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HOW PUBLISHERS CAN WRITE SEO-FRIENDLY EVERGREEN CONTENT


Evergreen content is not just a nice-to-have… it’s a growth mechanism no matter
which industry.  Great content can help lower customer churn rate, build
engagement, drive conversations with digital communities and expand your brand
reach potential new customers. Whether you’re a high-flying SaaS company that
wants to promote their project management software or you’re an ecommerce
startup fresh out of the blocks you’ll probably have considered an SEO strategy
in your efforts, at some point.  However, imagine that you’re a news website or
publisher that relies purely on ephemeral or time-sensitive content to drive
traffic. You rank well on Google Discover and your click-through rate is
excellent for the daily headlines you put out. Then imagine that all of your
writing staff got sick, or you had a temporary incident that paused all outgoing
content. Without evergreen content, the basis of this article, your traffic, and
ad revenue, would be in a severe crisis. It’s important that, for publishers,
you are never just reliant on a single source of traffic. That’s why creating
SEO-friendly evergreen content is so essential to driving more traffic and ad
revenue.




WHAT IS SEO?

SEO stands for Search Engine Optimisation. However, nowadays we can understand
it as: “Demonstrating to Search Engines that we are offering what USERS are
searching for.” Google currently holds 92% of the search engine market share
worldwide and 75% of people don’t look past the first page of Google. Optimizing
a piece of evergreen content so that it ranks high on the first page of search
engines is a long-term investment that could pay off for months, potentially
years. Moving into 2020 your evergreen SEO efforts are also more important than
ever with the implementation of voice search. People will be scrolling less and
relying on their bots to search for them more. This means that you’ll ideally
want to not only rank on the first page of Google but hit the all-important
rich-answer boxes with your SEO efforts. How can you get to this position and
hold the title? With evergreen focused SEO content. 




WHAT IS EVERGREEN CONTENT?

Evergreen content takes its name from an evergreen tree, like a fur or a pine
that’s known to be green all year round. Evergreen content is aiming to do just
that, to be green/relevant all year round and beyond.  Evergreen content is just
going to go from strength to strength in 2020 as readers’ trust in social media
platforms is noticeably on the turn, people are now looking to other sources for
their information.  This article is broken down into two sections. First of all,
we’ll dive into how to technically write your individual content pieces to rank
best on search engines. The second section will focus on evergreen SEO content.
This section is largely here to help you determine a route to market and content
topics to write about. Combine these two sections in your publishing SEO
strategy to create SEO-friendly evergreen content that works. 
  


TOP TIPS FOR WRITING SEO-FRIENDLY EVERGREEN CONTENT







THE TECHNICAL SIDE OF SEO 


HEADLINES AND TITLES 

Headlines and titles can be the make or break of your article. It’s the first
impression you give a reader and often the determining factor on whether they
actually read the blog. Make sure you try to involve your keywords in the
headline or title but more so, don’t let the article be misleading. If your
title suggests you’re going to reveal one piece of information and the reader
can’t see that information instantly then your bounce rate will increase and
your article will lose authority and a chance of ranking.



LINK IN AND OUT (TO YOUR OWN ARTICLES)

Search engines rank content by the number of links to that particular piece of
content. Content that’s useful tends to have more links to it, both within your
site and from external sites as well. Make sure all of your content is
interwoven, where it makes sense. Take this a step further and ensure that the
anchor text (the text that is hyperlinked) works as a title in itself; it should
inform the reader on the content they’re about to click through to. 



ARTICLE LENGTH 

This is essential in ensuring that your content is deemed as insightful. Shorter
pieces of content, such as press releases or campaign material doesn’t tend to
rank as well as long-form content. There are tools out there that can suggest
article lengths for you depending on your subject or keyword but try to aim for
at least 1,200 words, between 2,000 - 3,000 is fantastic.



USER INTENT

Keywords are, of course, still relevant to the success of your article. But
there was a time in which people were “keyword stuffing” to push the article up
the ranks. Due to this, Google has since grown smarter and instead, focuses on
user intent. User intent is now a central factor in content and search engine
optimization and is eclipsing individual keywords as a dominant ranking factor.
So only write with your keywords in mind but use them where they make sense. 



