Evergreen content: what it is, how to write and update it
This is evergreen content. Read today, six months from now, or two years from now, it will continue to provide the same useful and relevant information: it doesn’t expire, it doesn’t become obsolete. It is designed to remain evergreen, just like a guide on how to optimize your site for SEO or a set of tips for improving personal productivity. In a digital environment where information moves quickly, evergreen content provides a stable reference point, ensuring steady traffic and a solid online presence. Why they work. Because they are not based on passing trends or events of the moment, but respond to needs and questions that retain their relevance over time: people continue to seek answers to fundamental questions, and evergreen content is designed to meet these needs, regardless of the passage of years. However, to be truly effective they need to be optimized and curated with periodic updates so that they remain truly relevant and competitive. Let’s learn more about what they are, how they are written, and how to ensure that our evergreen content lasts a long time.
What is evergreen content
Evergreen content is articles, posts or guides that maintain their relevance and usefulness over time. The term “evergreen,” borrowed from the natural world, conjures up the image of something that remains evergreen, resilient, able to last a long time regardless of external circumstances. Similarly, this content is not tied to a particular time, event or season, but is built to attract and inform an audience consistently, even months or years after its publication.
A classic example of evergreen content might be a guide on “how to get quality backlinks” in the context of SEO or an article devoted to “how to write an effective resume”: topics that retain their informational value as they answer universal questions and needs. In fact, evergreen content ranks on keywords that do not undergo large variations in search volume over time and that do not undergo particular fluctuations caused by seasonality, remaining constant in audience needs.
Meaning of evergreen: the main characteristics of this content
As mentioned, the term evergreen immediately refers to the image of an evergreen plant, which never loses its leaves and remains lush regardless of the season.
In the context of the web, the concept works the same way: these are articles that maintain their validity indefinitely, continuing to generate traffic and offering useful information long after their publication.
The meaning of evergreen, then, precisely emphasizes the longevity and endurance of the content, which always remains relevant, unaffected by passing trends or momentary events. So, they are so called precisely because, like evergreen plants, this content is not limited by a time limit : it can endure through the digital life cycle, keeping its value intact.
Structurally, evergreen articles are characterized by some particular properties. First, they deal with general, but non-trivial topics that people need constantly: how to do proper SEO analysis, tips for writing an effective business letter, or strategies for saving energy at home. They do not contain time references or data that are constantly updating, while focusing on solving problems or needs that remain the same over time.
Another key aspect is the formatting of the content: evergreen articles often have a clear, well-organized structure that allows users to enjoy the information in a fluid manner. Whether guides, tutorials, or directories, this content is easily updatable and, most importantly, addresses widespread practical needs.
Longevity, however, does not mean immobility: even evergreens require minor adjustments over time that take into account changes in context, both to still ensure relevance and to comply with search engine algorithmic evolutions. Keeping content evergreen, in its essence, therefore does not mean creating untouchable materials, but being prepared to “refresh” it periodically so that it remains a pillar of long-term organic traffic to our site.
What is not evergreen content?
In the life of a site, and even more so in the life of a blog, the types of articles are many, and it is important to clarify from the outset what is not an evergreen, in order to avoid ambiguity and learn how to deal appropriately with the various pages.
As you can easily guess, articles related to the news cycle, momentary trends or specific events-whether related to a date, a fashion or a contingent fact-cannot be considered evergreen. Think, for example, of an analysis on Black Friday in 2024 or a review of the latest version of a software: both will attract traffic only for a short time, and then gradually lose interest when the topic is no longer relevant. Content that reports temporary numerical data, such as annually updated statistical reports, also falls into this “short-term” category.
In contrast, evergreen content is meant to last and continues to serve audiences without the need for frequent updates-although, as we shall see, maximizing its effectiveness still requires periodic interventions.
Understanding the difference between evergreen content and topics
To achieve optimal results, however, we must first know what evergreen topics are and then be able to write quality evergreen content.What does this distinction mean?
Evergreen topics are the topics that people will always be interested in: regardless of how the world changes, there are topics that will always be sought after, such as health information, methods to maintain physical fitness, sources of income, and so on. We also had confirmation of this in the lockdown phase: in spite of everything, our Covid-19 impact study showed that there were topics that maintained their interest “regardless,” or saw their search volume grow.
Evergreen content is that which focuses on an evergreen topic without becoming obsolete, using a key that solicits the interest of an ever-changing audience: guides to “how to do” something, a list of “tot things to do/not to do” to achieve a goal, and so on, which start with an evergreen topic and make it “universal” across time and search, and which offer added value that audiences cannot find anywhere else.
Evergreen does not mean eternal!
However, we need to get out of the myth of “unchanging evergreen content, ” that is, content that remains valid and brings traffic over time (forever) without the need for retouching: while certainly enduring and stable, these articles still need periodic revision, albeit in a lesser way than is needed for news-like content or on hype topics.
On the other hand, even in botany from which we get the expression evergreen the same thing happens: evergreen plants are not immortal and need water, sunlight and care. Only by meeting these basic needs of the plant can we hope that they will remain green all year round, because otherwise-without the right amount of sunlight, water and nutrients from its soil-even an evergreen is likely to wither and die.
Returning to content marketing, our evergreen content obviously does not need fertilizer and sunlight, but a series of maintenance and “survival mechanisms” that can ensure its effective longevity.
In short, evergreen content is not eternal, timeless and unchangeable, and a good editorial strategy also provides the right space for its care, under the mantra we now frequently repeat: knowing the dynamics of the web allows us to “do the right traffic, for the right users, at the right time.”
Who needs evergreen content and what types of sites it is useful for
Evergreen content is especially valuable for all businesses that want to build a solid and lasting base of organic traffic. Having articles available that continue to intercept audience needs is especially crucial for sites that want to ensure a consistent presence in the SERPs of Google and other search platforms.
In particular, corporate blogs and those focused on visitor conversion are among the main beneficiaries: for example, an e-Commerce site that offers practical guides on the proper use of products or tips on how to customize a specific purchase can guarantee positive results for a long time, without necessarily having to update or change its content marketing strategy on a monthly or seasonal basis. Practical guides or FAQs are typical examples of evergreen content that can continue to satisfy these users even years later.
