Ever Green Content Using Evergreen Content for Long-Term Results Evergreen Content What is Evergreen Content?
Download ReportTranscript Ever Green Content Using Evergreen Content for Long-Term Results Evergreen Content What is Evergreen Content?
Slide 1
Ever Green
Content
Using Evergreen Content for
Long-Term Results
Slide 2
Evergreen Content
What is Evergreen Content?
Slide 3
Evergreen Content
Evergreen Content Key Advantages
1.
2.
3.
4.
5.
6.
7.
8.
9.
Scalable link acquisition
Achieving high search rankings for industry terms
Continuous social sharing of content
Constant traffic generation from different sources (referring sites, social
and search)
Helping the site’s online conversions in terms of lead and revenue
generation
Uncovering more opportunities for the site (links, relationships, coverage,
partnerships, etc…)
Supporting and giving more visibility to the other important pages of the
site
Growing subscribers, social followers and brand advocates as the content
consistently draws traffic to itself.
Brand strengthening
Slide 4
Evergreen Content
Evergreen Content in Depth
Evergreen
content, as the term defines itself, is a content that never relies on
current trends and is simply an informational or reference material that
somehow never goes out of date.
Content marketers commonly use this type of content with the intention to
drive consistent web traffic to it (for a long period of time), since this type of
content discusses generally searched information most of the time (such as
guides and historical information).
Slide 5
Evergreen Content
Evergreen Content in Depth
Evergreen content ideas
General tips
Frequently Asked Questions
“How To” Guides and Tutorials
Glossary of industry phrases and
buzzwords
List of Industry Resources (people,
publications, tools, etc)
“History of …” pieces
Write for visitors not search engines
Not overly technical
Helpful or insightful
Relevant keywords
Narrow focused > broad focus
Use lists
Use “How to Guides”
Humor where appropriate
Share it
Link to it
Slide 6
Evergreen Content
What is NOT Evergreen Content?
Monthly statistics
numerical reports (e.g. “Market Report for January 2013″)
Seasonal / holiday specific pieces (e.g. “2013 Cyber Monday Holiday
Special”)
Current trend or pop culture write-ups (e.g. “Skinny Jeans are the
Fashion Trend of 2012″)
News articles (e.g. “2012 Presidential Election”)
Slide 7
Evergreen Content
Evergreen Content & SEO
Slide 8
Evergreen Content
Evergreen Content & SEO
How to get higher search rankings for your evergreen content:
Optimize content for search, especially in making the content absolutely
relevant to the keywords it’s aiming to rank for.
Build more exposure and authority to the content through both internal
linking and content-based link building.
Utilize social media marketing techniques to send out more positive signals
from the content as well as for the content to be more visible on
personalized search results.
Slide 9
Evergreen Content
Social Sharing & Your Content
In social media, even if the
content is already months or years
old, it can still work for you as long
as the content has proven to offer
value to its audience.
Slide 10
Evergreen Content
Slide 11
Evergreen Content
Example # 1 of Evergreen Content
For instance, the link growth for an evergreen post that have published last
March 16, 2011 about “Ecommerce SEO strategies” has been increasing for the
past 17 months.
Slide 12
Evergreen Content
Example # 2 Evergreen Content
Just imagine the power this method can lend to your site if you have tens or
hundreds of this kind of high performing content hosted in your domain.
Slide 13
Evergreen Content
Example # 3 Evergreen Content
Chris Lake: This is a classic compendium post which has 15,000 page
impressions a month, I don't remember precisely, but that probably took me
no more than two hours to research and assemble. That one post generates
four figures worth of monthly ad revenue alone for us, which represents a
rather good return on investment.
Slide 14
Evergreen Content
How to Create an Evergreen Content?
Avoiding overly technical jargon and keeping the flow of information organized from least technical to
most technical.
Use the available keyword research tools, as well as your own common sense, to determine which
key phrase should be the focus of your content.
Create top-level pieces (e.g. “How to Use an iPhone” – /how-to-use-an-iphone/) and have more
long-tailed pieces branch off from there (e.g. “How to Use an iPhone 5″ – /how-to-use-an-iphone-5/)
Some content can be “evergreen”, but still have a limited lifespan (e.g. “How to Restore Your iPhone
3GS”).
Think of your evergreen content like a tree (fittingly). Your high level piece is the trunk. Your
secondary level pieces are the bigger branches.
