Content that remains relevant through time can help drive traffic to your website long after it was originally published.
What is evergreen content?
Like the name suggests, evergreen content is content that remains green, it never gets stale. It is always fresh and remains relevant, it does not expire or only applies seasonally.
Evergreen content is great for SEO
Good quality content that remains relevant through years can help drive traffic to your page or website for years, long after it was originally published. This incremental traffic is awesome for your website’s SEO—search engine optimization. A good example of an evergreen site is Wikipedia.com. It ranks at the top of most google searches.
Search engines do four major things when someone searches something;
- Analyzes the search keywords to determine what the searcher is looking for
- Chooses the best matches to the keywords from its online database
- Ranks the matches listing the ‘best’ or most relevant ones at the top
- Displays the search results on the screen for the searcher
This is why it is important to optimize your website with evergreen content that includes the best and most relevant keywords so your content can be found by the searchers who it would most likely resonate with or searchers who it would be most relevant for.
How to employ it
There are two types of evergreen content: sustainable content and timeless content. Sustainable content can live on for long periods but may need updating as changes occur but timeless content as the name suggests is timeless, its relevance has no expiration.
While keeping up with trends and news is important to implement within your content strategy for shorter-term website traffic and buzz, longer lasting content is important for your website’s long-term SEO sustainability.
With this in mind here are a few tips to ensure that you are optimizing your evergreen content well.
- Ensure that you strike a balance between relevance and your search efforts. Keep in mind that although traffic is the first step to engaging your reader, if their search results are not relevant they will leave and may never return.
- Publish engaging content that keeps readers interested and will not bore them. It is not very easy to produce attractive content that is timeless. Consider publishing different forms of content for variety e.g. tutorials or industry resources, infographics, etc.
- Re-schedule your long-life content through your social media channels to help drive more traffic to your website.
Evergreen content alone isn’t enough
There is no doubt that your content strategy needs to include evergreen content, in fact, it probably already does, without you noticing. What is extremely important, however, it that you amplify it to its full potential. Keeping in mind that your content mix should include different types and forms of content that is relevant to your brand because each type of content can have its place and serve a purpose.
Thank you for reading. I’d love to hear your comments below.