The Timeless Impact of Evergreen Content
Think of content that transcends fleeting trends, content that stays pertinent and valuable years after its inception. This is evergreen content, the cornerstone of lasting relevance in the fast-paced world of digital marketing.
Named after evergreen trees that retain their leaves throughout the year, evergreen content maintains its value regardless of the changing landscape of popular trends and the relentless churn of news cycles. As long as it maintains a high ranking, it will consistently attract traffic.
Examples of evergreen topics include health and wellness, love and relationships, and wealth management. A century from now, individuals will still seek advice on “how to lose weight” or “how to find the perfect partner”.
On the contrary, topics like political elections or game scores are inherently temporal. For instance, U.S. Presidential elections, held every four years, see a surge in searches during the election year but experience a significant drop-off thereafter. Similarly, few would seek yesterday’s game score when today’s match is underway.
While reporting on current trends might boost temporary traffic, its impact diminishes over time, necessitating constant content creation. In contrast, evergreen content ensures a steady stream of organic traffic regardless of shifting trends or changing interests.
Here’s how you can harness the power of evergreen content:
1. Identifying Evergreen Topics
Contrary to following trending topics, the key here is to zero in on subjects that have enduring search potential. One of the most effective methods is through keyword research.
Start with brainstorming topics related to your niche or blog theme. Use keyword tools like Ahrefs Keywords Explorer to gauge the search potential of these topics. If a topic demonstrates promising search volume, it’s a keeper. If not, consider rephrasing your search term or broadening your topic.
2. Crafting Evergreen Content
From a search engine’s perspective, top-ranking content is timeless – it’s as valuable today as it will be months or even years from now. Aim to create content that’s superior to your competition, content that’s noticeably different and undeniably better.
Consider the three pillars of compelling content – quality, volume, and authority.
Quality – Strive to create engaging, unique, and informative content. Since most search users are problem solvers, ensure your content addresses their concerns.
Volume – Longer articles tend to rank higher than shorter ones, provided they maintain high quality. Aim for a minimum of 500 words, although 2000 words or more might be necessary, depending on the competition.
Authority – Establish your expertise by using statistics, graphs, images, and expert quotes. Validate your content with research-backed facts.
3. Sustaining Evergreen Status
Once you’ve created and ranked your evergreen content, you need to monitor its status and ensure it remains evergreen. This involves tracking your content’s ranking and updating it as necessary.
Use rank tracking tools like Ahrefs Rank Tracker to monitor search volume, rank position, and traffic trends. If you notice your content slipping down the ranks, it’s time for a touch-up.
Updates could involve simple changes, like refreshing outdated statistics or screenshots, fixing broken or irrelevant links, or updating the year in your title. More significant updates might be needed if your competitors’ content outperforms yours. Analyze higher-ranking content, identify what they’re doing better, and tweak your content accordingly.
So, instead of merely echoing the sentiment that content is king, remember it’s not just any content, but evergreen content that holds the throne. Its power to drive consistent, organic traffic year after year is unparalleled, a testament to its enduring reign in the kingdom of digital marketing. Instead of a fleeting wave, it’s the constant tide, a perennial force shaping the shores of online success. Leverage its timeless appeal, and watch your digital empire flourish.