@STATrob / @getSTAT Tweet us with #SEOyvr

THE MAGIC OF EVERGREEN CONTENT

EVERGREEN CONTENT IS:Any SEO content that remains relevant & useful for your site visitors indefinitely. Sounds simple, right?

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REALLY GOOD EVERGREEN CONTENT HAS A FLY-WHEEL EFFECT FOR SEO.

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IT’S BUILT TO LAST.Today I’m going to teach you how evergreen content can drive major organic traffic to your site over a long period of time.

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HERE ARE A FEW SITES WITH GOOD EVERGREEN CONTENT

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REI’s ‘expert advice’ buyers guides.

Moz’s “Beginners guide to SEO”.

Lowe’s “how-to” guides.

NOTICE A THEME? This is all about offering valuable resources to people.

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THE TRAITS OF GOOD EVERGREEN CONTENT

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IT’S TIMELESS. Evergreen content stays relevant long past publication.

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IT’S AUTHORITATIVE. It’s like the smartest person in the room. Everyone listens and writes down notes.

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IT’S RELEVANT & TARGETED. It’s specifically designed with a very tight audience in mind.

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HOW ARE SEOS BENEFITTING FROM IT?

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THEY’RE DRIVING ORGANIC TRAFFICThese are ranking for some difficult terms. To win in a high-traffic & high-competition area, they’ve invested in deep, well researched and targeted content.

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THEY’RE BUILDING AUTHORITYAs long as this content remains a valuable resource, it will continue to build authority through growth of natural links as others reference it.

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THEY’RE BUILDING 10X CONTENTOver time, this content yields outsized results compared to the investment they’ve put into it.

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WHEN SHOULD YOU GO EVERGREEN?

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WHEN YOU WANT TO OWN AN AREA OF ‘THOUGHT LEADERSHIP’

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WHEN TARGETING A SMALL QUERY SET THAT HAS LARGE ORGANIC TRAFFIC OPPORTUNITY.

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WHEN YOU CAN TIE THE CONTENT EXPERIENCE INTO CONVERSION ACTION.

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AND NOW FOR SOME RAPID-FIRE ADVICE

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WRITE FOR THE SEARCHER. Who is searching for this? What knowledge are they looking for? Write for that person alone.

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DESIGN WITH THE FUNNEL IN MIND. You should know exactly what persona you’re writing for, at what stage in their journey. Know the action you want them to take.

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BE SUPER OPINIONATED. You’re building a resource. Turn this into a thought leadership and branding excercise. Flex your expertise.

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MEASURE! OMG PLZ MEASURE. These are special pieces of content. In addition to your typical conversion measurement, go deeper and measure how people interact with it.

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THINK ABOUT ARCHITECTURE & LINKING. If successful, this page will develop a lot of authority. Spend it wisely.

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ONE FINAL THOUGHT

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LET’S BE REAL. You’re already doing this to some degree. ’Evergreen’ is marketing slang that describes content you’ve already produced.

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BUT NOW THAT YOU KNOW…You might ask yourself: should I be using my time to build long-lasting and super targeted evergreen content instead of blogging?

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