- 1. Problems Solved by Evergreen Content
- 2. Types and formats of evergreen content
- 3. Criteria for its quality
- 4. How to “green” existing content?
- 5. Evergreen content in your niche
No site is immune to a drop in traffic, and there can be many reasons for this. However, no matter what marketing strategy you follow, the importance of the value of the materials posted on the site is beyond question. The content that has taken the top position in the search has probably already gained the so-called “critical mass” of views, and, possibly, also reposts and reviews. If it is created on an acutely relevant topic, then a surge in the audience’s interest in your site is guaranteed. But for how long?
Materials that remain in demand among users of web resources for a long time and at the same time are marked by search robots as SEO-friendly can be safely attributed to evergreen content.
The name is quite capacious, because the image is clear to every network user. As evergreen trees and shrubs look good all year round, so topical materials – texts, infographics, videos – consistently remain interesting, catchy, viewed. In short, relevant. Such content on the site contributes to better ranking and promotion of the resource.
For example, priority topics for evergreen content include:
- Auto, Moto.
- Medicine, health.
- Career and profession.
- Romantic relationship.
Fig. 1 – An example of evergreen content in floriculture
The difference between regular and evergreen content is clear with examples. Let’s say that a novelty of the lily variety that has gone on sale will be appreciated by only a few site visitors. The process of directly planting any of their varieties will interest flower growers every year, the technology itself does not change radically, but this will not interfere with traffic.
Likewise, discounts in an online store for a specific product will contribute to an influx of visitors, but only until the end of the offer. But the size table for the entire list of products will be relevant for a long time, and no matter how much the collections, models and types of assortment of the online store change in the example below, this content will be relevant.
Fig. 2 – An example of evergreen content in online sales
Accordingly, neither numerical reports, nor news articles, nor reviews of the latest trends and trends are included in this type of content.
It is worth saying that not only articles or videos, but also the sites themselves can be “evergreen”. For example, Wikipedia, which is on the first page of almost half of all Google searches.
1. Problems Solved by Evergreen Content
Having this type of content can be compared to a long-term investment. Perhaps, immediately after the publication, an explosive interest will not appear in it, but in the long term, users will return to viewing or reading the materials again and again.
Thus, the presence of evergreen content on the site solves the following tasks:
- generates stable organic traffic – uninterrupted or seasonal, if the topic becomes relevant at certain times of the year (for example, buying cans with artificial snow in winter or flower beds in landscape design in summer);
- helps to attract new customers, works for the reputation of a particular brand;
- forms a certain information field, helps to solve the pain of customers, to tell the buyer what is better to choose or give an answer to a question of interest;
- increases the number of backlinks – people share information on social networks, save materials in the Favorites of browsers;
- works to mitigate bursts of activity and subsidence in the issue in the event that the audience first comes to study the material (for example, a review of a recently released new smartphone), and then abruptly stop visiting the web resource. Having content that remains relevant can interest users and encourage them to return to the site for valuable information.
Evergreen content is beneficial to have on your site because:
- The number of backlinks and comments in the long run increases brand trust and audience loyalty.
- The resource traffic remains more or less even.
- It does not need to be reworked – you just need to make a few edits, if new information appears on the topic, bring a couple of fresh screenshots or graphs, and the material becomes relevant again.
2. Types and formats of evergreen content
If you classify content by type, then the following materials can be called evergreen:
- longreads and cases of interest;
- articles with an encyclopedic presentation of information;
- collections of life hacks “How to do …” by subject;
- operation manuals;
- dictionary of ingredients and/or components;
- the history of creating a product, company, store;
- description of technologies, materials or methods.
Fig. 3 – Example of evergreen content in the construction industry
As for the format, the evergreen content can be expressed in:
- text publications in blogs and portals;
- YouTube videos;
- audio podcasts;
- posts on social networks;
- PowerPoint or SlideShare presentations, infographics;
- site materials with interactive content, master classes, lessons;
- mailing lists with a list of evergreen publications.
Fig. 4 – Evergreen Content Example: Coffee Infographic
Case in point: an infographic of the path that coffee takes from unplanned beans to the aromatic contents of a coffee machine.
3. Criteria for its quality
In order for content to be linked, it must have value. Here are the criteria by which you can determine it:
- topics that arouse a keen interest of the audience;
- deep study of the topic;
- completeness and reliability of the information disclosed: the given numbers, names, places, evidence or refutation of hypotheses, facts, myths;
- a lively title that is interesting to the reader;
- the presence of the E-A-T factor (Expertise-Authoritativeness-Trustworthiness, which means “expertise, authority, reliability”).
