Web pages might not last for a lifetime, but I do think that most of them can do even better. Most pages and web contents these days are lacking that what you call “evergreen” qualities. This would only mean that in just a few months or even weeks, they would be old and no one will continue to read them. They will just be like billions of other pages on the internet which are unread and forgotten.
This might seem to be a sad issue, but it doesn’t mean that your content or pages have to suffer that same fate. So what does an “evergreen” content means?
An evergreen content is a content which still continues to receive traffic and readership even after it has been on the internet for long. Basically, an evergreen content has several features which most would ignore, but is still necessary for making your content marketing strategy a success.
- It’s all about search traffics and readers combined
Perhaps the biggest misconception about an evergreen content is that it is only about readers, instead of the search engines as well. When talking about an evergreen content, you have to take into account that it can’t be evergreen unless it is being indexed in the search engines. After all, what would be the point of an evergreen article if it’s not even indexed and returned in the search results? Unless the article is considered evergreen to the search engines, then it wouldn’t be evergreen for anyone else.
- Some contents just can’t be evergree
Not all contents are supposed to be evergreen, and that’s probably because of their topics. However, just because a content can’t be evergreen doesn’t mean it’s bad. Why? It’s more likely because higher search volume for such topics is worth the extra traffic it provides. Even though it’s not expected to last for long, it will definitely be good while it does last. Some good examples of such type of content would contain something like “Best SEO Practices for 2015” in their titles. By the time it reaches 2016, such content will be obsolete.
- Evergreen doesn’t apply on to articles
There are several types of contents other than just articles. Do not be limited to the idea that “evergreen” applies only to them. In fact, several types of relevant contents include videos and infographics. It only takes a little bit of an experiment to figure out which types of content would be more likely to become evergreen.
- The idea of evergreen content lies on relevance
The whole idea of evergreen content is basically a relevant content which has different meanings for different people. Relevance is actually a sloppy thing, considering that an old article could actually be relevant to someone looking for outdated information, but somehow irrelevant for someone looking for fresh, updated content.
How Do You Make an Evergreen Content?
When creating an evergreen content, there are two main components which you should consider – relevance and quality. To create an evergreen content, there are some techniques which you can use, which are as follows:
- Display the date – the date of your content is actually important to let your readers know when it was published and to provide them with a choice of whether to stay or leave. When you hide the date, you’re actually raising questions in the reader’s mind regarding the evergreen nature of your content. After all, the reader would like to know if your content is relevant to his interests as of the moment.
- Update regularly – just because your content is evergreen doesn’t mean that you won’t have to update it again and again. In fact, even evergreen contents need occasional updating to keep them fresh. This is actually in relevance with Google’s “freshness factor” which prefers those pages which are updated on a regular basis. The more you update your content, the fresher it will be in the search engines.
- Let everyone know that you updated your page – there are some contents which deal with topics which change constantly. In such as case, you can change your content or adjust it according to the changed topic. Also, don’t forget to place a notice on the top stating that your article has been changed due to some changes or topics in a particular field.
Creating an evergreen content could actually change the way you market your website online. By considering the creation of an evergreen content, you will be able to make your content marketing efforts last for long, if not a lifetime. However, you have to remind yourself that an evergreen content is an ongoing work. As mentioned earlier, you just can’t leave it behind and expect it to remain in the same rank all the time. Evergreen is actually about keeping your content fresh while it lasts.