21 Jan Evergreen vs. Seasonal Content
Evergreen content is one of those marketing buzzwords that everyone hears but not everyone understands. The quick definition of evergreen content is content that is always relevant and fresh, no matter the time of year. Evergreen content differs from seasonal content, which is content relevant to a season or event. Seasonal content includes content based on holidays and annual events, but it’s also written for seasonal “happenings,” or things that tend to occur around a certain time of year.
An example of evergreen content for, let’s say, a swimming pool retailer, would be an article titled “Should I Choose an Aboveground or Inground Pool?” This content would be relevant anytime someone is considering adding a pool to their backyard. An example of seasonal content for the same company would be “How to Open Your Swimming Pool.” The article is considered seasonal because people only open their pool once a year, during the springtime. Though it is possible someone might search how to open a swimming pool in October, the number of people who want to know this information increases significantly in early spring.
What Evergreen Content Is and Is Not
Evergreen content never stops being relevant which is why, in addition to content based around holidays and seasons, evergreen content also excludes news articles, articles based on statistical data, and articles based on current trends. You might be thinking, “what other content is left to write about?” Plenty! Examples of evergreen content include:
- “How-To” or tutorial articles
- Informative or educational articles, like those you would find in an encyclopedia
- Product reviews
- Customer stories
How Evergreen Content and Seasonal Content Influence Each Other
If you’re ever stumped for an evergreen article topic, just look to the season for inspiration, and vice versa for brainstorming ideas for seasonal content. For example, “What You Need to Know About Breast Cancer” is an evergreen article that would probably see increased traffic during the month of October because it’s Breast Cancer Awareness month. A seasonal article published in the same month on the same subject would be “How October Became Breast Cancer Awareness Month.”
SEO best practices require both evergreen and seasonal content. To ensure you’re writing articles your website visitors want to read, do your research. Use Google Trends to track common searches in relation to a certain topic or season.
Also, you want to make sure that the content you provide is well-written, informative, and easy to read. Articles with a lot of grammatical and spelling errors as well as articles filled with “fluff” rather than actual information are a quick way to drop off Google’s’ top search rankings. The visitors who do find your content will quickly turn away because they won’t trust your site for good information. Then your website’s bounce rates will rise, and that’s one number you don’t want to see increase. Trust us, spending marketing dollars on a professional writer with SEO experience or a marketing company with a copywriting staff (like us!) is well worth the investment.
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