One of the most important parts of a solid content strategy is creating content that can last. Content that isn’t necessarily tied to a specific fad or trend, and that will be as meaningful if someone reads it in a year from now as when they read it today.
Evergreen content is search engine optimised content that is continually relevant and stays fresh for readers over a long period of time. You may think that all online content is sustainable; after all, a blog post doesn’t just disappear after you publish it. But evergreen content is different as it continues to be relevant long past its publication date, with search traffic growing over time.
To better understand why evergreen content is so powerful, it’s important to understand how search engine optimization works.
Search engines work in the following three stages:
- Crawling (discovery of content)
- Indexing (analysis of keywords and storage of content)
- Retrieval (where user query fetches a list of relevant pages matching indexed keywords)
Search engines constantly use spiders (software robots) to crawl hundreds of millions of existing web pages for keywords that best match a user’s search query. Since evergreen content really has no expiration date and usually uses keywords that can be searched over and over again, then depending on the query, search engines are more likely to pull up a particular piece of evergreen content over and over again.
When it comes to writing your evergreen content, simply starting out can seem like the most difficult part of the entire process. The easiest thing to do is start with what you know best! The key to evergreen content is that it doesn’t rely on a particular time or place. So think big-picture things, like “10 top tips for getting your baby to sleep”, or “how to plant a rosebush”. These are always going to remain the same. Watch out for more technological tips – like how to upload photos from your I pad to your pc – content like this may need updated in the future.
Here are some specific examples of what would be considered evergreen content:
- How to guides and tutorials
- Resource lists
- Unchanging stances on industry issues
- Frequently Asked Questions
- Industry definitions
- Glossaries of terms and phrases
Tips for writing evergreen content:
Choose the right keywords
Even the most lasting evergreen piece isn’t worth much if people aren’t searching for that topic, so do your keyword research.
Optimize for SEO
Once you have your keywords, don’t forget to use SEO best practices for on-page optimization. Add alt text to images, and put the keyword in the title, URL and throughout the body copy – but don’t stuff your keywords!
Write for Beginners
You may feel the need to share your expertise, but do so in a way that caters to beginners. Experts aren’t likely to be searching on broad topics, and you want to generate evergreen content for a large and recurring audience.
Avoid Overly Technical Language
Along the same vein as the previous note, beginners often don’t understand technical jargon, so try to avoid using it whenever possible.
Don’t let it get lost
Now you have put in the effort to produce evergreen content for your readers, don’t let it get lost or become buried by the influx of new posts on your blog.
If you post evergreen content as standard blog posts and then make no effort to highlight them to your audience, they’ll end up buried in your archives – never to be seen again. You need to make an effort to highlight your evergreen content so that it’s immediately seen and accessible by site visitors.
There are a few ways you can do this:
- Build training guide pages on your website that are targeted to beginners in the industry and help your audience quickly and easily find the content.
- Highlight your evergreen blog posts in the sidebar of your blog or in a banner on your homepage.
- Re-run your top evergreen posts on your blog periodically to showcase your work to the largest audience.
- Build a social media campaign around your content.
Creating evergreen content will not only help your SEO, and hopefully help your audience, but it also means you will always have content to share!