While evergreen content is considered to be the golden ticket to unlocking successful SEO, how can you ensure that it continues to perform at its best?
As a brand or business, the idea of regular blogging is to construct a text that is both engaging, and reaches the right audience through proper optimisation. Over time, the readers will come to trust your brand, and will in turn encourage both new and repeat clients. It’s not the place for the hard sell - blogging for business is how you build trust with consumers and position yourself as the go-to authority within your industry.
However, the fine art of blogging is also paramount when it comes to nailing a successful SEO strategy. Otherwise known as Search Engine Optimisation, SEO is what we call the practice of including specific content on your website that has the potential to improve your visibility on search engines, and in turn their users. Put simply, it helps your site show up more often in relevant searches, and is crucial if you want to reach the lofty heights of Google’s top rankings.
When actioned well, the blog in question pulls new users into your website - again, and again, and again. Because the information is not time sensitive and has managed to successfully answer consumer queries, it continues to get the “hits”. This process is what we in the marketing realm refer to as evergreen content, or content that doesn’t die.
Common evergreen content formats often include guidebooks, entries that explain or decipher specific topics, list format blogs, and even product reviews. The structured pieces that don’t generally age, expire or go out of fashion, and generally include topics that stay relevant for years to come. Evergreen content is music to any marketer’s ears because they continue to reap the rewards long after the work is done, and provide serious return on investment.
How To Give Your Evergreen Content A Refresh
If you want to keep the momentum of your evergreen content blogs or articles, it’s important that you don’t forget about the maintenance. Much like servicing a car, if you intend on keeping it running at top speed, some parts usually need to be cleaned up or replaced.
Firstly, it’s rather counterproductive to write countless articles based around the same keyword, as you’ll just wind up competing against yourself for the top spot on the Google search engine results. Secondly, if your article truly is deemed to be evergreen, it should already have accumulated high quality online traffic and backlinks over time, so do yourself a favour and build on that foundation as opposed to starting again from scratch. Lastly, the Google overlords value accurate, fresh and up to date content - so where do you start?
Review Your Keywords - If your content contains solid information but isn’t targeted at a particular word or phrase, do your research and identify a keyword you can target such as location. This also helps to keep an eye on your competition.
Cross Check Information - Your evergreen content may include information, statistics or data that has since expired. Cross check your resources, and don’t be afraid to be transparent in the article about new information that has come to light since you originally posted the blog.
Don’t Forget Visuals - While large images can slow down page loading speeds and hurt your ranking, there’s nothing worse than not having them at all. Replace stock images when you can, update screenshots and be sure to check for any broken links.
Edit Your Format - The best content to create for SEO is considered to be long form, or blogs that are between 700 to 2000 words in length. If you have an article that’s doing well online, why not expand smaller pieces to ensure you’re represented as the guru within your field.
Tweak Optimisation - Could your blog’s title or meta description use some love? Don’t ignore these components, as this is often Google’s first port of call when it comes to reviewing your relevancy. Don’t forget that they are essentially a headline, so make it snappy and actionable.
Sourcing Help With Producing Evergreen Content
Producing quality, consistent and on brand content takes time, effort, experience and resources - and you’re not alone if you can’t quite commit to that. Avoiding blogging for business altogether may actually be doing your brand a disservice, but thankfully - investing in a solid content marketing strategy has never been easier.
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times. It also means that because you have a monthly credit, you are going to want to make sure you use these up - and so do we - meaning that your digital content is always consistent.If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.