Nine Advantages of Producing Evergreen Content for Your eCommerce Brand’s SEO
by Ruthie Carey
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Many marketers spend a considerable amount of time producing and publishing content that chases the latest industry news and trends. These blogs tend to be timely and succinct. However, by definition, this means that their power and shelf life are extremely limited.
Evergreen eCommerce content is the exact antithesis of pieces that seek to capitalize on momentary trends. Instead, this form of content speaks to topics that people will return to time and again.
Therefore, as a means of helping retailers toimprove their website’s rankings, today, we will explore exactly what evergreen eCommerce content is, the benefits that can be reaped from its deployment, and how to create this kind of abiding content.
Let’s get started.
What Is Evergreen eCommerce Content?
In a nutshell, evergreen eCommerce content is content that has long-term value. Much in the way that an evergreen tree always has green leaves, evergreen content is always helpful to people seeking information on a given topic.
Evergreen eCommerce content is a post that readers can reference for years on end, as the information is consistently relevant, valuable, and relatively unchanging.
Therefore, some common types of evergreen content include:
Frequently asked questions
We’ll cover different types of evergreen eCommerce content more in-depth momentarily.
That said, the inverse of evergreen content is a post that quickly becomes irrelevant or out-of-date. This typically includes:
Pieces that cover a specific trend or fad
Content about a particular holiday or season
The great thing about evergreen content is that it doesn’t really have an expiration date. As a result, it can drive clicks for years without losing relevance or value to readers.
That said, evergreen eCommerce content may need to be updated from time to time as this is one way toensure that content works harder for retailers and their SEO performance.
Nine Advantages of Evergreen eCommerce Content
Truth be told, there are a myriad of reasons why evergreen content is critical to online performance.
Some of the most compelling reasons include:
1. Higher Search Engine Rankings
One of the first and most obvious advantages of producing evergreen eCommerce content is that search engines often recognize these materials for what they are and provide them with higher rankings than other types of pieces.
Part of the reason for this is that since the value of evergreen content is enduring, it will continue to generate clicks over a long period of time. Search engines will see that people keep referring to the piece, thereby highlighting its importance and value.
As a result, Google is likely to place the content higher in the SERPs, thereby giving it even more clicks. Additionally, assuming the writeroptimized the content for SEO, that page will pass on link authority to other pages in the site, thereby enhancing SEO performance overall.
2. Lasting, Compounding Value
Given that evergreen content attracts clicks over a period of years, the value of the piece (in terms of SEO) increases exponentially. While timely blogs might produce a short spike in traffic, evergreen eCommerce content helps to elevate traffic levels long-term.
As a result, the site’s overall SEO performance tends to increase.
3. Serves to Educate Consumers
Content that provides basic knowledge on a topic or addresses frequently asked questions about an industry or product will invariably help toeducate eCommerce buyers, thereby positioning the brand as an authority in its field.
4. Cultivates Authority
When a brand publishes high-quality content that relates to the business’s industry, retailers are giving out information founded on genuine experience and expertise.
Therefore, generating evergreen eCommerce content aids merchants in showcasing their authority to audiences.
5. More Backlinks
Detailed, in-depth evergreen content created using methods likethe skyscraper technique is highly likely to be linked to by other relevant websites.
Therefore, producing evergreen eCommerce content is a fantastic way to build a website’s backlink profile and enhance SEO performance.
6. Helps Establish Site Hierarchy
Evergreen eCommerce content is the type of cornerstone that enables retailers to build out their blog in a structured way, utilizing this as a pillar for differenttopic clusters.
As a result of this organizational effect, retailers can help Google better understand the site’s structure, thereby facilitating higher SERP rankings.
E-A-T stands for expertise, authority, and trustworthiness. While Google’s quality raters measure a website’s E-A-T performance using a variety of criteria, the content of the website is undoubtedly one of the aspects analyzed.
Therefore, if retailers are posting evergreen eCommerce content that is well-researched, well-written, and published under the name of an industry expert (such as the site’s CEO), it is an excellent sign of expertise, authority, and trustworthiness.
8. Consistent Lead Generation
Since evergreen eCommerce content can serve to drive enhanced levels of traffic to a site, this means that it is likely that the brand will alsogenerate more leads.
Additionally, since evergreen content is so enduring, these types of pieces can present retailers with additional sales opportunities over an extended period of time.
That said, to maximize the lead potential of evergreen content, it is wise to include compelling CTAs in the piece or at the end.
9. Helps Maintain Visibility Without Appearing Outdated
There are some subjects that just don’t change very much over time. These are precisely what evergreen content is built around.
Because of the abiding nature of the subject matter and the content, evergreen eCommerce content is ideal for enabling a brand to maintain SERP visibility without seeming outdated.
That said, let’s take a look at some types of evergreen content retailers might opt to utilize.
Types of Evergreen Content
The chances are that retailers already have an evergreen piece or two on their blog.
Evergreen eCommerce content often comes packaged in popular content structures and formats. For instance, some common and effective types of evergreen content include (but are not limited to):
List articles, sometimes calledlisticle content, are one of the most popular forms of evergreen eCommerce content that a site can produce. The reason for this is that lists are easy to follow, can be quickly skimmed, are often SEO-optimized, and make the information incredibly easy for readers to digest.
No matter the niche or industry that a retailer inhabits, list articles tend to bring great value to readers, generate a considerable number of clicks, and usually rank well in Google.
Providing consumers with expert tips for achieving some sort of end goal is the perfect kind of evergreen content.
