If you’re looking for a new strategy for improving your search rankings as well as the overall quality of your content, then harnessing the power of evergreen content can be extremely valuable.

Evergreen content refers to content that does not become dated- much like the evergreen tree which retains its leaves all year round.  Evergreen content can help deliver traffic to your website and hold a valuable position in search results for months, and in some cases even years, after its publish date.

However, for this to be achieved content needs to be relevant and useful, which means that it needs to be well written and must address the needs of your users.  In this article, SEO agency Ad-Rank Media outline the benefits of employing evergreen content into your content marketing strategy as well as some practical examples of how this can be achieved.

Benfits of evergreen content:

Enhances SEO

According to SEO experts, evergreen content is one of the most effective ways for small businesses to increase their exposure on the internet. This is because Google rewards sites that produce relevant and timeless articles that receive regular traffic over a sustained period of time.

Boosts keyword rankings

Evergreen content should contain at least some of your top level keywords that you’re trying to target. A good approach would be to tailor your evergreen writing around these keywords. This should enhance your online authority and drive more targeted traffic to your site.

Attracts links

Detailed, long form pieces of content are more likely to be linked by other websites. Robust evergreen content can still get new backlinks even years after it’s been published. A strong link profile will also improve your overall rankings as Google rewards websites that receive links from high DA sites.

Social shares

Evergreen content is more likely to receive more social shares in the long term than trending topics. This is partly because evergreen content is more likely to remain visible in search rankings and partly because in-depth and informative articles are usually seen to be more authoritative, therefore users feel they can share with confidence that you are a reliable and trustworthy source.

Sharing on social media directly contributes to brand awareness and trust. Studies suggest that 92% of people trust peer recommendations over advertising, which is an important aspect to consider when it comes to increasing your audience reach.

Several formats of content are considered evergreen, and the chances are you are already writing it, without even realising it.

Some popular examples include:

FAQS:

Utilising FAQs can enhance the user experience and improve time spent on your website. A good FAQ page will benefit your website by allowing extra content to be picked up by search engines and enable customers to have their questions answered efficiently. Not only do FAQ’s help alleviate purchasing anxieties but they can also enhance SEO. This is because by hyperlinking each question to a separate page, you can help surface each answer through search engines on your own site.

Tutorials:

‘How to’ guides and tutorials are great examples of evergreen content, as people are looking for how-to articles all the time. Framing your how-to guides as a tutorial will help to establish your site as a reputable source and a place to learn on a regular basis. 98% of people claim to have watched an online tutorial to learn more about a product. In today’s busy world the modern consumer doesn’t want to have to read through swathes of content to get the information they need, so investing in good quality video can be a good investment.

Product Reviews

Reviews about a particular product or service can be extremely valuable for driving constant traffic to your site. The majority of consumers will research a product before they commit to a purchase so by providing them with impartial product reviews the more convinced a shopper will be that they are making the right decision.

Whitepapers

A whitepaper can help to establish your company as an authority in its field, and like any rich content, they are also good from an SEO perspective. By giving your customers detailed and insightful information about a subject matter the more likely they will stay on your site for longer (or revisit) which increases web traffic, and, in turn, influences search engine algorithms.

Case studies

While they might not sound like the most exciting stories in the world, case studies are incredibly powerful when it comes to convincing potential customers to do business with you. These case studies could come in the form of a customer success story or an example that highlights the impact of your products or services. Put simply, it’s where you tell a story. Case studies like this help show off your expertise by promoting real-world results.

What next?

Before you start creating your content, there a few steps you can take to make sure that your content stays fresh all year round.

Update it

Before you start investing time into creating new pieces of content, have you checked your existing content to see if it can be given a new lease of life? This is where evergreen content proves useful as you can focus on building up a strong link profile to particular pages that have seen drop offs in traffic. The first step is to make sure that statistics aren’t out of date and that links still work. Another approach would be to amalgamate posts that are about a similar theme. For example if you’ve blogged a lot about a specific topic, consider repacking those blog posts into a fresh new guide.

Keep it focused

It can sometimes be tempting to try and push all of your specific pages. But don’t spread yourself too thin. While you may wish to promote your flagship products, restrain your efforts to your key landing pages like your category pages.

Share it

Your link building strategy should, for the most part, focus on your evergreen content. Link building can be a lengthy process so by concentrating on pages that remain timeless the better chance you have of attracting new traffic. This means sharing it around as much as possible, so don’t just passively wait for people to come to you, get out there promote it on your social channels as well.