Evergreen Content and Squarespace SEO

March 12, 2019 Michael Conway

What is Evergreen Content?

Nothing is better than a page on your blog that continues to draw new visitors via Google’s search engine. Blogging is your best bet when it comes to your SEO strategy and ROI. Content that is written on topics that never go out of date is known as evergreen content. Evergreen content is the kind of material that remains relevant to your readers over time, without having to update it frequently. It's green and sustainable! Plus, it’s the type of content that can drive traffic for years without any additional work. That's why it's an important goal to strive for when it comes to your content marketing strategy.

However, creating evergreen content is harder than it seems. What's the smartest approach? Is it worth the time and effort? In this blog post, we'll answer these questions and provide you with an introduction to using evergreen content to boost your Squarespace SEO.

Types of Evergreen Content

The key to improving your content marketing ROI is to create evergreen content for your website using blog articles. Here are some examples of effective evergreen content that you can apply to your business and industry with a little creativity.

How to Manuals

These are always up-to-date, and people are always looking for easy-to-follow instructions. For example, create a tutorial that explains how to work with a landscape architect, an interior designer, or a remodeling professional. Consider offering tips for choosing kitchen materials, or appliances for a new home or kitchen remodeling. This can also work in the form of explainer videos.

Frequently Asked Questions (FAQs)

If you've been in business for a while, you probably have had clients ask you questions about your process or your philosophy. Create a page of these FAQs along with answers, or even internal links to other blog posts on your site.

Pros and Cons

Homeowners who are interested in a kitchen remodel are in the process of researching design and materials options. Offer your opinion on materials like countertops, tile, flooring, cabinets, lighting, etc.

A List of Industry “Jargon”

Communicating with clients is easier if they're familiar with the terms you use in your industry. Create a page to help educate them by listing terms and definitions they might need to understand when discussing their project.

Creating Evergreen Content: Best Practices

Evergreen content is a powerful marketing tool by itself; however, when you combine it with search engine optimization (SEO), it can become even more powerful. By incorporating the right keywords and phrases into your content, it becomes even more relevant, and easier to discover using search engines. The perfect result is more traffic to your website and an increased chance that your content will be found and shared for months, or in some cases, even years!

The place to begin is with your existing content. If you've been publishing online for years, you most likely have several articles that remain popular over time with your readers. In this instance, you may already have (possibly unintentionally) evergreen content on your blog or website.

Other articles may have evergreen potential with a little rewriting. For example, do you have any “listicles” on your site? Articles like “5 Tips for Choosing the Best Interior Designer” or a short 400-word “how-to” piece that can be expanded to 1600 – 2000 words making it more relevant to search engines. With a little work, you can turn these average articles into compelling evergreen content.

Focusing On The Content and Automating SEO

One best practice that you should follow with every piece of content you create is writing unique, relevant, keyword-rich material. Focusing on the content creation process is a best practice that can help. Whichever format you choose (explainer, how-to, FAQs) evergreen content will take you longer than a quick 400-word piece. Make sure you give yourself enough time.

Research and examine successful evergreen pieces on other websites and about different topics. Draw lessons from this content and then create a logical structure for your copy. Make your articles “scannable.” Every subtitle should set up the paragraph or chapter. Aim your content at a general audience. Explain any jargon and spend time on the readability of your article.

SEO is an essential element of successful evergreen content. Using keywords at a reasonable density (.5 -1.5%) can help you rank on the search engines. Make sure you have internal links in your content to other relevant articles, landing pages, or other material. However, the essential element is polished content. Using tools like WebTextTool can help optimize your content for search.

Make The Commitment to Evergreen Blog Articles!

Evergreen content is an excellent addition to your marketing toolkit. But be realistic. You're competing with sites like Wikipedia, news sites, and others in your industry. That being said, it's an important long-term marketing strategy. Organic search can drive a ton of traffic to your website, and evergreen content can help to establish your ranking on the search engine.

While there are faster ways to drive traffic such as search engine advertising, or social media, evergreen content is different. Having a few pieces of evergreen content on your website can boost your SEO and ultimately deliver a reliable, long-lasting stream of visitors to your website or blog.

An effective marketing strategy is an integrated mixture of traditional methods and digital marketing through various channels. Adding some evergreen content to your marketing mix offers you one of the best returns on your investment when it comes to staying power. These best practices can help you to craft evergreen content that works!

About Michael Conway and Means-of-Production

My firm, Means-of-Production, writes blogs, designs Squarespace websites and creates content marketing plans for architects, interior designers, design-build contractors and landscape design firms. We can help your site get found online, educate prospects, and position your firm as the go-to experts. All so you can attract better clients!

Contact me at mc@means-of-production.com or (603) 289-6616