creatives is a movement bringing together leading agencies, their staff, and their clients to address the climate crisis by declining future contracts with fossil fuel companies and their front groups. 14 WHAT IS CLEAN CREATIVES? A growing movement in the ad and PR industry.
  • 15. 15 EVERY MISLEADING STORY ABOUT CLIMATE CHANGE BEGINS WITH AN AGENCY WORKING FOR THE FOSSIL FUEL INDUSTRY.
  • 16. 16 WHO IS IN ALREADY? As of 6/12/24 1100+ agencies and 2000+ creatives have pledged not to work on fossil fuel clients.
  • 25. Don’t use Google as a spell checker #greenSEO GreenSEO
  • 27. Move your hotsing to eco accredited renewables #greenSEO AND REDUCE UP TO 80% OF EMISSIONS* https://app.greenweb.org/directory/ *Bioscore 2025
  • 28. Never be afraid to just ask #greenSEO GreenSEO All we have had is “yes” so far
  • 32. The Role of Content in Building an Eco-Conscious Internet Nat Arney GreenSEO LinkedIn | Natalie Arney Bluesky | nca.bsky.social Nataliearney.com
  • 36. I’m a Freelance SEO Consultant. I’ve worked agency side and in-house, for big brands and small brands.
  • 37. I love nothing better than helping businesses - and people - meet & exceed their potential.
  • 38. What We’ll Cover ● What sustainable content is ● Why it matters ● What can be done to create it
  • 39. What Do I Mean When I Discuss Sustainability? “..the integration of environmental health, social equity and economic vitality in order to create thriving, healthy, diverse and resilient communities for this generation and generations to come. The practice of sustainability recognizes how these issues are interconnected and requires a systems approach and an acknowledgement of complexity.” The charter for the UCLA Sustainability Committee
  • 40. Not so long ago, technology was seen as the saviour of the planet…
  • 41. ● The ‘paperless office’ was going to preserve endangered forests. ● Email and video conferencing were going to reduce car journeys and flights. ● Websites were going to make services less wasteful.
  • 43. The Myth of the Paperless Office… ● Affordances of Paper: Paper offers unique properties that digital documents cannot replicate, such as tangibility, ease of annotation, and accessibility for those with specific needs. ● Technology and Paper Use: Contrary to expectations, the use of technology often increases paper consumption. More information: The Myth of the Paperless Office by Abigail J. Sellen and Richard H. R. Harper
  • 45. Has There Been a Reduction in Business Travel and Commuting? A BCD Travel survey found that 60% of travel buyers said their company reduced its travel budget in the past few years, and 96% introduced cost control policies. But none of that has stopped the rebound in business travel. There have been fewer ‘non-essential’ trips (ie conferences, retreats etc) as companies do not see them as having ‘clear ROI’ (Henry Gilroy, senior vice president of strategic development for Internova Travel Group, a travel agency network) Travel has been reduced due to economical changes, not due to environmental reasons.
  • 47. Has There Been a Reduction in Business Travel and Commuting? In February 2025 workers in Great Britain comprised of: ● 14% working from home exclusively, ● 26% working from home and travelling to work (hybrid) ● 37% only travelling to work D. Clark, Mar 7, 2025 In 2016, the TUC stated that there had been a 19% (241000) increase in people working from home between 2005 and 2015 (1205000).
  • 48. Websites Don’t Make Services Less Wasteful… … because capitalist economies create waste, no matter what. More production means more waste; more waste means more production. (Fred Magdoff & Chris Williams)
  • 49. What are we Dealing With Now? ● The environmental cost of cloud computing ● The impact of LLM and other generative AI use ● Overload of unuseful content that doesn’t help users, doesn’t drive traffic, and TAKES UP SPACE
  • 50. Data Centre & AI Training Water Consumption ● A 1 MW data centre can use up to 25.5 million liters of water annually for cooling, equivalent to the daily water consumption of 300,000 people, worsening water stress in vulnerable areas (Mytton, 2021) ● AI training demands significant energy, requiring water for cooling. For example, GPT-3 consumes 500 ml of water per 10-50 responses, resulting in a massive water footprint with billions of users. (Li et al, 2023)
  • 51. Resource Heavy Websites are a Power Drain ● Images = biggest page weight contributor ● Videos require intensive processing power ● Long copy and poor ux = long dwell time ● Too many & exotic types of fonts have a negative impact ● Code, plugins and Javascript (See Stu’s October 2022 Brighton SEO talk and April 2024 GreenSEO talk for more details)
  • 52. Can Content Creation Be Sustainable?