SPEED

Firstly, to maintain great website speed, make sure to keep image formatting and
sizing to a limit so that they don’t affect the page load speed. For example, in
2020, voice search assistants are said to value quicker loading pages, so to
reach those searchers, page speed optimization really is a high priority. As a
first step, analyze your current website speed with PageSpeed Insights to
assess  Also bear in mind that the faster web crawlers can access your website,
the more possibilities you have of being discoverable with your content, whether
it’s in Google Discover or Google search!



HIGH-QUALITY CONTENT 

There are a few ways search engines can deem your content as “high quality.” A
couple to look out for are:


 * Backlinking from external sites 
 * Grammar
 * Legibility 
 * Average time on page (considering the word count). 
   
   

If you’re impressing search engines with all of this then your content will be
labelled as high-quality and rank higher than others.



ANSWER COMMON QUESTIONS 

Use Google search to see what else people are asking around your topic. Take
note of what they’re asking and make sure you answer their questions in your own
piece. Better still, use these questions as H1s, H2s, H3s etc.
 

META-DESCRIPTIONS 

This is the little snippet of copy that people see under your blog title in
search engines. You have 156 characters to sell your blog, involve your keywords
and manage expectations for click-throughs. Use these characters wisely.



REMOVE STOP WORDS FROM THE URL 

Stop words are little words in a URL that would normally tie a sentence together
but are actually not read by a search engine. Words such as: A, the, an. All of
these are unnecessary when you’re creating your blog link. If you have the
ability to edit your URLs then make sure you just use the keywords from your
blog title.



LIST POSTS

Otherwise known as listicles, they’re extremely SEO friendly. A search engine
can read the structure of a listicle much better than bodies of text. Why?
Because it’s filled with various titles, subtitles and headings that a search
engine can pick up on. List posts that include the most relevant H1s, H2s, H3s
will also have more opportunity to show up in rich answer boxes. 



INVOLVE OTHER CONTENT TYPES 

Just because you’re posting a blog doesn’t mean that it needs to be all words.
Make sure you break up your page and keep it engaging with images, videos and
infographics where applicable.  That wraps up the technical side of SEO writing.
There’s a lot to take in, make sure you use the above as a checklist to ensure
your content has the best opportunity to rank.



TURN YOUR TECHNICAL SEO SKILLS EVERGREEN

In this next section, we’ll explore the evergreen side to SEO writing. This
section is more based around style, timing and content type rather than
technical structure. 



SEPARATE YOUR CONTENT FROM TRADITIONAL SHORT-FORM CONTENT

When writing, make sure you steer clear of news, trend reports or anything that
doesn’t require too much text or is specific to a particular moment in time. 



CONSIDER GUIDES 

How To’s or Guides are a fantastic way of creating long-form content and content
that is searched for indefinitely. Identify a guide that’s relevant to your
target demographic and find keywords or queries that you can fill your guide
with so your target audience can find it easier. 



ERADICATE SEASONALITY 

Avoid seasonality when you can. You’ll need to disregard addressing the time of
year you’re writing from. For example, Lead acquisition can be hard this time of
year, after Christmas people usually spend less… By doing this you’ll give your
blog a timelessness that will help it remain evergreen. If you’re going for a
seasonal blog that you want to be searched for at a particular time of year then
this tactic works the other way around. You’ll need to thread specific search
terms or keywords throughout your blog that are typical of the season. Just make
sure you update the blog annually to keep it relevant.



GET BACKLINKS FROM OTHER EVERGREEN PIECES OF CONTENT 

A good backlinking strategy is a surefire way to support your evergreen SEO
efforts. Identify other relevant articles that your article can be an expansion
of. Reach out to these authors and ask if they can backlink to your piece. Grow
from other evergreen pieces of content. 



FEATURE YOUR CONTENT IN ROUNDUP POSTS

This is a great way to resurface your content in fresh ways as well as building
internal links to your article. 