Educational or vocational-oriented portals also find powerful allies in evergreen content: the same article on “how to optimize your site’s pages for mobile” will remain as useful for those entering digital marketing today as it will be for those getting there in five years. The same goes for consulting sites, dedicated to services that do not change in their essence, such as legal, financial or tax support.
Finally, the strategic value of evergreen content lies in its application potential even for realities that need to balance short-term content, such as newspapers or news portals. For these sites, the publication of well-placed evergreen articles can even sustain periods when temporary news does not achieve the same expected success or traffic.
What is evergreen content: types and practical examples
Evergreen content is never reduced to a single category or format, but can fit the needs of any site, from commercial sites to educational portals to blogs and news outlets. The diversity of format and approach depends on the target industry, the goals of the site, and the intended audience.
The common characteristic of all of this content is its ability to remain relevant for an indefinite period of time and to respond to user needs without tying itself to trends or temporary events, continuing to bring organic traffic and value even years after publication-though, as mentioned, with the appropriate attention to intercepting possible changes and updates in a timely manner.
Let’s look at some types of evergreen content with practical examples based on different types of websites.
- Corporate blogs and consulting sites
On corporate blogs and consulting-related sites, evergreen content often involves practical guides or articles that teach something applicable over time. These types of content are based on concepts that remain stable, regardless of market or industry changes.
- Comprehensive Guides. Content such as “A Complete Guide to SEO for Beginners” or “How to Create an Effective Content Marketing Strategy” remains valuable for years because it answers practical questions that audiences will continue to ask over time.
- Frequently asked questions (FAQs). Another valuable evergreen type for business sites are FAQ pages , such as “Answers to common questions about cybersecurity” or “What to do to optimize cash flow management.” They offer concrete answers to customers’ most common problems.
- Case studies on business success stories. Analyses of business success stories, such as “How an SME improved its strategic SEO through content optimization,” can retain usefulness over time. Although the technical solutions may change, the principles and methodologies applied remain relevant.
- E-Commerce Sites
For an e-Commerce site, evergreen content provides useful information related to products and their use. These types of content help customers understand how to make the most of a product or solve common problems.
- How-to and tutorials. For an e-Commerce that sells electronics products, an evergreen content might be “How to set up a smart TV” or “How to choose the right smartphone.” These types of articles address practical needs that remain stable over time, building trust with potential buyers.
- Product comparison guide. Articles such as “Guide to the best appliances for your kitchen” or “The 10 best laptops for remote work” are evergreen examples that compare the marking features of products, regardless of brand or current fashions.
- Insights into product categories. Evergreen content for a cosmetics e-Commerce could be an article such as “The Basics of an Effective Skincare Routine,” a topic always consulted by people of different ages looking for lasting advice.
- Educational portals and training sites
Educational portals and online training sites offer excellent opportunities for creating evergreen content, as they are based on teaching fundamental concepts and skills that continue to be in demand by a wide audience.
- Tutorials and guides for learning. For educational portals, an evergreen article would be “How to Learn to Program in Python” or “Complete Guide to Academic Writing,” both of which are useful for first-time learners, but valuable over time.
- Industry Glossaries. Content such as “Glossary of Web Design Terms” or “Financial Vocabulary” allow students and professionals to deepen their understanding of concepts, with value that remains stable over time.
- Resource Lists. Pages such as “The Best Online Resources for Learning Math” never lose their usefulness, as they provide learning paths and tools that can be used by generations of students.
- News outlets and editorial sites
Although news-related content is seasonal and typically temporary, news outlets can also benefit from evergreen articles through analytical or in-depth content.
- Analysis of historical or geopolitical contexts. An article on “The Historical Causes of the Israeli-Palestinian Conflict” or “The History of Voting Rights in the United States” will remain useful years after its publication because it delves into issues that do not change in the short term.
- Informative guides. An evergreen example might be “How the Italian Electoral System Works” or “What Economic Inflation Involves,” articles that help readers understand institutional or economic concepts that remain relevant.
- Focus on environmental issues. Articles such as “What is climate change and how does it affect our planet” have a very long shelf life, as they address a global and evergreen topic that stimulates an urgency to be understood.
- Entertainment and culture sites
Entertainment sites or those devoted to culture can also benefit from evergreen content, especially those that touch on broad topics or relate to enduring interests.
- Thematic lists. “The 10 Best Science Fiction Movies of All Time,” or “Must-See TV Series for Thriller Lovers,” are examples of content that never loses appeal because tastes in film and television tend to remain stable. This content is also useful to incentivize continuous updates with new releases.
- Biographies of famous people. An article such as “The Life of Leonardo Da Vinci” or “The Literary Revolution of Jane Austen” continues to capture the interest of readers who are curious to expand their knowledge about prominent historical or cultural figures.
- Classic Reviews. Reviews on books or works of art that have shaped the collective imagination, such as “Analysis of George Orwell’s novel 1984 ” or a review of “Star Wars: A New Hope,” continue to be requested by new readers or cinephiles.
What are the strategic advantages of evergreen content
We have said it: the main strategic advantage of evergreen content lies in its ability to generate value over time.
This type of content plays the essential role of a pillar for site traffic due to its stability and resilience in SEO rankings: its long-term nature allows it to maintain consistent results, in a context where many articles quickly become obsolete and collapse in SERP rankings.
From an SEO perspective, well-constructed evergreen content has the ability to rank steadily because of its universality and continued user demand for the key information it provides. For example, a guide on “how to write an effective business email” or a resource on “the best tools for content marketing” answers questions that people will continue to ask for years. This makes content an excellent resource for accumulating natural backlinks from other pages and sites, thereby increasing the domain’s authority over time.
Another key strategic benefit is the reduction in long-term costs associated with producing new content. A blog or site that invests in evergreen content may not have to replace or update it frequently, thus saving on resources devoted to the ongoing creation of trending or topical articles. Obviously, this makes it easier to maintain high quality standards, as the focus can shift from daily updating to curating and optimizing existing content, taking advantage of its longevity.
