Evergreen content – What is it and how can you take advantage?
February 15, 2022
Even though “evergreen content” sounds like the name given to a blog post on a gardening website, the term has a very different meaning when it comes to SEO.
Evergreen content is used to refer to content that remains relevant for a very long period of time and that needs little to no updating. This offers some unique benefits for both your search engine marketing as well as your overall marketing efforts.
So, if you want to get the best bang for your buck for each piece of content published on your website then keep reading.
Want to work with an experienced SEO agency to ensure you publish evergreen content on your site regularly? Here at Racer Marketing, we have extensive experience helping clients improve their performance in search engines, and we’d love to help your company achieve its goals.
Why is it important to know what evergreen content is?
Evergreen content is one of those terms that is used endlessly by modern marketing teams, but it’s not always clear to everyone what it REALLY means. In fact, we’d go as far as to say that many marketing professionals don’t have a crystal clear definition of the term and that this can often result in wasted time and effort.
Getting clear on what evergreen content is will help you improve the effectiveness of your content marketing, reduce waste and help your website perform well long-term.
When is content considered evergreen?
Evergreen content is content that stays relevant for a long time. A great example of evergreen content is food recipes, which stay relevant for years on end without needing to be updated or changed.
However, there are also less obvious examples of evergreen content. As an example, certain weight loss topics and diets stay relevant for a long time, even though they may need updating on a somewhat regular basis to ensure the research linked to in the article remains accurate.
Another great example is your services/product pages, which generally won’t change much over time.
Since evergreen content remains relevant, web pages on these topics can continue to drive traffic for many years without major changes/updates. This means that, although more expensive to create initially, evergreen content can drive far more traffic than regular blog posts in the long run.
Content classed as evergreen is often longer than regular blog posts and the search terms are often more challenging to compete for in Google. This is due to these topics often having high search volumes, which results in a lot of companies wanting to rank for keywords related to the topic.
How evergreen content relates to SEO and marketing
A good SEO campaign should always combine evergreen content with regular content to ensure the best results. Since evergreen content stays relevant and can continue to drive search engine traffic for years on end, it can drastically improve your SEO results.
If used correctly, evergreen content can be a great way of improving your internal linking and topical relevance too, as well as helping you get more organic backlinks from other websites. This is because evergreen content is often used as the pillar pages in silos/topic clusters.
How to benefit from evergreen content
The first step to reaping the benefits of evergreen content is creating a content marketing strategy. This strategy should include keyword research and an overview of the evergreen topics that are relevant to your website, as well as ideas for articles and web pages.
Publishing relevant, high-quality blog posts on a regular basis, ensuring that a decent percentage of them are on evergreen topics, will allow you to reap the rewards that evergreen content has to offer. How often you should publish evergreen web content will depend on your business and its goals, but we generally recommend at least a handful of evergreen blog posts per year at a bare minimum combined with regular standard blog posts.
If you’re not an avid writer it can be a good idea to work with an agency to ensure the content is on-point and targeting the right people/search terms.
Evergreen content is an important part of an effective content marketing campaign. Even though the initial investment is a little more than regular blog posts, they can continue to drive traffic to your website for a long time, resulting in more leads and sales.
By better understanding what evergreen content is and how you can benefit from it, you should now be in a position to start creating your content strategy. If you have any questions after reading this post, or you’d like to work with us to improve your search engine performance, please don’t hesitate to get in touch.