  • 53. Yes!
  • 54. How Can Content Be Sustainable? It needs to be: ● Aligned with sustainability goals. ● Created with purpose. ● Created by a human writer. ● Audited, refreshed and removed if not performing or not reaching its potential.
  • 55. It needs us to align content with sustainability goals
  • 56. Looking at the UN Sustainability Goals… ● No Poverty ● Zero Hunger ● Good Health and Well-being ● Quality Education ● Gender Equality ● Clean Water and Sanitation ● Affordable and Clean Energy ● Decent Work and Economic Growth ● Industry, Innovation, and Infrastructure ● Reduced Inequalities ● Sustainable Cities and Communities ● Responsible Consumption and Production ● Climate Action
  • 57. It needs to be created with purpose
  • 58. What is Purposeful Content Creation? ● Focuses on every word and piece serving a distinct purpose. ● Thoughtfully orchestrated to align with a defined goal ● Isn't about producing an abundance of material ● It's about delivering valuable, impactful content that influences, engages, and encourages action ● Every word, image, or video should connect, inform, and drive action
  • 59. Crafting Purposeful Content No checklists here; but there’s at least a process that’s easily applicable: ● Identify the objective of your content. ● Understand your audience and align your content with their needs. ● Develop your primary message and call to action (CTA) in alignment with your objective and audience desires. ● Employ persuasive language and compelling narratives to boost engagement ● Continuously evaluate and refine your content strategy based on data analysis and feedback
  • 60. It needs to be created by a human writer
  • 61. It needs to be audited, refreshed and removed if not performing
  • 62. Reduce, Reuse, Recycle Your Way to Content Success ● Reduce: Avoid producing low-quality content in bulk. Instead, focus on high-quality, impactful content that genuinely serves the audience's needs. ● Reuse: Split up longer content pieces to better align with user intent and enhance user experience, which can help in retaining the content's relevance and effectiveness over time. ● Recycle: Leverage successful content across multiple platforms or formats
  • 63. If your brand wants to stand out - do exactly that
  • 64. Two Weeks Ago… … This Week
  • 65. Let’s stand out in an ever-expanding sea of AI slop
  • 67. Search, Sustainably: Is it Time to Rethink Excessive Rank Tracking? Chris Green GreenSEO LinkedIn | Chris Green Bluesky | @chris-green.net Chris-green.net
  • 68. Search, Sustainably: Is it Time to Rethink Excessive Rank Tracking? GreenSEO - Brighton 2025
  • 69. @chrisgreenseo chris-green.net GreenSEO Introduction ● Senior consultant/trainer @ Torque Partnership ● Enterprise-level projects, building global SEO programmes & working at/on the Edge ● Massive search-geek & frustrated tool maker/breaker LinkedIN/TikTok @chrisgreenseo BlueSky @chris-green.net
  • 70. @chrisgreenseo chris-green.net GreenSEO Rank Trackers ● Critical SEO reporting tool ● Accepted as an industry standard ● Industrialized simulation and scraping of search results
  • 71. @chrisgreenseo chris-green.net GreenSEO Rank Trackers ● Critical SEO reporting tool ● Accepted as an industry standard ● Industrialized Simulation and scraping of search results ● Against Google’s ToS
  • 72. @chrisgreenseo chris-green.net GreenSEO Against Google’s ToS! https://developers.google.com/search/docs/essentials/spam-policies
  • 73. @chrisgreenseo chris-green.net GreenSEO And SEOs always stick to Google’s ToCs… right?