Finally, a company that bases its business on evergreen content builds trust and authority in the eyes of the public and search engines. An article that has dominated a niche and continues to respond satisfactorily to a specific search intent not only brings recurring traffic, but reinforces the idea that that site is a trusted reference point in the relevant landscape.
How to write quality evergreen content
Writing evergreen content is not simply about producing a good article and hoping it will remain relevant over time-it is a strategic process that requires analysis, planning, and a deep understanding of both audience and search dynamics. Creating content that can maintain lasting value is not an extemporaneous exercise, but the result of careful construction that starts with topic selection and builds on a solid SEO optimization framework.
But how can we produce truly effective evergreen content ? The answer is not limited to a magic formula, but lies in a series of conscious decisions: from the topic we choose to cover via the way we execute the content, to the tools we use to monitor its performance.
So let’s look at the basic steps to ensure longevity and quality in our work.
Choosing the right topic for evergreen content
Choosing the right evergreen topic is perhaps the most important decision. For a piece of content to remain relevant over time, it must address an audience demand or need that is not likely to change quickly or disappear. A good starting point is to try to identify those issues or needs that are always relevant. Think, for example, of a guide on “how to improve sleep quality” or an “introductory guide to SEO”-these are topics that remain of perennial interest, as people will always need to improve their health, their digital skills, or their business.
Here it is crucial to remember that evergreen content is never tied to a specific time nor should it deal with unique or typically seasonal events. It is important not to fall into the temptation of producing evergreen articles on topics that, while having enormous relevance at a given moment, are bound to lose visibility over time: for example, content on the latest updates of a specific software, or analysis of the new features of a newly released tech device.
To identify the right topic, SEOZoom ‘s SEO analysis tools provide us with valuable information. An analysis of search volumes that are stable over time and keywords that do not fluctuate seasonally helps ensure that the content produced maintains relevance to our target audience. If one of our goals is to get steady organic traffic , we must first be sure that the queries we answer with our content have a long life and continuous demand. And of course, once the right topic is chosen, it will be essential to optimize it for the search intent that users manifest, so as to intercept their needs exactly.
How to do keyword research for evergreen content
Choosing the right topic is not enough: it is also necessary to identify the keywords that can sustain the content in the long run. Keyword research for an evergreen article is slightly different from what we do for content related to current events or seasonal topics: in this case, we are not interested in following the trends of the moment, but in finding those keywords that remain consistently searched over time.
SEO research tools become crucial. With SEOZoom we can monitor queries with stable demand, which do not undergo too many seasonal fluctuations and which do not grow dramatically at a specific time of the year and then drop dramatically. Even so-called long-tail keywords, the more specific and detailed phrases, often have less competitive but more stable search volumes over time, making them ideal for evergreen content.
An example? While the generic keyword “content marketing” might fluctuate significantly, a long-tail such as “how to plan a content marketing strategy for small businesses” tends to maintain a more constant search volume, since we are dealing with a fundamental, long-term topic, and closely linked to the practical needs of a specific audience.
Our strategy should take into account not only the main keywords, but also related queries, those similar searches that can strengthen content optimization and help it rank on more search variants. This allows you to intercept more users, increasing the organic visibility of your content and conferring additional protection against possible traffic fluctuations in individual areas.
Structuring evergreen articles: formats and useful tips
Once we have found the right topic and conducted a precise keyword analysis, the next step is structuring the content. The form we give an evergreen article affects as much as the choice of topic itself: detailed guides, how-tos, FAQs or lists are formats that lend themselves particularly well to the creation of content that can last.
For example, a comprehensive guide on a key topic allows the topic to be covered in sufficient depth while at the same time allowing for future updates: if new data or techniques emerge, we can easily add new sections without disrupting the content. A well-crafted “how-to” provides a constant reference point for people seeking practical instructions, directing the reader directly to step-by-step steps that can remain relevant over time with little variation.
Evergreen formats also benefit from thorough organization of the text. Content must be divided into clearly identified and readable sections , organized by heading to guide the reader. In addition to making the content easier to read, this structure improves indexing by Google, as search engines value content that is well-structured, clear in providing answers, and able to optimally satisfy the search intent.
Another element that should not be underestimated is the inclusion of visual media, such as images, infographics or videos. Although most evergreen content is in written form, integrating these tools makes access to the message more immediate and enhances the user experience. For example, a tutorial on configuring a tool such as Google Analytics will be more effective if it is accompanied by screenshots or visual diagrams that describe the procedure step by step.
Finally, creating internal links to other content on our site is an excellent strategy for increasing internal traffic and providing the reader with complementary information. This not only increases the perceived value, but keeps the user’s attention, making them spend more time on our site and interact with our resources for a long time. Using SEOZoom also allows us to assess which links can potentially generate the most impact on our content network.
Evergreen content and SEO: best practices for optimization
The evergreen strategy does not work only through choosing an evergreen topic or writing a comprehensive guide: in order for evergreen content to really maintain its relevance in the long run and generate consistent organic traffic, it is essential to implement precise SEO optimization, which will help it rank well on search engines.
The goal is to make sure that our evergreen article not only reaches the first page of the SERP, but continues to maintain a competitive position over time, even as new content emerges.
SEO, in fact, is not static: Google’s algorithms update, competitors publish new content, and user behavior also changes. That’s why writing an optimized evergreen article cannot go without careful and continuous application of optimization principles.
The importance of search intent for a successful evergreen
When we talk about SEO optimization for evergreen articles, the starting point must be a clear understanding of search intent, mentioned many times before. Google, increasingly evolved in its ability to interpret what exactly users are searching for, in fact rewards content that best meets users’ needs, rather than content that simply contains the right keywords, and this becomes even more relevant with the impact of SEO for AI.
