Ever wonder why everybody’s always talking about “Evergreen” content? I used to. I could never understand what blog content had in common with Christmas trees. In my mind, content was content. But I get it now. And you will, too.
What Is Evergreen Content?
Evergreen content is content that will always be relevant for your readers. For example, an article titled, “The Best Recipe For Sugar Cookies” will always be relevant. The ingredients, mixing method and baking methods will never change.
Evergreen content makes ideal pillar content for your blog. People will always be searching for the best recipe for sugar cookies, no matter the time, no matter the season.
What Is Seasonal Content?
An article titled, “The Best Recipe For Christmas Sugar Cookies” is both Evergreen and seasonal. Evergreen because it’s still a sugar cookie recipe that will always be relevant, especially at Christmas time, and seasonal because it likely would include some special decoration technique for Christmas.
While this article is evergreen because you can use it to make sugar cookies forever, as you can imagine, the word “Christmas” in the title will make this a popular post during the holiday baking season. More popular that just a standard sugar cookie recipe.
The simple addition of a holiday word is all it takes to turn evergreen content into seasonal and you’ll pick up additional traffic. But be careful. If your title promises “Christmas” then you need to do something to make the article Christmas-y, too.
What Is Timely Content?
Timely content is content that’s only relevant right now, or for a short period of time. It’s typically tied to a breaking news event. It gets a ton of traffic while the topic’s hot, but as soon as the topic starts to fade from the news, so does your traffic, and eventually it just disappears.
While timely content can generate some tremendous bursts of traffic, that traffic is often erratic and unpredictable. The topic may only be of interest to people in a certain city or it might be overtaken by a new topic faster than you can say “Jack Robinson.” Of course, those huge bursts of traffic are great for profits, but it’s difficult to sustain if you’re only focused on timely content because you have to stay on top of the news every minute of every day.
Use A Combination On Your Blog
Take advantage of all types of traffic and use a combination of evergreen, seasonal and timely information on your blog. Use your evergreen content as a hub and link out to its relevant seasonal content. Link out to relevant articles from your timely content to lead your readers deeper into your blog.
For SEO purposes, look for ways you can use your evergreen content and turn it into seasonal. In the sugar cookie example, all you’d have to do is add the use of red and green sprinkles and you’d have a Christmas recipe, add pink and yellow sprinkles for an Easter article, green sprinkles for St. Patrick’s Day, and so on. When you use a combination of evergreen, seasonal, and time related content on your blog you’ll improve your SEO and increase your traffic.