It’s no surprise to read that without good content there is no competitive search engine optimization (= no SEO). Any chance of competing for visibility in search results begins with content, so let’s define a type of content you may not have heard about called ‘evergreen’, ‘geographic tree’ or even ‘anchor’ content‘. Really just buzzwords in content strategy, the practice has proven to be a key factor in the battle for search visibility. ‘Evergreen content’ is a page (or post) that is NOT necessarily timely so much as it is informative; this content should remain relevant to a degree that it stands the test of time!
What Does Evergreen Content Offer?
Because it will always be considered up-to-date, in theory, ‘evergreen content’ will always be of primary interest to visiting readers. With detail, it should define authority for subjects your company is the leader for. In cases where being relevant in a particular area ( i.e. county, town or city ) is important, evergreen content will define authority for that area or geography.
In contrast, “Current Pay Per Click Advertising Best Practices” is not a good example because it’s meant to be relevant right now. In this case, a blog post might be better suited due to its date- stamp or timely emphasis. Current, by definition, is about things going on NOW and so, for instance, “Current Link Building Best Practices” have become less relevant as platforms & strategies advance or change.
Top Evergreen Content Examples Might Include:
- Defining A Product or Service
- Frequent Question & Answers
- Tutorials Or “How To” guides
- Useful Resource Lists
- Support With Related Laws
- Industry Terminology Definitions
- Geographic Authority For A Product or Service In A Particular Area (i.e. if you vie for business in the city of Kalamazoo, you must have content saying so)
Be careful! Even an evergreen topic can change ever so slightly, so periodic reviews in order to be sure they remain 100 percent correct is recommended.
Evergreen Content Does Not Include
- Evergreen content is not news
- Evergreen content is not statistics
- Evergreen content is neither seasonal
- Evergreen content is no trend
- Evergreen content is NEVER a bunch of random subjects sprayed all over one page
- Evergreen content should always be comprehensive coverage & subject specific, so it can stand the test of time!
The chance of competing for visibility in search engine results pages begins with content. When it’s capable of remaining useful to many, if not most, visiting readers for a great deal of time then the likelihood it will motivate signals (i.e. time spent on page, links to the page, bookmarks, likes, shares, pins) search engines use to rank content is much greater.
Needless to say, evergreen content has become an important competitive content strategy that will improve your SEO! Get thinking about what you are authoritative for ( for support see Copywriting | Blogging Services ) and if SEO Services are necessary. Contact Kinetic Knowledge for a consultation!