We’ve all Googled ‘How to Change a Tyre’ or ‘How to Fix a Leaking Tap’ when we’re at home and need help with simple everyday tasks. Even if you didn’t realise it at the time, this is evergreen content and is useful and relevant to us at any time. This type of content tends to hang around on Google for years, which is great news if you’re the creator of that content! Here’s our guide to evergreen content and how you can use it to fuel both your content marketing and SEO strategies.
What is Evergreen Content?
Evergreen content is content on your website which stays relevant and popular over a long period of time with search traffic even growing over time. In the same way that evergreen trees keep their leaves all year round, evergreen content remains useful and relevant to internet users for a long period of time.
Your typical blog posts might generate a short spike in traffic during the first few weeks in which it’s published. However, evergreen content is not only optimised for search engines, it helps to continuously drive traffic over the long-term.
Evergreen content formats include:
- How-to content
- Product reviews
These formats tend to lend themselves more to evergreen content than other formats. Think instructional videos which provide useful information such as how to change a tyre which have greater longevity.
Evergreen content does NOT include:
- News articles
- Statistics or reports with data that is likely to date or change
- Seasonal pieces
- Latest trend articles
How do I write evergreen content?
When producing evergreen content, always ensure that it’s relevant to your business, products and services. For example, if you own a plumbing business, guides or videos on how to repair a leaking pipe or tap are relevant and will always be searched for online as people look for solutions to their problems.
Here’s how to produce evergreen content that will help to drive traffic to your website over the long term and stay relevant for search engine users and your brand.
1. Choose keywords
Longtail keywords and questions tend to work better for evergreen content so always make sure you do your research to find the topics and questions that your target audience is asking and searching for otherwise there is no point in creating the content!
2. Optimise for SEO
Once you have researched the keywords you want to include in each piece of content, make sure you optimise the content for SEO. Include the keyword in the title, URL and throughout the body copy of the piece but, be careful not to keyword stuff and keep the content as user-friendly as possible.
3. Write for Beginners
When writing how-to guides or any other type of content, always assume that the readers of the content are complete beginners. Avoid using too many technical terms and make the content as easy to read as possible. Technical language is likely to scare readers off and will put them off reading further. Remember that it’s unlikely that experts are going to be searching for how-to guides based on your industry.
4. Be the Ultimate Source of Information
Spend more time on evergreen content than the regular content you include on your website. Make sure that your evergreen content is thorough and covers every aspect of the topic. It should be the best resource for the topic that you’re covering.
5. Answer Questions
Make your content a reliable and valuable source of information for your target audience by answering their questions. Use a tool such as Answer the Public to find out what they're looking for. Creating these articles helps you to build credibility in your industry and means that your content will appear when they type that particular query into the search engines.
What are the benefits of evergreen content?
Higher search rankings
Evergreen content works extremely well as part of your content marketing strategy but combining it with your SEO strategy makes it even more powerful. Make sure you base your evergreen content around the keywords you would like your website to rank for and optimise the content for those terms. Search engines tend to place more value on evergreen content because they can see that it’s valuable to searchers and is relevant to those terms.
As evergreen content ranks much higher than your other content, it follows that evergreen content will work to drive more traffic to your website. If someone searches for keywords related to your business and your website is optimised well, no matter when the content was published, it will always show in the search results, directing more traffic to your website.
In addition to remaining relevant in search engine results, evergreen content is also more likely to be shared on social media over time.
Please contact our content team for more advice about writing the best content for your business.
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