Evergreen content is material that survives on the web for years, continuously bringing in traffic due to its usefulness and relevance.
The way we use search engines changes constantly over time, as Google evolves to provide the best experience for its users. Evergreen articles are those that adapt to these changes, remaining steady against the tide of fluctuating algorithms.
But what, exactly, makes an article evergreen? This blog will look at the definition of this content, and how you can implement strategies to create your own by adopting key similarities that many successful evergreen articles share.
What defines an article as evergreen?
In a talk delivered by content specialist Chris Meabe, it isn’t necessarily the material included in an article that makes it evergreen – it’s the structure.
A key factor that is common in many evergreen articles is that the title starts with “What is…”. This emulates the way a Google user would phrase a question when looking for a specific answer.
Following the title, most evergreen articles then have an introduction of around 100-150 words that concisely sums up what the article will be talking about – enough to be featured as a Google snippet.
In the body of the text, Meabe goes on to explain that while there is no magical minimum number of backlinks that should point towards your article (third party sources linking to your website), links out (whether internal or external) are vital, with at least one being the bare minimum. Meabe suggests that at least 10 links out are fundamental to establish credibility in longform articles.
How do I write evergreen content?
If you want your article to blossom on the digital landscape, there are three steps to ensure it bears fruit all year round – no matter how the seasons of the algorithm change.
Define your terms
As mentioned earlier, start your article with a concise introduction. This will indicate to Google that you know the answer to the question users are asking, enhancing your credibility.
Establish authority
You might be knowledgeable in your field, but Google prioritises content it deems to be trustworthy. Citing reputable sources, using statistics, quoting experts and divulging personal experiences all help to establish your voice as authoritative, while revealing you have something unique to offer.
Keep it fresh
Your article might be full of information and links to credible sources – but if the title is along the lines of “10 Best SEO Tips in 2020”, Google isn’t exactly going to rank it on the first page.
In his talk, Meabe suggests creating a process that allows time for you to go back and update past blogs, helping keep the content fresh and relevant to the searcher. The search engine won’t penalise you for revising old content – but it will overlook articles that contain information that is out-of-date, meaning the material will bring you little, if any, traffic.
If you need help creating regular articles that speak with authority, our team at Engage Web can help. Why not book a call today to get started?
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