# Sustainability Audit of University Websites in Poland:
## 5 Discussion
### Is Green SEO the New SEO Audit Norm? A question arises from the findings whether the Green SEO audit is an extended version of a traditional SEO audit. It is a methodological as well as a terminological issue. The answer will determine how to interpret the results and define its practical value to website developers and administrators. Search engine optimisation is a collection of techniques to improve a website's position on the search engine results page, mainly through code optimisation, content, performance, and accessibility. In academic research, SEO is often investigated as an instrumental and pragmatic activity. Its primary objectives are to increase organic traffic and conversion rates [8; 10]. Therefore, SEO auditing tools typically measure the loading time, HTML code structure, metadata, mobile friendliness, and content quality. The same factors are involved in environmental audits, although the perspectives differ [28]. In Green SEO sustainability audits, SEO attributes are converted into a generalised, aggregate environmental footprint indicator for the website. It can be a synthetic or organic indicator, expressed as CO\({}_{2}\) grams per page load (the smaller the better). The traditional SEO audit aims to identify areas in need of optimisation regarding the position on the search engine results page, and its results are summarised as an aggregate final mark, which should be as high as \begin{table}
\begin{tabular}{c c c c} \hline \hline
**Cluster/Website (University)** & **Sustainable Development** & **Social/Institutional Norm** & **Perceived Control/Technical Capabilities** \\
**Type** & **Attitude** & & **Capabilities** \\ \hline Cluster 1: high conformity level & Proactive, open, set to transition, & Strong pressure and internal (mission and strategy) and external (social, legislative, others) & High (competencies, tools, IT assets, deployment and progress monitoring) \\ \hline Cluster 2: moderate conformity level with EPDSs & Declarative, limited, reactive, conservative & Limited internal pressure, low level of internal mobilisation & Medium (partial deployment) \\ \hline Cluster 3: low quality and high emissions & Passive, indifferent, disinterested, dismissive, or ignorant & No norms or pressures evident & Low (personnel shortage, no standards, minuscule control and performance evaluation) \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Associations between website audit results and TPB and ST components. possible. The developer expects the value to be high, reflecting a high quality of the tested website. Optimisation of problematic areas identified through a Green SEO audit leads to a reduced environmental impact of the website. On the other hand, recommendations from a traditional SEO audit aim to improve the website's position on the search engine results page and increase its visibility in the online ecosystem. Although Green SEO uses the same indicators as traditional SEO, it links them to sustainability, focusing on reducing the carbon footprint and consumption of resources. The page load time affects the website's rank in classical SEO, but in Green SEO, it is converted into environmental impact expressed as CO\({}_{2}\) emissions. In traditional SEO, website size affects usability and performance, while in Green SEO, it adds to the environmental footprint. The difference between SEO and Green SEO lies in the purpose of analysis and motives for optimisation rather than the measured data. The organisational context and environmental friendliness of the institution are also critical. While SEO is often motivated by conversion rates, profits, and positioning, Green SEO takes into account additional motives: the environment, ethics, and society [11]. Therefore, results of the same quality indicators, like load time, are interpreted and used differently and for different purposes: not for search engine results page positioning but to curb CO\({}_{2}\) emissions.