Evergreen Content: What is it and why do you need it?

Evergreen content

More and more businesses are beginning to produce Evergreen Content in a bid to keep readers interested and keep their website relevant. You will usually find in web pages and blogs, but can find it across many online content forms. The basic idea behind it is to write content which does not have a sell-by date. By this, I mean content that is relevant at all times and often internationally.

What is it?

So, let’s delve a bit deeper. Evergreen content is simply named in reference to evergreen trees that keep their leaves year round. In order to ensure that search engines are consistently able to find your content, including posts and articles that are relevant all year round is crucial. This type of content can hold a high position in search engine ranking even years after it was first published.

When talking about Evergreen content, we need to first determine the difference between content and topics. A topic is something which has a significant amount of consistent interest over time. Content is about a topic that never goes out of date.

‘Football Scores’ is an evergreen topic. Football matches are played all the time and the latest scores will always be of interest to fans. However, there can be no evergreen content written about ‘Football Scores’, as they are constantly changing.

For example, content written about today’s football scores is not evergreen, because it is not of interest outside of that current day.

Understanding the difference between topics and content will allow you to effectively incorporate Evergreen posts to your content strategy. Below are some more examples of topics that are not evergreen because of their relevance expiration date.

  • Current events
  • Holiday or Seasonal posts
  • Trends & popular culture
  • Time-labelled posts (eg: Top Trends of 2019)

SEO

Because Evergreen content is always relevant, search engines can easily find it in website crawls and indexing. (These words might look fancy, but it really just means Google won’t have to play Where’s Wally to find your content!)

Part of the algorithm that allows Google to index your website comes from the web pages that haven’t had a lot of recent visits or include data relating to out-dated content. This is where using smart keywords in your content comes into play.

Keywords that are relevant to your site are smart topics to base your Evergreen content around. Since these keywords can be searched repeatedly, it is more likely that Google will take a fancy to content which includes these specific words. Let’s take another example:

If you run a website about DIY, including an article entitled ‘Tips for Renovating your House’ will be a good move, because your readers are probably searching for these tips all year long.

Basing your content around keywords which bring value to your website will only help search engines direct traffic and readers to your site.

Best Practices

There are some simple ways to lengthen the lifespan of a post, such as:

  • Reader FAQs
  • Industry tips (How-to’s, lists, advice articles)
  • Product reviews

Ultimately, you should make the effort to incorporate Evergreen content into your online marketing strategy. By publishing this content, you are providing useful content for your readers, which they can refer back in the future.