Search engine optimization is rife with trends. In fact, in any given month, one can easily find new trends to chase. While it’s important to track trends (surprisingly, some are beneficial), you also need to keep an eye on tried and true methods that deliver results.
Enter evergreen content.
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This type of content should be the foundation of your content strategy. Done correctly, it will provide huge traffic gains, bolster keyword rankings, and produce ongoing results that last for years.
- How can you craft a compelling piece of evergreen content?
- What are effective evergreen content strategies?
- What are the best practices for evergreen content?
We’ll answer all those questions and more as we take a deep dive into evergreen content.
What is Evergreen Content?
Evergreen content describes content that stays fresh and relevant over long periods of time. Why use the “evergreen” term?
Think of an evergreen tree. In a forest of trees that shed their leaves, an evergreen tree stays perpetually full of life. Any shedding of needles happens so gradually that a casual observer would barely even notice.
Apply this description to evergreen content. Like the trees, this type of content stays full of life via search volume, leading to continuous organic traffic generation.
Ultimately, evergreen content is lasting, relevant, and purposeful long past its publication. That’s the inherent value of evergreen content and why it’s crucial to creating SEO content.
Examples of Evergreen Content
Now that you have a basic understanding of SEO evergreen content, let’s look at some examples.
We’ll start our examples overview with common evergreen formats. These include:
- How-to guides
- Terms and definitions
- Historical articles
- Industry resources
- Best practices
- Ultimate guides
These formats are considered evergreen because their search volume and intent rarely change over time. As such, they are ripe for SEO evergreen content creation.
For example, when discussing the topic of evergreen content, you could approach the subject in a variety of articles, for example:
- How to Create Evergreen Content
- The 15 Best Evergreen Content Practices
- The Ultimate Guide to Evergreen Content
These formats clearly adhere to the type of content that works best for evergreen content creation. Keep in mind that even though you create content in this format, it won’t automatically be evergreen. For content to be evergreen, you have to connect the right format with the right topic.
What topics make good evergreen content? The answer to this question will largely depend on your industry. (Consider what is evergreen to your business? From products to principles, these core elements can define your overall evergreen content strategy.) You can look to these examples to frame your understanding of solid evergreen content topics.
- How to Cook Chicken Breast
Chicken breast is a common ingredient in many meals, which makes a how-to guide a no-brainer.
- Tips for Running a Successful Business
New businesses open every day and people never get tired of learning new tips for success.
- The Best Toys for Three-Year-Olds
Toys and three-year-olds are a combination that will never change, and people are always looking for the best items in a marketplace full of options.
- Traveling to Iceland: An Essential Guide
People love to travel and want to learn about the place they either dream of going to or are actually visiting.
These topics all cover themes that will remain relevant for a long time and have a clear search intent that does not waver. Many times, evergreen content will be top-of-funnel (such as the above examples) rather than bottom-of-the-funnel content. Keep in mind that this isn’t always true. Some evergreen writing is ideal for more niche topics typically associated with the evaluation and purchasing stages of your marketing funnel. For example, Toys for Toddlers: Need-to-Know Tips Before You Buy.
Evergreen Content: What It Isn’t
When learning about what something is, it’s also valuable to explore what it isn’t. With that in mind, take a look at these examples highlighting topics that are not evergreen.
- Time-specific articles (example: The Best New Artists of 2021)
- News coverage (example: Presidential Election Results for 2020)
- Trending topics (example: The Most Stylish Prom Dresses for Seniors)
- Holiday-based articles (example: How to Decorate a Christmas Tree)
- Sporting event (example: Who Won March Madness?)
All of these topics have an expiration date. While timely topics have their place in your content strategy, they’re going to experience peaks and valleys in search volume, unlike evergreen content, which is in constant demand.
How to Create Evergreen Content
Creating evergreen content is a necessary element of any effective content marketing strategy. When combined with proven SEO methods, it’s a sure-fire way to bolster your traffic and generate new leads and brand awareness. But, even though you now have a deeper understanding of what evergreen content is, you’re most likely still curious about the process of evergreen content creation.
Perform Keyword Research
All evergreen content should be based on qualified keyword research. After all, the entire purpose of an evergreen post is to generate traffic and improve keyword rankings. That will not happen if people aren’t searching for the keywords you’ve chosen. Select a primary keyword that is richly connected to your industry, is one you can speak to with authority, and has a consistent search volume. If you are lucky enough to have our keyword research services in your back pocket, you can leverage Victorious to do the heavy lifting. If not, follow these steps to get a solid keyword research start:
Step 1: Use a tool like Ahrefs or SEMrush to perform keyword research. These tools provide valuable insight into the search volume of a keyword. They also create lists of other relevant keywords that might have a lower competition level or may be more appropriate for your brand. Remember, while broad topics appeal to wide audiences, they also have a strong competitive field. Long-tail keywords often provide more space for you to prove your authority, grab rankings, and secure traffic.
While performing keyword research, you might find people are searching for your topic in another manner. Using the Parent Topic feature in Ahrefs, you can see other keyword combinations that might have a better ranking and traffic potential. Approach keyword choice with your audience top-of-mind. It’s important to write your SEO evergreen content according to how the intended audience speaks about the topic rather than trying to force your unique business language onto their search queries.
