As search technology and trends continue to evolve, digital marketers have realized that content marketing and search engine optimization (SEO) go hand in hand. Effective content marketing works to make sure that the content you create not only draws in readers, but also engaging, and converts your audience. SEO helps the content you make highly rank well in search engine results pages. Creating high quality content that ranks year round is about more than just capitalizing on trends, it’s about crafting content that remains relevant over time, evergreen content. We’ll explore the relationship between content marketing and SEO, explain the concept of evergreen content, explore the differences between trending and evergreen content, and provide advice on how to create content that consistently performs.
Content Marketing for SEO
Content marketing plays a very important role in SEO efforts, as it helps draw in organic traffic by providing valuable and relevant information. High quality content, when paired with SEO strategies,greatly improves a website’s visibility on search engines like Google. The key to effective SEO is finding the overlap between search engine algorithms and user intent. When users search for information online, search engines prioritize websites that offer the most useful and relevant content. This is the intersection between content marketing and SEO.
Businesses that are consistent in producing valuable content, are able to build authority in their industry, which helps increase their chances of ranking higher on search engine results pages (SERPs). Strong content marketing strategy involves creating content that aligns with the keywords your audience is searching for. However it is more than just making good content, you must also make sure it follows SEO best practices like keyword optimization, meta descriptions, and internal linking.
Content marketing also helps with the long term sustainability of your SEO efforts. Search engines reward websites that continuously produce new, and high quality content. Each new blog post, article, or page that you create should be looked at as another opportunity to rank for relevant keywords and attract new visitors to your website. To get the most out of your SEO efforts, it’s important to consider not only what content is relevant today but what content will remain relevant in the future?
What is Evergreen Content?
Taking its name from the Evergreen tree, which as the name would suggest remains alive and green throughout the year. Evergreen content is simply material that remains relevant and valuable long after it’s published. It’s content that isn’t tied to current events, trends, or specific time frames, making it a critical component of any long term SEO strategy. Evergreen content serves as a foundation for your website’s traffic because it can attract users continuously long after it has been published. Evergreen content has a ranking advantage over trendy or seasonal content, which sees a spike in traffic before quickly losing relevance, while good evergreen content can remain useful and rank well for months or even years.
Some good examples of evergreen content include how to guide, product reviews, and educational articles. A blog titled “How to Fix a Flat Tire” could be evergreen because cars and auto maintenance is a popular topic that will always have an audience, regardless of the season. On the other hand, an article about the latest car models and tools might only attract interest while those tools and cars remain in fashion.
Evergreen content is important for SEO because it continually drives traffic to your website. Unlike timely articles that lose traction after the initial buzz fades, evergreen content continues to rank on search engines, bringing in new visitors without needing constant updates. Creating evergreen content is one of the most effective ways to make sure that your website remains a consistent source of valuable information for users in the long run.
Trending vs. Evergreen Content?
While evergreen content is an important part of any SEO strategy, that does not mean trending content is unimportant. Both trending and evergreen content have their place in a well rounded content marketing strategy. Trending content focuses on current events, news, or popular topics, while evergreen content addresses long lasting subjects that remain relevant over time.
Writing about and producing content based on current trends can be a highly effective strategy for driving traffic in the short term. A blog post about the best Halloween costume ideas will likely perform very well in the fall but will quickly lose its relevance once the holiday season is over. This type of content helps capitalize on temporary spikes in interest. Trending content is great for capturing audience attention during specific times of the year, but once that season passes, the content is no longer as valuable.
By having a healthy balance of both trending and evergreen content, you can capitalize on current events and trends to capture short-term interest while maintaining long term sustained traffic with content that ranks well year round. Trending content can be a good way to boost traffic quickly, while evergreen content has the potential to bring in a steady stream of traffic over time. This content mix will help you rank consistently for relevant searches and allow your business to enjoy immediate results while also building a strong foundation for future success.
Creating and Optimizing Evergreen Content
Creating evergreen is more than just picking a topic and writing, it requires careful planning and strategy. To make sure that your content remains relevant over time, narrow your focus on topics that have a lasting appeal. A good first step is researching your audience’s needs and identifying questions or challenges they might face year round. Keyword research is critical in this process, identifying high value, long tail keywords that are relevant to your industry can help guide your content creation process.
Once you’ve selected a topic, focus on creating content that is well researched and informative. Evergreen content is most often seen in the form of guides, tutorials, or educational resources that provide valuable information to readers regardless of when they interact with it. The key is to offer insights that do not become outdated quickly. For instance, if you’re writing a guide on digital marketing, avoid focusing too much on specific tools that may change over time. Instead, focus on broader strategies that will remain relevant.
Optimizing evergreen content is just as important as creating it. You must make sure that your content follows SEO best practices, such as including targeted keywords in the title, headers, and throughout the body. Following SEO best practices helps make sure that evergreen content continues to rank well long after it is published. Internal linking is another important part of this strategy, as it helps search engines understand the structure of your website and boosts the ranking potential of your content.
IIt is just as important to keep your evergreen content fresh by revisiting it periodically. Giving your evergreen content new life by updating information that may have become outdated or adding new examples, this will help your content rank even higher on SERPs. Search engines favor content that is current and accurate, so even making small updates can help your evergreen content remain relevant.
Make sure that your content is easy to navigate and provides an engaging experience for readers. Use clear headings and well structured paragraphs. Content that is both informative and enjoyable to read will keep users on your page longer, signaling to search engines that your content is valuable and worth ranking highly.
Work With an Expert Technical SEO Agency
At Simple SEO Group we have delivered results driven online marketing and web development services since 2008. We serve clients from small and mid-sized businesses to fortune 1000 companies alike. To date we have helped over 400 brands improve their online presence and grow their business online. Contact us today to learn more about how we can revolutionize your business’s online presence.