As part of our content series, we cover critical aspects of high-quality content each month. Last month, we delved deeper into the importance of maintaining content freshness for high SERP rankings. Today, we’ll cover another critical type of content that determines SERP rankings: evergreen content.
You may have heard this term casually thrown around in content marketing meetings. In 2023, content marketing specialists are creating more and more evergreen content, and it’s easy to see why. In this blog, we’ll unpack evergreen content and answer critical questions like:
- Why is evergreen content so important in 2023?
- What are the benefits of equipping your website with evergreen content?
- How can I create evergreen content?
What Is Evergreen Content?
By definition, Evergreen content remains fresh and continually relevant for readers over the years and decades.
This terminology is very familiar to non-marketers as well. Evergreen trees (generally fir or pine) are famously used for décor purposes, especially during Christmas. They’re symbolic of timelessness owing to their incredible ability to retain their leaves during all four seasons. They’re lasting, sustainable, and resilient.
Much like evergreen trees, evergreen content is sustainable, i.e., it doesn’t lose its relevance over time. This is where people often get confused. “Isn’t all content sustainable? Articles and blogs remain on the internet forever; they don’t disappear.”
Well…yes. However, while content stays on the internet, it isn’t equally relevant in the long run. News articles lose their relevance very quickly. Statistical and numerical reports become outdated over time. Holiday and season-specific content also grows stale. Content around current pop culture references, trends, and hot topics follow pretty much the same trajectory.
Evergreen content has no expiration date; it remains fresh and continues to provide value to readers in the long run. Let’s consider an example. Out of these two articles, which one is evergreen?
- How to Solve a Rubik’s Cube
- 5 Christmas Marketing Tips for eCommerce Stores: 2023 Edition
Do we have an answer? The first one, of course. The Rubik’s Cube isn’t subject to change. While there may be slight variations here and there, the colours, shape, and structure will remain the same. Whether a web user looks for ways to solve a Rubik’s Cube in 2023 or 2063, the technique will remain pretty much the same.
The same goes for tying shoelaces. Or a tie. Or braiding your hair. These activities aren’t subject to change. As a result, content created around these topics will remain fresh forever.
The second title, 5 Christmas Marketing Tips for eCommerce Stores: 2023 Edition, will quickly lose its relevance as soon as the year changes and Christmas 2023 ends. To determine whether a content title is evergreen or not, ask yourself if the information will remain accurate years from now.
The Right Way to Create Evergreen Content
If you want to create evergreen content, you’ll have to follow certain rules. For starters, make sure you select a topic that isn’t subject to change.
If you’re writing a food blog, research the ingredients and ensure they’re at low risk of going extinct because of climate change. If you’re working on a pet care blog, cover techniques that will still remain useful years and decades from now. And if you’re writing a weight loss article, cover nutrition and exercise-related strategies that will remain relevant in the long run.
There’s a catch. Since evergreen content remains useful for a long period, it has already been covered multiple times. If you fail to bring something new to the table, your content will start collecting dust on Google SERPs.
There’s nothing wrong with covering an evergreen title that’s already a common sight on SERPs as long as you cover new ground. Provide valuable insights that haven’t been delivered before. If that isn’t possible, add a creative spin to your content.
Put your creative hat on and find new ways to make your content unique and exciting! Work with content marketing experts who can take the reins and steer you in the right direction. Once you start working on evergreen content, make sure you optimise it like a seasoned pro. Use the following:
- High-ranking keywords
- Optimised title tag, meta description, header tags
- Filename and alt text for images
- A custom URL (with keywords)
- A catchy call-to-action (CTA)
- High-DA (domain authority) external links and relevant internal links
Search engine optimisation will help you improve your SERP rankings more so than usual. You’ll also turn more eyes towards your brand and increase the chances of generating high-DA backlinks.
How Will Evergreen Content Benefit My Business?
Evergreen content elevates Google SERP rankings. When you use the right keywords and create power-packed content that provides good value to your readers, you’ll manage to snag the top SERP spots.
Since evergreen content remains relevant for a long time, it generates more backlinks. High-DA backlinks will lend greater credibility and authoritativeness to your website, resulting in higher conversions and an impressive brand identity.
Well-researched, well-written, and value-added evergreen content will present you as an industry expert to your audience. If you don’t drop the consistency ball, you’ll continue to grow your brand. Closely track the results, tweak your content marketing campaign accordingly, and keep elevating your performance.
Start Creating Evergreen Content with TocToc
If you want to fill your content arsenal with evergreen content, TocToc should be your first stop. As an experienced SEO company based in Canberra and Sydney, we help clients rank higher on Google SERPs, earn a hearty boost in online visibility, generate more traffic, and increase their revenue.
Our content marketing specialists create value-added, engaging, high-ranking, and insightful content for clients. We also leverage the power of evergreen content to help you reach a wider audience, generate consistent results over time, provide value to customers, increase leads, and build a wide reader base.
Explore our content marketing services to get started. We specialise in blog writing, article writing, eBook writing, and web copywriting. At TocToc, we also provide search engine optimisation (SEO), email marketing, social media marketing, web design and development, and app development services to clients across Canberra and Sydney. Let’s get your business back on track!