SEO

What is evergreen content and what is its impact on SEO?

When it comes to website content creation and overall SEO, one of the important points you need to be aware of is Evergreen content. In fact, knowing this content category will help you determine your website content strategy, increase traffic and even increase income. So, whether you are an online business owner or a content producer, you must know about permanent content.

What is evergreen content?

If I will say in simple language and succinctly; Evergreen contents are those whose topic is always attractive to the audience and is constantly searched for by them. In other words, content that has no expiration date! Let me explain with an example:

Imagine that you are creating content on a medical website. Last month, based on your diagnosis, I realized that you should release an article on the site about HPV. Considering that this topic has been searched on Google for years and is attractive to the public, and perhaps in the next few years, users will seek to increase their information on this topic and search for the required word on Google, and this content can be called evergreen content.

Now, as a continuation of the above example, you will notice that recently a plan has been implemented in the country that makes vaccination against HPV disease universal and mandatory. This is why you are writing an article about the new plan and vaccination implementation. The important point here is that users may have searched for this topic on Google in the first month or two, and after a while, its popularity gradually decreased and practically no one searched for it anymore. So this content is not always green.

In another example, if you write an article on the topic “Online Business Ideas”, that is evergreen content. But if you write an article and deal with the topic of a maintenance plan, which will be in the center of attention for a while and will be ignored by users over time, this content is not always green.

Evergreen content has the cutest!

One important thing that many sources don’t tell you about evergreen content is that almost any piece of content can range from evergreen to green! what does that mean? Let me give an example again. You see, it has been almost 10 years since the JCPOA became such an important issue in Iran, and during these 10 years, words related to it are constantly being searched on Google. So, given that we will likely be involved with this issue over the next few years, an article about JCPOA is evergreen content. But if we pay more attention, we will realize that in 5 or 10 years, Barjam will not be as attractive to users as it is today, and many of its search stats will decline. So, for example, we could say that the JCPOA is a green issue and the title of green probably isn’t appropriate for it. But unlike a phrase like “Who is Naseeruddin Shah?” Given that it is about an important historical figure of Iran, it will likely be attractive to audiences for decades to come and will be constantly sought after. Therefore, an article about it is evergreen content, or at least its degree of greenness is greater than the previous topic!

Evergreen content, what is it not?

By knowing what types of content are not classified as green, you can probably easily determine whether or not that content is evergreen before producing any.

     Trend content is not always green! In fact, a trend is a content that is popular with the audience for a short period of time and its popularity is rapidly declining. For example, content about a certain iPhone model that made a lot of noise once it was introduced, and after the next model is introduced, it will not be popular with the public.

     Most news content is not always green! As it is known, news and news content become popular among the audience for a short period of time and quickly lose popularity. Even the word and title of many news items are not searched at all. That is, news sites produce it for an audience that is looking for new news on the site itself.

     Statistics and reports are not always green! Most statistics and reports are not evergreen. For example, budget statistics for 1400 or sales statistics for 1999 in Digikala are topics that are attractive to the audience for a while, and then their search is greatly reduced.

Is seasonal content evergreen?

First of all, we must see what seasonal content is? For example, an article about a Valentine’s Day gift or how to start a water cooler. These are topics that become popular for a while in a year and then fall out of favor again for a long time. Considering that in the definition of evergreen content the phrase is always present and it is said that such content must be permanently popular, we probably cannot categorize such content among them. But in my opinion, given that these articles have been useful for a long time anyway, years, we can at least give them the green label.

Does all our content have to be evergreen?

One point that many sources don’t tell you about content marketing is that all of your content, whether on the site or in other media like Instagram and Twitter, should be published with one or more specific goals! For example, perhaps on a store site, the first priority is to convert the audience into buyers of the product. But the most important goal of any news site is to get more audiences to the site every day and, as a result, earn more incremental ad traffic. Here is the point. How important evergreen content is to your site depends on your own strategy. For example:

If your goal is to increase sales most of the time; not always; Popular content, or content that is popular with audiences for short, has a low conversion rate. But on the other hand, these contents can greatly increase your brand awareness due to high traffic in a short period of time. Considering this, if your goal is to increase brand awareness or if you want to build a brand with the help of these contents and increase the SEO power of your site with the help of the generated winner, you should definitely focus a large part on trending content and spend all your focus on the content. Don’t always be green.

