You’ve probably heard the term “evergreen content” and been told that your site needs it if you’re involved in search engine optimization, content marketing, or any other form of web marketing. What exactly is evergreen advertising, and why do SEO-friendly evergreen articles are important?
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What is Evergreen Content, and Why Is It Called That?
The term “evergreen content” refers to content that is optimized for search engines but never becomes boring and repetitive. Because evergreen trees keep their foliage year-round, they are often used as symbols of everlasting life. Evergreen content, much like trees themselves, is chronically popular.
Possibly you’re thinking, “Hey, wait a minute. Internet articles and blog posts are preserved indefinitely. However, “Evergreen” refers to content that retains its value long after it was first published, leading to a steady increase in site visitors.
To better define “evergreen,” we can look at what is not called “evergreen” content.
- Information like news articles, statistics, or numerical reports that are subject to obsolescence
- Seasonal or holiday-related writings
- Articles that explore the latest craze in the world of pop culture
- Latest styles in clothing
In an ideal world, evergreen content on the web would stay in style over time. Content written about this year’s presidential election will be out of date in about six months. Many of the keywords used to describe it will be relegated to Google’s “keyword graveyard” and never be searched again. Therefore, in most scenarios, no digital marketing agency suggests you arrange your whole plan on these types of content.
The following are some of the most widely used evergreen formats that can be used to create evergreen content.
- Top Tips
- Instructional “How To” Tutorials
- Encyclopedia Entries
- Product Reviews
Using one of these specific formats is unnecessary to create evergreen content. Still, your writing flows more smoothly when using one of these formats. Videos are invaluable when demonstrating a process, such as icing a cake or grouting a tub. Without video, you may use a gallery of images (photos, illustrations, diagrams, etc.).
Some topics are timeless. Some article topics that will never go out of style are:
- Dropping Pounds
- Placements and Professions
- Taking Care of Pets
Naturally, you should talk about perennial issues that affect your industry. Topics like “how to keep your desk organized” or “different pen types and when to use them” are always relevant if you sell office supplies. For example, a post about the kinds of plants that thrive in your area can serve as a lead generator for your landscaping business year after year. Having content like this would also help with getting better results from paid digital marketing services.
Often, the best topics have already been covered, perhaps to excess, which obviously makes it difficult to come up with good evergreen ideas. The trick here will be to offer a fresh take on a well-trodden subject or to provide more background information on a familiar one. Seek out long-tail keywords that get enough search volume but not too much that the competition is too fierce. Certainly, you’ll find less online content about your topic if you cater to a niche audience, increasing the value of your evergreen content.
If you are looking for sources, then you should know major sources of evergreen content come from these websites:
These websites produce an abundance of evergreen articles covering a wide range of topics. For instance, almost half of all Google searches return results from Wikipedia on the first page! However, some of these evergreen sites produce low-quality articles because they try to publish too many of them too quickly. You should check out these sites for inspiration to write your evergreens and also learn where they fall short and what you can do to make them better.
Combining evergreen content with SEO strategies amplifies the effectiveness of a web content marketing strategy. If you want your site to show up in search results for specific keywords, you might want to center your content around those terms. Do your keyword research because even the most evergreen content is useless if no one is searching for it and it doesn’t relate to your business.
The content you’ve worked hard to promote must also be kept current. While there shouldn’t be too much work in updating evergreen content, you should keep in mind that there may be new discoveries, new articles you can link, and other developments that necessitate updating.
Keeping your content and its date of publication up to date also helps your SEO rankings. Neil Patel claimed the importance of updating evergreen content; it became common knowledge that maintaining a blog with evergreen content can significantly impact search engine rankings. If you have recently updated content, you should promote it as though it were brand new. You might also learn how to do content audits for better and faster results.