I have discussed on this blog the importance of creating timely, quality content to help grow your business, brand and audience. In fact, recent SEO industry experts have suggested that “evergreen content” could be valuable to your site’s growth.
Evergreen content is information that is relevant, true and helpful years after the content was posted. Informational “how-to” articles are examples of content that is able to hold its SEO value months, sometimes years after it has been posted. The best way to produce evergreen content that is routinely shared and linked to is by updating an original piece of content to keep it timely.
Updating your content does not mean reposting; it means refreshing and adding slightly new wrinkles to the topic. Here’s an example within the home remodeling industry. The evergreen content would be “how to install an interior door.” This is a common home maintenance task that is searched thousands of times per month, yet there are new tools that may make the job a bit easier, and those tools can be featured in your blog updates.
Evergreen content is a great way to stake your claim as a thought leader in your industry. It also allows new information, say for new products, to piggyback on web copy that has had years of success in Goggle rankings.
The beauty of evergreen content is it can gain significant backlinks as other writers create their own content. Those backlinks will benefit you and vice versa; the web can be a mutually beneficial place for writers who have an eye toward great SEO. A website content writer is trained to search the web for interesting tidbits that boost the strength of their content. Remember to give credit where credit is due, it benefits both parties. The link you include today will come back to you in the future.
Producing quality, timely and consistent content is key to building your brand and following. Ongoing SEO research and keyword optimization is will ensure your evergreen content remains relevant in the ever-changing world of digital marketing.
Keep a close eye on your content and ask yourself: Is this article still useful to my audience or does it need a tweak in light of current keyword search trends?