Evergreen content is content on your website that users can return to year after year. It is not dated or trendy; it does not cover events, and its content never “expires.” Your website should include a significant amount of evergreen content. Learn why this is so important.

The Importance of Evergreen Content

Your SEO continually increases

Evergreen content plays an important role in improving SEO. The content pieces should be longer (since it has been proven that search engines like Google rank articles with higher word counts over those with a lower word count). Over time, as users search for the keywords in your article and then come to your page, your SEO will continue to improve. This helps not just your article, but your entire site.

You can recycle your investment

Evergreen content will never get old or expire. In this way, you are maximizing the investment (whether it be time, money, or both) that you put into creating this content.

You can also recycle this investment through social media posts, newsletters, and email campaigns.

You can easily refresh and update your site

Search engines often prioritize the article’s date of publication or last date of revisions when presenting rankings. Therefore, although your evergreen content is essentially never going to be out-of-date, it still helps to occasionally revisit your posts and update them. (This is called Historical Optimization.) These changes alert search engines that the posts have been revised, which will improve rankings. Consider a yearly review of content: swap photos, add a paragraph, and do a keyword density analysis to ensure that your article is optimized.

You can establish yourself as an authority on a subject

A collection of articles on a specific topic will identify you as an authority on a subject in the eyes of both readers and search engines. By producing this content, you are effectively staking your claim as experts (and improving SEO in the process).