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GreenSEO April 2024: Join the Green Web Revolution
- 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. Screaming Frog have added CO2 emissions calculations to log file analyser and its being added to Crawl update v20 #greenSEO GreenSEO
- 8. We have been getting some high profile attention #greenSEO GreenSEO
- 9. We created one of the cleanest websites on the planet #greenSEO GreenSEO
- 10. We are a part of BrightonSEO Fringe!! #greenSEO GreenSEO
- 14. @creativebloomUK
- 15. #greenSEO GreenSEO ● Green SEO: How SEOs can drive the Green Web Revolution - Stu Davies (Creative Bloom) ● The Green Software Revolution - Adam Newman & Oliver Winks (Green Software Brighton) ● Addressing Greenwashing - Natalie Arney
- 16. Green SEO: How SEOs can drive the Green Web Revolution Slideshare.Net/StuartDavies16 @creativebloomUK Stuart Davies Creative Bloom GreenSEO
- 17. There is a BIG problem #greenSEO @creativebloomUK
- 18. THE INTERNET =4%OF GLOBAL GHGS* *Frédéric Bordage 2019 #greenSEO @creativebloomUK
- 19. BY 2040 IT IS EXPECTED TO BE THE SECOND 1. CHINA 2. THE INTERNET 3. USA 4. INDIA 5. RUSSIA 6. JAPAN 7. GERMANY *SOURCE WORLDOMETER #greenSEO @creativebloomUK
- 20. 1 ONLINE AD CAMPAIGN = ⅓ annual CO2 FOR AN avg US consumer** @creativebloomUK *GOOD LOOP #greenSEO
- 21. 1 search = half a kettle boiling #greenSEO #greenSEO @creativebloomUK
- 23. We are the bad guys!!! #greenSEO @creativebloomUK
- 24. What is causing all of this? #greenSEO @creativebloomUK
- 27. Data centers where our websites are hosted #greenSEO @creativebloomUK
- 28. (wasteful) content is king the destroyer of worlds @creativebloomUK #greenSEO
- 29. Resource heavy websites are a power drain #greenSEO @creativebloomUK
- 30. Images are the biggest page weight contributor #greenSEO @creativebloomUK
- 32. Long copy = long dwell time #greenSEO @creativebloomUK
- 38. The ai will destroy us make our lives better @creativebloomUK
- 39. What can we do about it? #greenSEO @creativebloomUK
- 40. SEOs CAN HELP SAVE THE WORLD!!! #greenSEO @creativebloomUK
- 41. We can be the good guys!!! #greenSEO @creativebloomUK
- 42. #greenSEO @creativebloomUK The planet is more important than fancy websites
- 43. #greenSEO @creativebloomUK We can create websites that rank and are planet friendly
- 45. 1. Measure our website impact #greenSEO @creativebloomUK Holding - beacon & website carbon
- 49. 2.Adopt sustainable web design principles #greenSEO @creativebloomUK Holding - tom greenwood book
- 51. 4.improve the ux & reduce dwell time #greenSEO @creativebloomUK
- 52. 5.only place high quality & high value content #greenSEO @creativebloomUK
- 54. 7. optimise and careful use of images #greenSEO @creativebloomUK
- 55. #greenSEO @creativebloomUK Green seo considerations Does the image really add value?
- 56. #greenSEO @creativebloomUK Green seo considerations Does contain useful info?
- 57. #greenSEO @creativebloomUK Green seo considerations Can it have the same impact if smaller?
- 58. #greenSEO @creativebloomUK Green seo considerations reduce images not visible to users, e.g. in carousels.
- 59. #greenSEO @creativebloomUK Green seo considerations Can you use vectors or drawingS instead of images?
