SEO - why you should publish evergreen content

How evergreen content saves time and generates traffic

No time to publish new content on your website or blog every week? No ideas for new blog articles? The existing content doesn't generate enough website visitors?

Too bad. Or is it?

Not necessarily.

Try evergreen content.

Evergreen content helps you save resources (money & time) and brings you lots of traffic.

The good thing about it: once the content is created and published, it works for you 24/7 and you can devote yourself to the important things - whatever that is for you.

Interested in finding out more?

Then let's get started right away.

What is evergreen content?

Evergreen means "evergreen" and, from an SEO perspective, represents content that is timeless and always relevant. The term "evergreen content" does not have a long history and is mainly used today in online marketing. Such information can be useful to the target group for a long time and attract visitors to the website - often for years.

For example, our blog article "Google Ranking Factors - The Complete List!" is a classic case of evergreen content. It has been providing us with constant traffic for years.

Since the beginning of the year, it has attracted almost 10,000 website visitors and the trend is unbroken.

Could we have imagined this when we started blogging? No. We also had problems generating traffic - until we decided to create evergreen content.

Of course, we didn't know what that was back then and which topics were suitable for it.

But we found out quite quickly.

What content is suitable for evergreen content?

Not all topics or content are suitable for creating evergreen content. Here are some examples that are suitable:

Now we know what is suitable for evergreen content. To clear up any confusion, let's take a quick look at what doesn't fall into this category.

What is NOT evergreen content:

• News articles
• Statistics or numerical reports (these tend to lose relevance quickly)
• Articles about seasons or seasonal holidays
• Articles that deal with current pop culture or music
• the latest fashions and fashion

The advantages of evergreen content for SEO

In search engine optimisation (SEO), factors such as traffic, page views, dwell time, backlinks and sensibly used keywords are important. The search engine uses these to evaluate the website.

If the evergreen content encourages the target group to read it, the bounce rate remains low and values such as traffic, page views and dwell time remain constant and at a high level for a long time. In addition, good evergreen content is often linked to by other websites, which brings us the coveted backlinks.

In combination with the right keywords, which are built into the content, evergreen content is therefore undoubtedly an effective marketing strategy.

What else evergreen content can do for companies' online marketing

Evergreen content can also strengthen the reputation of a website or company. As a provider, you earn the trust of users through useful content and competent expertise and thus market services and products better. For example, if you sell items for office supplies, content such as "How do I keep my desk tidy?" or "Which pen do I use for which occasion?" becomes interesting for the user.

Good evergreen content can therefore also be used as a branding tool, as you can clearly stand out from other websites.

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What happens when evergreen content is created and used correctly?

• Constant traffic: As long as the topic remains current, which is the case with evergreen content for a very long time, users will search for our content, which means there will be constant traffic for a long time.
• You save time and energy: Once good evergreen content has been published, it remains relevant even years later. This means you don't have to worry about publishing new content every week.

So far, so good.

Now we know which topics belong to evergreen content and which don't, and we know the benefits of evergreen content. Now let's take a look at how we proceed once we have found the right topic.

The implementation of evergreen content

I assume that everyone realises that it is not enough to simply take any topic and publish evergreen content on your own site. That would be a waste of resources. The content must fit the industry, target group and website, otherwise it will stand out as a foreign object.

What to look out for in evergreen content

The quality of evergreen content is particularly important. Texts that should remain timeless and interesting should only deal with one topic - but in detail and accurately.

Publishing an article just once is not enough to rank in the search engines in the long term. Search engines such as Google re-evaluate the quality and topicality of a blog article or website content each time the web crawler visits in order to present the user with the best possible search results.

It is therefore advisable to regularly check the content for necessary improvements, changes and additions and to update it if necessary.

The problem with content on the Internet is that there are already plenty of articles and contributions on almost every topic. You should therefore present the reader with a new perspective on things and go into more detail than the others.

Is every topic suitable as evergreen content? No. It may well be that a topic is very specific and not suitable as evergreen content, and that's perfectly okay. This category includes, for example, articles such as: "Top holiday destinations for Austrians in 2014" - which is already irrelevant in 2015.

