Photo by Liza Summer
With thousands of competitors online, companies are always on the lookout for ways to beat the algorithm and rank up. Fortunately, there are sustainable means to improve website traffic, from SEO strategies to evergreen content.
It’s been established that creating relevant and SEO-optimized content generates traffic to one’s website. However, with thousands of competing content on the internet and hundreds discussing the same products of competing value, how does one continue to fare?
Online content is time-bound. Regardless of how entertaining or informative it’s written, there will come a time when it’ll be swallowed by other content. What’s relevant and working now may be old news next week. The online algorithm is dynamic. It has an ever-changing criterion of what it deems as valuable content. This makes ranking up and creating relevant content unnecessarily troublesome for companies.
We say it’s unnecessary because there’s an easy yet commonly unused solution for this problem. For companies looking to create timeless content, those that have a longer shelf life, adding evergreen content might do the trick.
What Is Evergreen Content?
Undoubtedly, companies want their content to stay relevant for a long time. The longer they stay on top of people’s search pages, the higher the traffic they gain, which can turn into income. Content is primarily created to increase the conversation rate for visits to purchases. Hence, companies want their content to stay on top for an extended period by utilizing web traffic digital technologies.
Evergreen content is search-optimized without any association or dependence on current events. This content engages readers, serving a purpose and staying relevant throughout the year. Other forms of content can spike or drop in views depending on the topic’s relevance during a specific period. But evergreen content is timeless, which incurs a steady flow of interest from readers. It primarily educates readers about the company, ensuring the website will stay relevant for the coming years.
Common examples or formats for evergreen content include:
- How-to Guides
- List Articles
- Tips
- FAQs
- Glossaries
It can be noticed that this content commonly focuses on information. However, maximizing these formats doesn’t automatically make evergreen content. But such structures do typically work well in producing timeless content. Subject-wise, this content utilizes topics that matter to people regardless of time. Subjects like romance, food, jobs, or finances never get old for people.
Building an Evergreen Content
Like any other content, evergreen still revolves around keywords and SEO optimization. While the abovementioned subjects and structure may make-up an evergreen content, these don’t make the piece engaging. Above being ever-relevant, engagement remains a crucial factor across content.
Here are specific tips for creating the content:
Picking the Right Keywords
Putting out content online won’t automatically increase website traffic. Instead, published content must be appropriate to what people typically search for, making them visible to readers. In terms of expanding this visibility, search-engine systems use keywords. Evergreen content will only serve its purpose if it’s written about topics people search for. Do your keyword research.
What are customers who purchase similar products search for? What information do they read about? It also pays to use keyword tools such as Moz or Google Trends to arrive at definite keywords. These help companies find keywords with high search volumes that will trend well, meaning they don’t peak or drop erratically. The appropriate keywords must have a consistent search intent.
Gather these insights and provide answers through well-written and informative content.
Write for Beginners
Companies strive to be the best. In relation to this, it can be tempting to write content that showcases one’s expertise. After all, sounding and writing like experts make companies credible. But often, this is a big mistake. You’re writing for an audience looking for answers, those who are clueless about what you’re writing about.
Experts don’t search for informative content. Your primary audience is beginners. Generate the evergreen content that suits them, avoiding using highly technical language. If possible, write as if you’re talking to children, using simple terms and sentences.
Narrow Down the Topic
In addition to using simple terminology, narrowing the topic will avoid complicating things. Evergreen content is easy to consume while having a solid grip on the readers’ interest. If companies opt to write about broad topics, there’s a higher chance of content becoming too long and confusing. Not to mention, it isn’t only tricky for readers but also challenging for writers to create.
Don’t add unnecessary burdens on your writers. Narrow your topics down to make the content more specific and focused.
Optimizing Content for SEO
After writing the entire content, the process doesn’t end there. Sure, you may have written straightforward, narrowed-down content. It’s excellent and engaging. But if nobody finds it online, does it serve its purpose? Content must be SEO optimized to be searched and visible to readers.
This means adding images and incorporating keywords in titles and URLs throughout the body. However, keyword stuffing must be avoided. The keyword should only be mentioned a limited number of times throughout the content. There must also be hyperlinked terms that tie the content to other high-ranking and relevant content on the internet.
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