Evergreen content means exactly what it indicates: evergreen content generates consistent, regular traffic to your website. This often involves timeless, classic topics that do not lose relevance over the years. Examples of this are guidebooks, manuals, or encyclopedia entries. The target group is thus offered added value that could provide solutions to problems they have. What further distinguishes evergreen content from other blog posts is the focus on a topic and the depth with which the topic is treated. In this post, we will explain why evergreen content is so important and how to maintain it.
As already indicated, evergreen content ensures continuous traffic to a company’s website due to its timeless relevance and value. This traffic is a good signal for Google, which evaluates such content as extremely relevant, which then in turn benefits the position in the search queries. In addition to this, good and sought-after content helps to gain expert status in the industry, which means that companies can also build organic backlinks.
There are methods to make creating evergreen content easier, starting with keywords that indicate which subheadings should be included in the content. Moreover, doing comprehensive keyword research before creating the content also gives an idea of related search queries.
Also, it is important not to forget search engine optimization among all the other tips, because it is a big component in determining how Google will rank your website. Attention should be paid to the headline structure, as well as to the correct use of internal links, metadata, and the structuring of the data.
When it comes to creating evergreen content, it is important to take all users “along for the ride” and be aware that you are dealing with a heterogeneous target group. This means that not all users are on the same level and have different prior knowledge on different topics. It is important to create content that is suitable for both beginners and experts on your topic.
When it comes to maintaining evergreen content, planning and organizing in advance help considerably. The German technology magazine t3n, for example, works with Asana boards, which are divided into different sections. Depending on the amount of traffic, you can decide to what extent regular updating of evergreen content is necessary and for which contributions this is not worthwhile. T3n regularly republishes evergreen content that generates a lot of traffic. At least two evergreen articles are revised and republished per month. For example, new studies are linked and content, for which there are new findings, is revised.
Generally speaking, evergreen content doesn’t need much maintenance. But it’s all about the balance – a mix of articles pertaining to current topics as well as evergreen content gives readers exactly what they’re looking for.
