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Evergreen Content: A Game-Changer for Ecommerce Success!

Summer Nguyen | 07-16-2021

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Just picture yourself consistently drawing in more and more readers with fresh, engaging material. It seems too good to be true, doesn’t it? It is possible to do so with evergreen content, which is material that is useful and useful for a long time. This post will teach you how to make evergreen content for your online store and how it can help you make more sales and get more people to know about your brand.

What is evergreen content?

eCommerce evergreen content
What is evergreen content?

Evergreen content is content that is always relevant. You may think it’s hardly applicable to eCommerce since fashion, models, technologies, and designs come and go. But think about, for example, a guide on how to properly clean different types of shoes for a shoe-selling website. Such a guide can stay relevant for years.

Why is evergreen content effective?

eCommerce evergreen content
Why evergreen content?

Typical content which is not evergreen has the disadvantage that people lose interest in the topic over time and the traffic stops coming. Apple throws in a new iPhone model, there is a new trend on social media, or Asics launched new sneakers – surely, the content will be hot initially, and every eCommerce site in the related industry will try to publish some content piece on it, but in a couple of years, nobody will have the slightest interest in this.

When you create content that will stay relevant for years to come, two extraordinary benefits will happen:

  • There will be less work: you don’t have to update evergreen content too often since, you know, it’s evergreen.
  • Organic traffic will grow: if your evergreen content gets the deserved friction, it will provide a steady flow of traffic which will even grow over time as the content gets a better SEO ranking.

This is completely contrary to regular content which brings your small business new traffic while you keep posting. And when you stop posting, the traffic flow cripples.

evergreen content formats
Evergreen content format

There are many popular formats for evergreen content. Just fix your mind around some wide topic and think “what can I say on the goods I sell online that will not become outdated in a year?”. You will easily come to ideas like these (listed with an example idea of content for different eCommerce niches and small businesses):

  • ‘How-to’ guides: ‘How to make your white shoes white again’

  • Problem-Solving: ‘Is your iPhone not charging anymore?’.

  • List Posts: ‘5 great accessories for smartphones that will make your life so much easier’.

  • Buying Guides: ‘What to look at when buying a new washing machine?’.

  • Checklists: ‘The ultimate checklist to buy a new sofa’.

  • Tips for the products: ‘7 unusual tips to keep your mountain bike in great condition for years’.

  • Product Reviews or details (but with caution! The product has to be one which will not change/get outdated very quickly): ‘5 best DYI tool kits under $200’.

  • Case study: A record that shows how your goods or services helped a customer solve a problem

It’s not a given that writing in these styles will make the content evergreen, but these forms perform perfectly with evergreen writing. When you need to show someone how you do something, like bake a sweet treat or fill a tub, videos are very valuable. If you can’t use videos, you might want to use a set of pictures (shots, drawings, sketches, etc.) instead.

Benefits of Evergreen Content

Benefit of evergreen content

Typical content that is not evergreen has the disadvantage that people lose interest in the topic over time and the traffic stops coming. Apple throws in a new iPhone model, there is a new trend on social media, or Asics launched new sneakers – surely, the content will be hot initially, and every eCommerce site in the related industry will try to publish some content piece on it, but in a couple of years, nobody will have the slightest interest in this. As you create content that is relevant for years to come, the following benefits will surprise you:

Maximizing Returns

If you choose evergreen material over trendy topics, you will get a good return on your investment. While popular trends can bring a quick boost in sales, evergreen content that is still relevant after a year can bring much more sales every year, making it a smart and long-lasting investment for E-commerce success.

Boosting Shares

Evergreen content, always relevant, gets shared more on social media. Its timeless appeal results in a steady increase in social shares, enhancing brand exposure and building credibility within your niche. This lasting impact makes evergreen content a valuable asset for your e-commerce presence.

More backlinks are drawn to evergreen material because it is useful for a long time. The more of these backlinks you have, the more authoritative your website becomes, which helps your search engine rankings. If you have more backlinks, your Ecommerce site is more likely to rank higher in search results, which brings you more viewers.

Steady Traffic Flow

Ecommerce site traffic is maintained by optimizing evergreen content for search engines. Evergreen content is appealing year-round, unlike seasonal or current material. Casper’s sleep pattern guide and Calculator.net’s Mortgage Calculator demonstrate how well-optimized evergreen content can drive thousands of monthly visits and continue Ecommerce success. This is completely contrary to regular content which brings your small business new traffic while you keep posting. And when you stop posting, the traffic flow cripples.

