What is Evergreen Content? Strategies for Creating SEO Content with Keywords and Examples
Creating content that’s practical and of utility, is content that’s shareable and lasting.
…no ifs, buts, ands or maybes.
And when you create content that lasts, you develop relevant and industry expertise that not only audiences recognize you for, but search engines as well.
Got it? Good.
…wait a second…don’t believe us?
You see, this kind’ve content can be informative how-to guides, or what is this and that articles. They provide utility, are revisited occasionally for their use and typically contain at least 3 keywords — call them long-tail keywords or evergreen keywords.
Take “What is Evergreen Content” or “How to Leverage Evergreen Content for Higher Rankings” as examples.
If you’re interested in knowing more about evergreen keywords and not-so evergreen ones, check out this guide “Keyword Attributes Guide: Why and How It’s Important to SEO Strategy”.
These long-tail, evergreen keywords are proven to hold a gigantic share of what’s being inputted into search engines everyday.
In fact, according to a study performed by a leading SEO firm, 29.13% of 1.9 billion keywords that have monthly volumes of 10,000+ are of the long tail variety.
Think about it. That’s 551 million long-tail keywords that are searched AT LEAST 10,000 times a month.
So, clearly, content with evergreen keywords hold a huge market share in the total pie of what’s being searched for.
If you’re interested in capturing a piece of this HUGE search query pie, then read further as we breakdown strategies for creating evergreen content (these strategies also include evergreen content examples!).
What is Evergreen Content?
Content that retains its relevance, is not time sensitive, drives traffic to high-yielding landing pages and requires little, if any, updating, reformatting, or thickening.
Evergreen content sounds like a newly minted unicorn born out of Silicon Valley, doesn’t it?
It’s not, however. In fact, its utilitarian nature has been around in one form or another since the invention of writing.
Think of the recipes, stories and tales that convey underlying wisdom and morals that are steeped deeply in cultural traditions throughout the world; think of the encyclopedia’s many definitions and explanations. These all stand the test of time!
But, since we live in 2019, here are 3 modern examples of evergreen topics:
Take the above 3 and compare them to these non-evergreen content articles below:
- The 5 Most Used Social Media Channels
- Digital Marketing Trends of 2019
- Today’s Most Influential Influencers
- Richard Branson Did What?
Can you see why the second bunch are not evergreen content topics?
For one, the second bunch are time sensitive, making them completely dated within a year. Also, they’re based off temporary trends and are focused on the present moment.
So for truly evergreen content, you’d want to avoid:
- Topics that are news-driven (i.e. Donald Trump’s latest comments)
- Topics that report on trends, fads and fly by events
- Topics that are based on stats that are time sensitive.
These topics shouldn’t be avoided altogether, but should strategically be a smaller percentage of the total amount of content you create, depending on your business model of course.
…but that’s not all, because evergreen content is also made to be read by machines, that being, search engines, and made for the purpose of ranking higher.
So, how can you create true evergreen content that’s both for search engines AND humans alike?
5 Strategies for Creating SEO Evergreen Content, With Examples
1. Use broad subjects that stand the test of time
2. Get evergreen content ideas by analyzing traffic
3. Create a how-to guide content series
4. Repurpose old content into evergreen
5. SEO optimize old content
1. Use Broad Subjects That Stand the Test of Time
As a general rule, your topic of choice should be relevant for a long time. Ask yourself….
“What’s a common industry-wide problem or pain point that people are interested in solving or needing an answer to?”.
Once you come up with some possibilities, then ask yourself…
“Will this problem or topic still be around and hold interest in years to come?”
If yes, you’ve got yourself a topic that can be created into evergreen content.
Content with evergreen keywords are most effective when it addresses a specific need along the buyer’s journey, guiding them through each stage. Think of the sales funnel for content.
With that said, here’s an example of an evergreen topic…
Evergreen content example: finding the right topic
Simply, a guitar teacher who launches a ‘Beginner Guitar’ series that shows you how to play specific chords is an evergreen topic. Playing the C chord will stay the same for the remainder of time! It just won’t go out of date, unless the guitar becomes completely obsolete (not likely…but Elon Musk does exist).
This means older videos are going to be getting traffic for years after they’ve been published, with little maintenance of course.
2. Get Evergreen Content Ideas by Analyzing Your Traffic
Evergreen content ideas are aplenty! You just need to know where to look. A number of great starting places are:
- Your expertise: Think of your education, training or experience and its foundational principles that are repeated over and over again.
- Content that’s been sent as part of your email campaigns that had high open rates.
- Topics that your big competitors are obsessed over.
And last but not least…
- Topics that are being devoured (in a good way) by your audience.
In finding topics that are being devoured, as in visited and read the most, assess your website’s traffic with Google Analytics.
Mind you, this does require experimentation and time, but it’s well worth it, as it avoids trying to be everything to everyone and forces you stick to a niche instead.
The Pareto principle represents this idea. For those unfamiliar, it’s simply the idea that 80% of your traffic and sales comes from a very small portion (say 20%) of your customers. Well, roughly anyway.
Here’s how you can create topics in demand
Let’s say you have a yoga-focused website that’s Google Search Console and Google Analytics supported (do this if you haven’t already). Start by…
- Writing a few posts focusing on yoga positions, then writing a few other posts on experimenting with yoga gear.
