Including evergreen content on your website comes with two advantages – it improves both content (and your brand) marketing and SEO. If the enterprise Sydney SEO agency done it well, it can mean less work and more traffic for years to come! This article briefly covers what evergreen content is, why you should use it and how to create it.
What is evergreen content and why use it?
Like the tree which maintains its leaves all throughout the year, the traffic generated by evergreen content last for a longer period of time than regular or fad content. Generally, how-to or beginner guides such as “How to Write a Short Story” or “A Beginner’s Guide to Applying Makeup” are more likely to stay relevant over time than news or trending pieces. This isn’t to say that non-evergreen content isn’t worth pursuing – it can be useful to include a combination of both.
Elements of evergreen content:
- Addresses a need which is relatively constant over time: It responds to, and ideally resolves, a question that users have, rather than being a fad-piece which will be outdated in a week.
- Persuasive heading: The heading explains what the article is about in a succinct yet compelling way.
- High-quality: This means it’s well-written, with no or few spelling or grammatical errors. It’s readable, with plenty of white space, short sentences or perhaps bullet points or lists. It’s visually appealing – with just enough images or videos to maintain attention without being overwhelming.
- It considers SEO: It addresses relevant topics and keywords suitable to the article and the message you are intending to share. It may also contain an internal link to another website related to, for example, ‘evergreen content’.
How to create evergreen content:
- Choose a subject: Depending on the theme of your website, determine a list of potential topics you can write about that will appeal to readers over a long period time (think months or years rather than days). As previously mentioned, how-to and beginner guides work well. Seasonal and curatorial pieces can work well too, but may be less reliable.
- Choose a format: List articles work well as they tend to generate and maintain interest better than other types of articles. Many people tend to have short attention spans when reading online and the short, broken up format of list articles make them easy to read and digest quickly.
- Write for the audience firstly, then the search engine: People can generally tell when an article has been written with purely SEO in mind. An article which genuinely seeks to appeal to and assist its readers tends to be better valued by both users and search engines, as well as being more likely to be shared and reread.
Avoid cramming your article with keywords, though do include some relevant ones here and there. Include plenty of white space, paragraphs and some visuals to maintain your reader’s interest. Ensure that your title is descriptive and explanatory whilst also being concise and easy to understand. Including internal links to other articles on the same or a similar topic are also an effective way to increase SEO whilst offering your readers more resources.
Evergreen articles may require more time and research to create, but the results tend to pay off. Be patient with producing them, and ensure to do so with love and care. The end work may not instantly create traffic and increase your search rankings, but with time they will improve your visibility and be appreciated by your audience. Evergreen content is definitely a tool to keep in your digital marketing arsenal.