What should be avoided with evergreen content?

• Writing for experts: Sometimes you feel you have to show your expertise and knowledge through complicated explanations - this is a big mistake. Experts who understand these explanations are not looking for help. The target audience you should be writing for are beginners and novices.
• Too many technical terms: If a text contains too many long, complicated words, the uninformed may quickly be put off and leave your website after a few sentences. To avoid this, it is better to describe things using simple words.
• Inflate the topic with empty phrases: Pick a big topic and you end up with a big text in the process. That's ok - if the information is relevant and doesn't bore the reader. With long content that contains unimportant empty phrases just to make the text longer, users quickly lose interest and click to another website.
• Isolated posts: Articles that stand alone thematically, like an oasis in the Gobi desert, will never realise their full potential. The following therefore applies: content that complements or is related to each other should be linked. This keeps readers on your website and provides the user with further, useful knowledge.

Step by step to your own evergreen content:

Step 1: Find topics that are suitable for evergreen content

• Find keywords with search volume:
  You brainstorm topics that you would like to include on your own website - these topics and the associated keywords are analysed and researched using a keyword tool.

• Observe the trend:
  The trend should be ascending or at least consistent; seasonal and trending content is unsuitable for evergreen content. However, if the topic has been searched for a long time and the trend does not appear to be levelling off, it is suitable for evergreen content.

Step 2 - Create evergreen content

Google always shows us the best, most relevant and most informative results at the top of the search results. In order to be at the top, our evergreen content should be of a particularly high quality - more than all the others. In the marketing world, this is called 10x content.

If our evergreen content is like any other (1x), someone else will come along and outperform our text without much effort (2x). That's why you should create content from the start that leaves no questions unanswered in terms of depth and scope of information. This turns our content into evergreen content for years to come, bringing constant traffic to the website.

The criteria are:

• Evergreen content must display flawlessly on all devices, have a user-friendly interface and offer an appealing UX (user experience/user experience).
• The content is of high quality, trustworthy, useful, interesting and offers added value.
• It differs significantly in scope and detail from other content that covers the same search intent.
• It must evoke an emotional response. I want to feel awe. I want to be surprised. I want to feel joy, anticipation or admiration for this content so that it is considered 10x.
• It solves a problem or answers a question, provides comprehensive, detailed, information or resources that can't be found anywhere else, or looks at it from a different, unique perspective.

These two articles could help you with the creation:

Writing TOP SEO TEXTS [tips and instructions]

Writing blog articles - 10 x better and twice as fast (guide)

If you want to learn more about 10x content, I recommend the blog article and video on the topic by MOZ.

Here is the video: How to create 10x content

Step 3 - Keep content at evergreen level

If steps 1 and 2 have been carried out correctly, you have created evergreen content that has the potential to generate constant traffic, i.e. website visitors, for years to come. This does not apply to current trending topics, such as the events of the 2020 football season. You could write an article that contains 20,000 words, the right keywords and sufficient links and still - the content becomes outdated relatively quickly due to its transient topicality.

However, even if our evergreen content has been created according to all the rules of the art and tops the rankings in the search engines, this does not mean that we will never have to worry about it again. For one thing, the competition never sleeps and for another, new findings on the respective topic may emerge over time, which may jeopardise the topicality and completeness of our evergreen content if we don't take them into account.

We recommend keeping an eye on evergreen content and revising or adding to it if necessary.

Conclusion

In this article, you have learnt what evergreen content is and what advantages it has. You also know which topics are suitable for it and what you need to consider and avoid when creating it.

Now it's up to you to put what you've learnt into practice.

If you want to get constant traffic to your website, you don't have to worry about publishing countless articles every week. Instead, you should also publish evergreen content and keep it up-to-date and relevant.

If you have any questions about evergreen content or need support with its implementation, give us a call on +43 1 353 2 353 or contact us at This email address is being protected from spambots. You need JavaScript enabled to view it. We look forward to hearing from you.