Therefore, to optimize an evergreen content, it is crucial to understand, intercept and satisfy the search intent: we need to make sure that the page responds to what users want to know. For example, if we are writing an evergreen guide on “how to increase organic traffic,” we need to make sure that the content covers in depth the differences between on-page and off-page SEO, techniques for updating content, analytical tools such as SEOZoom, and tracking metrics – offering concrete and immediate answers to the most common questions users ask about this topic.
Keyword research plays a crucial role here. Through a study of associated queries we can identify not only the main keyword, but also related formulations that express different nuances of users’ intentions. It can be strategic to explore how search intent evolves, for example, by analyzing the results already in the SERP for that query, looking at featured snippets or “People Also Ask” boxes. This will help us align our evergreen content not only with optimized text, but also with possible new changes in search trends.
In this sense, SEOZoom can give us a real-time view of active search intentions in the current period, allowing us to detect any discrepancies between the site’s initial intent and the direction of expected results from the search engine.
Keyword optimization: how to integrate keywords naturally
The careful choice of keywords should be combined with their smooth and natural integration within the content. Evergreen content should never appear “forced” or unnatural in its use of keywords, as it not only risks being annoying to the reader, but may also stray from the main goal of satisfying the search intent. We must therefore start with the main keywords and long-tail keywords, but avoid keyword stuffing, i.e., excessive inclusion of the same keywords, which risks compromising readability.
The goal is to find a balance: the main keywords should be strategically inserted in the critical points of the page, such as the title (which should include relevant keywords), in the subtitles, in the URL, in the meta description and along the body of the text. According to classic SEO copywriting best practices, it would be important to place the main keywords in the first 100-150 characters, as Google assigns more relevance to words placed in the initial points of the article, but this should not conflict with common sense and care for language. A good practice is to also use related keywords and semantic variants, simply to give a sense of naturalness to the writing and improve the ability to intercept different query variants.
For example, if we are writing a post about “the best SEO tools to optimize your site,” we will not have to obsessively repeat the keywords “best SEO tools,” but we can modulate the narrative by using synonyms, complementary phrases (“tools to improve SEO,” “SEO analysis software”), thus keeping the text readable without sacrificing relevance to Google.
Optimizing meta tags: title, description and URLs
Continuing with the practical elements, one of the most important aspects of on-page SEO concerns meta tag optimization, which is central even for evergreen content: always starting from understanding the search intent, we need to move on to translating it into clear and properly optimized meta tags.
- Title tag. The content title is one of the most visible SEO elements in the eyes of search engines. It should be short, precise and at the same time contain the main keyword in the most natural way possible. A title tag for evergreen content should not be too complex. It is useful to focus on titles that propose a clear solution or practical benefit to the user. An example might be “How to optimize your site’s SEO over time: Evergreen guide to success.”
- Meta description. Although Google does not confirm a direct impact of the meta description on SEO ranking, the latter helps attract clicks. So traffic-wise, it makes it crucial to draft it carefully. The description of our evergreen content should anticipate in a few lines the value the article can offer; moreover, inserting a keyword naturally at the beginning of the sentence significantly increases visibility. The goal? To entice to click, giving a clear taste of what the user will get from that content.
- URL. The structure of theURL also contributes strongly to SEO. This means that the keywords you choose must be present in a clear and concise URL. An optimized URL might be /how-to-optimize-seo-evergreen, which effectively integrates keywords and topic.
Structuring content to improve user experience and SEO
Quality evergreen content must be structured to be readable, engaging, and SEO-friendly. The key is to create a hierarchy of headings and subheadings that help readers quickly locate the section they are interested in. The correct use of heading tags (h1, h2, h3) is not only a good readability practice for the user, but also makes an essential contribution to ranking.
Google and other search engines use title tags and subtitles, particularly h1, h2 and h3, to get an idea of the logical structure of the content. A well-segmented article, with subtitles that clarify the topic of each section, will allow not only readers to get their bearings, but also search engine algorithms to interpret the article content more clearly.
Organizing the content with a proper hierarchy of headings, employing short, connected paragraphs, makes it more accessible and provides better opportunities to appear in featured snippets, i.e., those direct answers in SERPs that increase the visibility of the content. Frequently asked questions (FAQs) or short definitions in the opening subtitles can be especially appreciated by Google, making our content more globally competitive.
Optimize images and media for SEO
Although often underestimated, images and media play a key role in the SEO of evergreen content. Images, in addition to enhancing the user experience, can increase dwell time on the site and improve conversion rates. To get the most out of it, it is critical to optimize images by uploading compressed files that do not slow down loading times and inserting alt text that describes the content of the image using related keywords.
Any media in the content should be loaded in a way that does not weigh down the page. In addition, alt attributes associated with images provide a perfect opportunity to include keywords or variants without weighing down the text but improving indexing of the content.
Article length and the myth of word count for SEO
Finally, one aspect that distinguishes evergreen content is article length .
Be careful, however: we are not talking about word count and word count, but rather about the comprehensiveness of the concepts reported with respect to the reader’s information needs. It is never the number of words that counts per se, but the ability of the content to be comprehensive and interesting, covering all relevant facets of a topic. Google tends to reward comprehensive content, capable of answering every nuance of the user query, and offering a relevant answer from beginning to end.
We must therefore overcome the simplification of linking the creation of evergreen content often to the illusory concept of word count and mere word count. The first question we ask ourselves should not be “How many words should the article be,” because it is not this factor that determines quality, or at least it is not the first element to be taken care of.
There is no ideal word count for SEO, because Google does not rely on the number of words present to identify a page as authoritative. There are certainly studies that relate ranking to word count, but this is a misreading of the data provided.
What is suggested is not that you need tot words to reach the top positions, but that all results that rank well have written content of a certain average length: this is a matter of correlation and not causation.
How to evaluate content length
Google ‘s introductory guide to SEO makes it clear that “content must actually be accurate, clearly written, comprehensive, and easy to follow.” No reference to word count, which therefore cannot alone be a deciding factor, and it could not be otherwise: trivially, the length of the article depends on many elements, starting with the type of topic and the demands/expectations of readers.
