Unlike other content on your website and social media pages, evergreen content remains relevant over time. Evergreen content is created so that it will continue to rank high in search engines and be interesting to readers over long periods of time. It’s useful for anyone who finds it and can be easily shared and recommended across platforms.
In this blog post, we will explore how evergreen content works and some of the mechanics behind it.
The Importance of Evergreen Content
Why would anyone want to bother creating evergreen content?
The answer is simple: because it’s useful. Evergreen content is the kind of content people are always searching for, regardless of the date.
That means that your content has the potential to be found and shared long after it’s been published.
It’s the difference between writing a blog post about a current event that will be forgotten in a few weeks’ time and writing a blog post that will continue to be relevant for years to come.
Here is why evergreen content is important for your website (and, subsequently, your business):
- Increases organic traffic over time
- Helps get more backlinks
- Suitable for repurposing for social media
- Builds E-A-T (Expertise, Authority, Trustworthiness)
- Can be used as a lead magnet and more
Let’s break down each of these points.
How Evergreen Content Increases Organic Traffic Over Time
Organic traffic is the lifeblood of most websites. It’s the visitors that come to your site without you having to pay for them (unlike paid traffic).
Organic traffic is generated through search engines, and the main way to increase it is by ranking higher in SERPs (search engine results pages).
Other types of content, such as news articles, have a short shelf life. They might be popular for a few days or weeks, but then they drop off the radar and are replaced by newer content.
This means that the traffic they generate is also short-lived.
Evergreen content, on the other hand, continues to be helpful, informative, and interesting over time. That means it will continue to rank well in SERPs and generate organic traffic for months or even years.
As long as you continue to produce high-quality, keyword-rich evergreen content, your website will continue to enjoy increased organic traffic.
How Evergreen Content Helps You Get More Backlinks
A backlink is when another website links to yours, and they act as a vote of confidence for your site. The more backlinks you have from high-quality websites, the higher you will rank in SERPs.
Reasons why evergreen content is especially good for building backlinks:
- Is informative – If your content is truly helpful – as evergreen content should be – people will want to link to it as a source.
- Has a long shelf life – The longer your content remains relevant, the more likely it is to attract backlinks.
- Builds a strong link profile – The anchor text that other websites use to link to your site will give search engines an idea of what your website is about. Typically, evergreen content can be linked to by using branded keywords, exact match keywords, related keywords, etc.
- Maintain link velocity – Link velocity is the rate at which links are being built to your website. A strong link velocity signals to search engines that your website is popular and relevant, which will help you rank higher. Evergreen content tends to maintain a strong link velocity because it continues to be shared and recommended over time.
How Evergreen Content is Suitable for Repurposing for Social Media
Creating content for social media, especially for multiple platforms, can be time-consuming.
This is especially true if you run a small business or are a solopreneur – you might not have the manpower to be constantly creating new content.
One way to get around this is to repurpose your evergreen content for social media.
For example, if you have an evergreen blog post that did well, you can create an infographic or a video from it and share it on social media.
This saves time and ensures that your social media channels are always updated with fresh content.
How Evergreen Content Builds E-A-T
E-A-T stands for Expertise, Authority, and Trustworthiness. The concept originates from Google’s Quality Raters Guidelines, which are the guidelines that Google uses to train its human search results evaluators (aka quality raters).
These guidelines state that websites should have a high level of E-A-T in order to rank well in SERPs.
- Expertise – Google wants to see that your content is written by experts on the topic. This means that your content should be well-researched and free of errors.
- Authority – Google wants to see that your website is a reliable source of information. This means that your content should be authoritative and backed up by sources.
- Trustworthiness – Google wants to see that your website is trustworthy. This means that your content should be accurate and unbiased.
Evergreen content typically has a high level of E-A-T because it is well-researched, authoritative, and accurate. By creating evergreen content, you can signal to Google that your website is a reliable source of information, which will help you rank higher in SERPs.
Of course, this depends on the quality of your evergreen content. If your content is poorly written or inaccurate, it will not help you build E-A-T.
How Evergreen Content Can Be a Lead Magnet
For any business, generating leads is essential for success. One way to generate leads is to create evergreen content that can be used as a lead magnet.
A lead magnet is a piece of content that is used to entice potential customers to sign up for your email list or download your app. It should be something that is valuable and relevant to your target audience.
For example, if you sell skincare products, you could create an evergreen blog post about the best skincare ingredients for dry skin.
Your audience will be interested in this information, and you could include a call-to-action at the end of the post to sign up for your email list.
Evergreen topics work wonders for lead magnet content because it doesn’t follow industry trends but rather focus on timeless information.
There’s no doubt that evergreen content is an essential piece of any content marketing strategy.
It offers a load of benefits, such as increased organic traffic over time, better E-A-T, and smarter lead generation.
It’s important to remember, however, that not all evergreen content is created equal. In order for your evergreen content to be successful, it needs to be well-researched, authoritative, and accurate.
If you would like to learn more about how to create successful evergreen content, please contact us. We would be happy to help you out!