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Part 9 of the July blog series on The Growth Ethos. Subscribe here to follow the full series.
Search is changing fast. For mission-driven brands, it’s no longer just about keywords. It’s a test of ethics, trust, and technical clarity.
“From AI-powered overviews to carbon-conscious web practices, this guide explores how to make your search presence sustainable, human-centered, and genuinely impactful.”
1. Surfacing in the new search world
Traditional search rankings still matter, but AI-generated summaries and zero-click experiences are reshaping how users find information. Recent research indicates AI Overviews now appear in approximately 13-19% of search results, with their presence continuing to grow throughout 2024 and into 2025 [1, 2].
This trend means that when AI Overviews appear, users are less likely to click through to individual websites, with studies in March 2025 showing a significant drop in click-through rates [3].
To be included in AI Overviews, your content needs to be structured for clarity and machine readability:
- Headings that ask and answer genuine queries: Frame your headings as questions users might type into a search engine.
- Paragraphs under 60 words: Concise paragraphs are easier for AI to digest and summarise.
- Semantic formatting (e.g.,
<h2>,<p>,<ul>): Using proper HTML tags helps search engines and AI understand your content’s structure and hierarchy.
You’re engineering relevance for both human readers and AI systems.
2. Writing with carbon in mind
Sustainable web design is no longer optional. Consumer expectations around environmental responsibility are driving business decisions across all sectors, including digital presence.
The internet currently produces approximately 3.7% of global carbon emissions, a figure comparable to the airline industry. Individual websites contribute to this footprint. While the average webpage produces approximately 0.36 grams CO2 equivalent per pageview, poorly optimised sites can produce significantly more [4, 5].
Efficient, fast-loading sites reduce both friction and environmental impact.
- Target under 500KB per page, where possible: Aim for lean pages to reduce data transfer.
- Use green hosting: Choose hosting providers that power their operations with renewable energy.
- Optimise your media: Compress images and videos without compromising quality.
Eco-conscious design is a credibility multiplier.
3. Aligning content with real intent
Modern search algorithms reward content that directly answers user questions with a clear structure and relevant context. Rather than keyword stuffing, focus on:
- Starting with questions your audience searches for: Use tools to understand user intent behind search queries.
- Offering clear answers in the first paragraph: Provide immediate value to the reader.
- Supporting claims with evidence and examples: Build credibility and depth into your content.
- Using descriptive subheadings that guide readers and search algorithms: Create a logical flow for both humans and machines.
“Google’s systems increasingly prioritise content that demonstrates clear expertise and provides genuine value over what is optimised purely for search metrics.“
4. Building trust with transparency
Google’s E-E-A-T framework—Experience, Expertise, Authoritativeness, and Trustworthiness—has become central to search rankings. Pages with clear authorship, source attribution, and original thinking consistently outperform generic content [6, 7].
Key trust signals include:
- Real author bylines with credentials: Show who is behind the content and why they are qualified.
- Links to credible sources: Cite your references to support your claims.
- Original research or expert commentary: Offer unique insights and perspectives.
- Clear context and evidence for claims: Provide the necessary background and proof.
This is especially important for health, finance, or sustainability topics (often referred to as Your Money or Your Life – YMYL content).
5. Making your site faster, cleaner, and more persuasive
Performance optimisation serves both users and the environment. Bloated websites don’t just frustrate visitors; they also consume more energy. In contrast, lightweight sites load quickly, use less energy, and generally convert more effectively.
Real examples of sustainable web optimisation:
- Organic Basics created a “low impact” website using minimal scripting and efficient design, which significantly reduced its carbon emissions per page view by up to 70% while maintaining full functionality [8].
- Many organisations have seen conversion improvements when reducing page load times. For instance, a 1-second delay in mobile page load can decrease conversions by up to 20%, and sites that load in just 1 second often achieve significantly higher conversion rates than slower alternatives [9, 10].
Ultimately, better performance means reduced energy consumption per visit, an improved user experience, higher conversion rates, and lower bounce rates.
6. Defining success by depth, not clicks
Forget simply counting clicks. Modern SEO success is about meaningful engagement. We need to look at how people truly connect with your content, not just how many see it.
So, what should you measure instead? Focus on these key areas:
a. Engaged time: Are users spending sufficient time on your pages? Think for more than 30 seconds of active reading.
b. Return visits: Do people come back to your site? This clearly shows your content is valuable and trustworthy.
c. Organic conversions: Are visitors taking action from search, such as signing up for newsletters or filling out contact forms?
d. Quality referrals: These are links or mentions from reputable sources, which significantly build your authority.
e. Long-term performance: How does your content hold up over months and even years, not just fleeting days?
Remember, quality traffic builds sustainable growth. Lots of visitors who don’t engage rarely bring lasting value.
Takeaways:
- Structure for both humans and machines with clear headings, concise paragraphs, and semantic formatting.
- Reduce emissions by cutting down on weight through optimised images, clean code, and efficient hosting.
- Build E-E-A-T into every page with clear authorship, credible sources, and original expertise.
- Design for speed, clarity, and credibility rather than just search rankings.
- Optimise for outcomes—not just impressions by measuring engagement and conversions.
SEO for good isn’t just possible—it’s necessary for building a sustainable, trustworthy digital presence.
Sources:
[1] Semrush. “Semrush AI Overviews Study: What 2025 SEO Data Tells Us About Google’s Search Shift.”
[2] WordStream. “34 AI Overviews Stats & Facts [2025].”
[3] Pew Research Centre. “Google users are less likely to click on links when an AI summary appears in the results.”
[4] Website Carbon Calculator. “How does your website’s carbon footprint compare?”
[5] The Green Web Foundation (via Sustainable Web Design). “Estimating Digital Emissions.” (Note: While Sustainable Web Design links to a 2018 source for the 3.7% figure, it remains a commonly cited and relevant statistic for illustrating the scale of digital emissions.)
[6] Lounge Lizard. “Navigating Google EEAT in 2025: A Game-Changer for SEO Success.”
[7] Sitecentre. “Google E-E-A-T: Algorithms & The Future of SEO in 2025.”
[8] The Retail Executive. “The Low Impact Manifesto: Organic Basics’ 10 Guidelines For Building Greener Websites.”
[9] WP Rocket. “Website Load Time & Speed Statistics: Is Your Site Fast Enough?”
[10] Site Builder Report. “20+ Interesting Website Speed Statistics (2025).”
WHAT’S NEXT IN THIS SERIES
This is part 9 of The Growth Ethos, a 10-post series exploring smarter, more sustainable ways to scale in 2025.
Coming next:
→ B2B : 5 modèles européens qui réinventent la concurrence 🇫🇷
LET’S BUILD SOMETHING BETTER
If you’re building a product, service, or strategy that values long-term trust and responsible growth—this series is for you.
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