SE Optimization

What is Evergreen Content, and is it Good for SEO?

exclusive-seo-bThe purpose and benefits of evergreen content have been a live topic since Google updated its algorithm to focus on ranking high quality (100 percent unique) content, written more for the reader than for Google itself. Overall, evergreen content is one of the most powerful content investments you can make for your website. Content that is always engaging, always informative, and never fades out of style is, in short, the content you want to build.

So how do you get this wonderful content created? Let’s begin with the basics on what evergreen content is, and then move on to if it’s beneficial for SEO or not. Finally, we’ll look at how you can get started with it.

What is Evergreen Content?

Evergreen content, simply put, is timeless content. Named after the evergreen, the tree that stays “ever green” in the woodlands, evergreen content is always relevant, always informative, always engaging, and always interesting to anyone reading it. It’s not your typical “mag content,” pieces for a reader (like in a magazine) that go in and out of style like a bad Bieber song.

Instead, an evergreen piece could be an extensive guide on how to plant a garden; 10 great abdominal workouts; or a 1,000-word unique article on SEO optimization for new websites. Content that is perennial, still relevant from year-to-year is considered evergreen content.

Does Evergreen Content Still Matter?

Evergreen content will matter. It has mattered since the creation of the Internet, and it will matter till its death (if that dismal day occurs).

In a SEOMoz guest post “An Evergreen Case Study,” author Christopher Fielden took a real-life look at what evergreen content does for a website. The real-time graphic screenshot he took reflects traffic after Fielden’s evergreen content piece was posted, a verifiable picture that evergreen content actually matters. His content was a well-researched, comprehensive short story competition list featuring 50 contests. It included keywords verified by Fielden from Google’s keyword tool as qualified long-tail keyword ranking opportunities. He linked to the homepage of the contests’ websites in the article, and decided to update the page twice monthly. Competitions were also encouraged to comment and to request to be added to his list, which happened at the rate of one request weekly, after his list went live.

The keywords for evergreen content will always bring in readers. People may not always be looking up today’s latest hit song in the kid rap genre, but you can bet that if you own a recruitment company, your target market will always find a 1,000-word blog on 10 standard rules of recruitment, keyword “how to hire” or “guidelines for recruitment,” a relevant read. It’s also a hot topic to share in any of their relevant business networks.

Evergreen content also refers to content that is continually posted in an “evergreen niche.” For example, if you run an online vitamin store, an evergreen topic to continually post to your blogs around would be natural vitamin foods and meals. If you are a travel guide, talking about the best hotels of the season would be an evergreen topic every season.

How to Create Evergreen Content

Not to be overly direct here, but evergreen content is best created by a person who is not only a professional writer, but a Web writer as well. To pick up a pen (or place your fingers on a keyboard) and start creating it will probably waste more of your time and money than if you simply delegated the task to a suitable Web copywriter. This is because creating evergreen content isn’t a simple writing task. It requires research of your industry, understanding your audience enough to write engaging content for them, and a writer’s touch for that overall appeal necessary in a long and comprehensive piece.

Here are some steps you can take to make sure your content is evergreen—whether you feel up to writing it or delegate it to a suitable Web copywriter:

It Starts With a Topic

The topic for evergreen content should be an industry evergreen topic. For example: If you are a travel agency, creating 1,000-word, comprehensive travel itineraries or guides for destinations would be “evergreen”— always useful to your readers. But a piece talking about the latest travel news from USA Today wouldn’t be something of interest because it will eventually become old news.

What to Stay Away From 

Stay away from news topics and think of what could bring value to your reader. See the example provided in the point above. Two points that do not make up evergreen content are: dated topics (news), or anything very specific. Content about a particular brand would not be evergreen because the brand could become obsolete next

Comprehensive Content 

An evergreen piece won’t be a 200-word blog or article most of the time. You’ll want something very comprehensive that covers all the points of the topic you’ve decided to use for your evergreen content pieces. Aim for 800 words minimum to deliver excellent, comprehensive material that will touch on every point your evergreen readers will want to see.


Julia McCoy is the CEO of Express Writers, an online copywriting agency that began in 2011 with thousands of Web content pages written to date and more than 50 talented writers on the team. Her passion is copywriting and all that pertains, especially website content rules for rankings in SEO.

About the author

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Julia McCoy

Julia McCoy is a serial content marketer, entrepreneur, and bestselling author. She founded a multi-million dollar content agency, Express Writers, with nothing more than $75 at 19 years old. Today, her team has nearly 100 expert content creators on staff, and serves thousands of clients around the world. She's earned her way to the top 30 worldwide content marketers, and has a passion for sharing what she knows in her books and in her online course, The Content Strategy & Marketing Course. Julia also hosts The Write Podcast on iTunes.

4 Comments

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  • Hi Julia! again nice one. Everyone knows that content is king in seo, it never deceives, while the way of building back link may be change one to 2nd, while it remains long lasting that never ends in seo. As i think Julia, the evergreen content is that, provided absolutely accurate information about the topic, and even tell about the prons and cons about them also.

  • Content is the king in SEO industry therefore its importance is very high. In this scenario everyone needs evergreen content for his/her website, blog or articles. Your shared points and tips are very helpful to create a perfect and evergreen content which can help any website to get good ranking position in SERP as well as traffic and business on website.

  • You said don’t write on anything very specific, but I want to target a specific keywork, specific title , how could I do that without writing on a very specific something?? I wonder,

  • An evergreen piece won’t be a 200-word blog or article most of the time. I differ – I think if you have a catchy article title and an impressive topic explained in 200 words, it can certainly do well.