Evergreen content is content that remains relevant to a topic over a very long period of time. It is always useful – both for the reader and for the operator of the page. The latter benefits from the fact that evergreen content repeatedly attracts visitors to the site and thus generates traffic. Accordingly, evergreen content can also be deliberately used as an instrument within the framework of a content strategy.
When it comes to SEO and online marketing, the maxim usually applies: fresh content brings new clicks. However, the fact that there is also the proverbial exception to the rule is demonstrated by evergreen content. This content, which does not lose its thematic relevance or only after a very long time, can create a stable “basic framework” that reliably ensures a certain amount of traffic. From the evergreen content, visitors then ideally come to other, up-to-date pages where they order something, for example. The great advantage of timeless content is that it remains relevant to search engines regardless of trends or current trends. Thus, they can reliably ensure a good position in the ranking on the search results pages.
Possible examples of evergreen content are:
- Guidebooks and tutorials
- “How to” guides
- Testimonials/Product reviews
From this small selection, you can already see what Evergreen Content is all about: Mostly, it deals with general questions about the topic, which every beginner or professional asks and thus always remains up-to-date.
How do you find the right topics for Evergreen Content?
Since evergreen content must remain relevant to the topic in question over a very long period of time, it is clear that not every question is suitable for it. A post about “the ten best movies of 2020” would not be a good candidate for evergreen content on its own, as it would eventually expire. If, on the other hand, the text were part of a series listing the best ten movies of each year since 1980, the whole thing would look different again.
Therefore, one should not always consider the individual contents of the page separately, because under certain circumstances a compilation of several contributions is suitable as a basis for evergreen content.
In addition to timelessness and relevance, the target group plays a decisive role in evergreen content. After all, content does not automatically become “evergreen” just because it has no current reference. Evergreen content should attract visitors to the site, and it will only do so if the thematic focus fits the site’s target audience. A series on the best movies of the year has the potential to become evergreen content. But this is unlikely to happen on the site of a cosmetics store, where the series would look out of place and probably generate little additional traffic.
Exact knowledge about the interests of the target group is therefore irreplaceable if you want to produce effective evergreen content. It is also important that the topic of the article is not too broad and that it is covered in a reasonable depth. Content that only touches on various topics usually has little chance of becoming evergreen content.
It goes without saying that the content must be unique, but for the sake of completeness it should not go unmentioned. The basic format, on the other hand, plays only a subordinate role here, because in addition to texts, videos and even image collections can be used as evergreen content.
What should Evergreen Content look like?
Once a suitable topic has been found, it is then a matter of creating the content for the evergreen content. Which form you choose is, of course, a matter of taste, but it should also depend on the topic. For example, if you want to give tips on laying laminate flooring, a guidebook or a how-to video is particularly suitable. For “the most important questions about entering the USA”, on the other hand, an FAQ would be suitable.
In addition, you should decide at the beginning whether, or how often, the content will be updated. The problem is that only a few contents are actually timeless, i.e. always up-to-date. In addition, Google also evaluates the publication date of the content when compiling the search results – newer contributions are rated better and therefore land more easily on the top positions. For this reason, there are two approaches to evergreen content:
– One publishes largely timeless content that will ideally be of interest to the target group for many years to come. In order to improve the Google ranking, this content can occasionally be slightly adapted.
– You use existing content that is regularly updated and thus remains relevant for the topic. Among other things, this variant is well suited for pages with test reports on electrical appliances. Since new products are constantly coming onto the market in this area, the tests also have to be updated again and again so that the page remains relevant. So here it would not be a single report that would become evergreen content, but rather the entire database with all the tests. Of course, this method can also be used on a smaller scale, such as adding paragraphs to a page.
Basically, updating the content is not mandatory with Evergreen Content. However, especially in highly competitive subject areas, “refeeding” content can help you stay ahead of the competition on search results pages.
The benefits of evergreen content
Since it is quite time-consuming to produce evergreen content, some people may wonder whether the whole effort is really worth it. Simply more traffic, that can also be achieved with other SEO measures, or with ads. The big advantage of evergreen content is that it provides very constant traffic – the topic covered is always relevant and therefore always attracts visitors. In addition, the dwell time for this type of content is usually much higher than for other pages. The bounce rate, on the other hand, is usually much lower. Evergreen content therefore constantly attracts visitors who stay on the page for a long time – the best prerequisites for a conversion.
In addition, the operator of the page can build up a reputation through the evergreen content, which in turn has a positive effect on the image of the own brand. Users trust the provider’s statements and are therefore easier to win over as customers.
Evergreen content can be a very effective means of increasing traffic to one’s own site and at the same time doing something for customer loyalty. The expertise of the site operator also sets it apart from the competition, giving it an additional competitive edge. It is important, however, that the topics for evergreen content are carefully selected and tailored to the site’s target audience. Furthermore, in the case of highly competitive topics, it may be necessary to regularly update or adapt the content in order to increase its relevance for search engines.
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