USE FACTS AND STATS RATHER THAN OPINION 

By using facts and statistics, rather than sharing a heavily opinionated
article, you build trust with the reader. When linking out to statistics you’ve
found elsewhere to support your article make sure you’re linking to well-known
brands.  Take this a step further by trying to involve stats from your own
research. In doing so, your article is much more likely to be linked to from
other brands. 



UPDATE YOUR CONTENT 

Make sure you periodically give your evergreen content a refresh. This doesn’t
have to be much, but look to update the following:


 * Up-to-date statistics
 * Up-to-date images / video 
 * New links to recent articles
 * The date on the blog
 * Check that old links are still working
   
   

Make sure you’re letting people know the last time your article was updated in
the first paragraph. This information will reassure the reader that the content
they’re reading is still relevant. 



USE GOOGLE TRENDS AND SEARCH VOLUME

Make sure the topic you want to write about is regularly trending and has a
relatively large search volume. If anything, you want to find a topic that has
been increasing in search volume over time. 



SOLVE PROBLEMS

Most online businesses have identified a gap in the market that’s come about
because of a problem that needs to be solved. Identify problems that are similar
or directly in line with your product and answer those problems within your
article. Better still, frame those problems as headers.



USE HISTORICAL DATA 

If you’re in an industry with a lot of history then you can bet that history is
one thing that won’t change. If you write about the history of your product or
your sector, the content will always be relevant and doesn’t need to be
updated. 



EVOLVE YOUR CONTENT TO FIT OTHER PLATFORMS 

Instead of looking to create new content all the time, think of how you can
upscale your evergreen content so it can gain more traction.  If a particular
blog is performing well, convert it into content for other channels. Perhaps it
will do better as a video on Youtube, and maybe you can create an email send-out
focusing on its topic. Let the data inform your decisions and always be linking
back to your main piece of content.



FIND YOUR NICHE 

It can be hard to rank for popular search terms and keywords. Especially when
you’re going up against evergreen content that has held its first page rank for
a while. What you’ll need to consider is finding your niche. What can you write
about that’s still relevant to your brand or product but has not been so heavily
answered with an article?  15% of all search queries have never been answered
before, there’s a gap for most things you just need to look for it. This takes
quite a bit of research but you’ll be ranking much easier. More and more
publishers are creating niches in their content fields. This helps to claw in
more market share that can help sustain long-term article growth.



WRITE FOR VOICE SEARCH

As we mentioned at the beginning of the article, 2020 is going to be an
interesting year for the evolution of search and the effects this will have on
search engine optimization strategies.  It’s rumored that around 75% of voice
search results will rank in the top three positions in search engine results
pages. To answer this emerging trend make sure you’re including conversational
search options in your articles, try to relate to how people will talk in their
own home and predict questions people would ask, not type. Keep this information
at the top of mind when writing for SEO throughout this year and seize voice
search as an opportunity for your brand. 




CONCLUDING WRITING SEO-FRIENDLY EVERGREEN CONTENT

Hopefully, these actionable items have informed your SEO publishing strategy.
SEO is an ever-changing game so it’s always good to stay on top of trends in the
field and keep your own knowledge up-to-date.  Here’s a check-list of what we
covered. Copy and paste it somewhere that you can come back to whenever you’re
writing:


 * Use catchy headlines and titles 
 * Link internally and externally
 * Hit a certain article length 
 * Use keywords 
 * Optimize for speed
 * Write high-quality content 
 * Answer common questions  
 * Use Meta-descriptions 
 * Remove stop words from the URL 
 * Try out listicles 
 * Involve other content types 
 * Stay away from time-sensitive content
 * Consider guides and how to’s
 * Eradicate seasonality 
 * Go into detail on a particular topic
 * Get backlinks from other evergreen pieces of content 
 * Feature your content in blog roundup posts
 * Use facts and stats rather than opinion 
 * Update your content every so often
 * Thread your content into your social media plan 
 * Use Google trends and search volume
 * Solve problems your customers need solving
 * Dive into history
 * Evolve your content to fit other platforms 
 * Find your niche 
 * Write for voice search
   
   

Happy writing. 

----

Jake Stainer is currently Head of Digital Growth at TravelPerk and Co-Founder at
Spaceboat. Before he spent 4 years growing Typeform from $1m -> $25m ARR.


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