How To Make Evergreen Content Last Longer
Most businesses think evergreen SEO content is something that attracts readers and keeps customers coming no matter how much time has passed. Many content marketers integrate evergreen material into their SEO content strategy with a “set it and forget it” mindset – that is, uploading it and never bothering to do any updates. However, this mindset can be dangerous to fall into.
Evergreen content does not necessarily mean a topic that does not die with the trends. Some businesses think that they should look for a topic that is relevant even after several months pass by, convincing themselves that they can “set and forget it” afterwards.
However, no content truly stays relevant forever; so-called “evergreen” content is just “lower maintenance” than “timely” content.
To keep evergreen content alive, SEOs must always ensure that every part of the content marketing process is in place and up to date. Below are some ways to do so:
SEO content should make sure that their content is updated on a regular basis. For blog posts and webpages, this should be easy enough to do. Updating podcasts and video content can be more challenging, their descriptions can be edited regularly, if necessary.
Updating content is one of the best ways to share relevant information with readers and continue attracting site visitors in the future, especially if the business operates in a rapidly changing industry.
Moreover, editing a blog post is an excellent opportunity to improve content if it lacks information. For instance, putting infographics or visuals in each blog post from the get-go might take a lot of time and resources. However, putting them into posts once they’ve garnered a lot of clicks and views is much more efficient.
Businesses can also remove outdated technical information or statistics and replace them with more up-to-date versions. If the content is about their own products or services, they can update prices, discounts, promos, and more.
Last but not the least, content updates are also useful when it comes to complying with best practices. For instance, certain methods and techniques may have worked before but are no longer relevant now, so they need to be updated. It’s also important to regularly update content whenever new Google algorithm updates take place to avoid any rankings drops.
Regular Journey Optimisations
After the content is updated, the next step of the SEO content strategy is to ensure that it attracts and engages users in order to convert them into paying customers. But oftentimes, the conversion rate of old content slows down even if the amount of traffic increases.
This is because as a business’s offers change, the customer journey also changes. But if the content doesn’t get updated with it, it will no longer be in line with the customer journey and will likely fail to convert users.
For this reason, it’s crucial to keep testing your calls-to-action around your content and updating it as necessary. In case a business’ target audience changes, the content should be updated as well. This is basically like promoting the same products and services but selling them to an entirely different person.
Some businesses tend to forget the promotional aspect of SEO because they already get consistent traffic on their website. Therefore, they feel that there is no need to promote it on other platforms like social media. But if a piece of content could potentially gain more readers, it would be wise to take the opportunity. If a business doesn’t do this, it will miss out on a lot of potential customers.
SEOs can re-promote their content by placing it on top of their blog archive, using a social media automation tool to easily share it on a profile several times, use it in automated email sequences, and more. When sharing their content, they should consider other formats and channels too, so that it finds its way to the right audience.
Work With A Professional SEO Agency
Here at Position1SEO, we can create quality, evergreen content for your business website that’s sure to attract more potential customers to your brand. Our team can also write regular blog posts and news articles about your products and services, helping you stay relevant in your industry.
Apart from these services, we will make sure that your site is up-to-date with all of the best practices in SEO, ensuring that you retain your high rankings.
If you want to work with us, just 0141 404 7515 and get in touch with one of our friendly representatives. For written concerns, send us an email at firstname.lastname@example.org.