  • 74. @chrisgreenseo chrisgreenseo A view of a keyword at a time under certain conditions tracked daily/weekly/monthly to create a trend
  • 76. We built a rank tracker too https://www.slideshare.net/slideshow/search-london-what-is-rank-tracking-and-do-we-recognise-it-any more/75103270
  • 77. If no one searches for a keyword, does it even rank? @chrisgreenseo chrisgreenseo
  • 79. @chrisgreenseo chris-green.net GreenSEO ● The most efficient way to scrape SERPs is without loading other scripts on the page ● For a long time a lot of rank trackers did this Having JavaScript Enabled Product-related SERP and all its resources can be about 10mb Whereas a SERP without loading scripts is ~900kb
  • 80. @chrisgreenseo chrisgreenseo Having JavaScript Enabled ● NOW Google does not display SERPs without JS enabled ● These are to try and counter aggressive SERP scrapers ● Which Rank Trackers technically fall under ● Although Gen-AI training was likely the main target With JS Without JS
  • 81. @chrisgreenseo chris-green.net GreenSEO But why does this matter to me? 1) Rank tracking has become more expensive - both on economics and in carbon costs 2) If you think of your actions/decisions having a cost, we have the opportunity to reduce our impact here Google has previously stated that it is 0.2g CO2e per search Imagine 40k keywords tracking daily That’s nearly x3 tonnes CO2e per year!
  • 82. @chrisgreenseo chris-green.net GreenSEO Bot traffic is quite a high % of internet use https://radar.cloudflare.com/explorer?dataSet=http&groupBy=bot_class&dt=52w
  • 83. @chrisgreenseo chris-green.net GreenSEO Is the internet for humans or robots? Pretending to be a human to circumvent blocks is wasteful and - in the long-run - simply not worth it APIs and data streams ARE often the best way.
  • 84. @chrisgreenseo chrisgreenseo BUT FIRST! I am NOT saying that we should ditch rank tracking altogether I use rank tracking and work with tool providers This is me urging you to be conscious of what you are tracking and why I will then give you a way to utilise different data for similar ends without the additional overhead.
  • 85. @chrisgreenseo chris-green.net GreenSEO - Acting on daily tracked changes? Across 40K Keywords? Surely not? Track what you need relative to what action you take
  • 86. @chrisgreenseo chris-green.net GreenSEO Track what you need relative to what action you take - Acting on daily tracked changes? Across 40K Keywords? + Core/most important terms tracked as daily = useful + Secondary/tertiary terms as weekly or monthly = provides the vast amount of the benefit with significantly reduced costs
  • 87. @chrisgreenseo chris-green.net GreenSEO Organic Rankings’ relation with pixel depth 1. Organic positions & CTR don’t correlate as strongly as they used to 2. Being able to see/visualise this is still incredibly useful 3. But you can’t see everything all the time … and maybe that doesn’t matter?
  • 88. @chrisgreenseo chris-green.net GreenSEO Google Search Console 1. A version of what is actually happening across all SERPs 2. Not as easy to work with, but the data is more realistic
  • 89. @chrisgreenseo chris-green.net GreenSEO 1. Learning to focus on trends makes it easier to rely less on rank tracking Focus less on individual rankings
  • 90. @chrisgreenseo chrisgreenseo Studio Hawl SEO Training Focus on Trends ⬇4 3 > 7 �� Change Prev Now < A one day drop
  • 91. @chrisgreenseo chrisgreenseo Studio Hawl SEO Training Focus on Trends ⬇4 3 > 7 �� Change Prev Now < A one day drop Can become a rising trend >
  • 92. @chrisgreenseo chris-green.net GreenSEO 1. Learning to focus on trends makes it easier to rely less on rank tracking 2. Individual ranking moves are not that useful anymore Focus less on individual rankings
  • 93. @chrisgreenseo chrisgreenseo Studio Hawl SEO Training Individual Ranking Moves Aren’t That Useful ⬆8 9 > 1 Change Prev Now “Things to do in westlake village”
  • 94. @chrisgreenseo chrisgreenseo Studio Hawl SEO Training Individual Ranking Moves Aren’t That Useful ⬆8 9 > 1 Change Prev Now “Things to do in westlake village”
  • 95. @chrisgreenseo chris-green.net GreenSEO 1. Learning to focus on trends makes it easier to rely less on rank tracking 2. Individual ranking moves are not that useful anymore 3. A ranking trend is just as easily represented with weekly checks as it is daily Focus less on individual rankings
  • 96. @chrisgreenseo chrisgreenseo Studio Hawl SEO Training Weekly is just as useful as daily
  • 97. @chrisgreenseo chris-green.net GreenSEO Focus less on individual rankings 1. Learning to focus on trends makes it easier to rely less on rank tracking 2. Individual ranking moves are not that useful anymore 3. A ranking trend is just as easily represented with weekly checks as it is daily 4. You quite often don’t get the traffic/clicks from those keywords that you used to - search and SERPs are changing!