Slide 15
Evergreen Content
How to Create an Evergreen Content?
Make sure that the content will be found by people who are specifically searching for it.
(both short and long-tail keywords)
Build internal contextual links to the content to improve its visibility through search
rankings and referred page visits.
Use longer strings of texts for anchors, as longer anchor texts are more receptive to
readers and can also allow the destination content to target multiple keywords that they
can rank for.
Use awesome titles for your posts that aren’t limited by trends (extensive tips, guides
and lists are usually effective in this type of content).
Slide 16
Evergreen Content
How to Create an Evergreen Content?
How to Create an Evergreen Content?
Update content if necessary to make sure that new visitors will be satisfied with the
content they’ll be landing on.
Share your old content on social networks once in a while to send your new followers
who might have missed the content.
Support and lend visibility to other important pages (through internal linking)
Monitor and make a list of those who have recently shared your old content, especially
those who run or have websites/blogs.
Slide 17
Evergreen Portals
Slide 18
Squeeze Your
Existing Information
At least once a month, audit your existing content by updating it
where needed, adding new information and re-posting it
If it’s a blog post, remove the published date and re-share the content
with current date via your social channels
Add links to new posts or pages that you have published on your site
since the original article was published
Slide 19
Evergreen Plan
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Find your sweet spot: what do you want to be known for?’
Mine the gaps: Spot trends as early as possible and try to catch the wave before it breaks.
Create fresh: timeless content: You may need to update your content.
Evergreen’ isn’t a synonym for ‘popular’. Be prepared to target very specific search queries.
Identify your top posts for recurring traffic: Replicate these formats in other topic areas.
Beware dates! News obviously grows old very quickly
Embrace dates! Valentine’s Day. Mother’s Day. Traditional / religious holidays. creating evergreen
content for these events is a good idea (ideas / tips / how to guides, etc).
Work the emotions: make people feel something, Shock them, Give them a belly laugh, Be a
contrarian
Add plenty of internal links: use plenty of internal links in your evergreen articles
Find relevant questions and provide some answers
Learn to love lists: A strong list is a strong, shareable article
Learn how to transform news stories: Figure out how to spin news stories into something more
long lasting, more unique, and more useful, such as a 'how to' guide.
Slide 20
Evergreen Content
Good Luck..!
Ever Green
Content
Using Evergreen Content for
Long-Term Results
Slide 2
Evergreen Content
What is Evergreen Content?
Slide 3
Evergreen Content
Evergreen Content Key Advantages
1.
2.
3.
4.
5.
6.
7.
8.
9.
Scalable link acquisition
Achieving high search rankings for industry terms
Continuous social sharing of content
Constant traffic generation from different sources (referring sites, social
and search)
Helping the site’s online conversions in terms of lead and revenue
generation
Uncovering more opportunities for the site (links, relationships, coverage,
partnerships, etc…)
Supporting and giving more visibility to the other important pages of the
site
Growing subscribers, social followers and brand advocates as the content
consistently draws traffic to itself.
Brand strengthening
Slide 4
Evergreen Content
Evergreen Content in Depth
Evergreen
content, as the term defines itself, is a content that never relies on
current trends and is simply an informational or reference material that
somehow never goes out of date.
Content marketers commonly use this type of content with the intention to
drive consistent web traffic to it (for a long period of time), since this type of
content discusses generally searched information most of the time (such as
guides and historical information).
Slide 5
Evergreen Content
Evergreen Content in Depth
Evergreen content ideas
General tips
Frequently Asked Questions
“How To” Guides and Tutorials
Glossary of industry phrases and
buzzwords
List of Industry Resources (people,
publications, tools, etc)
“History of …” pieces
Write for visitors not search engines
Not overly technical
Helpful or insightful
Relevant keywords
Narrow focused > broad focus
Use lists
Use “How to Guides”
Humor where appropriate
Share it
Link to it
Slide 6
Evergreen Content
What is NOT Evergreen Content?
Monthly statistics
numerical reports (e.g. “Market Report for January 2013″)
Seasonal / holiday specific pieces (e.g. “2013 Cyber Monday Holiday
Special”)
Current trend or pop culture write-ups (e.g. “Skinny Jeans are the
Fashion Trend of 2012″)
News articles (e.g. “2012 Presidential Election”)
Slide 7
Evergreen Content
Evergreen Content & SEO
Slide 8
Evergreen Content
Evergreen Content & SEO
How to get higher search rankings for your evergreen content:
Optimize content for search, especially in making the content absolutely
relevant to the keywords it’s aiming to rank for.
