Marketing

Why Does Evergreen Content Matter for SEO?

Evergreen Content Matter for SEO

Valuable and informative content is an integral part of having a successful SEO strategy. When planning content that helps solve your audience’s problems, you’ll want to focus on evergreen content.

Otherwise, there is a chance you are losing valuable search traffic if you aren’t taking advantage of this type of content for your business.

What makes content evergreen?

What makes content evergreen?

Evergreen content offers topics that generally remain relevant and always create a flow of fresh interest from your readers. It’s content that people want to consume around specific and relevant topics. It will also help provide information and answers. 

Interest is not expected to diminish, so it’s easy to focus on covering topics that do not have an expiration date. It’s important to include an evergreen seasonal content strategy as well. For example, a heating and cooling company could provide content for furnace tune-ups in cooler weather and for air-conditioning units in warmer weather.

Here are forms of content that are not included in evergreen content:

  • Current event news articles and posts
  • Announcements about new products
  • Current trends and statistics that will continue to change and fluctuate
  • Seasonal development centered around events and holidays like Thanksgiving and Christmas

Why is evergreen content important?

You can use evergreen content to rank for competitive keywords and earn sustained traffic.
 
SERPs (search engine results pages) take time to rank. If the content is not great by itself then it may not have enough information to reach the top rankings.  
 
Creating backlinks and promoting content to an audience is important. A piece of content can take time to gain visibility and achieve its maximum performance due to this fact. The main advantage of evergreen content is that you can continue to promote it over time, which leads to generating more traffic. Your content will benefit long-term if it ranks in search engines. 
 
Evergreen content is significant for providing topics to your audience that can be informative and helpfulThis helps audiences view your business as a trustworthy source. It also establishes brand authority, which boosts your overall content strategy by providing relevant topics for blog posts that your audience will constantly be looking for to stay educated and informed.
Your business can remain relevant with important topics to your audience. This helps build a strong connection between the business and the consumer.
What are some evergreen topics?

What are some evergreen topics?

The first rule evergreen topics follow is that they must be timeless. It’s essential to stay away from topics centered around events or trends. It’s important to understand that regardless of how timeless the evergreen content is, you will need to continue monitoring the content and make any changes to what’s written to keep the article’s relevance.

Your audience needs evergreen content to provide them with information and resources. As a result, you can boost your overall content strategy by providing relevant topics for blog posts that your audience will seek to stay informed. Maintaining relevance with topics that matter to your audience helps your business build a strong connection with your consumers.

The most popular topics evergreen content article structures are:

  • How-to articles: Creating a tutorial with the fewest steps in the simplest of terms is the first step to providing a tutorial that works, which helps elevate any issues your audience is trying to solve.
  • Listicles: A listicle can include anything. This list may consist of the top products you offer or a breakdown of how your products will make life easier for your customer. Breaking items down into a list provides for easy reading, especially if your audience is reading on their mobile device.
  • Top tips: Much like a how-to article, this format provides the reader with a breakdown of top tips to follow to help solve a problem. This would be a great format if your business provides services for products you sell.
  • FAQs: Your follower base likely has many questions. The main reason to create content for your audience is to help solve their problems. FAQs are perfect for taking your audience’s most asked questions and breaking down the answers for them.

How to start repurposing old content

To start repurposing old content, create a content schedule with the developed pieces. Businesses should research times of the year like holidays and observances that are relevant to the products and services they provide. Keep a detailed content schedule from year to year. This will be helpful to reference when you’ve posted content so you’re not reposting too soon from when it was originally posted.

How do I drive traffic to my website?

Optimizing your website for search engines is the most effective way to drive traffic to your website. If you produce content-rich in relevant keywords for your industry or topic, search engines will be able to find your website when audiences are searching for specific terms.

Investing in the SEO of the evergreen content you’ve produced is much more cost-effective than investing in advertisements; however, posting quality content across social media channels can drive an audience to a website. A business can appear as an industry expert while creating connections with current and prospective customers.

The content posted on social channels and a well-optimized website can also allow for paid advertising. With paid search, your business can reach an audience beyond those who follow you.

How to write evergreen content

How to write evergreen content

By integrating the use of evergreen content into your website strategy and making sure it’s optimized for competitive keywords, it’s possible to rank for competitive keywords and earn sustained traffic. It is important to start with a great idea when creating content, whether it is evergreen or not — having the ability to come up with idea after idea makes it possible to launch a solid strategy that creates growth.

Topic research

Investing time around your core product or service offerings and conducting research on topics are the first steps to creating effective evergreen content. It will give you a comprehensive understanding of what your target audience wants.

To generate ideas, search for relevant keywords that represent your business, products, and services you offer. Focus your research on topics that you can use to create content that is relevant to your audience.

Keyword research

By researching your keywords, you can estimate the potential market size for each of your pieces of content.

Keyword research is a critical component to determine the scope and focus of a piece of content. The research can determine the kind of content included in the strategy. Don’t skip researching keywords. This step allows you to find topics around which to write content, but it can also assist in structuring the article and allow you to come up with other content topics to write about in the future.

Article structure

After identifying your content’s topic and title, start planning the structure of the content. Content creation is about creating the best possible piece of content that can meet the searcher’s intent when it comes to the topic you are writing about.

Suppose you are planning to write a piece of content targeting a specific keyword. Analyze the top-ranked web pages for that particular search term to understand the best way to structure the article.

When mapping out the article, keep in mind:

  • Word count
  • Graphics like images and videos
  • Placing relevant keywords throughout the piece
  • SEO tactics like H1 headings, meta descriptions, and title tags
  • Include internal and outbound links
  • CTAs

Do you need help creating evergreen content for your marketing team? See how you can team up with creatives in different industries in the ClearVoice Talent Network.

Evergreen content remains relevant year after year and can serve as a powerhouse for your SEO efforts, enabling you to reach audiences beyond your wildest dreams. Here's why evergreen content makes a difference in SEO. #evergreencontent #seo Click To Tweet

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About the author

Sarah Seweryniak

Sarah Seweryniak is a Content Writer with more than 10 years of experience where her writing career has spanned from writing for local newspapers, online publications, and freelancing for brands big and small. She has a bachelor's degree in Marketing and Communication Media Arts. She loves creating content that connects, informs, and inspires.