- 60. 8. optimise and careful use of video #greenSEO @creativebloomUK
- 61. #greenSEO @creativebloomUK Green seo considerations If streaming use green(ER) platforms e.g. WISTIA
- 62. 9. Improve load speed and core web vitals #greenSEO @creativebloomUK
- 64. 11. Clean code, few plugins, no javascript #greenSEO @creativebloomUK
- 65. 12. seo markup helps save the planet #greenSEO @creativebloomUK
- 66. Lets see someone who has done it: #greenSEO @creativebloomUK
- 71. Great! What else can we do? #greenSEO @creativebloomUK
- 72. Stop sending thank you emails #greenSEO @creativebloomUK Dear person. Thankyou for sending me an email. End. Dear person. No thankyou for sending me an email. End. Dear person. No no no thankyou for sending me an email Etc. 10 x email = 1 x
- 73. Lower screen brightness #greenSEO @creativebloomUK This is a picture of really low brightness setting
- 74. Sign up to the sustainable web manifesto #greenSEO @creativebloomUK Holding - sustainable web mainfesto
- 75. Talk to your clients about it #greenSEO @creativebloomUK
- 76. Migrate % of ppc spend to ecosia #greenSEO @creativebloomUK Holding - ecoisa
- 77. BE BRAVE TAKE SOME ACTION!! #greenSEO @creativebloomUK
- 79. = Websites ranking = happy clients & bosses #greenSEO @creativebloomUK
- 80. = Less energy use internet = a healthier planet #greenSEO @creativebloomUK
- 81. #greenSEO @creativebloomUK Checkout the greenseo website tools & reosources https://greenseo.org/
- 82. Thankyou!!! Email: hello@creativebloomrocks.com Twr: @creativebloomUK https://www.creativebloomrocks.com bit.ly/creativebloomboom Stu Davies Head of agency creative bloom Lead rep for surfers against sewage Local surfer Defender of the planet #greenSEO
- 85. The Green Software Revolution Adam Newman & Oli Winks Root & Branch GreenSEO greensoftwarebrighton.co.uk rootandbranch.io
- 86. 86
- 87. Green Software Brighton 87 Adam Newman adam@rootandbranch.io Oliver Winks oli@rootandbranch.io
- 88. A local tech community of people curious about how digital technologies impact the environment. Green Software Brighton 88 greensoftwarebrighton.co.uk Talks, workshops, panels, roundtable discussions … Supported by NEXT EVENT
- 89. Talk outline The problem Why Software? What can we do? 89 Q&A
- 91. 91
- 92. 92
- 93. 93 “there is no certainty that adaptation to a 4°C world is possible” World Bank [a 4°C future] “is incompatible with an organized global community, is likely to be beyond ‘adaptation’, is devastating to the majority of ecosystems, and has a high probability of not being stable” Prof. Kevin Anderson ● Annual flood damage costs of $12tn ● 37% of world population exposed to deadly heat waves once every 5 years ● 195 million people exposed to severe drought ● 27% increase in land area for malaria transmission ● 7% increase in rainfall in the British Isles! Carbon Brief https://interactive.carbonbrief.org/impacts-climate- change-one-point-five-degrees-two-degrees/
- 94. 3.9 % 94 0% 1% 2% 3% 4% Germany 1.85 % UK 0.96 % Italy 0.87 % 2.8 % ICT 1.8 % Shipping 1.7 % Aviation 1.9 % Emissions as % of Global Total 1,500 Mt 750 Mt 1,125 Mt 375 Mt approx. [1] Fossil CO2 emissions of all world countries - 2020 Report [3] Emissions from computing and ICT could be worse than previously thought [2] CO₂ and Greenhouse Gas Emissions, Our World in Data
- 95. 95 Growth of Digital Technology 2015 2022 Change Internet users 3 billion 5.3 billion +78% Internet traffic 0.6 ZB 4.4 ZB +600% Data centre workloads 180 million 800 million +340% Data centre energy use (excluding crypto) 200 TWh 240-340 TWh +20-70% Crypto mining energy use 4 TWh 100-150 TWh +2300-3500% Data transmission network energy use 220 TWh 260-360 TWh +18-64% 🤬🤬 🎉🎉 [4] Data centres & networks - IEA
- 96. By 2027 A.I. servers could use between 85 to 134 terawatt hours (Twh) annually 96 Growth of Digital Technology Continued… [5] The growing energy footprint of artificial intelligence, Alex de Vries
- 97. 97 Jevons Paradox William Stanely Jevons ?!?
- 98. 98 2 - 3 per room 5 - 10 per room Jevons Paradox - a fun example 25 - 100W 4 - 18W
- 100. 100 As computers get quicker and cheaper, runtime performance becomes less important (there’ll always be a faster computer tomorrow). What’s more important is how fast you can get software to market. Dynamic Dependency Injection Dynamic typing Garbage Collection Object Orientation Just-in-time Compilation Runtime Performance Release time over runtime
- 101. 101 What Can We Do?
- 102. 102 Hardware emits carbon. Hardware exists to run software. Why Software, not Hardware? Hardware emits CO2: Embodied + Running Hardware efficiency problem? What’s generating the demand? ICT’s Dirty Secret “How we design, implement and run our Software is entirely responsible for the magnitude of carbon emissions from ICT”
- 103. 103 What can we do? Design Patterns Language & Frameworks Data Types & Data Collections Profiling Tools Logging Algorithmic Complexity Compilers ++ Code Efficiency Carbon Awareness “Do more when electricity is clean, less when it’s dirty!” Re-write? (£££££) Prioritise optimisation by coverage (SDLC) - opportunities to optimise for power consumption?
