Is ‘Evergreen Content’ the new favourite SEO buzzword?

Home / Marketing / Is ‘Evergreen Content’ the new favourite SEO buzzword?

As with any industry, the world of search engine optimisation likes buzzwords. In fact I would go so far as to suggest that SEOs like buzzwords more than most. I’m not talking about ‘touching base’ or even companies offering ‘innovative solutions’ (although they still abound in SEO). No – we seem to prefer industry specific terminology. ‘Backlinks’, ‘PageRank’ and ‘Keywords’ used to be all the rage but they have given way to a true, but nevertheless more infuriating catch phrase ‘Content is King’.

The problem is that content is king when it comes to ranking well on Google…..I just wish that I didn’t have to read it on every single marketing forum or blog that I visit. Its truth has led to its popularity and ultimately to its irritating status. However, recently another phrase is threatening to perform a coup; toppling ‘content is king’ from its own self-proclaimed throne as the favourite word or phrase of those who bow down to Google’s might (SEOs). That phrase is of course ‘evergreen content’. I suppose it is simply a natural progression but I am calling it now. Evergreen content is going to become just as annoying (if not more annoying) than any other overused buzzword or phrase in our oh so tight knit community.

So what does evergreen content actually mean?

The hint is in the name. Evergreen trees do not shed their leaves and as such evergreen content stays relevant and useful regardless of when it was written. Its value is fairly self-explanatory….it just keeps on giving and not just in an SEO sense. Users who come across this evergreen content find it genuinely useful no matter the time of year or when it was written. An example of evergreen content is a ‘history of’ type article such as our “What Exactly is SEO” which explains how SEO came about and why it is important. You can often solve the question of ‘is this evergreen?’ by asking yourself if in a year’s time you would share this across your social media platforms.

Some would argue that it is very rare to find content that is truly everlasting. Most industries are forever changing and as a result any how to guide or best practices will eventually be superseded by new techniques. This may be true but what most people mean when they talk about evergreen content is the textual equivalent of UHT long life milk vs unpasteurised milk. The UHT is useful for an extended period of time (often for years). On the other hand unpasteurised milk has a very distinct lifespan.

Content is often created around trends and current affairs. This is not evergreen; it is not even seasonal. The relevance and usefulness of this type of content will decrease over time. Furthermore, the decline in usefulness will only increase as time marches on and the event or trend falls out of practice and is lost to the annals. In addition if Rand Fishkin is right about what he called the ‘decay factor’ in regards to Google Plus’ influence on search results this decay could potentially be accelerated.

That is not to say that it is not useful, in fact this type of content is essential for your website to stay contemporary and according to Rand it may well help you rank for those logged in to Google Plus. It also shows credibility to users and will help with conversions. Taking this into account evergreen content should make up a certain percentage of your content – but do not disregard other types of content!

So what will be the next buzzword after evergreen content?

As social media becomes more and more influential both in our day to day lives and in SEO I envisage that ‘social shares’ will grow in popularity and potentially topple evergreen content. There is a certain irony in the fact that evergreen content as a buzzword will inevitably go the way of unpasteurised milk.

As always, if you want to learn more about SEO or would like to top up your core knowledge with the latest techniques and best practices then don’t hesitate to get in contact to discuss one of our SEO workshops or training courses.

Recent Posts

Leave a Comment

You must be logged in to post a comment
Contact Us

We're not around right now. But you can send us an email and we'll get back to you, asap.