The importance of evergreen content for SEO

evergreen content
Evergreen content for SEO

When you post something trendy or newsworthy, it may give you a spike in traffic, but it will always fade with time, sometimes very quickly.

While short-lived content may have a reasonable part in your SEO strategy, you may also consider bringing in more stability by focusing on stabilizing the in-flow of traffic to your site from organic search. This can be driven exactly with evergreen content.

Also, a successful piece of evergreen content gets backlinks continuously, which is also great for SEO.

So, in the end, evergreen content is super SEO-friendly. It answers the important questions the audience has, gives searchers useful info to read which improves time spent on the site and other user engagement signals, it also helps with link-building, and ranks well, bringing traffic over the years.

How to research and write evergreen content

create evergreen content
How to create evergreen content

Like any other project that you want to win at, making lasting material starts with research. Be clear: you should choose the right topic because you will be spending money on the creation of content. Follow these steps:

1. Topic research

First, you need to get ideas for topics to write on. Identify typical points of interest around the product or service you sell online that may fit within typical content formats discussed above.

create evergreen content
evergreen topic research
  • Find topics that your audience cares about: The most important thing is to choose a topic that your audience is actually interested in. If they don’t care about the topic, they won’t read your content. You can research your audience by surveying them, looking at their social media interactions, or simply talking to them.

  • Skip topics that are about a specific year, one-off events, technological developments, and similar topics: These topics may be popular for a short time, but they will quickly become outdated. Instead, focus on topics that are relevant for the long term.

  • Eliminate any other topics that can quickly/easily become outdated: This includes topics that are based on trends, opinions, or news. These topics can change quickly, so your content will quickly become outdated.

  • Remove any other topics that could quickly/easily become outdated: This is where you need to use your own judgment. Think about the topic and see if it is likely to become outdated in the future. If it is, it’s best to choose a different topic.

  • The majority of your remaining topics should qualify as evergreen content: Evergreen content is content that is relevant and useful for a long period of time. It is not based on trends, opinions, or news, so it will not quickly become outdated.By following these steps, you can choose an evergreen topic that will attract your audience and bring long-term traffic to your website.

2. Keyword research

Now you know what your customer is interested in regarding your business or product. You need to look into keywords in more depth to determine what kind of material might work and which keywords it should focus on.

This is where you need a specialized SEO tool like Keyword Suggestions tool by SE Ranking or any other of such type. Professional tools are needed since there is only limited information in free Google tools. This feature can help you pick the best and well-performing search queries including long-tail keywords that will keep bringing you lots of traffic over time.

First, enter your topic ideas into the keyword research tool to check for the potential volume.

create evergreen content
Enter your topic ideas

The ‘difficulty’ that is shown here is the aggregate estimate of how hard it would be to get a new page ranked within the top 10 results for this keyword on a scale of 0 to 100.

In some tools, you may see it called ‘SEO difficulty’ or ‘keyword difficulty’, but it is still the same and all systems use their own internal algorithms to weigh in the quality of the current ranking results and their linking profiles.

You should find keywords that have the following traits for the best results:

  • Choose keywords with a high search volume: This indicates a significant level of interest in the topic and can lead to more traffic to your blog.

  • Balance high search volume with low competition: Finding a balance ensures that your content remains competitive in search engine results.

  • Identify keywords that trend well: Look for keywords that maintain or increase in popularity over time, as this indicates evergreen content.

  • Avoid keywords with a sudden peak followed by a sharp decline: This suggests a short-lived trend that may not be suitable for evergreen content.

  • Ensure consistent search intent: Understand how search intent evolves over time to ensure that your content remains relevant to your audience.

  • Prioritize keywords with high search volume, consistent search intent, and a strong trend: This will help you create content that resonates with your audience and performs well in search engine results.

create evergreen content
Related keywords

Also, you need to check what pages are currently getting traffic for the selected keywords. By checking competing pages you’ll understand the level of content you need to create to overcome them.

3. Check for a steady trend over time

One of the ways to ensure your content will serve long is to check if the topic is not time sensitive. Google Trends can help with that.

create evergreen content
Check for content trends

Select a relatively long timeline, 5 years at least. The peaks mean the spark of interest in the topic. Check how steady it is generally. Avoid topics that are spiking only for a relatively short period of time and being silent most of the time.