  • 98. Remember, rank tracking is a kind-of fiction @chrisgreenseo chrisgreenseo
  • 100. @chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device Learning to work with Avg Rankings
  • 101. @chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location Learning to work with Avg Rankings
  • 102. @chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand Learning to work with Avg Rankings
  • 103. @chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type Learning to work with Avg Rankings
  • 104. @chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type 5. Filter by Page Segment Learning to work with Avg Rankings
  • 105. @chrisgreenseo chris-green.net GreenSEO Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type 5. Filter by Page Segment 6. Understanding the Impact of New Pages/Content on Average Position Learning to work with Avg Rankings
  • 106. @chrisgreenseo chris-green.net GreenSEO Learning to work with Avg Rankings Avg rankings at a high level aren’t great, but we can: 1. Filter by Device 2. Filter by Location 3. Filter by Brand vs. Non-Brand 4. Filter by Intent Type 5. Filter by Page Segment 6. Understanding the Impact of New Pages/Content on Average Position But don’t over-segment if you have low-traffic Read more > https://www.chris-green.net/post/potential-of-avg-position-gsc
  • 107. @chrisgreenseo chris-green.net GreenSEO A Looker Studio Dashboard to Help You Create a copy of this report then follow the steps. 1. Select your GSC Data Source 2. Select your Target Date Range 3. Enter Regex to Match Your Brand 4. Apply Brand/Query/Country Filters as needed If you want to "fix" the brand REGEX, create a copy of the report, edit the GSC Data source "Resources > Manage Added Data Sources", click the "brand" Parameter (purple) and add your REGEX into the "default" field https://lookerstudio.google.com/u/0/reporting/0e0549b3-3a84-4d27-b 16d-2cf2db032922/page/dvNFF & https://www.chris-green.net/post/potential-of-avg-position-gsc
  • 109. @chrisgreenseo chris-green.net GreenSEO Make Conscious Decisions ● Every interaction online costs - but some costs are unavoidable ● You can make an active decision to only track what you need ● Use the data you collect meaningfully, or use Google’s data to back you up
  • 110. T H A N K Y O U Chris Green Senior SE0 Consultant hello@chris-green.net www.chris-green.net @chrisgreenseo
  • 112. So you want to go green? Here's 5* ways to shift mindsets and behaviours Fiona MacNeill & Kathryn Lawrence GreenSEO fionamacneill.co.uk fiona.macneill@macknowlogist.co.uk kathrynml1000@gmail.com
  • 113. So you want to go green? Here's 5* ways to shift mindsets and behaviours
  • 114. Great to meet you… Fiona MacNeill Director at Macknowlogist Strategic Design | Research | UX Kathryn Lawrence Behavioural Scientist Researcher
  • 115. We used to work together We miss working together </3
  • 116. This case study shows how we work together We’ve selected Stansted Airport as an imaginary client
  • 117. Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 3 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
  • 118. The client’s challenge How might we engage all employees in the sustainable airport of the future? An approach inspired by System Analysis and Supply Chain Analysis
  • 119. Our objectives (actually) People Problem Business Problem Find out what people know right now. Do they know what to do? How do they find out what to do? Do they care about doing it? Reach net zero goals as laid out in the strategic plan. There are financial implications for not reaching these goals in the allotted time.