Exhaustive does not necessarily mean long, but “complete and including everything that is necessary”: therefore, the copy must be sufficiently extensive to cover everything a user might want to know in response to his query. But it should not be overdone, because “too long” and “too short” are similar mistakes.
Writing an article of the right length
SEO tools help us figure out roughly what are the average lengths of articles already ranked for the keywords we are working on; they give us a trail to follow. But what makes the difference is the purpose of the copy, the information it should contain and the audience it is aimed at.
An article must be written and published to help the human visitor, not a search bot: therefore, its length must be sufficient to help the user achieve his or her goals on the page, whether it is to quickly get an answer to a question, receive an in-depth explanation of a topic or simply convey the specifics of a product.
Let’s repeat: there is no fixed number of words that gives a guarantee of getting a first-page ranking on Google, because search engines rank higher on pages that better satisfy a user’s query, and “word volume” is rarely something is a deciding factor for users.
Far more important are the quality of the content and the ability to answer the query, and it is these that can determine the actual usefulness of the page and possibly influence conversion.
When, how and why to update evergreen content
The longevity of evergreen content is a well-established fact, but this does not mean that it can be totally ignored once published. Although they are designed to maintain their relevance over time, without constant intervention evergreen content can gradually lose traffic and SEO ranking. The digital environment changes, as do user expectations and Google’s algorithm guidelines. For this reason, we need to incorporate a periodic review and recurring promotion plan into our strategy , to ensure that such content remains competitive and visible.
Let’s see, then, how to keep evergreen content updated and what promotional techniques can maximize its performance over time.
Updating evergreen content: why is it necessary?
Evergreen articles are designed to last, but no content is “immortal.”
It is true that an evergreen article can be an important source of sustained traffic, but nothing is truly 100 percent evergreen and lasts forever, because much of the world is constantly evolving and, most importantly, the Web and Google never stop!
Over time, new competitors may outpace placed content, new insights or more up-to-date practices may emerge, and our own pages may lose relevance if not treated with due care. To maintain the steady organic traffic that evergreen content can generate, it is essential to integrate it into a process of continuous monitoring and updating.
A typical sign of the need for updates is a loss in ranking or a drop in traffic volume. If, after a consistently successful phase, an evergreen page’s metrics begin to deteriorate, this could be an indicator that the content is no longer aligned with current user expectations . Using SEOZoom we can monitor any fluctuations and identify when and why a page has lost positions in SERPs.
In this analysis we absolutely must not neglect is the analysis of competitors, which could reveal the entry of new opponents in the SERPs or the improvement of the content of old ones: when a competitor overtakes us, we must first ask ourselves why the overtaking occurred and understand what are the reasons that prompted Google to reward that page instead of ours. That is, we need to understand what the “secrets” of that content are-whether it is better written, intercepts search intent better, offers more up-to-date or targeted information, and so on-but also what any weaknesses are , and then analyze our own to figure out what to improve and how.
Another factor that makes updating necessary is the possible evolution of the information in the content. For example, an evergreen article dealing with “strategies for digital marketing” may need to be adjusted as a result of news related to changes in Google’s algorithms or the emergence of new advertising platforms-or, if we think about the more recent context, the disruptive effect of AI and SearchGPT. Simply adding new sections with updated information, or removing practices that are no longer effective, allows content to remain relevant and responsive to today’s user needs.
Updates also provide the perfect opportunity to improve technical elements, such as checking the validity of external links or images. Broken links, for example, not only deteriorate the user experience, but can negatively impact indexing in SEO. Regularly reviewing even technical SEO aspects, such as optimal keyword balance, meta tags, and URL structure, allows us to keep our content optimized at all times.
How to update evergreen content: practical step-by-step guide
Although each piece of evergreen content requires a customized approach to updates, there is a common procedure that can help us develop a systematic review routine.
Generally, when content is good, small updates and changes are enough to make it relevant again: we can update the data and statistics in the text to the current date, check if links still work, add paragraphs or delete those that have become redundant. Readers-and Google-can’t stand reading “old” and out-of-date news, and this is the mistake we must not make with our evergreens.
Let’s briefly look at the main steps to keep evergreen content effective over time.
- Review of information and accuracy. Months or years after publication, some sections of the content may no longer be correct, relevant, or up-to-date. You need to check if there have been any major changes in the industry or if the subject matter continues to maintain its best-practice structure. If new trends or significant data emerge, it is crucial to incorporate them to ensure that the article retains its value in the eyes of users and search engines.
- Updating statistics and time references. Numerical data and statistics are particularly delicate elements in evergreen articles. Even if the theme remains the same, any statistics or graphs need to be refreshed. Remember that users prefer content that reports up-to-date information. Even a small detail, such as a “2018” date, can negatively affect the perceived reliability of an article that should be “always current.”
- Checking internal and external links. Periodic review allows us to monitor whether internal links still indicate accurate content or, for example, whether there are new and more relevant articles to link to. External links should also be checked to see if they lead to active pages or if they need to be replaced. Broken links not only reduce reader trust but, as mentioned, also penalize the SEO signals given by Google to the content.
- Small SEO adjustments. Each content update is an opportunity to reviewSEO optimization as well . We can check the relevance of the title, check whether the meta description fully reflects current details, and integrate new related keywords that may have emerged over time.
- Review of layout and images. The media used-images, infographics, or videos-also need to be updated if they become outdated or obsolete. For example, redesigning an old infographic or updating a video tutorial can help ensure that the article maintains a modern and appealing look . Of course, adapting visual formats not only affects user experience, but also dwell time on the page, which is a very relevant SEO factor.
- Change the publication date. Updating the publication date of the article signals to Google that the content is current and fresh, which can slightly increase the relevance of the content in SERPs, especially in areas that require constant updating of information. Of course, as we were talking about freshness and the QDF algorithm, this certainly does not mean just changing the publication date of the article in order to “hope” to make the content current or attempt to fool readers (and Google).