The fact is that articles that contain tried and true tips for bringing a goal to fruition are one of the most popular types of content among consumers.
Similarly, how-to tutorials and guides are another incredibly popular form of evergreen eCommerce content. The key with this type of piece is to target them toward beginners and explain the fundamentals of a topic in considerable detail.
This kind of evergreen content is typically longer than the average blog. Therefore, it is critical that retailers structure the blog so that it flows well and is easy to follow and digest.
However, the key to ensuring that how-to guides are evergreen is to select a topic that does not change much over time. For instance, an article on how to string a guitar would be much more enduring thanhow to prepare for eCommerce after COVID, as the latter is very time-sensitive and subject to change.
Finally, checklists are a fun, easy-to-use and incredibly valuable form of evergreen eCommerce content.
Checklists are highly effective at attracting audiences as they help individuals to ensure that they are doing something the right way, much like a how-to tutorial.
Moreover, checklists are pretty universal in that they can be applied to just about every industry, niche or subject. Therefore, no matter what a retailer sells, there are always ways to leverage checklists for creating evergreen content offerings.
How to Create Evergreen eCommerce Content
With the advantages and types of evergreen content explored, let’s go ahead and turn our attention to the content creation process.
Some strategies for writing evergreen eCommerce content include:
Conduct Keyword Research to Uncover Evergreen Topics
As with any content marketing effort,performing keyword research is critical to the process. This is especially true for evergreen pieces that are bound to be long-form articles or blog posts.
To find keywords that lend themselves to evergreen topics, it is wise for retailers to utilize platforms likeSEMrush orAhrefs to locate keywords that have high search volumes over long periods of time.
Moreover, it is essential that sellers don’t miss the forest for the trees by focusing too much on keywords. It is also critical that sellers align the content with the user intent as this has become a crucial component to ranking well in the SERPs.
Optimize Content for SEO and Readability
In order for content to rank well, it must be optimized for readers and search engines. Therefore, merchants should create a logical structure to the content, employing headings and subheadings in a way that leads the reader deeper into the topic.
Moreover, it is essential for sellers to ensure that the copy is free from spelling and grammatical errors and optimized for search rankings. This doesn’t only mean utilizing the target keyword in premium locations but using relevant and authoritative links to supporting materials and creating an internal linking strategy as well.
Aim to Create Outstanding Content
Content should not be produced for the sake of creating content.
Instead, merchants should aim to generate content that cannot be found anywhere else on the web. While this is certainly a tall order given the vastness of the internet, it is possible to achieve, particularly when one integrates original research to drive traffic and enrich the piece.
Don’t Write for Experts
When retailers are aiming to cultivate industry authority, they may be tempted to write a piece that highlights the absolute depths of their expertise.
While this may seem like a good idea, it is actually a sizable mistake, given that industry experts are less likely to be searching for the kind of evergreen eCommerce content that merchants will aim to produce.
Instead, sellers are seeking to target beginners and help them to level up their knowledge.
On that same note, sellers will also want to avoid using overly technical language for the same reason. The piece should be targeted at beginners, not those who are privy to all of the industry jargon.
Avoid News and Trending Topics
While there is nothing inherently wrong with writing pieces about breaking industry news or trending topics, the fact of the matter is that they go stale incredibly fast–sometimes overnight.
Therefore, when aiming to produce evergreen eCommerce content, it is best to seek out topics that remain relatively static over time.
Link Posts Together
As touched upon earlier in different ways, it is essential for retailers to build an internal linking strategy for their evergreen content offerings. The reason for this is that evergreen content can pass along SEO authority to connected pages.
More importantly, evergreen eCommerce content can serve as a pillar for topic clusters. For those who are unfamiliar,the topic cluster model is an SEO strategy where merchants link together blogs that explore different aspects of a topic, with an evergreen pillar post at their center.
This is a great strategy foraccelerating SEO rankings and educating consumers in a more meaningful way while also encouraging them to visit multiple pages of a site per visit.
Repurpose Top-Performing Content
When merchants produce a great piece of evergreen eCommerce content, it is wise to repurpose it into other formats like infographics, videos, guides, eBooks and similar offerings that can extend the value of the original piece.
Review and Update Evergreen eCommerce Content Regularly
Finally, as a bit of a parting note, it is vital that retailers understand that just because a piece is “evergreen” does not mean that it does not need to be revisited and updated periodically.
The fact of the matter is that even though a piece is written on a relatively static topic that does not change much, specifics and details can change over time. Therefore, it is imperative that retailers review their evergreen eCommerce content regularly to ensure that it is still up-to-date and relevant to readers.
Reviewing and updating essential pieces of content is something that will help to set their content apart from other materials that fail to gain as much traction, thereby helping to maintain SERP visibility and organic traffic.
To truly create evergreen eCommerce content, it is critical that retailers go into the project with the intention of benefiting a target audience for an extended period of time.
This means that the content must be relevant, factual, valuable, and incredibly well done. And again, be sure to update these pieces from time to time as small details can change.
Moreover, it is important for merchants to realize that part of what makes evergreen content so valuable is that producing a top-notch article that drives meaningful results for a brand over a prolonged period is no simple matter.
The reality is that crafting evergreen eCommerce content that ranks and generates a significant number of organic clicks, leads and conversions is a difficult undertaking given how much content exists online today.
A graduate of Sewanee: The University of the South, Ruthie joined Visiture in 2020 with a liberal arts degree steeped in writing, editing, and content marketing. Interests include hiking with her black labrador Derby, spinning front row at CycleBar, and frequenting Cava.
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