Evergreen content. Sounds like something you’d find in a garden center, right next to the potted ferns. But in digital marketing, it’s a whole different kind of plant; less leafy, more linky. It’s the stuff on your site that keeps working long after the publish date. You write it once, and it keeps pulling traffic, building authority, and making you look smart. Not bad for something that doesn’t even need watering.
So what exactly is it?
Let’s start simple. Evergreen content is the kind of content that stays relevant over time. It doesn’t hinge on trends, breaking news, or whatever’s blowing up on TikTok this week. Instead, it tackles topics that people always care about. Think how-to guides, tutorials, FAQs, glossaries, and
resource lists. Stuff people are still Googling three years from now.
It’s not just about staying relevant; it’s about staying useful. A blog post titled “How to Write a Meta Description That Doesn’t Suck” can keep pulling traffic year after year if it focuses on core principles, not just the latest Google update. That’s the magic. You build something once, and it keeps paying rent.
What makes content truly evergreen?
First up: timelessness. That doesn’t mean it never changes. It means the core message stays solid. You might tweak a stat here or update a screenshot there, but the bones of the thing hold up. A good evergreen post is like a well-worn leather jacket; maybe a little scuffed, but still looks sharp.
Then there’s search intent. Evergreen content usually lines up with informational queries. People looking to learn something, solve a problem, or figure out what the heck a “conversion rate” is. That kind of intent doesn’t go out of style. And when your content nails it, Google tends to reward you with steady traffic.
Finally, update potential. Just because it’s evergreen doesn’t mean it’s immortal. You’ve got to give it a little love now and then. Refresh the data. Swap in new tools. Keep it accurate, and it keeps working.
Why does this matter for SEO?
Because Google loves content that satisfies search intent and shows you know what you’re talking about. That’s where
E-E-A-T comes in: experience, expertise, authority, and trust. Evergreen content, when done right, checks all those boxes. It builds backlinks. It gets shared. It sticks around.
And here’s the kicker: most content doesn’t. According to Ahrefs, a whopping 90.63% of all pages in their index get zero traffic from Google. Zero. As in, not even your mom clicked. Why? Because those pages either chase fleeting trends or fail to match what people are actually searching for. Evergreen content avoids that trap by going after stable, high-volume keywords that keep delivering.
What does evergreen content actually look like?
It comes in a few familiar flavors:
- How-to guides, like “How to Set Up Google Analytics 4” (which, let’s be honest, we’ve all Googled at least once).
- Listicles, such as “10 Free Tools for Social Media Marketing” (bonus points if they’re actually free).
- Glossaries and definitions, like “What Is a Conversion Rate?” (because sometimes even marketers need a refresher).
- Case studies with long-term insights.
- Tutorials and walkthroughs that don’t expire with the next software update.
How to create evergreen content that works
And here’s where things get practical. If you’re going to create evergreen content, you’ve got to build it with some intention.
Start with keyword research. Use tools like Google Trends, Ahrefs, or Semrush to find topics with steady interest. Avoid seasonal spikes unless you can anchor them in something more timeless. “Holiday Email Marketing Tips” won’t last, but “Email Campaign Strategies That Actually Work” might.
Structure matters too. Use clear headings. Keep paragraphs tight. Add visuals if they help. People skim, so make it easy to find the good stuff.
Link it up. Connect your evergreen pieces to other content on your site. That helps with crawlability and spreads the SEO love. It also keeps readers bouncing around your site instead of bouncing off it.
Set a reminder to check back every 6 to 12 months. Update stats, swap in new screenshots, and make sure the advice still holds. Google notices when content gets refreshed, and so do your readers.
And don’t forget promotion. Just because it’s evergreen doesn’t mean it magically ranks. Give it a push. Share it on socials, include it in your newsletter, maybe even build a few backlinks. The more traction it gets early on, the more staying power it has.
Real-world example: HubSpot
Want a real-world example? Look at HubSpot. Their blog post “What Is Inbound Marketing?” keeps ranking, year after year. Why? Because it tackles a foundational concept, gets updated regularly, and links out to related resources. It’s not flashy, but it works. Like a Volvo with a fresh coat of wax.
Final thoughts
Evergreen content doesn’t just sit there looking pretty. It earns its keep. It brings in traffic while you sleep. It builds trust without shouting. And it keeps working, long after the trends have moved on.
So yeah, maybe it is like a plant after all. Just one that grows backlinks instead of leaves.
That’s the breakdown.
We’ll be back with more.
Until then, keep building.
– Perfect Sites Blog