Promoting evergreen content: strategies to maximize long-term traffic
The next step that helps our well-written and highly SEO-optimized evergreen content reach its full potential is multichannel promotion. People often make the mistake of publishing an article and simply letting it “sit” on the site, trusting that organic traffic alone will do all the work. However, the very advantage of this content is that it never expires, which provides continuous opportunities to promote it effectively even after some time has passed.
There are several ways to periodically relaunch evergreen content, taking advantage of channels such as social media, email marketing or paid campaigns.
- Social media promotion: evergreen content, always current
An effective strategy is to treat evergreen content as if it were always relevant-which, of course, it is. We can leverage social channels (Facebook, LinkedIn, X, Instagram, etc.) to repurpose content cyclically , differentiating how and in what context we talk about it. This gives the audience a reminder that that content exists and has immediate practical value, without making it seem like “old” material.
A practical example can be the relaunch of an evergreen article included in a thematic post, such as a weekly or monthly column, highlighting content that is most valuable to followers. We can also create diverse distribution techniques: some sections of the content can be offered in a partial or extrapolated way to capture new readers and then push them to read the entire article.
SEOZoom’s trend and keyword analysis tools can in this case help us to identify seasonal or particular peaks or interests , so that we can schedule targeted promotions precisely at the times when those topics return of greatest interest.
- Email marketing for direct promotion
Evergreen content is perfect for integration into email marketing strategies as well. Sending out periodic promotional newsletters highlighting some of the evergreen content on the blog is a great tactic to bring traffic back to the page, especially when linking directly to hot topics or related to new non-action recent publications.
Email marketing allows us to tailor the strategy according to the audience: those who have visited a certain type of content may be interested in new insights on the same topic, and this gives us the opportunity to bring attention back to our content without having to rely solely on organic audiences.
- Guest blogging and distributed content
Cross-site sponsorship offers another opportunity for promotion. It involves collaborating with other sites through guest posts or content syndication agreements that allow evergreen content to be given new visibility through external platforms. Not only are you able to gain a new relevant audience, but you often also gain new backlinks that help strengthen the original content’s ranking. Implementing this strategy on a cyclical basis (updated every time a piece of content is refreshed) offers a twofold advantage: initial distribution and second relaunch after the update.
- Paid ads to promote evergreen content
Contrary to what you might think, paid ads can also be used to push an evergreen content. An investment in Google Ads or social media ads to promote an evergreen resource can realize a significant impact in the medium to long term. Of course, the budget needs to be strategically allocated and circumscribed, but thegoal is to reach both new and returning users. We can leverage targeted pay-per-click (PPC) campaigns for evergreen articles that already get traffic and organic conversions: with an additional boost through ads we can expand the audience and consolidate the success of the content.
The importance of constant monitoring
Updating and promoting evergreen content together are two dynamic elements of a long-term strategy. The real advantage lies in combining these activities with constant performance monitoring , to check for example:
- Positioning in SERPs
- Organic and referral traffic
- Engagement on social media
- Backlinks and external mentions
Ongoing analysis allows us to constantly adapt the strategy, incorporating any new methods of promotion or identifying when a piece of content needs attention.
How to measure the performance of an evergreen content: key metrics
An evergreen content, by definition, is designed to withstand the wear and tear of time, continuing to bring relevant organic traffic even months or years after its publication. However, to ensure its actual usefulness and keep it evergreen, we need to monitor some key metrics that show us the level of success and possible areas for improvement. We cannot expect to publish a piece of content and forget about it: even evergreens require constant attention in order to remain relevant and in tune with search engine evolutions and changes in user behavior.
One of the main characteristics of evergreen content is its ability to generate organic traffic and conversions over time, we have said. However, in order for this content to really reach its full potential, it is crucial to monitor it constantly: simply publishing an article is not enough, we need to make sure that the content continues to perform, meeting expectations and maintaining a good SEO ranking. In other words, measuring the effectiveness of evergreen content is an ongoing process, requiring the use of accurate metrics and tools that can provide up-to-date and relevant data.
With SEOZoom , we have several tools at our disposal that allow us to constantly monitor the key metrics of an evergreen content’s success: from insights on organic traffic to keyword tracking and SERP rankings, to competitor data and backlinks analysis, SEOZoom makes it easy to monitor all aspects that contribute to the long-term success of our articles.
One of the most obvious metrics is the organic traffic generated by the content. Well-written and well-optimized evergreen content should consistently attract users who find it through search engines, and using Google Analytics or Google Search Console we can find useful data for our analysis. What we are interested in is not only the initial traffic, but more importantly the consistency and duration of growth over time: it is crucial to check if, after publication, that content continues to perform as expected or if it suffers an unexpected drop in visits.
Another indicator of success is the keyword rankings associated with the content: keeping track of fluctuations in the SERP positions of the main keywords for which the content is optimized is essential to understand if the article is losing ground to competitors or if search dynamics are changing. With SEOZoom we can, for example, save the main keyword(s) among those monitored in a project, or directly add the published URL to the list of Monitored Pages and thus keep a close eye on organic performance. If and when the content shows a gradual decline in ranking, it may be appropriate to proceed with an update cycle.
It is not enough that the content attracts the audience: it is equally important that it responds in the right way to the user’s search intent and is always focused on the search intent shown by Google for relevant queries. With SEOZoom, we can check whether content keywords are still consistent with user behavior and what competitors are offering for the same queries, and thus be sure that the content continues to perfectly answer the questions posed by the audience and that the position is not compromised by changes in algorithms or user needs.
What was the intent of the information seeker, and was it met entirely? With Google Analytics, we can have useful data and insights to check the quality of the traffic we are bringing to the page, i.e., whether users stay on the site to learn more about the information or whether they leave the page immediately after the first click. Analyzing bounce rate and dwell time helps shed light on this: if users leave immediately after visiting the page, it means that the search intent is not fully met, and we may need to rethink some of the content.