- 104. 104 Carbon Intensity Carbon Awareness Where? When? Location Shifting Time Shifting Carbon Aware SDK
- 105. 105 “You can’t improve what you don’t measure”
- 106. 106
- 107. 107 Cultural Change Let’s make software differently. Be curious & geek out! Recognise software’s role in tech emissions. “We think of software solely as a tool to solve problems, let’s recognise it is a significant contributor to one - climate change” USERS SOFTWARE HARDWARE ENERGY CO2
- 108. 108 What Next? Green Software Foundation Green Web Foundation ClimateAction.Tech (Slack) Awesome Green Software (GitHub) Green Software book (O’Reilly) Environment variables (Podcast) www.greensoftwarebrighton.co.uk
- 109. 109 The end beginning… Build amazing technology (some can help drive sustainability) Acknowledge our responsibility as software practitioners Nobody else cares “how” software works, just “that” it works Only we can hold ourselves and each other accountable The “how” defines the carbon footprint of digital technologies
- 112. Hi, I’m Nat
- 113. I’m a Freelance SEO Consultant. I’ve worked agency side and in-house, for big brands and small brands.
- 114. I love nothing better than helping businesses - and people - meet & exceed their potential.
- 115. I also believe that the planet on which we live and its inhabitants deserve more
- 116. As Marketers, we need to do more. As SEOs, we need to do more.
- 117. Corporations need to do more.
- 118. I always say I’m not going to get too political, but the environment sadly is
- 119. The individual isn’t to blame for the mess we’re in…
- 120. Corporations are.
- 121. However, I’m not here to rant
- 122. Today, I’m here to help you understand greenwashing.
- 123. So, what is greenwashing?
- 124. Greenwashing is misleading marketing strategies used by companies to appear environmentally friendly.
- 125. The aim is to exploit consumer interest in eco-friendly products through deceptive claims.
- 128. Greenwashing is a term coined by environmental activist Jay Westerveld in 1986 in response to deceptive hotel signage.
- 129. However, the marketing tactic predates its official naming, used to reduce costs under the guise of environmentalism.
- 130. The Rise of Corporate Greenwashing
- 131. Companies like BP and Chevron use green initiatives in marketing to shift focus away from corporate responsibilities
- 134. Large companies like Ryanair, IKEA and Brewdog have faced accusations of misleading environmental claims.
- 138. Greenwashing vs. Genuine Sustainability
- 139. False claims focus on superficial or single-aspect improvements.
- 140. Genuine sustainability involves comprehensive practices including transparency, accountability, and continuous improvement.
- 141. I.e, we’re doing this stuff because we care, not because…
- 142. ● We have to do it ● It’s the law ● It looks good ● It’s sexy ● It makes us money
- 143. Greenwashing has a negative impact on the environment
- 144. It leads to resource wastage, delays in genuine sustainability efforts, and environmental trust erosion.
- 145. So how do we identify it?
- 146. Greenwashing indicators: ● Lack of third-party certifications ● Vague claims ● Inconsistencies in company’s environmental track record
- 147. Consumer actions: ● Verify claims ● Check for transparency ● Evaluate the full product lifecycle
- 148. Legal Status and Regulation
- 149. The UK and USA lacks specific laws against greenwashing, though deceptive practices can be penalised under existing regulations.
- 150. What does the ASA say?
- 151. The ASA enforces the CAP and BCAP Advertising Codes, which govern media advertising. These codes include specific sections for environmental claims and social responsibility, ensuring ads do not mislead about environmental benefits or other aspects, promoting honest and responsible advertising.
- 152. Misleading Advertising Section 3 of the CAP and BCAP Codes mandates that advertisements must not materially mislead consumers. 'Material' information—essential for informed decisions—must be accurate and substantiated by evidence prior to making claims, especially regarding environmental impact or product attributes, to avoid being misleading.
- 153. Environmental Advertising Sections 11 (CAP Code) and 9 (BCAP Code) detail environmental advertising standards, mandating clarity in environmental claims and the terminology used. These sections impose stringent requirements for substantiating claims about environmental impacts, distinguishing between absolute and comparative claims to prevent misleading advertising.
- 157. On the EU and rest of the world side, proposals and laws are in development to tackle misleading environmental claims more effectively.
- 158. Certifications and Carbon Offsetting
- 159. Not all certifications are reliable; some serve as tools for greenwashing.
- 160. Carbon offsetting often does not address the root causes of carbon emission and can lead to negative side effects.
- 161. OK, so what can we do instead?!