Build more exposure and authority to the content through both internal
linking and content-based link building.
Utilize social media marketing techniques to send out more positive signals
from the content as well as for the content to be more visible on
personalized search results.
Slide 9
Evergreen Content
Social Sharing & Your Content
In social media, even if the
content is already months or years
old, it can still work for you as long
as the content has proven to offer
value to its audience.
Slide 10
Evergreen Content
Slide 11
Evergreen Content
Example # 1 of Evergreen Content
For instance, the link growth for an evergreen post that have published last
March 16, 2011 about “Ecommerce SEO strategies” has been increasing for the
past 17 months.
Slide 12
Evergreen Content
Example # 2 Evergreen Content
Just imagine the power this method can lend to your site if you have tens or
hundreds of this kind of high performing content hosted in your domain.
Slide 13
Evergreen Content
Example # 3 Evergreen Content
Chris Lake: This is a classic compendium post which has 15,000 page
impressions a month, I don't remember precisely, but that probably took me
no more than two hours to research and assemble. That one post generates
four figures worth of monthly ad revenue alone for us, which represents a
rather good return on investment.
Slide 14
Evergreen Content
How to Create an Evergreen Content?
Avoiding overly technical jargon and keeping the flow of information organized from least technical to
most technical.
Use the available keyword research tools, as well as your own common sense, to determine which
key phrase should be the focus of your content.
Create top-level pieces (e.g. “How to Use an iPhone” – /how-to-use-an-iphone/) and have more
long-tailed pieces branch off from there (e.g. “How to Use an iPhone 5″ – /how-to-use-an-iphone-5/)
Some content can be “evergreen”, but still have a limited lifespan (e.g. “How to Restore Your iPhone
3GS”).
Think of your evergreen content like a tree (fittingly). Your high level piece is the trunk. Your
secondary level pieces are the bigger branches.
Slide 15
Evergreen Content
How to Create an Evergreen Content?
Make sure that the content will be found by people who are specifically searching for it.
(both short and long-tail keywords)
Build internal contextual links to the content to improve its visibility through search
rankings and referred page visits.
Use longer strings of texts for anchors, as longer anchor texts are more receptive to
readers and can also allow the destination content to target multiple keywords that they
can rank for.
Use awesome titles for your posts that aren’t limited by trends (extensive tips, guides
and lists are usually effective in this type of content).
Slide 16
Evergreen Content
How to Create an Evergreen Content?
How to Create an Evergreen Content?
Update content if necessary to make sure that new visitors will be satisfied with the
content they’ll be landing on.
Share your old content on social networks once in a while to send your new followers
who might have missed the content.
Support and lend visibility to other important pages (through internal linking)
Monitor and make a list of those who have recently shared your old content, especially
those who run or have websites/blogs.
Slide 17
Evergreen Portals
Slide 18
Squeeze Your
Existing Information
At least once a month, audit your existing content by updating it
where needed, adding new information and re-posting it
If it’s a blog post, remove the published date and re-share the content
with current date via your social channels
Add links to new posts or pages that you have published on your site
since the original article was published
Slide 19
Evergreen Plan
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
Find your sweet spot: what do you want to be known for?’
Mine the gaps: Spot trends as early as possible and try to catch the wave before it breaks.
Create fresh: timeless content: You may need to update your content.
Evergreen’ isn’t a synonym for ‘popular’. Be prepared to target very specific search queries.
Identify your top posts for recurring traffic: Replicate these formats in other topic areas.
Beware dates! News obviously grows old very quickly
Embrace dates! Valentine’s Day. Mother’s Day. Traditional / religious holidays. creating evergreen
content for these events is a good idea (ideas / tips / how to guides, etc).
Work the emotions: make people feel something, Shock them, Give them a belly laugh, Be a
contrarian
Add plenty of internal links: use plenty of internal links in your evergreen articles
Find relevant questions and provide some answers
Learn to love lists: A strong list is a strong, shareable article
Learn how to transform news stories: Figure out how to spin news stories into something more
long lasting, more unique, and more useful, such as a 'how to' guide.
Slide 20
Evergreen Content
Good Luck..!