Evergreen Content vs. Trending Content: Which is Better for SEO?

Content is one of the most powerful tools in search engine optimisation (SEO). However, not all content performs the same over the course of time. This is where evergreen and trending content comes into play. Some articles continue attracting traffic for years to come, while others simply spike quickly and disappear just as fast. 

However, this is an important thing to note as it raises a common question for marketers, bloggers and businesses, and that is: should I focus on evergreen or trending content for SEO? Which is better? While people are always looking for a simple and clear-cut answer, it’s not that simple. 

This is because both content types offer unique advantages, and the best SEO strategies often combine them strategically in order to get the best possible results. With this in mind, we’ll be looking closely at what evergreen and trending content is, together with why it’s useful for SEO and if there are any limitations to it. So, let’s dive right in. 

Evergreen content: what is it, how is it helpful to SEO & what are the limitations?

When it comes to evergreen content, there are a few things to consider with regard to what it is, how that sort of content should be created, how useful it is from an SEO perspective, and what the limitations are. The balance needs to be right, but before you go away and create evergreen content yourself, we should delve deeper into everything you need to know about evergreen content. 

What is evergreen content?

Evergreen content refers to content that remains useful and relevant over a long period of time. A reminder here is to think about evergreen content as an evergreen tree, where the leaves remain on and green all year round. Evergreen articles continue attracting readers for months, or even years, after they’ve been published. These sorts of topics solve ongoing problems or answer recurring questions. Evergreen content usually targets stable search demand rather than temporary interest. Some examples of evergreen content are as follows:

• “How to” articles
• Beginner’s guides
• “What is/are” articles
• Listicles 

There are also some very important characteristics of evergreen content that you should be aware of if you want to make sure that the evergreen content you’re producing is valuable and is capable of generating traffic. As a result of their lasting value, evergreen posts will often become foundational assets for websites, purely because they’re made up of the following characteristics:

• Stay relevant over time
• Generate consistent search traffic
• Require occasional updates
• Focus on educational value
• Target informational keywords
• Build long-term authority

How does evergreen content help SEO?

Evergreen content is often considered the backbone of long-term SEO success, and for good reason. Here are some of the ways in which evergreen content helps with regard to search engine optimisation (SEO):

• Generates long-term organic traffic
• Builds topical authority
• Earns backlinks naturally
• Delivers a better return on investment (ROI)

Are there any limitations to evergreen content?

Just as there are advantages to be had by using evergreen content as a way to get better SEO results, there are also some limitations to it. This means that instead of focusing primarily on evergreen content, it should be balanced with trending content at a ratio of about 70:30 (70% evergreen, 30% trending). Some of the limitations associated with evergreen content include:

• Slower initial growth
• Higher competition
• Regular updating is required

Trending content: what is it, how is it helpful to SEO & what are the limitations?

Just as there are things to consider regarding evergreen content, there are also things that you need to understand about trending content. This is to enable you to create quality trending content that does the job and gives great results when it comes to SEO. Firstly, you need to understand what trending content is, how it helps with regard to SEO and what its limitations are.

What is trending content?

Trending content focuses on topics that are currently popular or experiencing rapid interest spikes. These topics are often tied to things like: news events, industry experience, viral discussions, product launches, algorithm changes and cultural moments. 

Trending content usually experiences a short burst of interest, generating lots of traffic at one point in time, but not much after the event has occurred, otherwise known as a decline in interest. Some of the key characteristics when it comes to trending content include:

• Generate fast traffic spikes
• Have shorter relevance windows
• Performs well on social media
• Capture audience attention quickly 
• Require rapid publishing
• Depend heavily on timing

How does trending content help SEO?

Trending content helps SEO in a number of ways, all of which are slightly different from the benefits that evergreen content offers. This is why evergreen and trending content should be used in conjunction with one another. Some of the ways in which trending content helps SEO are as follows:

• Captures immediate traffic
• Improves brand visibility
• Increases social media reach
• Attracts new audiences

Are there any limitations to evergreen content?

There are a few limitations to trending content, which is why it should make up only 30% of your overall content strategy. While it’s still a good idea to use trending content as part of your content strategy, there are some things you need to consider first, such as:

• Short lifespan
• Constant publishing pressure
• Unpredictable performance
• Weak long-term value

With over 20 years of experience in the industry, Kumo is a results-driven digital marketing agency dedicated to helping businesses grow online. Our team of SEO professionals, PPC specialists, content creators, and expert web designers works collaboratively to boost your brand visibility and give you a competitive edge. To find out more about our marketing services, contact our friendly and experienced team today – we’re always here to help.