Evergreen content is an important part of your firm’s content strategy. It helps consistently drive organic traffic to your firm’s site. Typically, once a piece of evergreen content is written, the topic should remain relevant for years to come. Evergreen content can also be in integral part of your firm’s link building efforts.
What is Evergreen Content?
Evergreen content is named after the evergreen tree, which keeps its leaves year round. Like the tree, evergreen content should survive for years after its publish date. While some content your firm may post only has a limited relevancy, evergreen content will stand true for long periods of time. An article on 2018’s average disability settlement may be relevant now, but traffic to the page will be extremely low, if at all, within the next few years.
Examples of evergreen content include articles on topics that rarely change and remain relevant. Articles like “How a Debt Collector May Violate the FDCPA”, “How to File For Workers’ Compensation” or “Evidence Needed to Support a Personal Injury Claim” would fall under the evergreen umbrella. It’s likely these topics will not dramatically change and will remain applicable to those seeking the information for years to come.
As mentioned before, evergreen content is also an important part of your firm’s link building strategy. These articles can be offered as a resource link to relevant organizations, helping you increase the amount of backlinks your firm’s site gets. As your firm gets more backlinks to this piece of content, Google will give it thumbs up, helping the page and your firm’s site rise in the search results rankings.
Coming Up With Evergreen Content
There are a couple of ways to come up with evergreen content ideas. The first is writing “how to” guides. Pick a topic that is likely to remain the same, rather than a how to that may change quickly. “How to Qualify Under the SSA’s 2019 COLA Updates” will only be relevant for 2019, so it would not be considered evergreen content. But, a general article on how to qualify for disability benefits would be considered evergreen.
The keywords your firm’s site ranks for can also be great starting points for coming up with evergreen content. Examine the keywords that are already driving traffic to your firm’s site and create content based of them. For example, if your firm is getting traffic from “slip and fall” but you do not have content posted about it, write some evergreen content. “Evidence Needed for a Slip and Fall Claim” will always be relevant.
You can also update old blogs on your firm’s site to create evergreen content. If you find a blog you’ve already posted is just missing a few aspects, you can add the new content and create a better piece of content that will last longer. Do an audit of your firm’s site and see if you find any posts that could work. These can be great starting points. After selecting pages you think could be improved to become evergreen content, you can do a further analysis on the keywords it ranks for and further optimize content.