Another of the crucial metrics for evaluating the success of an evergreen content in the long run is its potential to attract backlinks. Basically, getting links from other sites, especially authoritative sites, is a strong indicator that that content is seen as useful and interesting by other sources, which improves its authority. With SEOZoom’s backlink analysis features , we can check which external pages have linked to our content and also measure the effect of links on page authority. One of the goals should be to gradually build a quality network of backlinks pointing to our evergreen content, thus strengthening its overall ranking. A decline in backlinks may signal that the content is losing relevance in a particular niche, and again, the advice is to update the information to make it attractive again to those producing content in related fields.
Finally, a metric of great importance is the comparison with competitors. Even for evergreen content, competition never slows down, and we should always check how our main opponents are performing in the SERPs. Monitoring competitor activity is not only a way to protect our content, but it can be a constant source of inspiration to improve and keep our evergreen resources up-to-date and competitive as well: we can see how content similar to ours ranks by evaluating the length, quality, or clarity of our opponents’ text. This type of analysis also allows us to identify untapped niches or thematic gaps that we are not adequately covering, going on to improve our content to intercept the dominant position in search results.
To recap: evergreen content FAQs!
What does evergreen mean?
The term evergreen refers to something that remains perpetually relevant, fresh and current over time. Just like evergreen plants, which do not lose their leaves with the passing of the seasons, evergreen content remains useful and interesting to audiences even years after it is published.
What is evergreen content?
Evergreen content is articles, guides or posts that remain valuable and useful long after they are published. They cover topics that do not expire or lose relevance, such as guides on ever-required processes (e.g., “How to set up Google Analytics”) or practical tips that answer recurring questions over time (e.g., “How to write an effective cover letter”). The goal of this content is to generate consistent organic traffic over the long term, continuing to meet users’ needs even years after it was first published.
When should I update an evergreen content?
An evergreen content should be updated regularly to ensure that it remains current and competitive in search results. You should assess the need for an update when certain key signs occur:
- Decline in organic traffic or ranking in SERPs.
- Significant updates related to your topic (e.g., new techniques or best practices).
- Presence of outdated data or statistics.
- Presence of new competitors with more updated and detailed articles. Monitoring performance through tools such as SEOZoom helps us identify when it is time to review and optimize an evergreen content.
How can I update an evergreen content?
Updating an evergreen content requires a methodical and focused approach. Here are the main steps to follow:
- Review the information. Check the accuracy of the information present, especially if there are new best practices or relevant changes in the industry.
- Update data and statistics. Replace outdated data with updated sources to maintain content relevance and reliability.
- Check internal and external links. Check that all links are working properly, including internal links to other pages on the site and external links that support the content.
- Optimize SEO. Perform a keyword review and evaluate the integration of new related keywords, also updating title tags , meta description and heading when necessary.
- Renew media. Update any images, infographics or videos that may be dated.
- Relaunch the content. Once updated, promote again via social media, newsletters or other forms of communication to give it new visibility.
How to curate and make evergreen content survive for a long time
Trying to go even deeper into the topic, let’s look at how we can concretely keep the content we’ve published alive, i.e., “ensure that all elements of the content marketing process are reviewed regularly for our most important content,” as Brittany Berger explains on Search Engine Journal, which outlines some key ways to succeed in this endeavor.
The first piece of advice is rather “obvious,” in the sense that it should be a routine modus operandi for anyone operating on the web (although then again, it is one of the most underrated SEO tactics): whether it’s a blog post or a web page, after publication the content should always be checked, researched, and reviewed to keep it effective.
Refreshing evergreen content is the way to be sure that the article always offers the most up-to-date information, a crucial element in competitive and dynamic industries where evolutions are frequent (and Google notices, changing rankings to reflect current relevance to the query).
Not least because, Berger recalls, quoting Derek Gleason, “your brand is not what you just published, but what people see most often.”
The steps to refresh evergreen content
The operations for refreshing article-type content are many, and it is also possible to intervene in media that are on the whole more difficult to manage, such as videos and podcasts, for example by changing their description when necessary.
In addition, working on updates is a useful opportunity to assess the quality of the content we have published and possibly decide whether to improve an article or to remove it permanently, also with a view to improving the crawl budget.
For example, the author argues, “adding an infographic or other visual element to each blog post takes a lot of resources, but adding them to posts that have proven to be valuable and evergreen can be a good strategy.”
Periodic content review is also an opportunity to remove outdated statistics or technical information and, if possible, to replace them with newer versions; elements that are crucial in both editorial and e-Commerce, for example in product information.
Similarly, updating an article ensures-we, the readers, and Google-that the information reported is still valid; for example, that “recommended best practices are still actually best practices,” especially if the business sector “has been particularly affected by the pandemic, and what worked before may not be relevant now.”
The case cited by the SEJ article concerns a finance blog, which re-shared a pre-pandemic post on “ways to make extra money”: some of the suggestions presented are no longer possible given current business and living conditions, and many readers criticized the choice, forcing the brand to apologize for recommending such techniques “out of time.” In addition, the article was updated and the parts that were no longer applicable were rewritten, effectively making that content evergreen again, with an advantage over those of competitors who no longer updated their guides.
A periodic optimization of the journey
In addition to content updates that help attract and engage traffic, we must also work to ensure that the content will actually convert.
It is not uncommon to see the conversion rate slow down for a certain older, evergreen article , even if traffic is increasing: it may be because the company’s customer journey has changed, but the content has not been adjusted, or worse yet that it was never aligned with the user journey.
As the company’s offerings and the way we position them evolve, it is important to also keep call-to-actions valid with tests “in and around content”; if the target customers change, it is also advisable to change the way you communicate because “even if you are talking about the same thing, you are doing it to a different person.”
For e-Commerce, it is also crucial that product pages and product sheets always carry up-to-date information on product features, both in text and in accompanying images and videos.
With regular (and ongoing) updates and optimizations, we have the opportunity to identify new opportunities to add call-to-actions and mentions to products where appropriate, finding a new channel to invite users to actions and convert.
Promote content on a regular and recurring basis
Another misconception is that, if traffic is constant, the content does not need other systems of promotion: indeed, a valuable way to increase the survival of evergreen articles is precisely promotion on channels other than organic visibility.
