This article was written by Michelle Weger.
You’ve been toying with the idea of starting a blog and you’ve realized that they are an incredibly useful tool and you want to reap the benefits. You sit down at your computer, prepared to write something that will prove to your audience that you are an expert in your field. But how do you do that?
You rely on the power of evergreen content.
Think of what ‘evergreen’ means. It’s a type of plant that retains its green colour all year round. It’s lush and nice to look at all the time, just like your content should be. The easiest way to make sure that the information you put out is evergreen is to focus on the content and the topic.
How can you make sure your content stays relevant?
To make sure your content stays relevant, think of things that you’d search for year round:
- Business trends
- Tips to increase your sales
- Choosing the perfect puppy for your family
Even blogs are an evergreen topic. They became popular in the early 2000s. Now, more than 20 years later, you’re reading a blog post about the things you should include in blogs and on your website. Non-evergreen topics are things that are specific to a certain time. Things like “Celebrity A and Celebrity B get married” are only relevant in the weeks leading up to and the weeks after the event. If you want to make sure that you stay relevant and you don’t get lost in the mix of businesses that offer similar products or services, you need to make sure that your SEO ranking is high.
Here’s why SEO matters.
Search engines like Google use software robots called spiders that find hundreds of millions of web pages for keywords that match your search. Part of analyzing the web page and showing you the suggested search results is eliminating information that is dated and has not had a lot of traffic recently. Since evergreen content is always relevant and uses common keywords, search engines are more likely to show this content vs time sensitive content. To make sure that your blog posts and website copy comes up in searches, write your content around keywords that add value to your website. If your whole business is based on puppies, keywords such as “best family dogs” are the strongest because people will always be looking for that information. By creating content that is evergreen, you will spend less time updating your website and more time focusing on what’s important.