- Once published, promote, promote and promote, with a combination of SEO, social media, PPC or whatever, and then over time analyze it’s traffic with Google Analytics.
- Lastly, create a series of articles on topics that receive the most visits.
Here’s a Google Analytics screenshot example of a blog we work with…
Taking all these factors into account, I wonder which topics we should expand on?
3. Create a ‘How-To’ Guide Series
Once you have evergreen keyword topics, the next part is deciding what kind of content you want to create.
If you’re stuck, a ‘How-To’ guide is a staple. We like this option because it can apply to nearly any brand and it’s an interesting way to explore a subject in great detail.
Instead of just informing your audience with theory, research or events, the ‘How-To’ option allows you to provide practical advice, or even secrets, on how to perform a certain task centred around your audience’s pain points.
Combine this step with 1 and 2, and you have a series of articles on a topic!
Creating a series of articles around a topic also tells search engines that you have topical expertise over the subject, which means higher rankings. It’s a sure way to rank for a bunch of keywords, rather than a single phrase.
Here’s how you can create a “How-To” guide series
Say you’ve created both content on ‘yoga positions’ and ‘yoga gear’, and over time, your audience is having a frenzy over the topic of ‘practicing various yoga poses’. If you already haven’t, start your evergreen content series with…
- A general informative article like “What are the various yoga poses for beginners and not-so-beginners”.
- Then create a separate article, like “what are the benefits of the lotus pose and the crane pose”.
- Lastly, finish with a practical step-by-step guide of how to perform each pose, with another article detailing where your readers can get training or lessons.
Evergreen content example: content series
Take notes from the educational giant Investopedia….
Can you imagine the potential? There are so many different mediums your content series can be presented in (Youtube, social media, etc). It’s a whole artillery of evergreen content ideas!
4. Repurpose Old Content Into Evergreen Content
If you’ve already published great content that your audience enjoys, or did enjoy at one point, that’s not so evergreen, why not repurpose it and make it stand the test of time?
Evergreen content example: repurposing old content
Here’s Harper’s Bazaar, an iconic women’s fashion brand, with not so evergreen content from 2017…
Fast forward to this year, you’ll notice they’ve expanded on the previous topic with an article that’s a lot more relevant and timeless!
The topic of seasonal and yearly fashion trends are never going to be written about enough, so the above shows a clever way of recycling similar ideas in evergreen ways. And one way to do that is to either add, or to drop the date within the title for a new angle. Here’s a deeper breakdown…
How to repurpose old content into evergreen content
Start by finding content that’s outdated or far from trending in your database, pick out it’s timeless or still relevant sections, like the lessons learnt or how it’s affected today’s events, and rewrite an entirely new article, or series of them, centred around the gems you’ve found. And do so, according to the rules of evergreen content.
An alternative is to make as many surface level changes (while being authentic) to these old rusty gems that need a little extra TLC. This means updating all the dates and news/events-focused sections.
But..if you’re updating, what’s the point if you’re not optimizing for search engines?
5. Go Back and Optimize Your Old Evergreen Content Posts
Like we’ve mentioned, evergreen content is a huge factor in higher SEO rankings. Rather than throw out old content that’s already proven to generate engagement and accumulate SEO authority, a few simple updates can seamlessly make the page relevant again, both for search engines and us humans.
How to SEO optimize old content
Start optimizing your out-dated content in these ways…
- Add keywords to your blog post: Start by finding the search intent of your article, then perform a keyword research. Place the keywords in the title, in the meta description, in headers, in the content and in the alt tags of your photos.
Don’t know what’s search intent nor how to do a keyword research? We’ve got you covered — check out “How You Can Use Search Intent for Crafting SEO Content” …and…. “2019 Beginners Guide on Performing a Keyword Research”.
- Fix or add internal and external links: Update broken or irrelevant links with more relevant pages. Then, add more internal and external links, directing your audience to pages you’ve just recently added and to claims and points that need a more relevant reference. Overall, cross-pollinate as many of your own blogs, videos and social media posts, creating an ecosystem of content that can be easily navigated through.
Doing so improves your technical seo and on-page optimization techniques. For off-page SEO techniques, check out this article “How Link Building Can Better Rank Your Website”.
- Lastly, fix the title and meta description to make it snap, crackle and pop!
Evergreen Your Way to More Traffic and Higher Rankings
Do you think you’re ready to evergreen your way to generate more audience trust and higher rankings?
Here’s a recap of our guide to ensure you do:
- Evergreen content is practical and holds its relevance for years with little updating, while being long-tail keyword heavy, making it ideal for SEO.
- Evergreen content is not time sensitive content (not trend driven news, nor numerical reports that can be easily out-dated).
- Your content strategy should prioritize a higher percentage of evergreen content topics that should be updated every 6 months to a year.
- Strategies for creating evergreen content include: using broad topics based on keyword research, creating a data-driven content series around those broad topics and repurposing and optimizing old content.
However, reviewing your website and coming up with new evergreen keyword ideas can be a lot of work, so it might be tempting to ‘pull the plug’ and start over, but with our evergreen content ideas and examples, it most certainly can be a starting point for a large team-based effort that can eventually freshen up your entire website.
And who knows, by the end of it, you and your team might just be singing ‘O Christmas Tree, O Christmas Tree’ before the year’s out!