If that content receives consistent traffic from search, it has proven its value and potential: not sharing it on other marketing channels as well means giving up a huge opportunity. Instead, it is appropriate to give the article new visibility by bringing it back in more from the blog archive, pushing it multiple times on social media or including it in newsmails, but always in a relevant way.
In some cases, it might be useful to edit the original content to repurpose it in other channels and formats and intercept a different type of audience, while still continuing to bring traffic to the original: “If you already know that the topic, title and information of an old piece of content works for your brand, why try to reinvent the wheel?” she points out.
Refresh evergreen content to get new traffic
We publish incessantly, convinced that adding content will automatically grow organic site traffic. So said Ivano Di Biasi in his off-schedule talk at SMXL Milan 2019, talking about seasonality and tips for intercepting keyword seasonality with existing resources, and a case study from Conde Nast gives us interesting insights into strategic management of this aspect.
Condé Nast’s case study on content review
The topic was also the focus of the contribution of John Shehata, vice president of audience development strategy at Condé Nast, at SMX East in New York 2019, as Search Engine Land reports . The executive from the famous international publishing network explained that “investing in the production of new content is not always the right choice for better content marketing, ” because sometimes (or often) brands can get better results by leveraging the resources they already have and updating an old topic.
Publishing new articles is not always the best strategy. This is the starting point of his thoughts: content creation can do wonders for your site, and we know how much quality matters , but obviously there is no useful return if such pages are not seen and do not rank. One data point out of all can set the context: in the past two years, a staggering 90 percent of existing content has been created online, yet 91 percent of content does not receive traffic from Google.
How to work on already published content and get new traffic
With these considerations in mind, Condé Nast launched an experiment – called the “Pinetree Initiative” – focused on overhauling already published editorial content and merging underperforming articles to increase organic visibility.
The results were immediate and remarkable: “For the first 100 articles we optimized, we saw a 210 percent increase in search traffic and our keyword coverage for that content increased by 900 percent,” Shehata said. “After we updated the content, traffic started to increase immediately and we went from about 100 visits to almost 20,000.”
Restoring visibility to valuable evergreen content
The key is to work strategically to give new visibility to evergreen content, the long-form content that becomes the pillars for a site’s Google ranking. Shehata presented the process of reviewing and updating evergreen articles that he developed for Condé Nast: starting with an examination of one’s own site, then moving on to analyzing search results pages for target keywords, evaluating competitor content, optimizing on-page content, and finally publishing and promoting it.
- Evaluate existing content on your site
Updating evergreen content begins with an analysis of the site, identifying which pages rank for the target keywords and whether there is any internal competition and keyword cannibalization issues .
The goal is to try to concentrate what is good on a single page: consolidate URLs, better manage internal links to provide better overview of the topic, eliminate underperforming pages, or merge information to update a piece of content to make it more authoritative or to create a new, more efficient evergreen article.
- Study the SERPs
“Last year we created a great page about celebrity homes, but it didn’t get any traffic,” Shehata recounted to give an example of the importance of aligning with search intent (and reveal that even large sites have common problems!).
Analyzing the SERPs, in fact, the team found that the other content “ranked for that topic was all galleries,” and so Google identified the intent of the “celebrity homes” search as people’s desire to see images of these homes. Condé Nast “converted the page from an article format with a couple of images to a gallery with less content, and guess what? Article immediately rose to second position.”
The lesson is that content features are very important to SEO success, but that we also need to frame the context of competition: understanding what the search engine is rewarding for specific queries can give us an idea of how to build articles to increase their chances of ranking.
Looking at SERPs allows us not only to understand which content formats are ranking better, but also to take note of all the rich results that appear and understand why they emerge: for example, if a news carousel is present, does that mean the topic is news-driven? And, if so, how might this affect the chances of our article?
Featured snippets, which often solve a user’s query directly on Google, or the “People also ask” box give us information about the questions people are asking about a particular topic, and thus offer an opportunity to add more depth to evergreen content.
- Analyze competitors
The next step is to check more specifically on the opponents, do analysis of the competitors best positioned in SERPs for the target keywords: according to Shehata, “if you are writing about how to boil an egg, and all the other sites that are ranking mention eggshells, breakfast and easy, you might consider these topics to get complete and in-depth coverage of the topic.
This is, in a nutshell, what SEOZoom does instantly with the intent gap and keyword search tools with the same search intent, which allow you to discover the topics that cannot be missed in our article. In addition, by using competitor analysis tools we can get an instant snapshot not only of what the content already chosen by Google looks like, but also its length, publication date, use of headings and meta descriptions, and other elements that can give us clues as to why that content ranked and how to try to achieve success for our own.
- Optimize onpage content
With the external information gathering phase completed , it is time to get our hands on the content on our site by expanding the original article with new information, joining a variety of relevant and lower-performing content, or eliminating pages and setting appropriate redirects.
In Condé Nast’s experience, “when you update the content, there should be at least 30 percent new parts,” as Shehata put it, urging us to also change the title, introduction, publication date, and insert new internal links to other resources, checking, of course, for errors in previous links.
- Time to publish
The time factor can also affect evergreen articles that are related to seasonal trends, and in this case you need to plan your interventions and publish at least three months in advance of the expected peak in search volume to maximize results.
According to John Shehata, the positive effects of the work of revising, optimizing and updating content can “last at least a year, if not longer. ”If traffic begins to decline substantially, it may be time for another round of interventions, and creating a dedicated editorial calendar for updates can help us better plan for future work.
Continuing to tend the evergreen garden
Now more than ever-after our certainties have been undermined by the pandemic and our very worldview has changed-it is impossible to think about writing content that will last forever and continue to bring results in terms of traffic and conversions.
To try to keep our garden of evergreens alive, and thus keep our evergreen content healthy, it is essential to continue to curate it , monitor it and intervene to change it when the information present no longer reflects current reality, is outdated or has become out of focus with respect to the target audience.
This is the only way to try to ensure that these pillars continue to be relevant to users and Google for as long as possible; if not, it is only a matter of time before “nutrient deficiency” causes our content garden to dry up.
