Evergreen Content

Evergreen content is content or topics that have been published in journalistic works or on websites. These topics have a timeless character and are usually not tied to seasonal or epochal references and represent added value for a long time. In the field of SEO, evergreen content can be useful to obtain permanent current backlinks and traffic. A common example of evergreen content is an encyclopedia entry.

Background

The term “evergreen content” does not yet have a long history. It is used today especially in online marketing and can include journalistic content, as well as, content on websites such as online stores or news pages. Evergreen content can include many formats and subjects. Thus, certainly the popular cat video on YouTube can be subsumed under this concept, as well as, instructions for making an apple pie. Generally, different groups of evergreen content can be distinguished. It is only important that the content or topic that is of timeless interest. Such content is often prepared for and understandable by a broad audience. However, evergreen content can also be of timeless interest for a specific group. For example, the subject of “how to lose 20 pounds in 10 days” does not just appeal to a large number of people in the tabloid area, whereas the eternal question of “Are backlinks dead?” particularly interests online marketing experts. Nevertheless, both topics have the potential to be evergreen content.

Practical relevance

  • Advice: If it is a general, timeless subject, advice can very easily become evergreen content.
  • Lexicons / wikis: Lexicons certainly are classic evergreen content. They usually include general definitions and explanations on specific topics or technical terms. Even individual areas of modern topics such as search engine optimization or artificial intelligence can become evergreen content. In the digital age, wikis assume the function of collecting and recycling evergreen content.
  • Historical topics, myths or mysteries: Conspiracy topics are a popular discussion on the Internet, for example. An article on such a topic can be of long-term interest for a broad group of people.
  • Rankings and records: Top rankings include content that is repeatedly searched and is of timeless interest. Some common questions include, for example, “Who is the richest person in the world?”

Application

Unlike current content that is time-bound, in the creation of evergreen content you have to become familiar with the potential questions of your clientele or target group. Especially such questions that are not time-bound and will still interest users a few years from now. The creation of evergreen content requires a detailed knowledge of the target audience and their needs for information.

If you want to use evergreen content on your website and thus achieve good rankings, you should be aware, however, that it is not sufficient to just produce this content once and that the constant demand for this topic alone does not represent a ranking factor. Google and other search engines rate how relevant a landing page is for every new query and look at elements such as the release date or the time stamp of an update. This is meant to provide users optimum search results. Therefore, webmasters are challenged to examine their timeless content regularly for updates or improvements. This applies not only to technical subjects, where constant changes ensure regular updates, but also content that is timeless at first glance. The more competition exists concerning a particular evergreen content, the more criteria have to be optimized. Thus, changes to the Google algorithm may require technical adjustments to continue to rank well with evergreen content.

Benefits for search engine optimization and online marketing

Evergreen content is not a new subject in search engine optimization. Search engines evaluate websites based on many factors. Some of these are, for example, traffic, page views, length of stay, and sensibly used keywords. A good content concept of a website will be of interest to users over a long period of time and cover the long-term, relevant keywords without getting into keyword stuffing.

Values for traffic, page views, and length of stay are generally at a constant level as can be expected with evergreen content, while bounce rates should be low because the content encourages reading and fulfills the desire for information. An important side aspect is that links or references to this webpage come naturally. Moreover, if the content is interesting, it will also be shared via social media, which can provide positive user signals to search engines.

Another aspect of evergreen content is that it can strengthen the reputation of the website or the company. Through useful content, expertise can be built. Users trust a provider of products and services if he appears to be competent and has expertise that he can provide in an understandable way. Evergreen content can thus be regarded as a branding factor to differentiate yourself from competitors through content. A hypothetical example, which takes both aspects into account is a website that sells lights. Evergreen content would be in this case, an article that educates users on the technical aspects of light installation or explains safety issues for outdoor use. At the same time, this website provides certain expertise that benefits users if they want to install the lights they ordered in their home.

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