Seasonal social media posts and industry news may produce spikes in site visits, but fresh, evergreen content is widely considered to be the load-bearing joist of any good SEO. Like a savings account with compounding interest, your site’s evergreen blogs offer long-lasting value to searchers, thus yielding exponential growth for your entire domain.
Still, developing, writing, and refreshing evergreen blogs is hardly easy. Quite the contrary; considering how saturated Google’s search results pages have become, creating worthwhile content is one of the most difficult aspects of today’s SEO. Even optimized with the right keywords and perfectly “skyscrapered” to all heck, your blog may be a dud, left to sit on page 12 with the other doomed posts. That’s just how the cookie crumbles, unfortunately.
Patience and determination, in these situations, are unquestionable virtues. With each regular deposit (blog post) added to your savings account (domain), you’re increasing your potential earned interest (organic traffic) across the board. This takes a lot of hit-or-miss (mostly miss) stabs in the dark, but you’ll eventually land a blow and publish a high-value blog that carries its own weight plus that of those page-12 stragglers.
Evergreen Blogging Case Study (aka. “The Puddin’”)
Opportunity Max writes hundreds if not thousands of annual blogs – we diversify our content calendar with a mixture of timely and evergreen blog topics – for our auto dealer clients. Some gain immediate traction and find an audience. Some are the aforementioned page-12 duds.
Then there are the special cases in which a blog has become so popular, it automatically bumps up other valuable posts attached to the domain.
Domain-wide Organic Blog Traffic Increase
Over the course of 15 months, from January 2018 to March 2019, our smaller client saw blog traffic climb over 500% (see below).
Primary Evergreen Blog: Pageviews
This 500% increase in traffic and pageviews does not appear to correlate with a new blog post; rather, it’s largely an effect of updates made on an older blog (see below).
The original blog (above), published in June of 2017, took 6 months to gain traction and make it to the first page of Google. It was, for all intents and purposes, the most successful blog post for our client to date.
In July of 2018, we refreshed and updated the blog by adding more semantic keyword phrases and fresh content. Within 3 months, this blog skyrocketed to the first position on the SERP. Within 6 months, the blog was seeing twice as many visitors as its original version. (A success? Yep.)
(Note: *Reporting errors in July 2018 accounts for traffic disturbances.)
Secondary Evergreen Blogs: Pageviews
In effect, the popularity of the “primary” evergreen blog improved our client’s site and domain authority (if you believe in that) and allowed other “secondary” blogs to thrive (see examples below).
Within 12 months, the blog (above) saw a 1400% uptick in pageviews and gained a top SERP position for all target keywords.
In fewer than 11 months, this blog’s (above) monthly pageviews rose nearly 1600% and is the #1 SERP result for its target keyword.
This blog (above) is also #1 for its keywords after seeing monthly pageviews grow from 80 to nearly 5000 over the course of 14 months.
Evergreen Content: Best Practices & Tips
If there’s one “tip” to get out of this, it’s to always think about how you can make improvements to your content.
Normally, taking a “set it and forget it” approach to blogging – that is, letting your content do all the work without making any post-publish adjustments – is not the optimal SEO strategy for dealers. Similar to our tactic outlined above, you’ll need to track progress, make content changes, alter keywords, and even republish your blogs to better compete against rivals vying for the top SERP rank.
However, once you have a valuable piece of content in place, gaining backlinks and shares, you may notice increased traffic heading toward your site’s older blogs. Just don’t rest on your laurels! Now that you’re the authoritative brand that search engines and users trust most, it’s time to make improvements to existing or outdated content, and grow your cache of evergreen site copy.
Follow these additional tips to write good evergreen blogs:
- Write an FAQ blog and update it at least once per year with new content, questions, answers, and target keyword phrases that can be found using Google’s tool or something like answerthepublic.com.
- Mix up your keyword usage with synonyms. To get a good idea of synonymous phrases people might search, I recommend Googling your main keyword, then scrolling down to the “Searches related to…” section of the SERP.
- Create F.A.S.T. content (Free, Accessible, Substantive, and Topically optimized) that covers an entire web of subtopics within the main core topic.
- Always write for your readers, and you won’t have to worry about getting Google penalized for black-hat SEO.
- Insert internal links, with appropriate anchor text, throughout your evergreen content.
- Promote blogs that are performing well as “cornerstone content” on your site and share on all your social media channels.
- Acquire quality backlinks (see our Ultimate Guide to Acquire Backlinks in Uber-Unique Ways blog for ideas).
- Include a “Published Date” on your blog, and be sure it’s of the most recent, updated version.
- Have Google re-crawl your site when making an update to an existing blog post.
Shameless Plug Alert: Proper SEO takes time – don’t let either fly by. For additional help creating fresh blog content that moves the needle and increases your ROI, toss OppMax a message to request more information about our SEO and Blog Bundle packages.