How to Use Evergreen Content Strategies to Boost SEO Traffic Year-Round
Many modern SMBs endlessly pursue content focused on the latest trends, top-ranking news stories and other trending topics in an attempt to attract users and boost site traffic. Unfortunately, this endless cycle of chasing what is “new” not only requires a significant investment in time and energy, it yields content which remains relevant and attractive to users for only a short time.
Instead of chasing trends, many startups opt for the long-term benefits of evergreen content. Evergreen content remains vibrant, topical and attractive to users year-round and should be part of an SMB’s balanced marketing strategy.
What Is Evergreen Content?
Delivering high-quality, actionable content to attract new users to your website, or keep current customers coming back for more, requires a coherent content marketing strategy. Evergreen content helps support a holistic content strategy by focusing effort on topics and formats which remain relevant to users no matter the time of year or season, and seldom, if ever, lose their appeal. Examples include how-to guides and tips for weight loss, product reviews of commonly used household items, listicles focused on top ways to care for a new household pet, an infographic on basic air conditioner maintenance and other topics.
Advantages of Hosting Evergreen Content on Your Site
Writing articles, blog posts, white papers and other content formats which remains evergreen is valuable to SMBs and startups for a variety of reasons including:
- Establishes your brand as an authority on a subject
- Builds a bridge to your target audience when content is hosted on social media sites
- Boosts website traffic year-round
- Enhances search engine rankings
- Builds rapport with prospective new clients and more
In addition to these benefits, evergreen content helps conserve valuable marketing resources for startups since they are no longer tied to chasing trending keywords and emerging trends. Evergreen content continues to work hard throughout the year to attract user interest and deliver actionable, useful information. Some SMBs with a dedicated marketing team and resources to spare can even incorporate a mix of evergreen content and emerging search keywords derived from tools such as Google Trends.