What Is Evergreen Content & Why Do You Need It?
For brands and businesses today, the importance of staying relevant and intriguing online is at an all time high. This could not be more true for online content, like that somewhat neglected, outdate brand blog you may have started writing in 2015 but let fall to the wayside ;)
With the fast-paced nature of our society and the rapidity of news and information on the web, your readers demand (and deserve!) content that is relatable yet relevant for longer than just one "season." If you're a marketer, blogger or copywriter, there's a strong likelihood you've heard of the term "evergreen content," and have probably advised clients with successful online blogs or platforms that they need to harness this approach to online content.
But what is evergreen content, and how can it improve your SEO?
Well, it's simple...
There's a strong likelihood that you've read an article (or 100) that has not only been relatable but also relevant to you. What you may have not known at the time is that you were consuming evergreen content - SEO friendly content that remains relevant or "timeless" for readers. An example of an evergreen article could be, "How to Use Google Analytics for Your Business."
The key to understanding evergreen content is to recognize that all evergreen content fulfills these three key "requirements":
- It's relevant over long periods of time
- It's useful information that doesn't go "out of fashion"
- It's relatable (answers questions or provides solutions to challenges)
From a business perspective, you may need to evaluate and update your blog posts as new information unfolds, however most evergreen content withstands the test of time. Bloggers use this content approach to spark the interest of a variety of readers and to help with back-linking, but evergreen content also assists in making your brand an authority on a range of subjects.
You may be wondering why you need it
Evergreen content provides answers to a range of "questions," which means most of your readers will likely relate to the evergreen content you're posting. However, the driving force behind utilizing evergreen content is traffic.
Topics that are of interest to your readers can easily be made into evergreen content, but what you actually want to achieve is traffic growth. With evergreen content, it remains relevant far past its publication date, which helps to grow your traffic over time. Your content is a valuable tool in creating a relatable foundation for all of your readers. So, if you consider that the purpose of a business blog, for example, is to drive traffic to your website and showcase your brand's authority, evergreen content acts as a way of getting your foot in the door with potential clients or customers.
But does it benefit you?
By focusing on content that transcends time - the objective of evergreen content, after all, is prolonged relevancy - your brand can establish its place of authority in your industry while improving it’s SEO. For example, blogs can benefit from evergreen content through consistent traffic driven by searches, keywords and referrals. Content that is useful and relevant can also boost traffic, which means your article on how to build a dog house or how to use Pinterest for your design brand is subject to a better likelihood of remaining relevant with high rankings in online search engines, possibley for months (or even years).
Remaining at the top of the charts means more leads for potential clients, and who doesn’t love that? ;)
How do you approach an evergreen article?
There are a number of characteristics or factors which can prolong the "shelf life" of your content:
Address a need - don't just write an article on the importance of using Instagram for businesses; give readers tips on how to use the platform with articles like, "How to Write the Perfect Instagram Bio" as this type of content addresses questions or challenges your readers may be facing
- Use compelling headlines - your content headlines shouldn't be clickbait-y but should, instead, give readers a clue as to what your article is about, such as "Here's 4 Reasons Why Your Brand Needs a Website"
- Satisfy the long click - long clicks occur when a site visitor clicks on a search result and remains on your content for a long period of time; evergreen content that is both effective and relevant can help to satisfy your content's need for the long click!
- Write with SEO in mind - past your article or content headline, incorporating relevant keywords (both long and short-tail) can help to boost the readability and search engine friendliness of your evergreen content
Let's look at a few examples
How-to articles are perfect as evergreen content because they provide methods or suggestions and remain relevant over long periods of time
Answering common questions readers may have is useful not only in providing relevant information but also for showcasing to readers your knowledge and expertise in various topic or subject matters
- Addressing age-old topics like the importance of company culture, or ideas of what a great leader is, show company mindfulness and can also provide relevant facts for readers