Evergreen Content: What it is and Why You Need it

28 September 2015

Evergreen Content: What it is and Why You Need it

You might have heard of evergreen content, but what is it exactly?

Econsultancy describes evergreen content as content that “is still interesting and relevant weeks, months or even years after its initial publish date”.

The real benefit of evergreen content is that it does not get out of date quickly, and it can be a great source of ongoing organic search traffic and social shares over time.

News content, such as reporting on what is happening in your industry right now, has a valuable role in any content strategy. But it can become dated relatively quickly.

For example, this search for information about the much-discussed Facebook ‘dislike’ button returns results that are all from the last week or so, whether they are about the original story or the scammers attempting to take advantage of the hype:

Ranking in organic search or linking to relevant articles in paid search for content about the Facebook ‘dislike’ button could help to show that a business is on top of the latest news and is an authoritative voice in the niche.

However, in a few months, it is likely that the search volume for this topic will be dramatically reduced.

If we compare those results for a search for ‘Twitter best practice for business’ – an evergreen topic that is an ongoing issue for many brands and marketers, we can see that the results on the first page of the SERPs go back to 2009.

If the content is good enough, gets enough backlinks and social shares, and answers the questions that people carrying out a search are looking for, it can rank highly for years, providing a source of regular, reliable, targeted traffic to your website.

7 top tips for effective evergreen content

  1. Share it over time, not just when it is first published. If it truly stands the test of time, you can get as much attention on social media when the post is a year or two old as you can when it is first released.
  2. Make it high quality. For a piece of content to rank highly over a prolonged period of time, it has to be of the best possible quality. There’s a good chance that competition for that spot in the SERPs will grow.
  3. Think of social shares when writing. This includes using compelling images and titles that work.
  4. If you have a great post that is a little out of date, don’t be afraid of going back and updating it to include the latest information and data.
  5. Use your analytics. If particular topics get a lot of attention already, see whether you can find new angles to cover these popular areas in new ways.
  6. Think about Latent Semantic Indexing when writing the content to help the search engines to deliver the right results to their users.
  7. Choose the best social networks. The Content Marketing Institute recommends promoting evergreen content on Google+ and Pinterest, which both return older content to searchers, when relevant.