If you aren’t utilizing evergreen content on your website, the chances are that you are missing out on invaluable organic traffic from search engines.
It is a well-known fact that content is one of the top-ranking factors of Google, and it is indeed a crucial part of your SEO strategy.
However, when it comes to boosting your organic search growth, not every type of content can equally contribute to your success.
As a matter of fact, evergreen content acts as the backbone of a successful SEO strategy. In this blog, we will discuss everything about evergreen content and how you can create it for your site.
What Is Evergreen Content?
Evergreen content covers topics that have a continuous, uninterrupted interest and do not experience any significant seasonal highs or lows in demand.
Users always come searching for more content around these topics irrespective of the latest news, events, or time of the year. The information evergreen content offers is always new and valuable for readers who want to find answers to their questions or just want to grab more knowledge about it.
For example, think about the topic “How to start a blog.” Now over time, the level of interest might gradually increase or decrease in the long-term, but it isn’t influenced by seasonality.
On the other hand, consider a seasonal content topic like “Recipe for Christmas Cake.” You can imagine when it will be searched for the most.
A topic that has a sustained level of interest is an Evergreen content.
Utilizing evergreen content effectively as a part of your SEO strategy will help you drive ongoing growth every time you publish a piece of content.
What Type of Content Does Not Fall Into the ‘Evergreen’ Category?
Often, there is confusion regarding which content is evergreen and which isn’t. It is essential to clear this confusion to determine what types of content you need to create to drive success.
These are the types of content that do not fall into the ‘evergreen’ category:
- News posts and articles
- Product launches
- Statistics and trend that become outdated
- Seasonal content (related to festivals or specific events)
- Content related to the latest trends
A content piece that is expected to experience a reduction in the interest level and relevance after a certain time period (like after the festival season ends) is not evergreen.
Think of evergreen content pieces like the ones without an expiration date, where the people’s interest is not expected to dwindle – at least anytime soon.
However, this in no way implies that seasonal content should not be a part of your strategy or that it has less importance; it just serves a different purpose than evergreen content. But both of them are just as essential for your website’s success.
Some Popular Evergreen Content Formats
Now, we know what types of content are not evergreen, so let’s move on to the content pieces that fall into this category.
Some of the most popular evergreen content formats include:
- How-to guides
- Power pages
- Educational long-form content
- Buyers Guide
- Product Reviews
- Case/Research Studies
Keep in mind that evergreen content can cover numerous formats, and each of them serves a unique purpose.
But you need to find relevant evergreen topics in your niche or industry and then identify the most suitable content format to use. Then ask yourself if you expect the interest in this topic to decline anytime soon.
If you think no, then there is a pretty good chance that you have successfully found an evergreen topic that can drive excellent ongoing results for a long time.
Importance of Evergreen Content for SEO
Evergreen content can help you employ an effective SEO strategy, acquire better ranking positions in SERPs for competitive keywords, and drive sustained traffic.
Remember that it takes time to rank content on the SERPs. It is very unlikely even for great content to hit the top ranking spots on its own (except for long-tail topics and content published by a very reputed and authoritative brand).
Most of the businesses have to actively generate good backlinks to their content piece and advertise it to their target audiences. Therefore, it is common if you see a piece of content taking time to boost in terms of visibility and hit its top performance. Additionally, evergreen content generally earns more links because you can continue promoting these over a longer period of time. Thus, once you push your content to the top-ranking spot, you will keep on reaping its benefits for the long-term.
An Effective Process to Create Evergreen Content
Now that we know what evergreen content is and what isn’t, and the different formats you can use to craft content around enduring topics, let’s move on to the effective process you can utilize to create evergreen content.
From discovering content topics and ideas to advertising your content pieces, you can utilize this framework to achieve your website’s exponential organic growth.
The creation of every successful content piece, whether evergreen or not, begins with a great idea. In order to implement a powerful strategy that compounds your site’s growth, you must come up with great ideas, one after the other.
So, where exactly do you begin? Let’s dive into the details.
You need to find out topics around your primary product or service and understand what your target audience is looking for online. You can use one of the many topic research tools available online to get a host of ideas.
However, the most successful strategy goes a step ahead to find out both primary as well as secondary keywords being targeted.
Keyword Research lets you find out the kind of opportunity you can seize with your piece of content. There are several keyword research tools available online that you can use for this purpose.
You can also find out the keywords for which your competitors are ranking, but you are not. You can then use these terms in your content to rank for them as well. Keyword research is what helps us in shaping the scope of a content piece.
Leaving out this step can mean losing out on all the opportunities of driving tremendous amounts of traffic through the keywords.
With Topic Research, you will be able to determine your content title, and Keyword Research will help you in deciding the structure of your content.
Planning Evergreen Content
Well, once you know the topic and title of your content and keywords that you have to incorporate within it, all you need to do is plan out your content’s structure.
Remember, while creating your content piece, your focus should be to create the best content around an evergreen topic that also fulfills the searcher’s intent.
Ideally, you can analyze the top-ranking web pages optimized for keywords that you want to target to see how their content is structured. Taking inspiration from that, you can then plan out your content structure. Once you are done with this analysis, you will be able to collect sufficient briefs about your content for your writing team, including:
- Total word count
- Semantically related keywords
- Terms to use in the content title, headings, and within the piece
Typically, this much information is all content writers need to prepare a great piece of content.
Top Tips for Creating Evergreen Content
When it comes to crafting a piece of content, what you need to understand primarily is what a reader is expecting to acquire from it. You can easily figure that out by going through that list of top-ranking web pages we made previously, particularly from the ones sitting on the top three positions.
Make sure that your content is better or at least as good as the content which is already ranking in the no. 1 position; otherwise, you will end up struggling or compromising for the lower ranks.
When creating your evergreen content, make sure to consider the following factors:
- Internal links
- Outbound links
- Call-to-action buttons
- Images and other media
- On-page SEO components including meta tags and descriptions
Do not underestimate these basics of content creation and on-page SEO optimization. They can give your evergreen content that much needed boost.
As discussed earlier, there is still a lot of work left to do after publishing your content piece. Many fabulous pieces of content fail to gain traction because they miss out on one detail that makes all their efforts zero. That is content promotion.
You simply can’t expect your audience to miraculously find your content, read, like, and share them on their own. You have to have a robust promotion strategy, as well.
Ideally, that strategy should include:
- Email marketing
- Social media marketing
- Link building
- Paid amplification
Keep these aspects in mind to make sure your content reaches your target audience. It is an integral part of driving success from your content.
Remember, having an evergreen content doesn’t mean you will never have to review and update it. Although the topic is evergreen and people will always be coming to your site to consume content, its specifics will probably change over time.
For example, if in your ‘How to start a blog’ content you have included, let’s say the total cost involved, that cost will most likely change annually. Therefore, to make sure your content remains relevant and accurate, you must come back to review and update it frequently.
This is what will set your evergreen content apart from the general content that barely gets any traction.
We love evergreen content, and we are pretty sure that by now, you must be loving it just as much as we do.
It is that powerhouse that can drive ongoing traffic to your website for the long-term. All you need to do is prepare a solid content strategy by following our guide, and you will be all set to make the most out of your evergreen content piece.