You might have heard the term evergreen content before; it refers to content across a business’s website that remains relevant, valuable and accurate over a long period of time. Unlike trends you may find in content such as news stories, evergreen content does not expire quickly and has a long “shelf life” of value to your audience.
Examples of Evergreen Content
Some examples of evergreen content for your business’s website include how-to guides, knowledge compendiums, FAQs, original research, and case studies. As these particular types of content are not just based on the latest trends, they hold long-term value for potential users reaching the site. The information presented in this content generally remains static and does not require frequent updates to stay relevant, but is continually sought out by internet users.
Non-evergreen content examples would be articles or blogs that focus on industry trends, such as “The Latest Social Media Updates” or “SEO Content Tips for 2025”, or content that does not provide timeless value and longevity. If you’re making content to cash in on a craze before it becomes stale, or are changing it frequently in response to new updates, that isn’t evergreen.
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Why Evergreen Content Matters
Evergreen content provides longevity and value for your website’s content and is a strong element of any good content marketing strategy. Depending on the type of content you’re producing, you can establish trust in your brand and products by being positively helpful or insightful into their queries. It can also form part of your customer service and remarketing strategies by filtering out your audience’s common questions and letting them know when to come back for more of your services.
This style of content, when done right, is highly valuable across search engines and can improve the SEO value of a website. The content tends to provide answers to questions users may have and offers a place for recurring queries to be directed to, improving the authority of your website amongst its peers. Furthermore, Evergreen content with a conversational tone is supported under voice search and is likely to be picked up by voice assistants.
Evergreen content that ranks well in search engines can deliver ongoing organic traffic without requiring regular updates, potentially leading to better rankings. Put simply, SEO content and evergreen content go hand in hand.
Does Evergreen Content Ever “Wilt”?
Although evergreen content generally has a long-lasting value, it will need tending in response to changes in product/industry standards, user search behaviour, and new developments that make the content obsolete. If the content contains outdated facts, screenshots, or links, it should be updated to prevent it from becoming obsolete.
For example, let’s say you have written a guide on how to control a certain pest in the home. Since the guide was published, a new deterrence product has hit the market, and new research has come out debunking the effectiveness of some homemade remedies. You would want to update the guide to clarify the remedies that do and don’t work in order to keep it relevant.
Signs that your evergreen SEO content may be wilting are gradual drops in organic traffic and a drop in the search volume of keywords used to find that content. If your content is being demoted in favour of more up-to-date content, you would also notice a drop in rankings and impressions.
In order to stay on top of your content marketing strategy, it’s recommended to review your evergreen content to see how it aligns with current information and user search behaviour. InSynch’s digital marketing consultants recommend doing this every 6-12 months, monitoring the results to ensure the content’s longevity.
How We Can Help!
At InSynch, our friendly experts specialise in creating and optimising content that delivers long-term results. We can help support your content marketing strategy with our digital marketing consultants on hand to answer any queries you may have.
