Evergreen content in SEO refers to web-based content that remains relevant, helpful and informative over time. Unlike time-specific content (such as news articles, statistical reports, or case studies) evergreen content’s significance does not diminish with time. It continually attracts traffic to your page over an extended period and maintains a high ranking in search engine results pages (SERPs).
Evergreen content comes in many forms like ‘how-to’ guides, tutorials, frequently asked questions (FAQs), industry definitions, and many more. For example, a blog about “how to tie a shoelace” or a post explaining “what is SEO” can be described as evergreen since the methods for tying shoelaces, or the basic understanding of SEO, aren’t likely to change dramatically over time, and they’re commonly researched topics that constantly attract visitors.
The term “evergreen” itself is derived from the characteristics of evergreen trees, which retain their leaves throughout the year, symbolizing the perennial nature of such content. It doesn’t date like news articles or blog posts focused on current trends or events. Instead, it continues to be relevant to readers, regardless of when they stumble upon it.
The value of evergreen content, particularly in SEO, can’t be overstated. According to Forge and Smith, evergreen content is invaluable for driving consistent traffic to your site, improving your SERP rankings, and establishing your business as an industry expert. It is also a vital component of a successful content marketing strategy.
For instance, if a site has a well-written, comprehensive guide on ‘easy-to-follow baking recipes for beginners,’ it would ideally keep attracting traffic over time as beginners continually turn to such resources for help. This continuous influx of traffic can help enhance your site’s SEO ranking.
Attendance of clickable headlines, keyword optimization, comprehensive and high-quality content, regular updating of information and a strong backlink profile all boosts the performance of evergreen content. Backlinko, the SEO advice website, states that “when it comes to SEO in 2021, nothing is more important than creating high-quality content.”
To successfully leverage evergreen content, SEO marketers have to balance it with time-sensitive pieces, craft high-quality content that fully addresses a specific topic or question, and ensure that the content remains updated.
In conclusion, evergreen content is an essential aspect of SEO that helps attract consistent traffic, boost SERP ranking and establish the credibility and authority of a brand or individual.
Sources:
1. Forge and Smith Interactive (https://forgeandsmith.com/converts-evergreen-content-inbound-marketing/)
2. Backlinko (https://backlinko.com/hub/seo/evergreen-content)
3. Moz (https://moz.com/blog/how-to-create-evergreen-content-with-lasting-engagement)
