Why Do I Need Evergreen Content?
Let’s start by explaining what evergreen content is. Simply put, evergreen content is easily found by search engines without the need for regular updates. Evergreen subject matter remains relevant with either broad or specific appeal and it is not time sensitive. Health and fitness are two good subjects for evergreen content. There is no expiry date on people wanting to know about healthy eating and exercise programmes.
What does it do?
Good evergreen content can continue to drive traffic to your website and hold a high-ranking position, months or even years after it was first published.
What should it look like?
Writing evergreen content around keywords that bring value, will direct readers to your website. For example – ‘how to make a Martini’. This is an iconic cocktail also made famous by the character James Bond. People new to the 007 film franchise or trying cocktails for the first time will always be looking for ways to recreate this drink.
What not to do?
Don’t use statistics, trending items, clothes, fashion or anything related to popular culture. Remember the saying ‘a week is a long time in politics’ the same goes for elections and Brexit – eventually they will be over. These subjects are usually fleeting, experiencing extreme high interest for a while, before they plunge into obscurity as the next shiny thing takes over.
Make sure the content is relevant to your business. Advice about making cocktails is not something people want from the garage they need to service their car.
Examples of best practice
How to….. advice or Tips – e.g. Getting your website found
Explaining your industry concepts – e.g. why is the milk so far from the supermarket door?
Instructional videos e.g. how to separate an egg
A new spin on an old subject e.g. 10 reasons you should get a dog
It makes good sense to have evergreen content because it will:
- Drive prospects to your sales funnel
- Bring a continuous flow of traffic to your website
- Improve your search engine rankings
- Position your company as an industry leader
- Connect your audience on social media platforms
Once you have chosen your evergreen content make sure you select the keywords best suited to your subject. It’s a competitive market so do your research and don’t forget about SEO (Search Engine Optimisation). Check the ranking periodically to see if your content has slipped, there are several online trackers you can use for this.
Using evergreen content is one of many ways to improve the quality and status of your website. Check the rest of our website for other useful marketing tools below:
- A round-up of the top 10 digital marketing trends of 2019
- Our top tips for writing effective blog posts
- Backlinks: What are they, what benefits do they bring and how you can get more of them?
- Schema or Structured data: All you need to know and why it’s useful for SEO.