- easy-to-read format.
However, sometimes a capacious presentation, in which there is nothing superfluous, can also be evergreen – as in the example below, where the facts are set out in the presentation. In recent years, users have begun to give preference to structured visual content: slides, infographics. One has only to update the data for the period, keeping the basic structure.
Fig. 5 – Evergreen Content Example: Content Marketing Presentation
And in the following example, the article talks about the Welsh Corgi breed. Despite the fact that the publication was published in 2015 and the site does not have the most user-friendly interface, when asked about the breed, it still falls in the top ten and has comments. Perhaps this is facilitated not only by 36 photographs, but also by a detailed history of the origin of the breed, statistics of height and weight, subspecies of the breed, a touching description of character and habits.
Fig. 6 – Evergreen Content Example: Large Illustrated Corgi Article
Thus, you need to first feel the audience, and only then use optimization methods that are primarily aimed at search robots, and not at people.
4. How to green up existing content?
However, the desire to make their publications more relevant and keep them in the top does not disappear anywhere. So what steps can you take to green up the content you already have on your site?
When one of the foreign webmasters asked John Mueller of Google if it was necessary to complement the publications, increasing their relevance to search engines and users, a company representative replied in the negative. He justified his opinion by the fact that people in any case will give preference to the content that will solve their problems and answer the question.
1. The fact that they have already written about this or shot videos before you does not matter. Fill the content with your observations, statistics, conclusions, photos. Let it be individual, the user will remember it. But remember that material with excellent citations and links will be perceived as more significant than a person’s personal opinion, which is not supported by anything.
2. Resist the urge to post content for professionals. The chances that people with experience and knowledge will turn to you is small, but beginners will be happy to save your article to bookmarks or video in a folder with collections, returning to the web resource again. If your materials on a popular topic are understandable for them and arouse interest, then this will not go unnoticed by search engines.
3. If it is possible not to indicate the publication date, then it is better not to do so.
Fig. 7 – Example of undated evergreen content
4. You shouldn’t try to cover global topics in one article. It is better to break them down into narrower ones, and create the most specific posts, articles or videos. The method of dosing information is much easier for users to perceive, and linking these materials among themselves will allow them to answer questions without overloading them with information.
5. If your content is about how to do something well, mention methods for how to fix the basic mistakes that inevitably happen. If you cover any relevant topic on which new data have appeared, add an interview with a specialist in this area or fresh statistics to the updated publication.
6. When it comes to articles, those with more than 2000 words rank better than shorter texts.
Fig. 8 – Example of evergreen content about child psychology
7. Evergreen content can be translated into other formats to generate traffic to other pages. For example, cover the topic of infographics and conduct a webinar on it. Articles on the same topic can be combined into a single guide and posted on the channel as a thematic playlist.
8. Use lists – structured text is more readable. Add easy navigation.
Fig. 9 – Example of structured evergreen content: recipe
- Avoiding direct occurrences in anchors and using long tail keywords are ways to rank for additional queries.
Thus, a thoughtful and creative approach to creating evergreen content will make it stand out from the rest of the web anyway. And if you conduct a preliminary analysis of the interests of the audience and draw up a content plan in advance, then you just need to adapt the material for a specific site and make small edits in time.
5. Evergreen content in your niche
The best content marketing strategy is one based on a combination of trending articles that are relevant and evergreen. Combining different types of content and combining it with SEO optimization techniques ensures success.
Examples of evergreen content for your industry:
- Internet Marketing – Guides for Google Ads, Google Analytics, Google Tag Manager. Top 10 SEO promotion techniques.
- Repair and construction – a collection of life hacks for choosing paints, wallpapers and floor coverings, guidelines for priming walls, a list of technologies.
- Furniture – blueprints, assembly instructions, overview of materials (for example, types of wood for making beds).
- Tourism – guides to cultural and historical attractions, maps with descriptions for tourists.
- Medicine and pharmacology – medical examination schedules, prescriptions for medicines.
- Sports – techniques for performing a set of exercises, a selection of nutritional advice, training programs for different muscle groups.
- Household appliances and electronics – advice on choosing laptops, vacuum cleaners, electric stoves, refrigerators, washing machines.
- Auto and moto – tire calculator, reviews of motorcycle repair and storage.
Create evergreen content, and you will simultaneously solve two problems: offer valuable information to visitors to your web resource and increase the ranking of your own site in the Google search engine.