Step 2: It’s easy to think of Google as the enemy, especially when dealing with a particularly metric-busting algorithm update. However, Google is, in fact, your friend. (At least when it comes to keyword research!) Use this popular search engine to search for what your competitors are doing and do it better. Performing keyword research on Google also lets you see how Google interprets the intent of your query and provides a window into what the audience wants from content for this topic.
Step 3: Both steps one and two touch on search intent. But search intent is so vital to keyword research, it’s worth mentioning again. When performing keyword research, always keep the intent of the query in mind. Search intent is more vital to successful keyword research than ever before. (Google’s May 2020 Core Update primarily focused on search intent.) As a result, when performing keyword research, keep the query’s intent at the forefront of your content creation.
Tips for Writing Evergreen Content
With keywords in place, the actual writing can begin! How do you make your writing stand out from the competition? Follow these tips.
Tip #1: Approach a topic via a unique angle and with authority. Also, maintain a high level of quality both in your writing style and the purpose behind your content creation. (Think: does this solve a problem, simplify a solution, streamline practices, etc.)
Tip #2: Your new piece of content will not be the first published on the topic. Therefore, it needs to be better, deliver more, and be backed by a strong SEO strategy to truly make a difference. Of course, you also have to keep in mind that your article will not be the last piece of content ever written focused on your chosen topic. Be sure your writing can stand the test of time. As a result, avoid using language like:
- Earlier this year
- Last Month
- 201X (i.e., 2020, 2019)
Remember not to connect your content to a specific season. For example, if you’re writing a piece about home trends, avoid introducing the piece with phrases like “As we leave 2020 behind and look towards 2021.” This language automatically dates your content. Instead, be broader in your description of time by using a simpler phrase like “As we say goodbye to one year and hello to another…” to signal a turning point, but not a specific one.
Tip #3: Write your content for humans, not search engines. You want your content to rank on search engines (that’s the whole point, right?), but if the content isn’t engaging on a human level, no one will actually read it. (This is true for not just evergreen content creation but all SEO-driven content.)
Tip #4: Along with writing content for humans, be sure to write content with a mass appeal. Many topics that fall under the evergreen category include broad topics. As a result, don’t write for the experts—write for beginners.
Tip #5: Avoid using language that is too technical or relies on jargon. Don’t leave people confused when they reach your content. Instead, reward them with content that is easily digestible and simple to understand. (The caveat here is that if you’re a technical business or brand, the amount of technical content your audience finds acceptable may vary.)
Evergreen Content Best Practices
Don’t make the mistake of executing killer keyword research and writing a compelling piece of content without following these best practices for evergreen content.
Optimize for SEO
You might be thinking, “Wait, didn’t I optimize for SEO with my keyword research?”
That was just the foundation of your SEO optimization. To fully optimize your content, you also need to focus on the following:
With evergreen content, SEO is a critical component of your success.
Learn more about how to optimize your content for SEO from our Complete 2022 SEO Checklist.
Update Evergreen Content Regularly
In the world of SEO, a “set it and forget it” mentality doesn’t cut it. Even though evergreen content shouldn’t have an expiration date, new advancements and discoveries offer the perfect opportunity to update your page—no matter the subject.
As such, plan to update evergreen content regularly (bi-annually is typically best practice) to continue making your content the best it can be. Updating content and its publication date is also a proven strategy to keeping your content at the top of page one of SERPs (search engine result pages). Moreover, new competition is always emerging. By keeping your content up-to-date and fresh, you can avoid having a competitor usurp your ranking.
Regular updates maintain your relevance.
Repurpose Your Content
If you’ve created a genuinely remarkable piece of evergreen content, you can repurpose it to great lengths. The core of evergreen content is its timelessness, which you can leverage to create a variety of resources, including:
- White Papers
Promote Promote Promote
Several years ago, the phrase “Content is king” became popular. But I prefer the updated version that, “Content is king, but distribution is queen.” And, while you can wait for the traffic to come to you, promoting and distributing content effectively through email and social media will help spread the word about your must-read article.
Benefits of Evergreen Content
With a foundational understanding of evergreen content in hand, you’re ready to reap the benefits of creating content with a long shelf-life. Benefits include:
Evergreen content produces long-term value as its timelessness leads to less work and more results. While you can’t just publish and forget it, a quality piece of evergreen content will continue to deliver organic traffic well after its publication date. In the world of content, quality over quantity wins every time.
Backlinks are an essential part of any SEO strategy. Evergreen content is excellent link material for SEO link building, because the higher rank a page has, the more likely it is to earn backlinks—which Google loves! (This is because Google views backlinks as a trust signal, a recommendation from other sites that this URL is relevant and useful.)
In the world of SEO, flash-in-the-pan results won’t cut it. Strategies that deliver results that quickly drop off the charts aren’t viable. With evergreen content, you can create steady, consistent growth for years to come, which ultimately bolsters your search engine rankings.
Even if you didn’t initially create your piece of evergreen content with lead generation in mind, the improved traffic generated from your evergreen content inevitably generates more leads. Of course, you will also need to craft compelling CTAs (calls to action) for readers so they know how to navigate through your marketing funnel. Don’t let those site visits go to waste! Make sure there is a direct call to action on the page.
Evergreen content is a critical aspect of SEO content creation. Understanding what it is, how to create it, and its benefits are necessary to achieve the organic traffic results you want from search engines.
When you work with our SEO agency, you can trust our SEO services to work strategically with your evergreen content. Our keyword research services, SEO content services, and on-page SEO optimization services can help you capture maximum visibility for your online content.
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