Just like diamonds are forever, some things never go out of style. When it comes to marketing on the web, evergreen content can allow your website to stay relevant over time.
Evergreen content helps boost traffic to your site, achieving long-lasting results. In fact, this free marketing strategy is considered to be sustainable over an indefinite amount of time.
In this article, you’ll discover what is evergreen content, how to incorporate it when creating a website, and some of the best topic ideas.
What is evergreen content?
Just like an evergreen plant whose foliage remains green all year long, evergreen content never gets stale. This type of online content retains its freshness and stays continually relevant for your audience based on timeless topics.
Hence, evergreen content is an invaluable content marketing strategy for any online presence seeking to keep visitors reading and sharing its content long after it’s been published.
Evergreen content can help your business grow by improving traffic to your website and digital visibility, while providing beneficial information to a great number of prospective customers.
Timely content vs. evergreen content
Not all types of content are evergreen. Timely content, too, makes for great content ideas for blogs and websites. Unlike evergreen content, time-sensitive topics are valuable around the time of their publication, while becoming obsolete soon after.
For example, if there's a solar eclipse set to occur, you might look for the best viewing places. This query could become highly searched, but only within a certain time frame. In comparison, a broader question that people would be likely to look up at different occasions could be, “What are eclipses and why do they occur?”
Some types of content that are not evergreen:
News articles or current events
Annual or monthly statistics
Anything relating to holidays or special occasions
A discussion of the latest trends
The importance of evergreen content
Evergreen content can be used as a strategy to help boost your site’s SEO. SEO, or search engine optimization, is the process of optimizing your website so that it appears in better positions on Google, Bing and the like.
Incorporating evergreen content to your site may significantly improve your search traffic over time. This is because evergreen content could potentially generate a steady stream of organic traffic over time.
While many topics are highly pertinent and sought out during specific time frames, others remain fairly relevant for much longer periods of time. Tackling these long-lasting subjects makes for a good content strategy, and allows your site to gain authority over a particular issue.
Evergreen content also requires a relatively low amount of maintenance as it never goes out of style. (More on maintenance below.)
How to incorporate evergreen content on your website
Evergreen content can be included across different sections of your professional website. Whether you feature it on any of your site’s pages or create a blog to share your expertise, you should try and come up with topics that are forever relevant to your business -- and as a result to your clients.
When you write a blog post, consider popular writing formats that usually generate interest and bring in a steady traffic of readers.
The following formats can help you create your own evergreen content. Try and think of ways to apply these concepts to your own brand, brainstorming blog ideas that are fitting for your industry.
How-to articles: Clear and instructive tutorials, such as an article about how to write a resume, usually prove helpful for readers;
Guides: Educate site visitors using your know-how, providing detailed accounts that cover all of the major ins and outs of a particular topic;
Tip: Share your insights and skills by compiling a list of tips and hints you have learned along the way.
Step-by-step guide: Guide readers through the process that they must complete by dividing it into specific and executable tasks.
If an evergreen article is done well, it has the advantage of being an online reference point. People will always return to it when it turns out to be an indispensable resource.
Choose a blog article or topic that is always green
When searching for your green theme, think about what sets you apart and attracts your target market.
Keyword research is one way to improve topic selection. This process looks for keywords or search terms that users can enter in search engines to find companies like yours. If you have never been involved in SEO or content marketing, doing keyword research sounds difficult at first, even though it is actually quite simple.
First, you need to consider the possible words. You can then choose the right keywords from your pocket from terms determined by the relevance and volume of the search.
Look at the evergreen case study based on keyword research. Suppose you are a business owner who wants to launch a restaurant website and hopes to overcome the amount of cold coffee.
By using some of the best keyword research platforms, you can determine that your Cold Brew website contains several high-volume keywords that are not too competitive and worth your time.
After you find good keywords, the next step is to determine the shape where you want your evergreen object to grow. A good choice is to include a tutorial that explains how to make coffee on your website. Another option is to create a vlog that will reveal your best secrets and tips for making coffee.
Now it's time to make evergreen content.
Best practices for writing content that is always green
Use language that is easy to understand: Imagine your audience from all walks of life landing on your website as the driving force behind your evergreen theme. Avoid excessive technical jargon in your articles.
Optimize for SEO: Include your keywords naturally in your writing without filling it anywhere. Add relevant hyperlinks to your copy to improve your SEO ranking and help your company find Google.
Avoid using short-lived language: While it's tempting to start your blog post with sentences like "Here's what we'll see today", remember that you don't want to set an expiration date on your evergreen content. Avoid using the latest words like yesterday, today, earlier this month, or two hours ago.
The goal is to be the final source of your topic: as detailed as possible about the topic you are dealing with. Use your green content as an opportunity to explore it in depth. You might spend more time on your green content than other parts of your website. This is really understandable, because it usually requires a deeper approach than a timely problem.
Keep on updating your evergreen content
Just as you water trees to keep the leaves growing, your content needs to be serviced regularly to stay "green" over time.
Check the performance of your old songs from time to time and make sure the content continues to feel relevant and reflects your practice well. Just like updating your website, you can add links to newer parts to make sure they are still correct and improve the preview that is getting older.
Updating your content is not only valuable to your readers, but also sends an update signal to Google's algorithm which shows that the page is up-to-date and handles it. As a result, optimizing your green content can have positive consequences for search engine optimization.