How using evergreen content supports and boots your organic SEO for B2B
What is Evergreen Content?
Evergreen content is keyword saturated content that doesn’t go out of date. This type of content has a long shelf life of around one to two years (which is terms of digital is a very long time!) with a limited amount of upkeep needed.
Evergreen content has the advantage of not solely relying on what is trending right now compared to news-based content that can die very quickly. Evergreen content is likely to rank higher over time thanks to the keyword-rich copy and longevity of relevance of the pieces. For example, when looking at B2B marketing in the energy industry a reactive piece based on news of a major power cut will only have relevancy for a short amount of time, therefore, it will only appear at the top of the ranking for a limited period, whereas advice-driven content like ‘How to become more energy efficient’ will be relevant for years to come and drive more traffic over time.
Evergreen content contributes to driving consistent traffic, therefore taking extra time to create your content can be beneficial to your long-term strategy. In simple terms, search engine algorithms loves evergreen content.
How you can create evergreen content for your site:
- Step One – Research
The first stage, before content creation should be to research your current SEO position for desired keywords and conduct competitor analysis. You need to understand where you currently stand and where you hope to go.
Alongside your search analytics, you can use tools like Search Metrics that will give you insight into organic ranking, best ranking pages, keyword position spread, and traffic index. That’s not all! What’s really interesting is the ability to conduct competitor analysis and compare your website to your direct competitors. Understand how you compare and if there are any additional keywords your competitors are ranking for that you may not have considered.
- Step Two – Keywords
To find keywords you could use tools such as SEMrush and KWFinder. The element to look out for when you are researching keywords is words that have are a balance between a high search volume and those that are relevant to your offering. There is no point ranking for words that have nothing to do with your solution or ones that your core target audience will not be searching for.
- Step Three – Understand your audience
Aside from being heavily keyword saturated, your B2B content needs to be something your target audience will search for.
Mirror mirror on the wall… As Queen Grimhilde keeps an eye on Snow White, you can keep an eye on your audience. Tools like ‘Answer the Public’ demonstrate the top searches related to specific keywords so you can be sure your content is giving them the answer they are looking for.
- Step Four– Create Longevity
In order to have content that will stand the test of time, you need a piece that will not become outdated. Avoid using statistics if possible or making reference to any current or news topic as these will outdate your content sooner. Try to focus on more broad, advice-driven topics that will continue to be useful for many years.
For example, in the satellite technologies sector you could create titles such as, ‘What is InSAR? – These types of content are great as they’re question-based and definitions are perpetually useful and if you can provide an answer to an in-depth question with highly useful content, you could possibly be placed in ‘Google Answer Box’ which is a more sought after location than Mayfair.
In short, successful use of evergreen content in B2B marketing stands out because it survives the ultimate test of time, the quality needs to be above and beyond which tends to come from great research and insight. As the saying goes, nothing that is worthwhile comes easy…
If you would like help developing B2B SEO content, then get in touch!