How to Permanently Increase Your SEO with Evergreen Content
By: Lauren Wagn, Social Media Manager
We’ve all heard the phrase “content is king”, and while this is true, some kings reign longer than others.
Content is a prime tool in your business’ toolbox to drive online traffic to your website. This can increase brand awareness, brand loyalty, and sales. However, not all content is created equally. Some content will create a flash-in-the-pan of interest while others will organically build traffic over time.
This is the difference between content and evergreen content.
Evergreen content can also go hand-in-hand with SEO techniques for even more return-on-investment (ROI).
Keep reading to learn everything you need to know about how to make content that keeps on giving.
What is evergreen content?
When you hear the term “evergreen” you probably think of lush pine trees lining a snow-covered street; A tree that is thriving all year long.
That’s exactly what evergreen content is!
It’s content that no matter the time of year, or what year it is for that matter, it’ is always relevant. Evergreen content is not time-sensitive, even in a world where trends move in a blink of an eye.
The difference between evergreen content and regular content is like the difference between Wikipedia and TikTok. Wikipedia is steady and consistent, while TikTok is fast-paced and ever-changing.
Examples of evergreen content
Evergreen content can come in a variety of formats including how-to guides, testimonials, case studies, and listicles.
While the format of evergreen content can be diverse, it’s the topic that is the real distinguishing feature.
Here are some examples of evergreen content:
- The Top 3 Social Media Metrics You Need to Be Tracking. Social media isn’t going anywhere anytime soon. While the topic is niche, it will not lose its relevancy.
- How to Bake a Cake. Originally posted in 2010, this evergreen article has been updated to maintain its freshness.
- Evergreen Trees: Everything You Ever Wanted to Know. Evergreens grow all year round and are relevant all year round.
- The article you’re reading right now! Informational articles about industry-specific concepts make great evergreen content.
What these topics have in common is that none of them are tied to current events, news cycles, or trends. This allows them to sustain growth over long periods of time.
Evergreen content is built to last. News posts, announcements, statistics, and seasonal content will all age rather quickly. While there is a time and place for this type of content, evergreen content can build a strong foundation for your business’ online presence.
To compare, here are the Google Trends results for an evergreen topic next to a trendy topic.
Here are the results for “How to bake a cake”:
Versus the results for “Brangelina”:
“How to bake a cake”, while having some spikes, is generally consistent. “Brangelina”, however, was a hot topic following their break-up then flatlines into relative obscurity. This illustrates the life expectancy of these two types of content.
Why evergreen content matters
So now you know what evergreen content is, but why should you be interested?
1.) It consistently brings potential customers to your website
As evergreen content is always relevant, people will always be searching for this information. This creates a steady stream of viewers that may have never found your website before.
2.) It can drive traffic through different parts of your website
Once the evergreen content has brought the lead to the page, internal links can help boost time spent on your website. The more time they spend engaged with your content, the more likely they are to convert.
3.) It conveys information to your audience that will solidify you as an authority in their eyes
By using your content to address your audience’s problems and solve them, you can begin to build a relationship of trust with them.
How to make evergreen content with SEO in mind
When creating evergreen content, strategy and quality are equally important.
Evergreen content relies heavily on the topic it is based on. This will be different depending on what industry your business is in. We suggest picking something that you can position yourself as an authority in. What does your business know best?
When considering what topics to write about, look at frequently asked questions about your business or information that beginners may want to know.
Once you’ve determined an overarching theme, research what keywords may help your content find the right audience. Choosing a popular and heavily used keyword may lead to too much competition. Through your keyword research, you can begin to narrow down the scope of your content to form a concept that your audience will want to read.
These keywords can be used in various places in your content, such as:
- Title of the page
- Meta tags
- Image file paths
- Anchor text
This will help optimize your content and help it land on search engine result pages (SERPs).
With the topic fully fleshed out, it’s time to research the competition. Put your keywords into Google and see what comes up. This is what you’ll be competing with when people are looking for information on your chosen topic.
Pay attention to the headlines, format, and depth of information in these high-ranking results.
To rank well, you’ll want to produce content that is as good, and ideally better, than what is already out there. Use your competition as a benchmark for your content.
Not only is the quality of the content valuable to the reader, but it is also valuable for SEO. By building authority and creating high-calibre content, your page can attract backlinks, which is when another website “links back” to your post.
Having other websites link you as a resource not only drives traffic from their site to yours, it also factors heavily into Google's ranking algorithm.
At this point, you can begin to outline and draft your evergreen content
Need help developing an evergreen content strategy for your business' blog? Click here to get in touch!
How to keep your evergreen content alive
Researching and creating your evergreen content makes up the bulk of the work, but maintenance of your content is still important! Just like pruning a tree, evergreen content will need to be checked on and updated periodically.
While the majority of your copy may not need any tweaks, smaller aspects may need to be adjusted. Click on any links to make sure that they are still working correctly or review any statistics that may have changed. It is also worthwhile to check the effectiveness of your keywords and edit as needed.
This maintenance will keep your content fresh, useful, and accessible to your audience.
Evergreen content tips
When creating evergreen content, here are some extra tips to keep in mind:
- Write for your audience. If you’re speaking to beginners, don’t go too heavy on industry jargon so it is accessible to everyone.
- Break it up into “smaller” pieces of content. Use your evergreen content to create smaller, bite-sized social media posts that can drive traffic back to the original content.
- Use enticing headlines to catch people’s attention.
- Don’t rely exclusively on evergreen content. Use timely content to capitalize on trends and increased searches on certain keywords too.
Conclusion: start writing evergreen content today!
Evergreen content can be an effective way to get your business on SERPs, drive traffic, connect with your audience and convert leads. It’s also a great ROI as the returns just keep on coming.
When using evergreen content, just remember to thoroughly research your topics, keywords, and competition before writing so you can create the best possible content for your audience. This will ensure that your content has the desired outcome.
Ready to create evergreen content and don’t have the resources to do it the way you want it done? Reach out and let’s talk about how we can help you create content that’s right for your audience.
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