4. Write content

You now have a list of topic ideas that will bring you a lot of traffic, and you know what kind of content you can write for them. It’s time to write your evergreen content. But do not forget the following tips:

  • Relevance: Your evergreen content must be directly related to the chosen keyword. Google’s algorithms are sophisticated, and they prioritize relevance. For instance, if you’re targeting the keyword “best Shopify themes,” ensure your content focuses solely on that topic. Avoid trying to shoehorn unrelated content just to attract more traffic.

  • Quality Writing: Well-written content is key to engaging your audience and addressing their needs effectively. High-quality content not only ranks better in search engines but also builds credibility and trust with your readers. Before publishing, thoroughly review your content for errors and ensure it meets professional standards.

Your evergreen content must be directly related to the chosen keyword

  • Credibility: Fact-check your content thoroughly and make sure your research is accurate. Use language that demonstrates your expertise and authority on the subject matter.

  • Clarity: Avoid using technical jargon or overly complex explanations. Your content should be clear and concise, making it easy for your audience to understand and follow.

  • Structure: Break your content into sections and subsections to make it easier to read and navigate. Even if your goal is for readers to consume the entire piece, many will only scan it. Clearly labeled sections help them find the information they need quickly.

  • Timelessness: Avoid using time-specific references like years, “today,” or “yesterday.” You want your content to remain relevant and useful even months or years after publication.

5. Maintain evergreen content for better SEO

Producing great pieces of SEO content is not something of ‘fire-and-forget’ type. You need to track its progress and help it grow if there are signs of trouble:

  • Track rankings: if it’s stuck on some rank and not going higher or even goes down slowly, it may indicate problems with the content. It may be lacking quality (check bounce rate/time on page), or some technical problems (check Google Search Console or any professional SEO tool like SE Ranking we’ve already mentioned).
maintain evergreen content
Track your rankings
  • Review/Update: while one of the main benefits of evergreen content is less-required maintenance, you still need to check sometimes the validity/robustness of what you’ve posted earlier, or maybe refresh it with newer information/research.
  • Backlinks: it is very difficult to outrank competitive pages if nobody links to your content, so make sure your team works on link building, too.
  • Page load speed: ensure your evergreen pages load reasonably fast; you analyze it with multiple tools, free and paid.
  • Promote: your new content needs to be shown to the world. Share it on socials, set up email marketing if appropriate, or try to run a PPC campaign.
  • Repurpose: when you have a successful evergreen article, try to repurpose it into some other form, like YouTube videos, infographics, etc. People look for info on different platforms and it may help them find the same sort of answers there.

Tips for Writing Evergreen Content

Tips for Writing Evergreen Content

Writing is easy, but writing well is not easy at all. Below are great tips that we have compiled to help you have a perfect post and achieve the highest SEO efficiency:

  • Make it easy to understand: Most of the people who are reading your content are beginners. Expressing too much expertise might make you look professional, but not effective. Experts don’t usually research for help as they already know very well in that aspect. So, try to explain everything in the simplest way possible.

  • Simplify Language: Keep your language simple. Beginners may be put off by overly technical jargon. Stick to straightforward language to make your content accessible and engaging.

  • Focus on Specific Topics: Narrow down your focus. Writing about specific topics keeps content concise and holds the interest of beginner readers. Avoid overly broad subjects to cater to your audience effectively.

  • Interlink Relevant Posts: Break down broad topics into specific articles. For instance, in a guide about bike care, link related pieces like “How to Oil Your Bike Brakes” and “How to Replace a Bike Tire.” This boosts SEO and guides readers seamlessly.

  • Repurpose Winning Content: When you create outstanding evergreen content, repurpose it. Explore different formats like videos, infographics, or podcasts to extend its reach and impact. Make your valuable content work for you in multiple ways.

Summary

Evergreen material is capable of giving the basis, security, and steady growth of organic search traffic over time. It’s not easy to focus on ongoing material because a lot of people will be after it. Your chances of winning this game will be much higher if you follow the tips in this piece. Also, don’t forget to use what works in different ways to get more traffic from other sites

Summer

Marketing Manager of Mageplaza. Summer is attracted by new things. She loves writing, travelling and photography. Perceives herself as a part-time gymmer and a full-time dream chaser.



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