The importance of evergreen content in your #SEO strategy. Publishers may tend to focus too much on news because you know, popular topics = clicks.
This thread will explain you why it is not sustainable in the long term and some practical examples to change mindset 🧵
This thread will explain you why it is not sustainable in the long term and some practical examples to change mindset 🧵
News content is time sensitive. You can have 5000 clicks today and zero tomorrow, you have to keep the ball running.
This may prove stressful enough in the long run and that is why balance is important.
Strategically leverage news to increase brand awareness and presence.
This may prove stressful enough in the long run and that is why balance is important.
Strategically leverage news to increase brand awareness and presence.
Evergreen refers to content that is not time sensitive and is not particularly subject to seasonality or timeframes.
Search demand is constant through years. They usually tackle recurring problems or super generic topics.
This is where you should apply Semantic SEO strategies.
Search demand is constant through years. They usually tackle recurring problems or super generic topics.
This is where you should apply Semantic SEO strategies.
You don't have the time to do Keyword Research for news content. On the contrary, evergreen content can be carefully planned and needs extensive research.
You should be careful to avoid repeating yourself in different articles. Define an internal link strategy.
You should be careful to avoid repeating yourself in different articles. Define an internal link strategy.
A clear example of evergreen content is represented by topic clusters. You decompose a topic into multiple subtopics and adapt the structure of your website accordingly.
This can seem similar to topical maps and Semantic SEO but there are key differences.
This can seem similar to topical maps and Semantic SEO but there are key differences.
Shortly, Semantic SEO includes more technical details and is focused on entities and their relationships.
Evergreen content should contain the correct entities and provide accurate data with the proper syntax, i.e. clear and punctual.
Evergreen content should contain the correct entities and provide accurate data with the proper syntax, i.e. clear and punctual.
Relying on short-lived content can give you a lot of satisfactions immediately but it's not going to save you when something happens.
What if in my industry nothing happens? You can invent news but it can affect your reputation (most likely it will).
What if in my industry nothing happens? You can invent news but it can affect your reputation (most likely it will).
Topical maps are a huge help in such scenarios. Use mindmapping tools to draft your thoughts and start thinking about possible implementations.
I don't suggest spending too much time on this process, some hours are fine. This is to prevent Decision Paralysis.
I don't suggest spending too much time on this process, some hours are fine. This is to prevent Decision Paralysis.
Evergreen content gives you complete control over customer journey. Recurring problems can have new solutions and maybe new customer groups but are easily predictable.
You can build expertise on them and start providing contextual solutions.
You can build expertise on them and start providing contextual solutions.
Think about the health niche. Diseases can have new treatments but the main symptoms have already been documented.
Sure, they are super competitive topics. The content is still going to net you a lot of money if it ranks well for some time.
Sure, they are super competitive topics. The content is still going to net you a lot of money if it ranks well for some time.
Every niche can have evergreen content and I have seen my best results with this approach. I find that relying on something so fleeting like news is an unreliable approach.
News content tends to be a copy-and-paste exercise in some niches.
News content tends to be a copy-and-paste exercise in some niches.
The first shift you can make is to think about your dearest topics and plan content.
Where do I need to educate my customers, how can I do that? What is my website missing?
Find your topic gaps and know how to fill them. You can start with templates as well.
Where do I need to educate my customers, how can I do that? What is my website missing?
Find your topic gaps and know how to fill them. You can start with templates as well.
My suggestion is to develop a set of templates for types of content and stick to them.
These templates should be content briefs as well so that writers are able to understand what you want.
The production of evergreen content can be easily simplified with these tips.
These templates should be content briefs as well so that writers are able to understand what you want.
The production of evergreen content can be easily simplified with these tips.
Time and resources are important and so is investing in the future of your website.
The sooner you develop topical authority, the better. You don't what will happen, you may have fierce competition.
You know, it takes time to implement such strategies, be the first mover.
The sooner you develop topical authority, the better. You don't what will happen, you may have fierce competition.
You know, it takes time to implement such strategies, be the first mover.
Once you have the lead on something you can start capitalizing on it. Expanding on social media, creating infographics, building brand reputation and measuring Direct Traffic.
Never stop, you have to preserve the lead. Be an example to others and diversify to prevent surprises.
Never stop, you have to preserve the lead. Be an example to others and diversify to prevent surprises.
It follows an example of evergreen content as a whole, represented by a set of unbranded keywords.
Even though there is a reasonable temporary decline, the results are super stable. This is not even my best example in terms of consistency.
Even though there is a reasonable temporary decline, the results are super stable. This is not even my best example in terms of consistency.
