Evergreen Content and Your Site’s SEO

Evergreen ContentHave you heard of evergreen content? You should have, because content that stands the test of time is content that will help you in your quest for search engine optimization enhancement. Evergreen content represents those articles that you write that are not newsworthy and won’t become obsolete down the road. Instead of writing articles that may give you a short-term viral boost, aim for those articles that continue to be found month after month and year after year, delivering the steady traffic you desire.

Please read on for some tips on how to make evergreen content part of your blog.

Simply Defined

Evergreen content is timeless and gives no hint as to when it was written. This means the writer takes extraordinary care on how to write the article. For instance, if you are giving instructions on how to change a car’s motor oil, you won’t mention any particular make or model, and you will definitely avoid any mention of a current model year.

One way to avoid losing the evergreen touch is to give your instructions and story in a generalized manner. In the example of the oil change instructions, you can explain that most older engines require at least five quarts of oil while some modern engines require six quarts. You give enough information to inform the reader without the reader wondering if your article can be applied to their own needs or situation.

Very Detailed

If you are accustomed to writing a blog post in 20 or 30 minutes and publishing it, then evergreen content will certainly test your patience. And we’re talking about stellar evergreen articles, not longer form articles that may take an hour to complete, but leave your readers wanting more.

Evergreen content not only avoids date-specific information, but it gives information that is truly valuable. Such articles are instructive and very detailed, offering your readers information that is on par with the best articles out there. You’ve done your research, you’ve interviewed your sources and have painstakingly built up a list of sources that you can be proud of. Truly, your content could be a Wikipedia contribution, but it isn’t — it represents your own unique work and is worth citing and getting linked to by everyone else.

Enlightening and Engaging

Your evergreen content is highly instructive, but it is also engaging. As in it causes people to leave helpful comments and perhaps it starts a dialog with your readers. You can expect your best content to be linked to and cited elsewhere. You can also expect that it will attract the kind of reader that you want on your site. Potential customers. Your competitors. Active followers. A host of people that want to know more about you and the product or services that you offer.

Some of your best content can also be white papers. These reports are evergreen, but are also updated from time to time. Content that is fresh, relevant and accurate will get noticed by the search engines and achieve PageRank, perhaps a high enough rank that it lifts your entire website. When employed with precision, your keywords can help your evergreen content appear high in the search engine results pages (SERPs).

Traffic and Customers

Evergreen content has a way of attracting new business for you. These pages are easily found and once found are widely read. The more your content is read, the more likely you will gain new business from your article. And that is what the web is all about — it is a numbers game. You want to put out the best content and not simply hope for the best. You aren’t settling for a passive response, rather an active one that has been initiated by you and will bring about the desired effects: raised visibility, increased credibility and more business.

Your Headlines

One danger of writing evergreen content is forgetting that your headline can make or break you. It is not enough to write a winning article if your readers can’t find it. You must include your keywords in your titles and write your titles in such a way to attract more people. Here are some examples:

“25 Ways to Win at Blogging,” is ideal for your definitive story about blog monetization.

“How to Change Your Oil Without Burning up Your Car,” alerts your readers that an instructive article awaits them and also puts out a curious statement about your car catching potentially catching on fire.

“What Every Woman Needs to Know About Satisfying Her Man,” is certainly suggestive. Of course, you’re writing about cooking, not something else….

Keeping it Fresh

Perhaps it isn’t entirely possible to make content purely evergreen. There may be some reference you make to a certain date or time, but that is fine if the information is relevant and instructive. For instance, if your article is titled, “How to Change the Spark Plugs in a 2003 Saturn VUE,” your information will always stay the same. You’re giving instructions about an old vehicle and for a brand that has been discontinued. Still, your reach is to those customers that own a Saturn VUE and your information applies just to them.

For content that risks getting dated, you can make note of these articles and come back to them from time to time. One method is to create a spreadsheet, plug in the title, list the first print date for each article and make a note of what might change. Periodically, you’ll review these articles, make your updates and move on. Your information remains valuable and may include fresh information not previously available when you first published your winning article.

Mike is Co-founder and CMO of Content BLVD, a marketplace where product companies and YouTubers meet to get more products into more videos. He's written for, been quoted in, and kicked out of many fine establishments.

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Posted in Blogging and SEO
2 comments on “Evergreen Content and Your Site’s SEO
  1. theano says:

    So what happens when you make the article evergreen, but a date is put it on? Is not the date of the article used to determine ranking? Just asking because i track my articles and I notice if they have a date then after a year even though they were of high rank they start moving down. Is that from sheer volume of articles or have something to do with the date? Or just point me to a link that explains. 🙂

    • contentblvdadmin says:

      Good question. Search engines don’t care that you publish a date– but they do note when they crawled your content, so they do keep track of the date it was created. If there are not more social shares or updates to the content, it will naturally move down in rank because freshness of content matters. Keeping your evergreen pieces up to date and promoting them when the time is right will help them to retain search rank.

      However, remember that search rank is not absolute, it’s always in relation to other similar pieces. If someone created content that is better or otherwise more relevant than your older piece, it’s going to push yours down. In that respect, you’re only as good as your competitors’ content!

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