Why your website needs evergreen content
To attract traffic to your website, you need to regularly update it with fresh and relevant content such as blogs.
Some of this content needs to be ‘evergreen’.
Evergreen content is content that’s always relevant and useful to your target audience. Unlike news or trending topics, evergreen content is timeless and doesn’t become outdated quickly. It’s the kind of content your visitors will still find valuable years after it’s written.
Here are four reasons why your business should publish evergreen content.
1. Evergreen content establishes authority and expertise
When potential clients visit your website and see you have informative and helpful content, it establishes your expertise and authority. In turn, this helps build trust and confidence in your business, increasing the likelihood that potential clients will choose you over your competitors.
For example, a mortgage broker who has evergreen content on their website, such as an article explaining how to increase your borrowing power, will likely demonstrate their expertise to any potential clients looking for a skilled broker.
2. Evergreen content boosts SEO
Search engines like Google favour websites with high-quality, informative content that’s relevant and useful to their users. So regularly publishing evergreen content can improve your website’s ranking, making it more likely to appear at the top of search results when potential clients input relevant keywords.
For example, an accountant with evergreen content on their website, such as a guide to tax deductions for small business owners, can attract potential clients searching for a business accountant.
3. Evergreen content provides long-term value
Unlike time-sensitive content that can become irrelevant after a certain period, evergreen content remains relevant and useful over time. This means you can continue to generate traffic and leads from your evergreen content long after it’s been published.
4. Evergreen content can be repurposed and shared on multiple platforms
Evergreen content can be repurposed and shared on multiple platforms, such as social media and email newsletters. This can increase the reach of your content and attract new clients to your business.
Examples of evergreen content for property and finance businesses
1. Guides and how-to articles
Creating guides and how-to blog articles can be a great way to provide value to your audience while establishing your expertise. For example, a real estate agent could create a guide on how to buy a home, covering topics such as finding the right property, negotiating the purchase and managing the settlement process.
Glossaries are a useful resource for visitors unfamiliar with the terminology used in your industry.
3. Frequently asked questions
FAQs are a great way to provide answers to common questions your clients have. For example, a credit repair agency could create an FAQ that addresses ‘How long it takes to repair credit’ or ‘Can negative credit listings be deleted?’.