This study represents an analysis of CSR (Corporate Social Responsibility) communication strategies from an SEO (Search Engine Optimization) perspective. The CSR actions were developed by the top retailer in Romania throughout 2024 and in the past years. SEO (Search Engine Optimization) is a long-term process. SEO PowerSuite was used as a methodological tool to evaluate the efficiency of optimizing content related to CSR (Corporate Social Responsibility) communication and its impact on consumer engagement and trust. In other words, the visibility and engagement of CSR content on retailers’ websites was analyzed. Rank Tracker was used to track high-ranking CSR-related keywords, identifying the search terms that most effectively drive traffic to sustainability pages. Website Auditor was used to detect technical errors. SEO SpyGlass provided insights into backlink profiles, evaluating authority and identifying gaps in CSR content disclosure. LinkAssistant identified link building opportunities that could further increase the visibility of CSR content. Therefore, this analysis highlights how retailers are optimizing their CSR communication for public engagement because a well-optimized SEO website fosters consumer trust and engagement. Retailer websites with well-structured, keyword-rich content, without technical errors, and strong backlink strategies gain greater visibility, thus aligning with evolving consumer expectations. The findings highlight that impactful CSR communication requires quality content and ongoing SEO optimization, helping retailers build credibility and a reputation for transparency and social responsibility.

CSR communication in Romania is increasingly important, especially as companies are now expected to demonstrate how they interact with their communities, manage resources and report on their social and environmental impacts under new European regulations. However, there are still few qualitative studies examining the role of professionals, the use of digital channels, stakeholder engagement and the place of responsible technologies in shaping effective CSR practices in Romania. Based on semi-structured interviews with senior professionals from four Romanian firms (retail, pharmaceutical, IT consulting, education), the study examines how companies plan and report on their social, environmental and governance (ESG) impacts. The present research is a thematic analysis and follows four main directions: professional roles involved in CSR, digital strategies and communication channels, stakeholder participation and impact assessment, as well as the application of responsible technologies such as artificial intelligence, digital platforms and sustainable operational tools, and the results indicate that organizational structure strongly affects the way CSR is managed, with companies with departments dedicated to sustainability tending to have clearer, more strategic and easier to measure practices, while those without such structuring integrate CSR into marketing, communication or broader employee duties. Also, digital channels and storytelling contribute to greater visibility and public engagement, although formal impact measurement and paid campaigns remain limited, and responsible technologies can increase efficiency, learning and traceability, but their adoption still depends on the resources, infrastructure and priorities of each organization.

The transition towards net zero by 2050 is underway in the European Union, but its country members are divided over their energy strategies. France, Poland, Hungary, Bulgaria, Slovakia, and Romania support nuclear plants as contributing to carbon neutrality, while Germany, Spain, Denmark, Portugal, and Luxembourg oppose (Reuters, 2023). The study “Between Stability and Sustainability: Nuclear Energy in Romania's Energy Mix” concludes that Romania can benefit from its nuclear facilities and domestic uranium resources, to consolidate its sustainable energy policy. However, new nuclear capacities may pose considerable challenges, especially in terms of costs (Dumitrescu, 2023). Unfortunately, rising costs per megawatt hour are the very reason why NuScale, the operator chosen by Romania to deploy six small nuclear reactors by 2027, canceled their US-based flagship Carbon Free Power Project (Fortune, 2023). Nevertheless, the setback in the home country did not prevent Romanian authorities from licensing the NuScale small modular reactor power plant in Doicești (World Nuclear News, 2023). The watchdog Greenpeace warned about the project’s high costs and the long construction timeframe. It was also emphasized that Romania adopted a technology that had never been tested before. In addition, the location of the new plant had been decided without prior consultation from the local community, claimed the NGO (Greenpeace, 2022). According to the journalists, the local community has been divided between those who want new jobs and people afraid of radiations. Reporters made a parallel between the current situation and a formerly failed Chevron shale gas production investment, due to the strong opposition to fracking (Hotnews, 2024). This paper attempts to determine how a newcomer to the nuclear energy market, with a significant approval setback in its home country, using untested technology, can complete the construction of six small modular reactors in Romania, integrate those into the national grid and win over the public acceptance by 2030.