  • 120. Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 5 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
  • 121. The human-centred process Define Discover Design Develop Deploy Iterate Source: Nick Shackleton-Jones, 5Di Toolkit (2025) Scientific literature review Client familiarisation Stakeholder interviews Survey design Behavioural observation Workshops Playback Reporting Our process
  • 122. Individual contributor Person Who are the people, what are their lenses? Ken, Jan, Gareth C-Suite CEOs and Directors Area Directors Divisional Leaders, Sustainability leads Senior Managers Department Leaders Shareholders Team Middle Managers Team Leaders Themself Their Team Situation Beyond the organisation Beyond the organisation The organisation & beyond The organisation & their area Their area
  • 123. Beyond the organisation London Stansted Southend-on-Sea Luton Heathrow Colchester Clacton-on-Sea Isle of Sheppey Cambridge ⬆ Part of Manchester Airports Group East Midlands Hydrogen Pricing risk for informed investment Heavily regulated
  • 124. Environmental (Existential) London Stansted Southend-on-Sea Luton Heathrow Colchester Clacton-on-Sea Isle of Sheppey Cambridge ⬆ High chance >3.3% Yearly chance of flooding between 2040 and 2060 Up to 20cm (8in) source: long term flood risk map, gov.uk Indy Johar (Dark Matter Labs) Source: Tomi Rantanen on LinkedIn
  • 125. Geographical Sources: London Stansted Sustainable Development Plan 2024 (p. 6), Infographic: How climate change is affecting Europe, EU parliament (2023) “Over 190 destinations in 39 countries” Source: Flightradar24 41%
  • 126. The organisation: surroundings, people Stansted Emissions Sound pollution Working population Local transportation Ecological impact Carbon offsetting Bishop’s Stortford Stansted Mountfitchet Takeley Elsenham National Trust - Hatfield Forest Great Dunmow
  • 127. Building materials Health & Safety Kiss and Fly Surface Sanitation & disposal Vehicle fleet Parking Division or Teams of Teams Bus station Main Terminal
  • 128. Team Task domain Key Performance Indicators (KPIs) Customers
  • 130. Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 5 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
  • 131. Reminder How might we engage all employees in the sustainable airport of the future?
  • 132. Change: not one-size-fits-all Motivation to act Opportunity to act Low Low High High High opportunity Low motivation Low opportunity Low motivation High opportunity High motivation Low opportunity High motivation How do you reconcile the mindsets when… one person is worried about existential risk and another person is worried about the next paycheck? Segmentation model by Verplanken, 2018
  • 133. Teams of teams Set up ‘green’ communities of practice ● Social creativity ● Opportunities to learn/share ● Leadership development through mentorship
  • 134. Teams of teams Manager responsibilities ● Set division goals ● Team incentives* ● 1-2-1 green development
  • 135. Your team Spotting green opportunities ● Sustainable retros - How can we improve sustainable practices? ● Design roadmapping - building in sustainability.
  • 136. Your team Team goals ● Set team goals ● Feedback sessions ● Staying abreast of the operation
  • 137. You How can my risk become your value? ● Articulating benefits using corporate language ● It’s time to think beyond recycling You are here
  • 138. Behavioural analysis ● Where do you sit in the matrix? ● Habit discontinuation You are here
  • 139. Agenda Introduction (2 mins) Process: Research & Strategy (8 mins) 5 Ways to Shift Mindsets and Behaviours (8 mins) Discussion (2 mins)
  • 140. Net zero is about more than ‘save the turtles’ We’ve reached awareness saturation, behaviour change will come from organisational opportunity - not knowledge courses. Net zero is an outcome - not a behaviour. It’s time to think about actionable, reasonable steps. Sustainability is about future-proofing and acting strategically. More of “what if” and countering “aye been”. Remix of green turtle by Brocken Inaglory CC BY-SA 3.0 Turtle of turtles by Fiona MacNeill CC BY-SA 4.0 Background photo by Sarah Lee on Unsplash
  • 141. Mulgan, G. & Leadbeater, C. (2013) Nesta Systems Innovation (p. 12) Make the invisible visible …by co-designing the story together and then creating easy ways to share the story
  • 142. Questions? How to get in touch… Fiona MacNeill fiona.macneill@macknowlogist.co.uk fionamacneill.co.uk Kathryn Lawrence kathrynml1000@gmail.com
  • 143. Workshop Sustainability Workshops: Dry Erase Cards Initial workshops can be online (e.g, Mural, FigJam, Miro). Keep people engaged with polling and clear expectations. Cameras off after introductions. Validation workshops should be in person.
