Council Post: Why Evergreen Content Still Matters

Last updated: 08-08-2020

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Council Post: Why Evergreen Content Still Matters

Dmitrii Kustov is the Internet Marketing Director and Founder of Regex SEO located in Houston. 

Lately, things have been constantly changing. Huge shifts and frequent disruptions can make it extremely difficult for businesses to navigate a situation and keep making it out on top. With so many twists and turns, you may not even know anymore which direction to take when it comes to all the various aspects of running your business, including in the sphere of marketing. Can you even expect anything to stay the same long enough for your efforts to be worth it?

Well, yes. One thing that hasn't gone away, and probably won't anytime soon, is the power of SEO. And even in a changing world, evergreen content is one of the best boosts you can give your SEO efforts.

What Exactly Is Evergreen Content?

Evergreen content is content that doesn't have anything to do with any of the changes that just keep coming; it never goes out of date. Rather, it looks to stay relevant regardless of what new circumstances have made themselves known to the world. Evergreen content doesn't deal with current events, trends, or any time-sensitive subject that could only be appreciated by those reading right now. What that means is that an evergreen article published today might lose out on the attention that's now going to content focused on the current situation. However, it will still be appreciated long after the world has once again changed completely.

Why Evergreen Content Still Matters In A Constantly Changing World

Even as the world changes, evergreen content stays relevant. Standing tall in the forest of content rapidly growing outdated and irrelevant, what is evergreen continues on, offering stability to your SEO efforts. Truly, there can never be a bad time for putting out evergreen content. It simply offers so many benefits, including allowing you to:

1. Just relax and let the content do its job.

With all the other tasks constantly on your plate, what a joyful realization it is that evergreen content doesn't add anything else to the workload. Since this is content that stays relevant without any updates, once your evergreen piece is written and put out there, your job is essentially done.

With just this initial work, you'll typically be able to get a whole lot more in return — from new leads consistently brought to your site as you introduce these people to your brand, to being able to build real authority and establish your company as a leader in the industry.

2. Keep bringing in the search engine traffic.

Evergreen content, in particular, can do a lot to pull you up higher in the SERPs (search engine results pages) and get people clicking through to your website as well. Sure, it may not pull all the traffic the moment you post it, but it is one of the most effective long-term SEO tactics that you can take.

There is incredible long-term value in evergreen content for many reasons. First of all, this sort of content tends to answer questions that people continue to search for, driving more curious people to your website. Additionally, as it stays up with the same amount of relevance, it is allowed a longer period of time to move up the rankings, able to climb to the top and appear first even years after it was first published. Evergreen content can become a central element on your website, allowing you to link new, more topical pieces back to it, as well as encouraging others to link to you and this resource you’ve provided.

Evergreen content allows you to do more than just get noticed among other search engine results. It helps your brand itself be recognized as a leader by allowing you to demonstrate true expertise and that you're an authority in your field. Upon putting out a high-quality piece of evergreen content, you show yourself to be an expert on the topic, easily strengthening the reputation of your brand. Others may then turn to you as a trusted resource, choosing to link to your evergreen content, thus building your credibility even more. With evergreen content as a significant aspect of your marketing plans, you not only boost SEO but can also position your brand as an authority in the industry.

No matter how much in upheaval the world may be, it will remain to be true that no SEO strategy is complete without evergreen content. It is a consistent method to keep your company ranking higher in the SERPs. Things are always going to change, but if you take it on right, your evergreen content will always be there, continually providing real, lasting value.

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