December 10, 2015
Evergreen content can be a content marketer’s best friend or worst enemy. For those unaccustomed to the term, evergreen content is content that stays relevant over time and can be used over and over. As an evergreen tree stays green year round, evergreen content stays relevant indefinitely. Evergreen content is great for SEO purposes because if you write a useful blog around your targeted keywords, once it indexes people will be driven to your site, via the article, as long as it stays relevant.
Why could evergreen content be an enemy to a content marketer? For one thing, evergreen content, like an evergreen tree will wilt over time and not be relevant anymore if it’s not nurtured properly. The simple fact is the world moves fast and that most content needs refreshing after a time. Imagine if you wrote an article on the ‘Top 10 Ways to Get Your Content on the Top of Google’ five years ago. The content would most definitely be laughable now, although it was completely relevant at the time.
Knowing that you have to take into account old content, what’s the best way to keep your evergreen content relevant? Below are five ways to plan and make an impact by updating your past evergreen articles.
Set up a schedule to go through your old blogs
Scheduling an hour a week to go through past articles is the easiest way to make sure this project is done. Use your site’s tools to extract every blog onto an excel sheet and look at the metrics. If you have any articles that have been read more than others, start with those. If you have some that haven’t been read at all, devise a strategy around combining it with similar posts to create one really strong post, or in some cases, delete it altogether.
Update CTAs and outbound links
Do you have call-to-action buttons in each of your posts? If not, you should, it’s a great way to get readers to download an offer and by doing so, sharing their email address and perhaps additional information. If you’ve created stronger offers since you’ve published articles go in and change the CTAs to drive traffic to your better offers.
Are the outbound links you included in your article still relevant? Make sure, at the very least, that they don’t go to error pages, at best find more credible sites to site your arguments. This is one of the best things you can do for SEO purposes
Stronger writing = Stronger SEO scores
Your writing has probably gotten better through the years. Whether you started content marketing as a novice writer or once-upon-a-time wrote for the New York Times the more you do something the better you become. Is it possible that you were ever rushed while writing a post and just needed to publish it and move on? Or, were you ever lazy? The fact is you’re a human, nothing you’ve written is perfect. By going through and refining your old articles not only are you creating a better user experience for your readers, but, also search engines are looking for the best content to place on the top of searches so you’ll be helping your chances of being found tremendously.
Are your keywords still relevant?
While it’s typically not advisable to change your target keywords, occasionally you might tweak them or add to them. Is there any way you could add a keyword in the first paragraph? Are your keywords bolded throughout? Bolding keywords is fine as long as it’s done to enhance the readers experience, don’t just bold keywords for the sake of keywords. It’s an archaic practice that can show the age of your old content.
Keep it relevant by sharing it on social media
After you reinvigorate your content you can then reshare it on social media. Not only does this give you a way to engage with your current audience and help grow your readership it also helps your SEO rankings. With the Google algorithm seeking authoritative content, by sharing your content you are helping its authority.
By remembering the five easy steps listed above your evergreen content will stay relevant, continue to be a driver on search engines and make your brand look better. It’s also a great way to share articles that you wouldn’t normally think to share. How many articles are just sitting on your site collecting dust? Shake them off and get some more traction out of them. Turn what used to be your enemy into your best friend again.
Doug Eldridge is the inbound marketing manager at Revenue River Marketing in Denver, Colorado. He has almost 15 years of experience in marketing/communications. If it’s not one of the 60 hours a week he’s in front of a computer you can usually find him with his wife and two children on the slopes of a mountain.