Why Evergreen Content Matters

Creating relevant content should be one of your organizations first priorities when thinking about a successful SEO strategy. Year after year, Google has classified both topical and evergreen content among the top ranking factors to getting placed on the first or second pages of an online search. 

However, all content is not created equal. Some blog pieces will see a decline in interest and traffic over time, while others that are considered “evergreen” could remain relevant for months, and even years. Publishing evergreen content on your site could cause a boost in search engine ranking, an increase in traffic, and an uptick in lead generation. 

Even though SEO requirements continually evolve, quality content is still considered “king” in the eyes of all the major search engines. Other factors such as backlinks, page speed, mobile first, and user experience still weigh heavily on the rankings, but good quality content continues to stand the test of time in the world of SEO. 

Creating evergreen content that will be long-lasting and informative on your site is one way to get an exceptional return on investment in terms of successful content creation. 

In today’s blog we will take a close examination of evergreen content and why it could be beneficial for your organization to create both topical content and that which can be described as evergreen.

What is Evergreen Content? 

In the world of nature, an evergreen tree is the symbol of perpetual life. It retains its lush foliage throughout the year, no matter the season, no matter the weather. In short, it is sustainable from season-to-season, and from year-to-year. 

In contrast, deciduous trees, such as Maple and Oak, lose their foliage each year after the season has passed. The leaves may have been spectacular during the peak of the season, but they eventually fall and are no longer needed. Deciduous branches become bare and must start fresh during the growing season the following spring.

Website content, in particular blog content, can be classified in much the same way. Evergreen content will remain relevant and useful for your audience of readers for years to come, while non-evergreen (topical) content will serve its purpose and eventually see a decline in traffic after it is no longer pertinent. 

Evergreen content tackles core issues in a detailed and in-depth way. It matters to your audience members. The quality and length of the content will serve as a definitive guide on a subject for people in your industry, organization, or field of work for a considerable time to come. 

In fact, this type of content usually needs little to no upkeep for writers to review for accuracy and updates. If the technology has changed or information has been updated, this piece of content can then be updated, but in general, it will continue to be a valuable piece long after the publication date. 

Ultimately, the goal of an evergreen piece is to have readers and audience members bookmarking it to go back to time and again because of its value. This bookmarking and revisiting of the blog will pay huge dividends for weeks, months, and possibly years. 

What is NOT Considered Evergreen Content?

You may be asking the question, “Well, isn’t all content somewhat sustainable if it remains on a website for years to come?” The answer to that is…  sort of. 

While the actual content may remain on your site for months or even years, it will see a decline in traffic and may be seen as outdated or inapplicable. This could actually harm your standing as a leader in your industry if you are not staying on top of trends. 

This is not to say that content that is trending and current is unfavorable. In fact, having a balance of both current and evergreen content should be a goal of organizations that have an audience of readers. 

If your readership has come to see your company as an expert in the field or industry, they may count on your blog channel to provide both situational content and content that will stand the test of time. 

Pieces that are NOT considered evergreen could include: 

• Product Announcements
• Current News
• Trending Information
• World Events Impacting your Industry
• Current Stats 
• Breaking News 
• Seasonal Content

 The Benefits of Evergreen Content

Now that you have a better sense of the difference in types of content, it is important to look at the advantages of curating pieces that will stand the test of time and remain on your site, needing only a few tweaks every now and again. 

There are three critical reasons why your organization should start generating topics that could be developed into well thought out blogs that go in-depth into a topic that is crucial to your industry, field, or for your audience members for months and years to come. These evergreen pieces will benefit your organization by: 

• Increasing Search Engine Ranking – The quality and permanence of evergreen content with its high word count, useful links, meta descriptions, and relevant images can rank much higher in a search, compared to trending articles. When these articles are well optimized they can be valued by search engines for years, thus increasing their ranking over time. 
• Boosting the Traffic to your Site – There will be a steady and continuous traffic to your blog page when you have content that is continually ranking high with the search engines. Even long after the pieces are published you may find readers are discovering your blog because they continue to rank in regards to SEO. 
• Continuing to Generate Leads – Due to high rankings and increased traffic, your evergreen blogs can generate leads over a long period of time without a ton of work on your part once it is published. 

As you can see, these three benefits work hand in hand, one causing the other. If your content ranks higher, it will see more traffic. If it sees more traffic, it will generate more leads. This goes on and on until the piece is no longer considered relevant, which could take years if written and curated well. 

Examples of Evergreen Content

To help you get started producing your own evergreen content, here are a few common formats that can be used to entice your readers to your site and create a blog piece that has no real expiration date. 

• Top Tips for your field of expertise. 
• “How To” Tutorials
• Product Reviews
• Answers to Key Questions Commonly Asked By Your Viewers
• Testimonials
• Checklists
• Case Studies

A Final Word on Blog Content 

If you plan to become an SEO powerhouse and a valuable resource for your audience, creating evergreen content may be one of the best strategies your organization could use. Remember that not all blogs you publish need to be evergreen. Trendy, topical pieces have value as well. A good balance of both long lasting blogs and shorter trendier pieces are your best bet at keeping your readers coming back time and again. 

A few suggestions to keep your blog articles on target include: avoiding overly topical technical language that turns off novices or laypeople, narrowing your topic by taking a deep dive into the area, and linking your past posts for internal linking power. Check back with us for more tips on improving your blog content as we navigate the ever-changing world of SEO strategies.