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What is the last thing you searched for online (typed into Google)? “Benefits of working out”? “Types of air conditioners”? “Latest SEO trends”? “2014 kitchen design trends”?
The first two are examples of evergreen content, which is content that will always be relevant and “fresh.” The second two are the opposite—they will only be relevant for a specific period of time. Having an evergreen content strategy is important for SEO, but ideally, you should have both evergreen and more “time-sensitive” pages on your website.
Why You Need Evergreen Content
By default, you have “evergreen” content on your website already (your company should have a website). Pages like your Homepage, About Us, and Main Services won’t ever need to change. But you should go beyond this and create evergreen pages and blog posts (your website should have a blog) for your site. If you’re an HVAC company, examples of this could be “types of water heaters” or “why your furnace isn’t working.” If you’re a home remodeler, evergreen content includes topics like “benefits of kitchen islands” or “how to care for your wood cabinets.”
Having evergreen (continually “fresh” and lasting) content on your website:
- Helps you rank in Google and other search engines, allowing you to maximize your online real estate.
- Can build your reputation as an authority in your industry.
- Is more shareable and can attract natural links.
- Helps keep new readers engaged without much work on your part.
Evergreen content can include landing pages, blog posts, FAQ pages, and “how to” guides. An evergreen content strategy should be part of your long-term SEO plan.
Keep in mind—it’s not enough to throw up an evergreen page on your remodeling website and never look at it again. Once in a while, you need to go back and re-read older blog posts and pages to make sure all the information is currently accurate and up-to-date and that there are no broken links.
Why You Also Need Time-Sensitive Content
Pages with more short-term relevance are also important. Some people may be tempted to overlook timely content with easier, low-maintenance evergreen content (write it once and it’s good forever, right?), especially busy business owners. But the greatest content marketing plan will have both evergreen and time-sensitive pieces.
Did your company just win a NARI award? Put that on your website. Did you add a new piece of equipment to your gym that consumers are eager to try? Advertise it on your website. Although this type of content won’t be relevant indefinitely, it is still beneficial in a number of ways—it can:
- Help you rank in Google and other search engines for a set period of time (“2014 kitchen design trends” isn’t evergreen, but it is widely searched and a page about it can help you rank well and drive traffic to your website).
- Help you start building up your brand and boosting your credentials (pieces about events or seminars you’re leading, awards you’ve won, the latest trends in your industry, etc.).
News pieces are probably the most common time-sensitive content types, but blog posts can work too.
Need Help With Your Content Marketing Strategy?
“Evergreen what? Blog posts? I don’t have the time!” If your line of thinking went something like that after reading this post, I was sort of hoping it would. You don’t need to do all this yourself. Blue Corona can help you come up with a thoughtful content marketing strategy that includes evergreen content and time-sensitive pieces to help you get on the first page of Google. What does that mean for you? More traffic, leads, and sales!
About The Author: Alanna is a content marketing specialist with Blue Corona. When she's not doubling and tripling website traffic and leads for remodeling companies, she enjoys reading and working out.
View more blogs by Alanna Potosky