What is sustainable SEO?

The objective of SEO is to increase the quantity and quality of organic traffic to a website from search engines like Google and Bing. These search engines work by crawling and indexing vast numbers of pages they find on the web, analysing their content, and providing users with search results that match their query and search intent based on hundreds of ranking factors. When optimising web pages for search engines, our aim to make it as easy as possible for your pages to be returned for relevant queries.

Now, the big search engines who drive the most traffic are massive companies with huge resources at their disposal. They make their money by being known for delivering the best results and devote a lot of time and effort building, and regularly updating systems to identify good quality content. Advanced algorithms that consider factors like relevance, authority, and user experience help to determine the rankings of web pages in their search results.

Eyeballs and clicks drive revenue online, and the incentive to game the system is high – but is characterised by volatile short-term highs, followed by disastrous, deep lows that can wreak havoc on your business. To combat spammy content and manipulative tactics, search engines continuously refine their algorithms and policies, aiming to maintain the integrity of their search results.

Sustainable SEO is a measured approach which targets long-term results and stable growth using ethical optimisation techniques, prioritises user experience, and works with search engine algorithms rather than trying to beat them at their own game. It emphasises creating valuable content, crafting technically sound code, optimising website structure and performance, and building a useful, credible resource which delights users.

You can’t run a business on a rollercoaster – and that’s what it is if you’re scared of algorithm updates or the introduction of new ranking factors.

Google, Bing and the others want to reward valuable content with targeted traffic, it is in their interest. Sustainable SEO helps them to do that, and helps you to achieve stable growth, maintain a long-term focus and avoid unnecessary risk.