The new year always begins with a lot of promise. People predict what will happen in the world, what next year’s goals should be, and what things they will accomplish. Emails and news feeds are filled with “2022 Trends.” They include tips on financial wellness, exercise, dieting, and a million other things. However, there is one thing that remains constant, that can always be counted on in the Search Engine Optimization (SEO) and digital world – CONTENT IS KING.
Google, Yahoo, Bing, and DuckDuckGo are just some of the search engines that are used by businesses and their potential customers. All these search engines love to crawl and scan a website’s content, again and again, searching for keywords, outbound links, alt text, and all the other identifiers that contribute to website traffic. One form of content stands apart from the rest in this world – evergreen content.
Evergreen content is content that will provide a constant level of interest. Topics can include things like “How to create a website” or “What is the best way to sheer a sheep.” This type of content will be relevant year-round and will not have seasonal dips. Content like “Hot Summer Wear” and “Grandma’s Christmas Cookie Recipe” might be topical, but their seasonal relevance limits their effectiveness.
Evergreen content helps businesses with their long-term strategies and improves implementation of keyword ranking strategy on the Search Engine Results Page (SERP). SEO is a long game, nothing happens overnight. This type of content will help any business move up the results page.
According to the Marketing Insider Group, “The value of quality content will compound over time, and that is what differentiates it from traditional marketing tactics.”
It is not enough to know that content is most effective when it is relevant year-round. Businesses need to know how to identify topics that will be interesting and engaging to their audience year-round. This information can only come from research, research, and more research.
There are various tools that can be used to do keyword and topic research that can help any business identify what they should write about. Once topics have been chosen, it’s time to write!
After a topic is chosen, an article written, proofed, and published, it can be easy to forget about it. It is important not to let that happen. Sometimes links change or information needs to be updated. It is important to regularly review old content and update it to ensure that everything is up to date.
It is only through a constant cycle of identifying topics, publishing new evergreen content, and reviewing it, that a business can stand apart in the incredibly competitive digital landscape.