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What is evergreen content? And tips on how to write it

Fay Roe

Evergreen content is the key ingredient of content marketing. It’s SEO content that withstands the test of time, transcending trends, fads and fashions. It’s about topics that are always relevant to readers, no matter what’s going on in the news, the weather, the season, the rate of inflation – you get the picture. It’s the tool of choice for building a successful business blog that gets the all-important backlinks, ensures your site ranks highly on search engine results pages and keeps the organic traffic clicking to your website.

Examples of evergreen content include:

· FAQs

· ‘How to’ guides

· Explanations of industry definitions, jargon and concepts

· Tutorials

· Case studies

· Niche industry topics

Evergreen content ensures your website has sustained visitor numbers. Yes, you can take steps to boost visitor numbers and generate interest and sales through a Google Ads or Facebook advertising campaign, but these options require a digital marketing budget and cause an ‘unnatural’ spike in visitors. Blog writing evergreen content is something you can write yourself and will continue to bring visitors to your site long after it is published.

7 reasons to write evergreen SEO content

1. Continually drives organic (not paid for) traffic to your website.

2. Using carefully selected SEO keywords increases the visibility of your website on the search engine results page.

3. Positions your website as a voice of authority in your industry.

4. Converts searchers into visitors.

5. Starts visitors on the buyer journey.

6. Highly shareable on social media.

7. It can be repurposed time and time again, e.g. snippets shared on social media etc.

So, how do you write evergreen website content?

· Research keywords

The very nature of evergreen content means there will most likely be hundreds, if not thousands, of variations online of the article you are writing. It is the choice of keywords you include that will define whether your article is an evergreen success. The most successful SEO content includes heavily researched keywords.

You can use the Google Ads keyword tool to explore keywords. Start with high volume keywords and investigate the fringe phrases and terms. The lesser used relevant keywords mean there is less competition but still active searchers. It takes time and practice to identify the best keywords to use.

· Write for beginners

While you have a great depth of knowledge about your industry, evergreen content is typically aimed at beginners. This is because if the searchers have a great deal of knowledge and understanding about your product or service they wouldn’t be Googling for advice. Always explain the main terms you are referring to.

If you read the first paragraph of this article it explains what evergreen content is and why it’s important. Your knowledge around the topic has not been assumed!

· Easy read format

Please, no great walls of text! Most searchers use their mobile phones to research information (which is why your website design needs to be responsive to all devices). Use headings, bullet points and numbered lists to help readers find and digest the information.

· Be precise with your topic choice

People do not search for generic information; they are clear about the information they are searching for. The title should reflect what the article is about, searchers are not looking for surprises, they want the title they click on to provide relevant information. Google rewards websites that provide their searchers with relevant information – another benefit of evergreen content.

Successful digital marketing is reliant on all aspects of your business’s online representation working in harmony. There are a lot of balls to juggle – a responsive web site design, technical SEO, video production, keyword analysis, Google Ads, and you still have content to write!

The good news is that Digital Presence takes the strain – creating and orchestrating your online activities to help you achieve your business goals. No jargon, no spreadsheets, no research, we do it all for you. Contact us today to arrange a free no-obligation chat.

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