- 162. ● Ensure all environmental claims are substantiated ● Be honest about how ‘green’ your brand is ● Avoid vague language ● Avoid greenwashed terms ● Don’t rely on offsetting ● Focus on genuine sustainability rather than marketing
- 163. Prioritise actions that have a tangible positive impact on the environment.
- 164. Greenwashing Jargon
- 165. Bio Short for biological. Often used in labels saying ‘bio-based’, meaning made from living organisms, usually plants.
- 166. Biodegradable The product will break down in the natural environment with the help of bacteria and microbes. There’s no legal time limit - it can take anywhere from 1 week to 400 years to break down in the environment.
- 167. Carbon neutral This doesn’t mean that the product or business does not produce any emissions. It means that the company have ‘offset’ their emissions by investing in projects which supposedly absorb an equal amount of greenhouse gases from the atmosphere.
- 168. Climate friendly This is another way of saying carbon neutral, often meaning the company has offset their carbon, or reduced their environmental impact in some way.
- 169. Compostable Perhaps the most widely misunderstood claim. There are two types of compostable: Compostable, Home Compostable
- 170. Compostable This means it can be broken down via ‘industrial composting’ which uses a big machine with lots of organic matter, a high temperature and air flow to compost items. It does not mean you can put it on your compost pile in your garden or in your food bin.
- 171. Home Compostable Home compostable - look for the ‘home compostable’ certification logo, this means it can go in your home compost pile and possibly in your food waste bin (if your council can accept that type of item).
- 173. Degradable It will break down. Technically most things are degradable, even plastic bags. There is no legal time limit on how long something can take before companies can call it degradable.
- 174. Eco Short for ecological, but often used to mean environmentally friendly. There are no rules requiring that companies must show something is beneficial to the environment to be able to use this term.
- 175. Environmentally friendly There are no rules to show that something is beneficial to the environment, and the term ‘friendly’ has no legal definition either.
- 176. Green A buzzword to mean environmentally friendly and good for the planet but whenever it’s used it’s so vague and has no real meaning that you should pretty much ignore it. Always look for evidence behind ‘green’ claims.
- 177. Net zero This means an organisation has calculated their emissions and used the process of reduce, choose renewable, offset, to bring their total emissions to zero. Some companies are going a step further to try and bring their actual emissions to zero, meaning they produce absolutely no emissions, but this is almost impossible unless they produce their own renewable energy on-site.
- 179. Ocean plastic Some companies pay for plastic waste that’s been scooped out of the ocean, then use this in their products. However, just because something claims to be ‘ocean plastic’ does not mean it has ever been in the ocean! Some companies use ‘ocean-bound’ plastic instead which is waste plastic argued to be destined for the ocean
- 180. Oxo-degradable Oxo-degradable plastics are made from standard plastic (from fossil fuels), with an additive that attracts bacteria to speed up the degrading process. These items don’t fully disappear, instead they break down into smaller and smaller pieces, eventually leaving microplastics behind which is a big problem for our oceans.
- 181. Plant based This is popping up more as the popularity, and profitability, of vegan products rises. There’s no standard definition, usually it means that it’s based on plants rather than animal products, but when you see it on a bottle of moisturiser it makes you wonder why the moisturiser contained animal products before.
- 182. Plastic free Plastic free can genuinely be plastic free, sometimes used to promote products which would not usually be made from plastic or are obviously not made from plastic, such as ‘plastic-free wooden pegs’. It can also be used to highlight products that shouldn’t have been made from plastic in the first place but had hidden plastics many didn't realise existed, such as ‘plastic-free teabag wrappers’ which we assumed were just paper before.
- 183. Recycled Some companies use the word ‘recycled’ but when you read the small print, they’re made from just 10%or 20% recycled material. There are two types of recycled content; Pre-consumer Recycled, Post-consumer Recycled
- 184. Pre-consumer Recycled Rubbish that hasn’t been used, usually waste created during manufacturing like fabric offcuts, plastic pieces, wood shavings etc.
- 185. Post-consumer Recycled Rubbish created once people have used the item, all the stuff we throw away or recycle.
- 186. Recyclable A company can prove that their item is recyclable but whether you can recycle it as a consumer entirely depends on where you are and who is collecting the bin you’re about to put that ‘recyclable’ product in.
- 188. Reusable Technically anything is reusable if you don’t throw it away! This is used to highlight items that have been designed for reuse, like reusable coffee cups.
- 189. Sustainable Sustainable should consider three elements (social, environmental and economic), but there’s no requirement to do so before making a claim of being sustainable. Some companies will claim their products are sustainable because they’re reusable or contain recycled content.
- 191. Thank you. Where You Can Find Me: X (Twitter):@__nca LinkedIn: Natalie Arney nataliearney.com
- 192. #greenSEO GreenSEO