Optimising your retail SEO for eco-conscious consumers
In the last few years, environmental awareness and an interest in sustainability has exploded as a response to the growing threat of climate change.
Studies by PwC have found that 85% of consumers have experienced the disruptive effects of climate change in their lives, and would be willing to spend 9.7% more on average on sustainable products despite the rising cost of living due to their concerns.
As a result, retail brands have an opportunity to appeal to eco-minded buyers and adapt their SEO strategies. There are huge benefits to a circular economy, not just for the environment but also for businesses. With this in mind, here’s how you can optimise your site to appeal to eco-conscious customers.
Don’t greenwash
One of the worst things you can do for your SEO rankings, and your brand’s reputation, is greenwash. This is making claims about your environmental sustainability efforts that aren’t true or can’t be backed up with evidence. Transparency is everything, especially when you’re asking customers to part with their hard-earned money, so be clear about what you’re achieving and where you need to improve.
Trust is incredibly important for SEO, forming part of Google’s EEAT guidelines which require sites to show signals of Expertise, Experience, Authority and Trust. In other words, you need to create content that highlights your expertise and credibility as a sustainable brand. This shows your customers, and Google, that you’re authentic and trustworthy as a business. A great example of this is MPB’s annual impact report which details facts and figures that keeps customers in the loop.
Showcase your values
Your Google Business Profile (GBP) serves as more than just a listing. When used correctly, it’s a platform to build credibility, connect with like-minded consumers, and position your brand as a leader in sustainability. Utilise its attributes feature to emphasise your commitment to sustainability and highlight the products or services you offer that would appeal to environmentally conscious customers, like ‘sustainable’, ‘organic’ or ‘plastic-free’.
Your GBP description or posts can communicate your brand’s sustainability mission or ethical practices too, and incorporate keywords that attract customers actively seeking businesses with these values. Use your GBP to build trust and credibility, as well as attract like-minded consumers.
Use sector-specific keywords
Naturally, keyword research is important for any business, not just those looking to attract eco-minded customers. But something many businesses do overlook is the sector-specific terms. Many businesses will be optimising for terms like ‘eco-friendly’ and ‘sustainable’, which could leave you competing for visibility and making your content and brand look generic.
Instead, look at long-tail keywords that allow you to be more specific in your content and target niche demographics within the retail sector. For example, if you’re selling clothes, you might opt for ‘organic cotton clothing for summer’, ‘sustainable streetwear brands for men’ or ‘affordable ethical loungewear for women’. By being more specific, you can attract your ideal customers who are looking for precisely what you’re selling.
Consider the user’s intent
Understanding search intent is crucial to your SEO success. These shoppers prioritise sustainability, ethical sourcing, and environmental impact, so researching their search behaviour ensures your content and products align with their needs to improve your brand’s visibility in the search results.
Search intent tends to fall into fairly distinct categories. Informational intent includes users looking for sustainability tips or product comparisons, such as “Are bamboo toothbrushes better for the environment?”. Transactional intent indicates users who are ready to make a purchase – for example, “Buy a biodegradable phone case online”. Finally, navigational intent involves searches for specific brands or retailers, like “Patagonia organic cotton T-shirt.” Understanding these distinctions allows you to create targeted content, whether it’s blog articles, product pages, or comparison guides.
Additionally, eco-conscious shoppers often use long-tail and local keywords when searching for sustainable options. Phrases like “organic clothing store in [your location]” or “plastic-free store near me” indicate a preference for local or niche products, making local SEO an essential part of optimisation. And since sustainability trends evolve all the time, keeping track of consumer behaviour using tools like Google Trends, social media insights, and industry reports is critical to stay up to date.
Building valuable backlinks
Backlinks from other reputable eco-conscious websites can strengthen your SEO strategy, because it acts as a trust signal to search engines. For retailers targeting eco-conscious consumers, building backlinks from sustainability-focused sources can boost your online visibility, increase your site’s domain authority, and attract like-minded customers.
Partner with sustainability blogs, environmental organisations, and ethical marketplaces to earn quality links back to your site. Guest blogging and collaborations with influencers can also enhance your domain authority and improve search rankings, while also getting your brand and products in front of a wider audience.
Optimising your retail SEO to target eco-conscious consumers is more than just tactical marketing. It means aligning your business with a fundamental shift in consumer values and purchasing behaviours. Retailers who implement sustainability-focused SEO strategies are sure to gain immediate advantages through improved visibility for valuable search terms, greater trust from customers, and brand loyalty.
