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What is evergreen content and why does it matter for SEO?

What is evergreen content and why does it matter for SEO?

Have you ever wondered how to make your content relevant for longer and bring a return on investment (ROI) that gradually builds over time? The solution could be evergreen content for SEO. In this blog we will explain what exactly evergreen content is and how to optimise it to help grow your business.

Have you ever wondered how to make your content relevant for longer and bring a return on investment (ROI) that gradually builds over time? The solution could be evergreen content for SEO. In this blog we will explain what exactly evergreen content is and how to optimise it to help grow your business.

What is evergreen content?

The term “evergreen” is well known even outside of the marketing world. It is used to refer to something that is everlasting and stands the test of time. This comes from evergreen trees which keep their green leaves throughout all seasons. Like the evergreen trees, evergreen content is content that lasts over the long term whilst staying relevant.

Evergreen topics and evergreen posts are pieces of content that remain high in the search rankings by being search optimised and retaining relevance. This drives and sustains the traffic and leads in the long run whilst building a steady ROI. Content that is trending at the time and which is only relevant to a certain time period or time of the year is not evergreen content. This topic will slowly stop being searched for as it becomes less and less relevant. An evergreen topic is something that is constantly showing on the search rankings as it remains relevant. 

If your piece is truly evergreen it can become a great resource. This means that others may link to it when looking for examples or further information. This will in turn boost your content's performance and help it to also gain authority in the search rankings. 

Examples of evergreen content

Although you may be thinking that content such as news articles or blog posts will stay on the internet, surely they are evergreen? This is not the case. Although a post will stay on the internet for as long as you want it to, this doesn't mean that people will still be searching for the topic months down the line, meaning the search traffic will reduce. However, some blog posts can be evergreen content, and here are a few examples:

  • “How to” guides
  • Reviews
  • Case studies
  • Lists 
  • Top tips
  • Videos

These writing formats do not guarantee that your content will be evergreen, however it is a good place to start. Videos are an up and coming format and a great way to demonstrate content such as “how to” posts.

Content to try and avoid if you want to make your piece evergreen are:

  • News articles
  • Topics that are currently trending
  • Latest fashion trends
  • Content about specific times of the year
  • Reports that can go out of date

The above types of content are more than likely to become obsolete the longer it is online. This means that people may stop searching for the topic and your piece will stop driving traffic.

How to implement evergreen content into your content marketing strategy

When you create content with the purpose of it being evergreen, you need to make sure that the topic you are writing about is always relevant to your industry. This means that no matter the changes to your industry or the world in general, people will still want to know more on the topic you are posting about. For example, parenting tips are a topic which is evergreen and always searched for. 

Once your topic is out there and is lasting the test of time you can then look into updating the content every now and then. This does not mean that you will need to completely re-do the content, it means you can reshape, reshare and reuse the content as you see fit as it is a topic which is always relevant. 

Another factor you will need to focus on is keyword research. An evergreen piece is great but it will not rank well if people are not searching for the keywords you have used. Doing your keyword research will help you to discover the keywords you would like your site to rank for. You can then implement these into your piece.

Creating evergreen content can also free up your time for other projects later down the lie. This is because the topic will remain relevant so you wont need to spend time tweaking the piece for it to show and be searched for on search engines. 

Why is evergreen content important for SEO?

As mentioned above, a piece of evergreen content can drive a steady ROI, it can build authority to your website if it becomes a resource, and it will stay relevant throughout the years. These are all an important part of SEO and building a constant flow of traffic and leads to your website. As the piece you have published stays relevant, so does your website, and this ultimately will boost your SEO.

If you are searching for more information on exactly what SEO is, have a look at our SEO info page.

Try and think of content ideas which could become evergreen topics. If you have an idea but are not sure how to implement it or how to optimise it for SEO, contact us and see how we can help grow your reach.

Blog written by

Lucy Forrest
Content Executive

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