A Guide to Creating Evergreen Content

If you’ve got experience in marketing, then you’ll have heard of evergreen content. You’ll likely also have a good grasp on what it is, what it means and why it’s important for SEO. However, if you’re new to the scene, then evergreen content might be something that’s entirely alien to you. If that’s you, then you’re in the right place. In this article, we’ll be taking you through what evergreen content is, why it’s important and how to create it yourself.

What is evergreen content?

We have written an article that explains what evergreen content is in more detail, something you can read about here. But in short, evergreen content is content that is continually relevant and is constantly being searched for by internet users, regardless of the year or season we might be in. It’s not specific about one event in time, it’s timeless content that will still be relevant in years to come. 

Think of it as an evergreen plant. An evergreen shrub never loses its leaves, staying green and lush all year round every single year, providing a focal point in the garden no matter the weather. This is how evergreen content should be viewed. It’s content that sticks out in the mind of everyone no matter what else is going on in the world, the season we’re in or the year it is. 

Why is evergreen content important?

Evergreen content is more important than people might think. Where it’s paramount that you’re aware of what people are searching for on the internet, not all of it will be considered to be evergreen. For example, people might be searching about the line up for Glastonbury 2023, but they won’t be looking for that after the fact or next time the Glastonbury festival event rolls around. 

However, people will always want to know how to bake a classic sponge cake. This is where evergreen content then becomes important, because it’s something people will always be searching for and reading about. Your views will do nothing but climb with the use of evergreen content. But why else should you consider using it on your own site?

It can boost search rankings

75% of people will never scroll past the first page of the Google search results page. If your content doesn’t appear on the first page of Google, then it’s highly-unlikely that it will ever be viewed. Evergreen content is a sure-fire way of appearing on page one of the results page, provided it’s been written with SEO in mind and that it’s been optimised accordingly. Evergreen content will boost your EAT score – expertise, authoritativeness and trustworthiness. The higher your EAT score, the more likely it is that you’ll secure a spot on page one of the Google search results page.

It helps to draw organic traffic to your site

Organic traffic is the number of people who visit your website directly from the search engine results page as opposed to clicking on paid advertisements or other gateways into your site. Evergreen content draws in organic traffic because it needs to answer a question that people have a genuine interest in, and will continue to be interested in for the foreseeable future. 

The result of this is more organic traffic because they’ll type their query into the search engine and your article will pop up, hopefully, within the top five results on page one. The Google algorithm will look positively on the generation and funnelling of organic traffic, boosting you up in the search engine results page even further.

It shows your audience that your business is relevant, informative & helpful

Evergreen content isn’t just about generating traffic, leads and sales, although this is the main reason. It’s also about building a strong reputation and making sure your audience has a great first impression of your website and your business. A company that regularly publishes relevant content on their site is seemingly one that only wants to help and inform their readers. It gives a different vibe to that of your service or product pages, which will be very sales-orientated and persuasive. Evergreen content needs to be created solely for the reader and this needs to be obvious to your audience in order for them to put their trust in you, your brand and the content you’re producing. 

How to create evergreen content

Now you know what evergreen content is and why it’s so important, you’re probably interested in knowing how to create it for your own site. If you’re looking to publish timeless, classic content that everyone will be interested in for years to come, then read on to see how you can do it yourself.

Make sure you choose the right topics

It’s important with evergreen content that you’re only creating content that involves a topic that will never become outdated. Tutorials, guides, listicles and “how to” articles tend to perform better as evergreen content as opposed to discussions or informative articles detailing events or time-specific subjects. 

Think about what the everyday internet user would be searching for throughout the year. It’s unlikely that someone will be searching for “how to make Christmas garlands” in July, for example. However, it’s more likely that someone will search for “how to pump up a car tyre” at any time of year. This would be evergreen content.

Use appropriate, relevant keywords

Anyone working in the marketing industry will know how important relevant keywords are when it comes to content writing, whether it be a blog post or a website page. Without keywords and phrases, your content will become lost in the search engines. When creating evergreen content, make sure you do your research. Find out what people are looking for and look into how long that keyword or phrase is likely to be used for. 

For example, everyone is going to want to know how to change a lightbulb, no matter the time of year. So those keywords and phrases would likely be: “how to change a lightbulb”, “change a lightbulb” or “how to change an LED lightbulb”, to name a few. If you aren’t using the right keywords in your evergreen content, it’s unlikely that anyone will come across it.

Avoid using, or referring to, specific dates & events

Evergreen content contains details and information that, essentially, doesn’t age. If you start referring to specific dates, times or events, then that content is no longer evergreen. Refrain from writing seasonal articles or informational articles that discuss the latest trends or an event that the whole world is watching, because it won’t be something that anyone will want to read about in ten years time. 

Repurpose old content

One of the most effective ways to create evergreen content is to look back through the content you have already published. Not only is this a quick and efficient way of publishing new content, but it’s also a great method for picking out content that is actually defined as being “evergreen”. 

If people are still reading it and are interested in it, then you know that it’s evergreen, even if it’s a few years old. Google Analytics and Google Search Console can be used to determine how well a piece of content is performing, so use these tools to help you identify which content pieces should be repurposed and which should be left alone or archived.

Kumo has extensive knowledge and expertise in the digital marketing industry. With over two decades of experience under our belts, you’ll always be able to count on us to propel your business into the spotlight and set you apart from your competitors. With SEO specialists, PPC professionals, content writing experts and dedicated website designers, we’ll be on hand to help. For further information, get in touch with a member of our friendly team today – we’re always pleased to hear from you.