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Is your content evergreen?

Since the penguin Google algorithm update, webmasters everywhere have been educated in the value of producing valuable content. Not because it helps with good SEO, but because it IS good SEO. An often ignored area of content production is evergreen content; it drives inbound links year-round, with little to no upkeep. With this in mind, I wanted to tackle an interesting topic this week; how does one go about producing evergreen content?

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What exactly is evergreen content?

Much like an evergreen tree, evergreen content survives the seasons, and its relevance doesn’t “shed”. It’s content that is relevant all year round, which you can keep using, and that which will continue driving inbound links. Whereas most online content is produced in the form of blog posts and articles, which are usually dependent on current events and trends, evergreen content will continue to be relevant without needing to be updated.

A great example of evergreen content would be the Social Media Examiners Getting Started Guide. This is a resource that will often be referred to in blog posts and articles that touch upon the subject of getting started in social media. It will rank higher in search engines because people looking for a beginners guide are more likely to find that over a blog post published 6 months ago. People looking for advice are more likely to steer towards content that doesn’t age.

Evergreen content may take more time, thought and energy to develop, but it’s good long-term SEO strategy, so well worth the effort.

Here are some tips to help get you started:

  • Search Quora for commonly asked questions about your industry. Is there are area that hasn’t yet been fully addressed that you could provide some professional insight into?
  • Do some keyword research into potential topics.
  • If you feel that everything in your industry has been “done” already, try to look at it from a different angle, or try going hyper-niche. While there may be a lot of information already available about general dog grooming topics, you may be able to bring some specialist knowledge to the table about specific breeds.
  • Try to steer away from technical language in your keywords. Your audience will be novices in your target subject, and so won’t have the vocabulary to accurately describe what they’re looking for. Take this into consideration when thinking about how they’ll find your content with search terms.
  • Prepare a dedicated area on your site to house your content. Make sure it’s easy to find from all areas of your site.
  • Once you’ve published it, promote it widely across your social media networks. Consider mentioning it in your next e-mail blast. Create specialised graphics, like these from social media examiner, to give your content a visual edge.

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