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What is evergreen content?
Evergreen content refers to materials that maintain their significance and usefulness over a long period. This type of content does not lose relevance regardless of the season or current events. Classic examples of evergreen content include encyclopedic articles, detailed guides, analytical reviews, and interviews. These formats are not dependent on temporal factors, making them appealing to users and highly valued by search engines. As a result, evergreen content has a greater likelihood of appearing on the first pages of search engines.
Benefits of evergreen content for business
Evergreen content can significantly aid in business development. Here are some key benefits:
- Attracting organic traffic: Useful materials have a high potential for sharing. Users will share articles, save them, or forward them to others, leading to a constant influx of traffic.
- Improving search engine rankings: Evergreen content often ranks higher in search results due to its longevity and relevance. Search engines assess such articles as useful, which helps with their ranking.
- Increasing user loyalty: Evergreen content often addresses the ongoing issues of readers, fostering trust in the company. When users find helpful information, they begin to see the company as an expert in its field.
Types of evergreen content
To ensure content remains relevant over time, it's important to avoid ties to specific events. Below are examples of evergreen and non-evergreen topics:
- Non-evergreen topic: “How much does it cost to buy a used foreign car” (prices change).
- Evergreen topic: “How to change a tire on a car” (the technology remains unchanged).
- Non-evergreen topic: “What documents are needed for a mortgage” (lists may change).
- Evergreen topic: “What features of an apartment to check before buying” (advice is always relevant).
How to create evergreen content
Creating evergreen content requires certain efforts. Here are some recommendations to assist in this process:
- Choosing a topic: Identify topics that do not lose relevance. For example, repair tips or plant care guidelines.
- Addressing customer pain points: Your content should solve urgent problems for the audience and provide answers to their questions.
- Avoiding outdated examples: Try not to use time-bound references or events to keep the text relevant.
- Updating content: Regularly review and update your articles to keep them current.
Assessing the evergreen nature of content
Not all content will become evergreen. To assess the likelihood of an article being "evergreen," one can use a metric known as evergreen score, developed by Buzzsumo. It is based on engagement statistics with the content during the first month after publication. The more views and external links, the higher the likelihood that the material will become evergreen. Although the exact formula remains unknown, tracking these indicators will help determine the content's chances for longevity.