In all my years of blogging and teaching others how to blog, the one question I’ve been asked the most is simply, “What exactly should I be blogging about?” There are, of course, several answers that would suffice. Some of these answers may be something like “Make sure it’s relevant.” Or maybe even, “Blog about whatever your audience wants to read most about!” While both of these answers are true to an extent, keeping things relevant or simply interesting won’t necessarily help your SEO, which is the number one way to ultimately increase the traffic to your blog. I have a different answer to this question – an answer many may have never heard before.
My answer? “Make sure you are writing evergreen content.”
Now some of you may be asking, “What is evergreen content?” This topic has been discussed in great depth over the last several years, and has proven to be an incredibly effective way to assure both your readers are maintaining interest in the blog while also satisfying the SEO requirements that have been set by Google and other search engines. Now, to answer the question you’re all asking:
What exactly is evergreen content?
Evergreen content, put simply, is content that will not become outdated. While it’s okay to write about current events every now and then, it’s important to realize that over time, content written about current situations will only be relevant and useful for so long. Eventually, people won’t be searching for those current events anymore because, well, they eventually won’t be current! Evergreen content, on the other hand, is a topic that will always and forever be something that people will be interested in and continue searching for. For example, a DIY (do it yourself) article that teaches people how to build an outdoor fire pit is a great example of an evergreen blog. People will always be interested in building something like that, and it’s something that likely remains fairly average in terms of search volume year round.
Many have asked me, “Isn’t evergreen content the same thing as making sure your blog is relevant?” It’s true that these two things are similar, but keeping your blog relevant to your readers and creating evergreen content isn’t always the same thing. When I say “keep you blog relevant,” I really mean that you need to make sure your topics are in key with the overall mood and feel of your website. This also applies to evergreen content. You should never change your topics and overall themes around just in order to provide more SEO friendly situations. Your readers know you and look forward to your relevant posts each week – of course we want to keep it that way!
In closing, I think it’s very important to point out that not every article needs to be evergreen. After all, there are only so many topics you can come up with and write about. In fact, many very successful blogs use only current events, and they still remain very sought after. But if you choose to go that route, you simply need to realize that traffic won’t be consistent and will come in random spurts, depending on how popular the topic you’ve written about is. Evergreen content, however, will likely remain active and popular throughout the year.