If you want to take it to the next level make your website international or compete in other markets.
You can also check what others are doing in foreign markets to improve your website without competing.
Always be smarter and faster than others.
You can also check what others are doing in foreign markets to improve your website without competing.
Always be smarter and faster than others.
Your news could link to evergreen content to help reader retention. It's vital to be considered a reputable source of information and you have to be extremely carefully about what you write.
Nowadays they can tear you to pieces if you get a number wrong.
Nowadays they can tear you to pieces if you get a number wrong.
One of the main errors that many people do with evergreen content is to fake expertise.
C'mon, I've read articles talking about AI or advanced topics written by people who have never touched a computer. They were clearly a mix of different sources.
You can avoid this tho.
C'mon, I've read articles talking about AI or advanced topics written by people who have never touched a computer. They were clearly a mix of different sources.
You can avoid this tho.
Changing tone of voice when talking about technical topics is not necessarily good. Being too serious when explaining complex stuff can be perceived as trying it too hard.
You should use simple examples and be interesting to read, I doubt people want to read a manual.
You should use simple examples and be interesting to read, I doubt people want to read a manual.
Long-form content that is extremely technical is a way to fake your knowledge. It may mean that you cannot summarize a topic.
This doesn't refer to good content that is detailed.
Lots of details != lacking the ability to summarize
This doesn't refer to good content that is detailed.
Lots of details != lacking the ability to summarize
Hire or get to know someone who is an expert on that topic and has good social proof.
Be obsessed with quality content and solving problems. I noticed that sometimes writers want to flex their knowledge. Correct them if necessary, the goal is to help the reader.
Be obsessed with quality content and solving problems. I noticed that sometimes writers want to flex their knowledge. Correct them if necessary, the goal is to help the reader.
Domain experts don't need to be expert writers. You can have both and make them work together, it depends on your situation.
Finding people who can do both will cost you a lot of money for good reasons.
Finding people who can do both will cost you a lot of money for good reasons.
Some may argue that copywriters and domain experts have to be separate. This can be the case quite often, yet there are some professionals who can do both.
I know content marketers/copywriters with technical degrees that can do both.
I know content marketers/copywriters with technical degrees that can do both.
Evergreen content should include topics your SEO tools are not picking. Ask your readers what they want (or your customers).
The goal is to develop topical authority while helping people. It's not either the former or the latter, it's both.
The goal is to develop topical authority while helping people. It's not either the former or the latter, it's both.
Internal linking is the most important part of the process. Have correct anchor texts and avoid repetitions via strategic linking.
Make customers stick to your website and entertain them. Sometimes it's good to have a good bounce rate, there is content that is like that.
Make customers stick to your website and entertain them. Sometimes it's good to have a good bounce rate, there is content that is like that.
Extracting entities from competitors is a good way to test who you are up against.
Do that and find what you can do to improve your text. Google NLP API is awesome because it has the salience metric.
The problem is that you cannot train it.
Do that and find what you can do to improve your text. Google NLP API is awesome because it has the salience metric.
The problem is that you cannot train it.
It may be worth to check your competitors' sitemaps if they have a good structure. Sometimes evergreen content is represented by entire folders that you can easily analyze.
Tools like #Python are invaluable for this sort of tasks.
holisticseo.digital/python-seo/con…
Tools like #Python are invaluable for this sort of tasks.
holisticseo.digital/python-seo/con…
The moral of the story is that long-term strategies should be your priority.
Having quick wins is necessary too, given that you are creating momentum with evergreen content.
Having quick wins is necessary too, given that you are creating momentum with evergreen content.
An advantage of evergreen content lies in the fact that you don't need extreme changes to update them.
Sometimes, it's a paragraph, other times it's something else. Don't expect absurd changes on average.
Sometimes, it's a paragraph, other times it's something else. Don't expect absurd changes on average.
Then, as wisely implied by the article linked above, you can split this content into pieces and publish it on social media.
Digestible chunks can be more powerful than a long article.
Digestible chunks can be more powerful than a long article.
I am learning that it all comes to the attention of the people and to their mental state. Sometimes you need to repurpose some content and other times you have to post it regularly on social media (or both).
We are in the realm of #contentmarketing.
We are in the realm of #contentmarketing.
To sum up, evergreen content is a killer strategy for large publishers that need topical authority and to consolidate more consistent traffic.
SEO is just a channel, you should integrate others to have a full-fledged strategy capable of tackling any competitor in the long term.
SEO is just a channel, you should integrate others to have a full-fledged strategy capable of tackling any competitor in the long term.
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