Online marketing is one of the most effective techniques for business growth, no matter what sector your company is in. Whether you’re a small or large business, understanding the digital landscape can help you connect with more customers and grow your brand.
Two significant facets of online marketing are SEO and link-building. Both are complicated and involve many different facets, each of which can be a full-time endeavor often best handled by professionals. However, if you want to undertake some of your own work to improve your site, creating content to post on your company’s site is one way to do so. The success of this strategy depends on how relevant and valuable your content is to your audience. Ideally, the content you produce should resonate with your audience any time they read it, a goal best achieved by evergreen content.
What Is Evergreen Content?
In a nutshell, evergreen content is content that delivers long-term value. It stays fresh and relevant to your readers over a long period. The name is inspired by evergreen plants, which are known for keeping their leaves and surviving through multiple growing seasons, and living very long lives.
While content can live on the web forever, its value or usefulness tends to subside over time. As more content is produced and the world moves on to new topics. A lot of content relates to current events or topics that are subject to frequent change, making content defunct. As such, evergreen content makes a great investment if you want to run a blog that continually offers value.
Having the time and understanding to create such content can be difficult for a busy entrepreneur. If you want to create evergreen EAT content (content that Google views as having Expertise, Authority, and Trustworthiness), professional SEO companies like PureLinq have guidance to help.
Benefits of Evergreen Content
Evergreen content helps you continually build backlinks from reputable sites, meaning they include links to your content on their own pages. Well-crafted and optimized content will naturally attract other industry experts. If they find your content informative and valuable, they’ll link to it, driving traffic to your website. This helps expose your brand to more potential customers.
It can also help you improve your ranking on Google’s search engine results page (SERP). Part of creating evergreen content is optimizing it for relevant keywords. These are terms associated with your product or service that you think your target audience is likely to type into a search engine. The higher your business ranks for those keywords, the more organic traffic you will receive. When someone searches for specific keywords you used in your content, search engines are more likely to serve them your content.
One key benefit of evergreen content is that it never stops being relevant. You don’t need to take it down after a set period, and you’ll rarely need to update it (although keeping basic details current is always wise). Once you figure out the topics you want to cover, you can easily create comprehensive content that delivers value to years.
Types of Evergreen Content
There are several types of evergreen content you can consider creating. It’s wise to create a mix of different types of content to serve different audiences. Some people prefer articles, others like videos, and others will appreciate the tools you offer.
#1. Explainer Articles, Videos, and Graphics
These are the most common types of online content, and they serve to help audiences understand a concept. To produce a winning explainer, you’ll have to go above and beyond to capture what others are not offering. Review what’s already out there and strive to create content that fulfills a less explored need.
This involves searching for keywords related to your brand that you can also leverage in evergreen content. Be sure to pick those that have high search volumes—any keyword with 1,001 to 10,000 average monthly searches is ideal. In addition to delivering value, your content should also be attention-grabbing—this means creating engaging videos, eye-catching graphics, and well-written articles. Use the right keywords to optimize your content—common placement areas include title text, meta descriptions, alt text, and video description.
#2. Clever Calculators and Other Tools
Online tools, such as calculators, quizzes, and polls, are also excellent evergreen content because they provide a function that people will come back for repeatedly. Few sites offer such content, making it more likely that other sites will direct traffic your way. For example, if you own a landscaping company, a tool that calculates how much mulch will be needed per square foot, depending on the type, is evergreen, unique, and useful.
Downloadable assets, such as templates, manuals, and basic software, are also excellent. Before you put resources into building an online tool, be sure to check whether it already exists. If you find that it does, you can improve on what is being offered or find an alternative idea that will drive traffic to your website.
#3. Introductory or “About Us” Blog Posts
Customers who are deciding whether to make a purchase or enter into business with your company often seek to learn more. Other websites are unlikely to link to this page. Still, by providing your audience with information about your company’s origins, achievements, and team members, you highlight your brand’s trustworthiness.
You can also cover the main products or services you offer and link to other pages within your site. This helps to build internal links and raise the EAT level of your content.
Create Evergreen Content
Once you have a solid understanding of evergreen content and how it can benefit your company, you’ll need to choose the right type for your brand and focus on creating them. Be sure to find the right keywords, make the content engaging, and write for beginners by avoiding overly technical language.