Evergreen content, like evergreen trees, stays green and lively all year long – and through the years to come. There is often a push in online marketing to tap into the latest, trendiest, most talked-about subjects so that you can increase web traffic ASAP. However, there is also an important space in your blog for evergreen articles, and it may be more important than you think. Let's look at just how important.
Why Use Evergreen? Here's Why
As a general rule, trendy content tends to get a high number of views early on and none at all later, while evergreen tends to get a lower number of views at first, but continue gathering new views over time. That makes sense in an abstract sort of way, but when you actually drill down to the numbers, it becomes far more impressive.
If you have time, we suggest taking a look at this great study by Search Engine Watch where they researched both trendy, short-term articles and evergreen articles. There are several fascinating graphs showing activity, but the main takeaway is that the top evergreen content outperformed the top trendy content in a given time (around a year) by anywhere from 10,000 to 200,000 views, depending on the piece. Quality evergreen pieces delivered around 1,000 views per day on average…throughout the entire year.
There's also notable benefits for SEO: In the study, the evergreen pages were spread more consistently throughout the website, which meant that viewers were visiting more that just the home page. This pleases Google, which likes to see all the content of a website being regularly accessed, and leads to higher page rankings. It's the definition of a win-win!
Creating a Good Evergreen Article: 3 Tips
Now that we've convinced you how effective evergreen can be, let's wrap up with a few important reminders on how to create evergreen articles. Remember, quality is always important but particularly important here, because it needs to keep people interested over and over again. There's no room for laziness here – but give particular focus to:
- Broad Subjects: Always ask yourself, "Will this still be true in a couple years? Will people still be interested in this information by then?" Don't focus on any products that will (probably) be replaced with new versions in the future, or industry trends that could be changed by time, regulation, or other factors. Stick to broad advice that will be useful in many situations. For example, this section of the article is suitable for evergreen content: We're giving advice that could be used for any evergreen content and, barring a massive revolution in SEO, will still be true in years to come.
- Do Your Research: The more research that you do about a topic, the better evergreen content you can create. Superficial, shallow knowledge is likely to contain errors and time-sensitive ideas. Even if you think you know everything about a particular subject, do some research to double-check. You will be amazed on the valuable information you can unearth.
- A Careful Title: An evergreen title, like the content, should appeal to people in the long term. Don't make it too snappy or lengthy: Good evergreen titles are solid, dependable, and immediately evoke the sort of quality that you can count on.