How can small business owners ensure their online content remains relevant and engaging over time?
The answer lies in the strategic creation and use of evergreen content. This type of content, defined by its longlasting relevance and utility, is crucial for small business owners aiming to establish and maintain a strong online presence.
It astounds us when we help organisations with their SEO, just how many do not have Evergreen content on their websites. It really is your superpower, and like a bank account; the interest compounds. After the 2022/23 Google Helpful Content Algorithm update; creating high quality evergreen content has never been more crucial. An update which took out Google search engine rankings in a horror induced swift sweep. You can read more about it here:
https://developers.google.com/search/blog/2022/08/helpful-content-update
Evergreen content encompasses various forms of media, including articles, blog posts, and videos, that remain pertinent and useful long after their publication. Unlike timesensitive content such as seasonal trends, evergreen content provides a constant source of value to readers. Its significance is particularly pronounced in the realm of Search Engine Optimization (SEO), where it plays a pivotal role in achieving lasting online visibility and success.
Effective evergreen content involves several key components:
Choosing Perennial Topics: Opt for subjects that remain universally relevant. Examples include ‘How to Create a Budget for Your Small Business,’ ‘Effective Communication Skills in the Workplace,’ and ‘Fundamentals of Small Business Taxation.’
Crafting How To Guides: These provide step-by-step instructions for tasks that are consistently relevant. For instance, ‘How to Optimise Your Website for Mobile Devices’ remains pertinent as technology evolves.
Developing Comprehensive Lists: Lists such as ‘Top 10 Marketing Strategies for Small Businesses’ offer clear, actionable advice and are frequently sought after for their straightforward format.
Prioritizing Depth and Quality: Evergreen content should be wellresearched, thorough, and provide substantial value, offering insights that are both practical and profound.
Implementing SEO Strategies: Strategic use of relevant keywords ensures your content is discoverable and ranks well on search engines. It’s important to structure your content for ease of reading and navigation.
Updating Regularly: Keeping your content fresh and uptodate is essential, especially as new trends and information emerge.
Building Trust and Credibility: A 2019 Edelman study highlighted that 81% of consumers need to trust a brand before purchasing. Evergreen content establishes this trust by consistently providing reliable and valuable information.
The power of evergreen content extends beyond its initial publication. It serves as a cornerstone of digital strategy, continuously driving traffic and earning backlinks, which are vital for enhancing SEO. For small business owners, this type of content is not merely a part of their digital strategy but a foundational element that contributes significantly to their online presence and credibility.
While topical issues are okay, and it is crucial to keep up with current trends but it is equally important to develop a solid base of content that continues to attract and engage audiences over time. Evergreen content fulfils this need by delivering reliable and valuable information that caters to the immediate and longterm interests of your audience.
Additionally, evergreen content plays a critical role in content marketing strategies. It can be repurposed across different platforms, from social media snippets to email newsletter highlights, maximising its reach and effectiveness. This repurposing not only extends the content’s life but also reinforces your brand’s message and values, further establishing your business as a trusted authority in your field.
Evergreen content is an indispensable tool for small business owners looking to build a lasting online presence. By creating content that remains relevant over time, you ensure that your digital footprint continues to attract and engage your target audience, thereby establishing your business as a reliable and authoritative source in your industry.
Investing in evergreen content is, therefore, not just a tactical move in the SEO playbook; it’s a strategic decision that contributes to the sustained growth and success of your business. It represents a commitment to quality, relevance, and consistency, key factors that resonate with consumers and search engines alike in the everevolving digital landscape.
Checklist for Evergreen Content SEO
1. User Engagement Metrics:
Why: Google values how users interact with your content. Higher engagement indicates quality and relevance.
Tip: Create engaging, informative content that encourages longer reading times and repeat visits.
2. Content Relevance and Depth:
Why: Google favours content that thoroughly addresses the user’s query.
Tip: Ensure your evergreen content is comprehensive, covering all aspects of the topic in depth.
3. Use of Keywords:
Why: Relevant keywords help Google understand and categorise your content.
Tip: Use keywords naturally within your content, avoiding overuse or ‘keyword stuffing.’
4. Backlinks:
Why: Quality backlinks from reputable sites indicate trustworthiness and authority.
Tip: Encourage backlinks by creating valuable, shareable content and engaging with related online communities.
5. Content Freshness:
Why: Regular updates keep evergreen content current and relevant.
Tip: Periodically review and update your content with the latest information and trends.
6. MobileFriendliness and Accessibility:
Why: A growing number of users access content on mobile devices.
Tip: Ensure your website and content are optimised for mobile viewing and navigation.
7. Page Load Speed:
Why: Faster loading pages provide a better user experience.
Tip: Optimise images, utilise caching, and streamline your site’s code for quicker load times.
8. EAT (Expertise, Authoritativeness, Trustworthiness):
Why: Google values content that demonstrates knowledge and credibility, especially on sensitive topics.
Tip: Highlight your or your authors’ expertise and credentials; provide accurate, wellresearched information.
9. Grammar:
Why: Brilliant use of grammar contributes to clear, professional, and credible content.
Tip: Proofread your content or use grammarchecking tools to ensure correctness.
10. Flesch Reading Ease Score:
Why: Readability affects user experience and accessibility.
Tip: Aim for a balance in your writing that suits your target audience, using tools to check the readability score.
By following these tips, you can optimize your evergreen content not only for search engines like Google but also to provide a better experience for your readers, enhancing both engagement and trust. Remember, the goal is to create content that remains valuable and relevant over time, helping to establish a consistent and authoritative online presence.
Interested in boosting your marketing or learn more about how to amplify your Digital Media efforts? Check out the Digital Solutions Program, based in Victoria, the program is for eligible small business operators and we are very humbled to be mentors for the program. You can check it out here: digitalsolutions.