Increasing traffic with evergreen SEO

Evergreen content is a concept that has been around for awhile. In some ways it’s a traditional SEO strategy, if there can be traditions this early on in the life of search. Evergreen content uses the power of the written word, and uses length, not brevity, to maximize impact. And the impact is felt not only with the audience, the engagement of readers, but also with search engines. It’s Google’s long-stated objective to reward content creation, publishing consistency and content quality. Evergreen SEO is a method of search engine optimization that swims with the current, making your site a recognized topic authority.


2,000 plus word articles, have you gone mad?

You’re the one that is mad thinking your 500-word blog posts are going to make a splash in the ocean of content in your niche area. Unless you face little or no competition, which usually means limited traffic opportunity, then you won’t win search rankings with short-form blog posts. Research clearly shows the majority of top ranking spots are routinely taken by long-form articles and archives or other content that leads to long-form articles. Having long-form articles in your site can also improve the overall status of your site as an information resource, lending improved rankings even to shorter pages.

To be clear you don’t need every page on your website to read over 2,000 words. That would be wasteful and annoying to most visitors. There is a time and a place for the long-form of content we call evergreen. For an Evergreen SEO strategy to work we need to select topics carefully and ensure the topic warrants an evergreen level coverage.


Can’t we just write long blog posts ourselves?

Sure you can! Evergreen SEO is a strategy that site owners can in many cases do in-house. In fact we encourage site owners to learn Evergreen SEO, even if they are hiring contractors to provide content, do social posting or other activities involved. Learning these skills makes it easier to direct the work even when you grow tired of being directly responsible. See for most business owners, this work simply doesn’t rank as a “high value opportunity”. In terms of things you should be doing to run a business, writing content can be a part of that but usually it’s more efficient for you to suggest topics, approve drafts, sign off on budgets, and do other management activities that take less and more greatly effect the results. It’s not that you can’t bootstrap your SEO efforts by writing all your own content. It’s just that in the long-term, hiring a content provider actually costs less. They have a more efficient approach to producing high quality content. They focus on this area full-time. And if you’re able to hire an evergreen content producer with experience in your industry, they may have written other great content already and be able to draw on all their research and findings that apply to your business.


What type of topics work best for Evergreen SEO?

Learning, tutorials and how to’s. Everybody loves to learn a new skill or a strategy that is going to help them. Learning is arguably the most solid, principle-driven opportunity and benefit on the internet. People recognize (especially the best people!) that the chance to learn something is the chance to make valuable use of their time. They appreciate quality learning content. When their buying, they gain confidence in sellers who demonstrate knowledge and who share that knowledge in a professional manner. The next best thing you can do short of full-scale elearning applications such as courseware, is to provide feature length, long-form content that educates. Evergreen content articles are exactly that. Designed to inform, engage and educate readers. They draw readers in with facts, insightful points, and a creative approach to conveying topics. As a result readers not only want to digest the information, they want to share it as well. They want others to gain the same benefits that they did. Or they know somebody who would benefit directly from the content. Some people even share evergreen content that they don’t really find interesting for themselves, but simply because they know somebody it would be relevant for. It’s important to recognize that the quality of the content can be appreciated even when it isn’t suited to the person reading it.

Feature profiles, presentations, research. Yes there is actually a time for explaining the features of your product, or exploring features of a comparison product, or a style of item similar to what you produce. Presentations, properly written can also be great evergreen content. Research findings, especially when packed with carefully gleaned statistics can also be very rewarding because people doing research appreciate and remember the sites that provide them with useful information when they needed it most.

Documentation, support threads. Yes, helping your customers get help and support can be the ticket to search marketing success by applying the principles of evergreen content marketing. We know you want to provide great support, why not make your support work a positive factor for your site SEO?


What does it cost to have Evergreen Content articles produced?

Evergreen content can be produced on nearly every budget. What varies is usually the length of articles and volume of articles. We never sacrifice the article quality, but we do offer 2 different writing levels, which also determine the caliber of editing applied to the work. We never produce just 1 or 2 articles, our minimum order is 3 articles for a bulk evergreen content project, or 1 article per month (minimum 3-months). This allows us to put together a more efficient writing process. We’ll do the research for a batch of articles on related topics. This minimizes research time and also maximizes results, leading to the development of statistic-rich, compelling copy.

Our rate sheet offers a range of purchasing options all based on the standard price article of $100 per 2,000 word article. That’s $100 per 1,000 words for the math challenged. The actual price you’ll pay when buying bulk evergreen articles, or a subscription to our evergreen content publishing services, is going to be discounted from the base rate anywhere from 10-40%. Bringing the actual cost down to anywhere from $60-90 per 1,000 words.