  • 144. Further references [1 of 3] Artemis Aerospace (2025) Artemis Aerospace investigates the future plans for Stansted airport. Available at: https://www.prnewswire.com/news-releases/artemis-aerospace-investigates-the-future-plans-for-stansted-airport-302377030.html Crunchbase (no date) Manchester Airport Group. Available at: https://www.crunchbase.com/organization/manchester-airport-group#people Google Earth (2025) data attribution: Landsat / CopernicusData SIO, NOAA, U.S. Navy, NGA, GEBCOIBCAOU.S. Geological Survey Imagery from the dates:14/12/2015–01/01/2021 Gov.uk (2025) Check long term flood risk. Available at: https://check-long-term-flood-risk.service.gov.uk/map Hall, E. (2022) ‘A design research framework’, Mule [Blog]. Available at: https://www.muledesign.com/blog/design-research-framework How, C. (2021) ‘Client immersion checklist’. Available at: https://docs.google.com/document/d/1o-qcc5kAcFn0v1ymqwLOZG7X0WTivjNjUFG2ap1beZU HM Treasury (2024) Task force on Climate-related Financial Disclosure (TCFD)-aligned disclosure application guidance. Available at: https://www.gov.uk/government/publications/tcfd-aligned-disclosure-application-guidance/task-force-on-climate-related-financial-disclosure-tcfd-ali gned-disclosure-application-guidance Linder, N., Giusti, M., Samuelsson, K., & Barthel, S. (2022). Pro-environmental habits: An underexplored research agenda in sustainability science. Ambio, 1-11.
  • 145. Further references [2 of 3] MAG (July 2024) Investor presentation results for the year ended 31 March 2024. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/8182dd1398/mag-investor-presentation-fy24-vfinal.pdf MAG (July 2024) FY24 Investor Report. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/688cf2e76a/investor-report-fy24-vfinal.pdf MAG (2024) Interim Report & Accounts for the period ending 30 September 2024. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/e53dcf9828/mahl-interim-report-24-dec-2024.pdf Manchester Airports Group Finance Limited (Oct 2024) Annual report and financial statements, year ended 31 March 2024. Available at: https://find-and-update.company-information.service.gov.uk/company/08338561/filing-history Maxim, C., Pavlova, G., & Jayanti, J. (2024). Sustainable Behaviour Changes Among Employees: A Guide for Tourism, Hospitality and Events Industries. Office for National Statistics (2021) Census 2021 map for Stansted Mountfitchet & Elsenham. Available at: https://www.ons.gov.uk/census/maps/choropleth/work/industry-current/industry-current-88a/51-air-transport?msoa=E02004595 Sovacool, B. K., Newell, P., Carley, S., & Fanzo, J. (2022). Equity, technological innovation and sustainable behaviour in a low-carbon future. Nature human behaviour, 6(3), 326-337.
  • 146. Further references [3 of 3] Stansted Airport (no date) ‘Development plan’. Available at: https://www.stanstedairport.com/about-us/development-plan/ Stansted Airport (2024) ‘London Stansted Sustainable Development Plan 2024’. Available at: https://assets.live.dxp.maginfrastructure.com/f/73114/x/156520e7bc/mag-london-stansted-sustainable-development-plan.pdf Task Force on Climate-Related Financial Disclosures (TCFD) (2025) About. Available at: https://www.fsb-tcfd.org/about/ Verplanken, B. (2018). Promoting sustainability: Towards a segmentation model of individual and household behaviour and behaviour change. Sustainable Development, 26(3), 193-205.