Evergreen content and how it can help your brand.

If you’ve dipped your toes in the waters of SEO or any form of digital marketing, you may have heard the term ‘evergreen content’ come up. Evergreen content is an important digital marketing tool that can help increase your brand’s visibility online and drive traffic to your website.

But what exactly is it and how does it work? Let’s take a look.

What is evergreen content?

Simply put, evergreen content is any content that stays ‘fresh’ for a long time – sometimes indefinitely. Done right, it will stay relevant long past its publication date and even generate more and more search traffic over time.

As you might have guessed, evergreen content is the opposite of seasonal content, which is designed to be relevant during specific times of year or for a short-term period.

Good evergreen content is well-written, informative and optimised for search engines with relevant keywords and queries (words and phrases that people type into a search box to pull up a list of results). Success with this type of content can mean steadily increasing website traffic over time.

Case in point: SEO tool website Ahrefs grew their blog from 15,000 visitors a month to over 200,000 visitors a month purely by focusing on evergreen content.

RELATED: 6 best UX website practices every business owner should use.

Types of evergreen content.

Evergreen content comes in many shapes and sizes, but there are some common formats used to generate content that doesn’t go out of date:

  • Explainer guides, similar to an encyclopedia
  • Lists
  • Top tips
  • How-to articles
  • FAQ-style articles
  • eBooks
  • Instructional videos

While these formats don’t have to be evergreen, they tend to work well when creating content that’s intended to last. On the other hand, formats you probably won’t see used for evergreen content include:

  • News articles
  • Time-sensitive statistics, reports or studies
  • Trend-based blogs
  • Holiday or season-specific articles

Examples of evergreen content.

As mentioned, evergreen content generates consistent interest and search volume over time. In fact, this article is a great example! Some other evergreen content examples include:

  • How to create a budget
  • What is content marketing?
  • Flower seasons and colour guide
  • How to find a good plumber
  • 5 ways to lose weight and keep it off

These topics are considered evergreen because they’ll continue to be relevant for the foreseeable future.

RELATED: How to identify and refresh under-performing content.

Tips for writing evergreen content.

Create content that’s relevant to your business: You don’t just want to drive traffic to your website – you want to drive the right type of traffic i.e. potential customers. So focus on content that relates to your business offering and speaks to your target audience.

Don’t focus exclusively on evergreen content: A well-rounded content marketing strategy includes pieces that stand the test of time, and others that tap into trends or help generate interest during specific times of year (such as over Christmas).

Do keyword research to back up your ideas: Strategically placed keywords will help ensure your evergreen content ranks for relevant search terms. Find out more about how to research and integrate keywords into your content.

Update your content regularly: Although it may seem counter intuitive, evergreen content should be updated to remain, well, evergreen. Because although a particular topic may always be relevant, facts or information about that topic may change over time. For example, an article on where to find free stock images would need to be updated every so often to make sure the resources remain accurate and up-to-date.

Need help with your digital marketing strategy? Get in touch with the experts at Yellow Pages.

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