Evergreen content – what is it?

What is evergreen content?

Thanks to evergreen content, a website can generate consistent organic traffic, maintaining a high position in search engine results for months or even years.

Unlike news articles or trend-based content, evergreen content does not become outdated or irrelevant. Of course, it may require occasional updates, but its core value remains intact. This makes it one of the best strategies for long-term SEO and positioning a website as a source of expert knowledge.

What type of content is considered evergreen?

Evergreen content includes topics that remain consistently relevant to users. Examples include guides, definitions, step-by-step instructions, and product reviews.

For instance, an article titled “The Most Fashionable Winter Shoes for 2024/2025” will have a short lifespan—after a few months, it will no longer be relevant. In contrast, a guide on “How to Choose the Right Running Shoes?” will remain valuable since the need for selecting appropriate footwear is not tied to a specific period.

To determine whether a topic has evergreen potential, it is worth using Google Trends. This tool allows you to analyse keyword popularity over time. Seasonal content shows sharp spikes and declines in interest (e.g., fashion trends, product launches), whereas evergreen content maintains a stable level of searches over a long period.

Example of an evergreen topic:

Example of a seasonal topic:

Evergreen content ideas for your website

When creating evergreen content, focus on topics that will remain relevant regardless of dates, trends, or events.

Best evergreen content formats suitable for most industries:

• Step-by-step guides and tutorials – detailed manuals that help users solve specific problems, e.g. “How to take care of leather shoes?” or “How to write an effective CV?”.
• Lists and rankings – compilations of top solutions, products, or ideas, e.g. “10 ways to save water” or “5 best time management apps”.
• Frequently Asked Questions (FAQ) – answering key industry-related questions, e.g. “What are the delivery options in an online store?” or “How can I return a product?”.
• Case studies – analysis of specific cases and their solutions, e.g. “How company X increased sales by 200% with an SEO strategy?”.
• Reviews and product comparisons – in-depth evaluations of products or services, e.g. “Best laptops for work under £1000 – a comparison of 5 models” or “The best hair straighteners – which models are worth buying?”.
• Definitions and glossaries – explaining specialist terms in a simple way, e.g. “What is marketing automation?”.

These evergreen content formats ensure that the material remains useful to users for a long time while being well-indexed in search engines, thus generating stable organic traffic.

How to create evergreen content?

Creating evergreen content requires a well-thought-out strategy to ensure the content is timeless, valuable, and SEO-friendly. Key guidelines:

• Choose the right topic – it should be independent of seasonal trends and always relevant to users.
• Select the right keywords – use tools like Google Keyword Planner or Semrush to identify search terms with consistent interest.
• Clear structure – the article should have an introduction, body, and conclusion, with clear headings and paragraphs for better readability.
• Simple language – content should be accessible to a wide audience, avoiding excessive industry jargon.
• Include multimedia – images, infographics, and videos enhance content appeal and improve information retention.
• Internal linking – adding relevant internal links improves usability and boosts SEO performance.
• Meta tags and alt attributes – ensure the correct meta title, meta description, and alt attributes for images.
• Long-lasting value – content should comprehensively answer key user questions in a practical and informative manner.

While evergreen content should form a significant part of your website, it should not entirely replace trend-based content. Keeping up with current events and trends is still crucial.

The ideal balance between evergreen and seasonal content depends on the industry and marketing strategy. In some sectors, such as education or healthcare, evergreen content may dominate. In fast-changing industries like fashion or technology, trend-based updates are more necessary.

Should you update evergreen content?

Although evergreen content is designed to remain relevant over time, it still requires periodic updates. Google rewards websites that refresh their articles with new information and updated data.

Every few months, it is worth reviewing your evergreen articles to check if they need improvements – such as adding new product recommendations, incorporating fresh statistics, or expanding explanations.

Benefits of evergreen content

Unlike news articles or seasonal content, which quickly lose relevance, evergreen articles can attract search engine visits for years.

In addition to driving traffic, evergreen content helps build a professional brand image. When potential customers find high-quality, well-researched content on your website, they are more likely to perceive you as an expert in your field.

Moreover, evergreen content can significantly increase conversions, as users searching for valuable information are more likely to make a purchase or use your services.