What’s the difference between the Professional Quality and Premium Quality evergreen content articles?

As the names suggest all our evergreen content articles are written to a high standard and reviewed by experienced editors. The difference with Premium Quality articles is in the level of research, the depth of research. Also factored in is more time for editing and refinement of the text. Some of our specialized evergreen content authors will only be able to produce Professional Quality articles for us. Others can produce both Professional and Premium Quality articles. For them it’s only a difference in time budgeted for the project.

Sometimes it’s the content topics that determine the quality bar that needs to be set. For highly technical writing, and writing that requires extensive research or study, we recommend Premium Quality services. With this less time sensitive approach more focus can be paid to understand the topic fully. It is so important that our writers be able to write from a place of mastery of the topic.


Driving traffic with evergreen content articles

Even before they become food for hungry search engine spiders, evergreen content articles are a powerful tool for social engagement and traffic from social networks. You just need to get the word out to your base on social network accounts. Post on your company Facebook page, on Twitter and any other networks where you’re active.

Try guest posting the evergreen content article on relevant forums or blog comments. Just be sure to do these activities carefully, following best practices and being wary of the perception of spamming.

Evergreen content articles are a must-have for your newsletter. Just be sure to have a great excerpt for the article so your subscribers are compelled to jump into the full article online. Try to come up with at least 1 hook-line that you can display as a sub-header to summarize the article. This can often work better than just having the beginning lines from the article itself. An excerpt can be either directly from the article or a summary of the article, perhaps with actual snippets from the article.

Anywhere that you advertise your evergreen content just remember that it’s important to “sell the benefits” of reading the article. It’s absolutely true that people today are inundated with information and much of it isn’t really relevant to them. People are very selective about where they put their time. Even though we say not to be too concerned that users only scan through text instead of reading it line-for-line, keep in mind we do need to win them over to get them engaged. Always be pointing out what they can learn, what is interesting, what other readers said about the article, learn to sell the benefits of the content. Rather than just displaying what the content is, sell the reader on “why” this article has been written, in the context of what it will do for them. This is why you invest the time, that’s the message you must successfully deliver to your audience.


What is article spinning and should your evergreen content be spun?

Experts are sometimes divided over the use of article spinners. We’re wildly in favor of them. They save time and money in the creation of quality evergreen content. Case closed? If you’re not familiar with content spinners already, these are software services (most have API’s today and are cloud-based) where you can send content (articles, sentences, keywords) and get back “spun text”. For instance if I sent the text string “we have a great selection of toys for your pet dog” the spun text I get back might read “we have a great selection of toys for your pet cat”. Notice the replacement of dog with the word cat. Spinning can go further, replacing more of the words for instance so the resulting sentence reads “we have a great selection of treats for your pet cat”.

Article spinning software has improved a lot over the years. Today there are a lot of settings that experienced article spinners can use to get the best quality result. Is it as good as writing a freshly researched article, and carefully editing it? No. What article spinning does do however, is take the already great, refined content you have such as evergreen articles, and expand your selection with minimal time and cost.


Evergreen content stays relevant for years, if you maintain it

Evergreen content can remain relevant and ranked for years. Yet this doesn’t happen without some effort. The author should revisit their evergreen content at least once every 6-months to freshen up the article. This small amount of trimming and adding nutrients will keep that evergreen healthy and strong for years.

If you’re using an XML site map generation plugin such as Yoast SEO, your evergreen content pages will show up in the list as modified when you make edits to the page. This is useful in communicating to Google and other search engines that it’s time to send in their robots to take another look at your content. This re-evaluation may lead to higher rankings for that content piece, and even a site-wide improvement in your site’s authority ratings.


Key ingredients of an evergreen content article

  1. Quality. Evergreen content has to be compelling and useful to the reader.
  2. Addresses an audience need. This is why you must know your audience, because your evergreen content articles should provide information they truly need.
  3. A compelling headline. Important to get off to a good start with the visitor, providing a headline that creates interest.
  4. It passes the long-click test. Google cares about whether visitors it sends actually take some time on the page they visit. It’s important that your evergreen articles pass this test, over the long-term.
  5. It’s readable. Don’t just cater to search engines. Make sure your human visitors can easily read and understand your evergreen content.
  6. It’s written with SEO in mind. Other principles of SEO should be be kept in mind when writing evergreen content such as keyword density.
  7. The chosen topic doesn’t date quickly. Try to choose topics that won’t be subject to rapid change. Avoid reporting news or subtopics that might fall out of date shortly after publishing. While you can edit and maintain your evergreen content, it’s easier to have content that stays fresh longer on it’s own.