What are the benefits of permanent content?

First, take a look at the image below:

The orange line indicates that in a short period of time, the traffic on this site has grown exponentially. why? Because it is possible that the webmaster has produced content on a popular and popular topic. As you can see, after a short time, this traffic dropped again! As I said above, your strategy may specify that part of your focus is on directional and current content. But the point is, if you focus all of your attention on these contents, they will fluctuate constantly.

On the other hand, if you put part of your focus on evergreen content, your site traffic will grow over time and of course that growth will be stable. This means that your traffic will not drop again after some time, because you have chosen evergreen topics, which are topics that users are always looking for. It is interesting to know that even news agency sites have generated content and categorized it on many evergreen words. So the most important advantage of evergreen content is that you write it once and you will benefit from it for a long time.

Some examples of evergreen content

From what I’ve explained so far, you may have noticed that a lot of the content is evergreen. But if I wanted to mention their types briefly, I would have to say this:

  •      Content about historical issues such as the names of important people or events. (Koresh the Great, The Iran-Iraq War)
  •      Contents related to geography, tourist places and city names. (Esfahan Cable Car, Urmia Lake)
  •      Contents titled How! For example, the article How to install Instagram or How to delete Telegram?
  •      Content like what! For example, the article “What is SEO” or the article What types of marketing strategies?
  •      Checklist content! For example, a marketing training checklist or a desert trip checklist.

What is the difference between an evergreen trait and an evergreen content?

To be honest, if I were to make the topic more specialized, I would have to explain an important point to you. See, the previous definition of evergreen content is the standard and all-encompassing definition. But if we get more specific, evergreen appearance and perennial content are different! what does that mean?!

In fact, in my opinion, what we have said so far is the definition of evergreen! That is, who is Naser al-Din Shah, thirty-three bridges in Isfahan, and how to install Instagram on iPhone, these are all evergreen topics. Topics that are always attractive to the audience. But evergreen content is content that does not need to be updated to complete once written. what does that mean?!

For example, if you wrote an article today about how to install Instagram on iPhone, you will probably have to update it in 6 months. Otherwise, this content may not be useful! Because in 6 months this app will introduce new versions and you practically have to update it to make your content useful. So maybe it’s not evergreen content, but the theme is evergreen.

On the other hand, if you write an article about Nasir al-Din Shah, you probably won’t need to update it for years, unless in the exceptional case new evidence is found about this historical figure, which is, of course, in that case, it will probably need to be updated. If you don’t, your article is still completely valid.

A few things about evergreen content

Before finishing the article, let me explain to you some important points about writing and using evergreen content in general so that you can be more efficient in your content marketing process.

1_ Do not neglect to update

First of all, even if your content is pretty much always and always perfect without having to update, I still suggest you update it from time to time! why? For two reasons:

  •      The first reason is that by updating the content, you are greatly helping to increase its power in Google! In particular, in the last 4-5 years, the importance of updating content has become more important than ever for Google’s algorithms.
  •      The second thing is that by updating and completing the content, the user is more satisfied and spends more time on it. In this way, the page’s ranking in the search results will increase.

2_ Give an internal link

First of all, if you have produced content recently, give it internal content from the other content of the site so that it gets more credit. Secondly, giving links from the same content to other pages so that users will spend more time on the site by clicking on the links and you will increase the credibility of the content.

3_ Complete it

Another point is that by adding audio and video to the page, you can give more credibility to the content, both to Google and to the user. So put at least one video on the page. In a better case, add audio and captions. (All of this helps increase retention time and improve page rank.)

4_ Don’t focus all your attention on the number of searches!

One common SEO and “store site SEO” mistake is that the SEO only goes to very popular topics with a lot of searches to generate content. But the point is that this content definitely has a lot of competition and it is hard to rank. So, a lot of times you can reach high ranks more easily by creating content with long words and low competition. Additionally, ranking on these low-competition content will help you rank on high-competition words more easily.

The last word

Well, we have come to the end of the article. as the last word. Remember that evergreen content should be part of your site’s content strategy, not all of it. So focus on news content, trends, etc. in your industry. Finally, if you have any questions about this article, I am waiting for you in the comments section.