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Tag Archives: high quality content

How to Best Incorporate Evergreen Content Into Your Marketing Strategy

evergreen content

Today, startups pour extensive resources into chasing the latest search trends and SEO tactics. While this strategy can yield benefits, it fails to account for the vital role evergreen content has in promoting a brand’s growth. Evergreen content, which remains fresh and relevant year-round, can be easily repurposed for a wide range of benefits.

Below, we’ll explore a few best practices to help extract evergreen gems from content libraries and effectively rotate them into current marketing campaigns. This tactic can not only help a business make judicious use of resources, but it can also build a brand’s authority.

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Statistics That Show How to Get People to Read Content

get people to read

Your web content serves a few purposes, from drawing search traffic to establishing a ranking order to providing useful information to the reader. All of these things naturally intersect. For instance, fresh and useful content will attract more eyes and keep people on the site longer, helping to establish your site as an authority and increase your ranking. As such, you need to carefully consider every aspect of your content and how effective it is. Do people really read it? How can you get them to stay on the page longer? How can you increase engagement with the text? What is it that your visitors are seeking when they come to your site initially?

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Ranking Higher in SERPs After Google’s Revolutionary BERT Update

Google BERT

Google just announced a major update to its search algorithm which could take the SEO world by storm. Known as BERT, or Bidirectional Representations from Transformers, it is a state-of-the-art search tool backed by advanced machine learning. By applying BERT to search queries, Google aims to help users find information faster and more efficiently.

Beyond implications for users, this update could lead to a fundamental shift in the way sites rank in SERP. Previous SEO tricks of the trade, such as keyword stuffing content, could be filtered out by BERT since it appears to hone in on high-quality, naturally-written content.

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Let's Focus on Your Exit Pages

exit pages

Don't assume your website is done being built just because it went live. Maybe you put a lot of time into considering your content. Your goal was to create a site that could basically run itself successfully for years to come. If that's your mindset, it's time to turn it around. The truth is that, as with any other part of your company, you can always be improving. You should always be improving. You don't want to get complacent or allow your site to become stagnant. With that in mind, one of the best places to improve is by addressing your exit pages. Doing so can keep traffic on your site longer, and ultimately inspire that traffic to result in a sale or other type of conversion.

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Keywords, Without Intent, Do Not Convert

keywords

When considering keyword strategies, most people simply want to rank as highly as possible for the most common, popular keywords within their industry. If you run a hotel, for instance, you may consider words like hotel, motel, lodging, accommodations and the like. These are considered fairly broad keywords, and you can find them within every industry. While they may describe what you offer, you have to consider the intent of your potential audience. If the keywords you use do not match that intent, ranking highly may still get you increased traffic numbers, but that does not mean it will lead to conversions.

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