All You Need to Know about Evergreen Content

All You Need to Know about Evergreen Content

A successful SEO strategy is always driven by content. Content is king, after all. Most marketers and business owners focus on new, currently relevant topics while crafting content. However, trends change over time, and the content you create for those trends will also grow outdated. All the content on your website does not have to be time-sensitive. Including articles that continue to rank for important keywords and bring in traffic even as time passes is more beneficial for your digital presence. So, how can you build a website or a blog that consistently gets authoritative backlinks and organic traffic over time? The answer is- evergreen content. Is the concept novel to you? Don’t worry. Here’s all you need to know about evergreen content.

What is Evergreen Content

As the name suggests, evergreen content doesn’t have an expiry date and stays relevant irrespective of the passing trends. Like the type of tree it’s named after, evergreen content doesn’t go out of date even as the relevancy of news come and go. Common industry concepts and general FAQs are examples of this type of content.

You may still end up with stale content on an evergreen topic. How? Let’s try to understand this with an example. Let’s say you are a web development and SEO company in Perth. ‘What is SEO’ is an evergreen topic for you – a blog on this topic is evergreen content as it will remain relevant as long as search engines exist. ‘What are SEO factors’ is an evergreen topic – but the content will become outdated in a shorter time as search engines change factors and their relevancy according to the latest algorithm.

The Significance of Evergreen Content

Every time you publish a post on a currently trending topic, you’ll find a spike in traffic. This flow of visitors could last a couple of weeks or months. However, as people lose interest in the topic, your website growth will be affected heavily. ‘What is the current Google algorithm’ is an example of such a topic from the previous example. You’ll be forced to create content for another trending topic to get engagement again. A continuous cycle like this will not be sustainable as traffic and revenue will drop once interest in the topic dies. Evergreen content helps solve this problem.

Creating evergreen content offers you the following advantages:

1. You’ll have regular organic traffic.
2. Search engines and readers will trust you more when your pages rank consistently.
3. The site authority and brand authenticity will be perceived better.
4. You wouldn’t have to worry about updating content frequently.

How Can You Create Evergreen Content?

Now that you know what evergreen content is and why it is crucial for a website, let’s see how you can create evergreen content. There are two steps to this process. They are:

1. Researching and finding evergreen topics
2. Creating the content

Step 1: Researching and finding evergreen topics

Finding evergreen topics related to your brand is the first step to creating evergreen content. How can you do that? Through keyword research. Try to develop topics that you would like to focus on in your blog or website and enter them into a keyword tool. By doing so, you’ll get an idea of the search volume of those phrases and other connected keywords that could possibly be evergreen topics. Once you find keywords with good search volume, check their popularity using tools like Google Trends. If the subject is seasonal or declining in interest, you may have to find new options.

Step 2: Creating evergreen content

Compared to finding evergreen topics, creating evergreen content is much easier. However, that doesn’t mean you are free to slack off. For a write-up to stand the test of time, it has to be high quality. It has to be the best piece written on that topic. You can make high-quality content by making it unique and informative. Avoid using time-related phrases like “last month” or “next week”. Also, try to present the content in a generalized outlook as much as possible. While pop culture references make blogs interesting, they will also come across as cringe-worthy or confusing once the hype dies down. Just having great content wouldn’t make people stay on a page; it should have a brilliant UI as well. Make sure the webpage is easy to navigate and pleasing to the eyes. Once the content is published, make sure that it is promoted on all your social media handles or perhaps on the homepage for a few days.

A point to note – Even a great piece of evergreen content will need to be updated sometime down the line to remain relevant. The advantage is that this type of content can go months or years without the need for an update. Track the page’s performance regularly to check any traffic drop. A declining trend clearly indicates that the page is no longer relevant, and users are going elsewhere for answers. Look at the top-ranking websites for the topic, and check what is missing in your content. Remember to promote the content after every update.

In short, evergreen topics stay golden even as time flies by. Creating evergreen content will drive consistent traffic and help you have a less hectic uploading schedule. Are you ready to use evergreen content for your content marketing strategy but not sure how to begin? Contact us now! The Computing Australia Group offers creative solutions for your content marketing campaigns.

Jargon Busters

Keyword: It is a term that defines a web page, and it matches what users should type into a search engine to find that web page on the internet.
UI: User interface or UI is the point of communication between a human user and a computer, application or website.