Do you know that text you wrote that chinese overseas america database continues to generate organic traffic for many months and years? Well, this type of content is classified as evergreen, an English term that means “ always green ” in Portuguese.
To give an example, evergreen content is that material created that always generates good organic results , being relevant to the user and to Google for many months after its publication.
Practically every market segment contains good opportunities for evergreen content , you just need to do some good planning and research, simple tasks for an agency specialized in SEO .
What is evergreen content?
Any timeless, or perennial, content that remains useful for a long time can be classified as evergreen.
Tutorials, recipes, tips on how to do something, lists of champions and explanatory materials on certain activities, as is the case with this text here, are good examples of materials that generate results for a long time.
To know if a piece of content will be evergreen, it is necessary to research the topic thoroughly and also avoid relating it to something that only has an impact in the present moment.
For example, if you write an article that teaches you how to save money in July 2020, the material loses its value after that period. Now, a text that teaches you how to save money to buy a property with practical tips will be useful for many years.
That's where the name, evergreen , comes from, as they don't age and can be updated to extend their longevity.
In the strategies we use to position a website in organic search, we always put more than 80% of our efforts into this type of content. They are always useful for building authority and generating new business for our clients .
Each content must be created with the reader's stage in mind in the consumption journey.
Each content must be created with the reader's stage in mind in the consumption journey.
How to make evergreen content?
Have you ever done a study on your business' target audience? My suggestion is that you go further and do a complete study of personas , which is a much more complete study on the visitors who generate value for your company.
Don’t know what I’m talking about? Read this article here to learn more about business personas .
Once you’ve done that, do a thorough search on five of your competitors and identify the ten pages that generate the most organic traffic for each one. Put it all in a spreadsheet!
This first data collection task is only quantitative, but it will give you a basic idea of the relevant topics within your market. Topics covered by more than one competitor should be marked as high value.
After this collection, make a careful analysis of the subjects and see which ones are current and which ones are timeless .
Once identified, go into each of the selected evergreen content and evaluate the material produced: size, references used, infographics, images or videos that are presented.
Make sure to note down each element that generates value for the user, as the material you are going to produce must be even more complete, only then will you surpass your competitors in the organic ranking .
One tip we teach our writers is to always take the central theme of the new content and do a search on the first two pages of Google . From this research, it is already possible to map the main topics that should appear in the evergreen text.
When studying your personas , you will see that this type of content is best suited to working at the top of the funnel in their consumer journey. In other words, be careful to include calls to action that are relevant at this stage and then monitor their performance. There is no point in planning evergreen content and having it hidden on the second page .
Evergreen content goes viral and gains backlinks
Evergreen content goes viral and gains backlinks
Benefits of evergreen content
Many will say that the main benefit of this strategy is the constant generation of traffic, but this statement is wrong. Evergreen content carries great potential for generating online citations ( backlinks ), authority on the subject and strengthening the brand .
First of all, when a material generates value for other people and companies, they share it and also place links in their content, citing it as a reference on that topic.
These citations, which are called backlinks on the internet, will always be contextualized and natural , generating high value for Google in future searches on that topic. The result of this will be a rise in the organic ranking to higher positions.
When a person searches for several topics in a given area and finds objective and efficient answers on the same website, they attribute value to this source. When this reader is already loyal and convinced of the information, they share it on their social networks.
In this way, it is possible to understand that simply measuring the performance of evergreen content based on the organic traffic generated would be very superficial compared to the full potential of this material.
Evergreen Content Tips
Now that you've come this far, you couldn't leave without receiving some tips on evergreen content that can be created and adapted to your industry, right?
Let's assume that your market is education or careers, some materials that can be created and will have an evergreen effect are:
Best technical courses
Best Architecture Colleges
How to study outside Brazil?
Understand that the topics are current and timeless. Whenever there is a change in legislation or even in the indicators that determine the best areas or professions, go back and update your content.
Let's assume that your segment of activity is tourism, this is one of the most vast universes, as it allows you to detail various tours, routes and tips so that the reader can deepen their knowledge about a certain region.
For example:
