Evergreen content is content that is perpetually relevant to readers. Due to its timeless subject matter and its appeal to a large and recurring audience, evergreen content has no real expiration date and retains its value long-term.
The term “evergreen content” comes from the Evergreen plant— a plant that has leaves throughout the year that are always green. And much like the way the plant retains its colours year-round, evergreen content is characterized by its consistent ability to drive traffic.
The reliable stream of traffic that evergreen content produces can be attributed to:
- Search Engine Optimized (SEO) Content — Given that content is largely discovered through search engines, its not surprising that a lot of evergreen articles are search engine optimized. This can include the use of strategic article titles, customizing an article’s meta description, utilization of custom images, and organizing content into numbered or bullet lists.
- Original Content — Both search engines and readers crave original content. Originality is a key attribute of evergreen content. It’s OK to aggregate information (such as in a master listicle) but you must make sure the writing is original and that you are adding insightful analysis. Otherwise, readers and search engines will refer to the articles you are citing.
- Demand for a Topic — There must be proper demand for a topic in order for it to produce sufficient traffic. This does not mean that evergreen content must only discuss broadly searched topics. Creating authoritative content within a niche can be a great way to create evergreen content. Still, there must be a steady demand for a topic, in order for there to be ample traffic.
- Clear and Concise Writing — You may feel the need to share your expertise, but do so in a way that caters to beginners. Experts aren’t likely to be searching on broad topics, and you want to generate evergreen content for a large and recurring audience. Similarly, beginners often don’t understand the overly-technical language, so try to avoid using it whenever possible.
- Article Structure — Evergreen content is typically structured in an organized form that is easy for both readers and search engines to scan and interpret the content. An example of this is using article section headers to organize your articles into subtopics. This makes it easier for readers to follow. It also helps search engines which will interpret the coded headers as a new layer within your article. The clear structure will also make it easier for your content to become Google’s featured snippet (which can be seen as a strong indicator of evergreen content).
“Evergreen content is content that is perpetually relevant to readers. Due to its timeless subject matter and its appeal to a large and recurring audience, evergreen content has no real expiration date and retains its value long-term.”
- Lead Generation — Since these posts will be ranking highly and receiving a large amount of traffic you should properly optimize these posts to collect leads. These posts can bring you a steady stream of leads for a long time without you having to do any additional work beyond the initial publishing and promotion.
- Traffic — Since evergreen content tends to rank higher in the search engines, this means these posts can be responsible for a lot of website traffic. Once these posts rank highly they tend to stay, since they are often the definitive pieces of content on the topic. This means this kind of post will send your site a high volume of traffic even a long while after you published the post.
- Scale/Efficiency — Evergreen content will work for your you or your business a long time after it’s originally published. Typically when a writer posts their content online, the trajectory of views is fairly common:
Content that is topical or time-sensitive tends to experience a brief spike in traffic followed by a significant drop off in views.
Evergreen content remains relatively steady in producing views, and can even increase in views as it climbs the ranks to become a top search engine result.
There is no single type of content best suited for evergreen content. There are a few types of article structures that are frequently used in most evergreen content.
1. How To Guides
How to guides are a prime example of evergreen content. These guides can be divided into two basic groups — content that remains pertinent, regardless of passing time and changing culture, and content that loses relevance and importance over time if it’s not tended to and updated to reflect changing trends and technology.
Examples of the first type of how to guides, content that remains pertinent, regardless of passing time and changing culture, would be a guide such as “How to Change a Tire” or “How to Tie a Tie.” The answers to these topics may change slightly over time, but a well written how to guide will contain essentially the correct information for the next few decades.
Examples of the second type of how to guides, content that loses relevance and importance over time if it’s not tended to and updated to reflect changing trends and technology, would be “How to Bypass Virtually Any Paywall” (an article I actually wrote).
People, for the foreseeable future, will be looking for ways to get around paywalls and improve their online reading experience. This article has generated nearly 300,000 views and shows no signs of slowing down.
However, unlike the first type of how to guides, this article will need to be tweaked periodically, to ensure that it is still an accurate, up-to-date, and definitive guide. But the beauty of evergreen content is that even if you have to make updates, once you obtain a high ranking in search engines, it is harder for a new article to come along and “dethrone” you as the definitive source on that topic.
Originally published here – Source