Staying visible with Evergreen Content

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“Charlie bit my finger – again!” is one of the most watched YouTube-videos; at leat for now. Even though already published in 2007, the number of clicks is still increasing.

From 2011 till today the click rate of the video almost doubled, from about 250 million to more than 489 million views. Being only five years old, the video already counts as Evergreen Content.

Evergreen Content is web content that is “fresh” and continiously relevant to the user. It is true that “what happens on the Internet stays on the Internet”, the question is, though, for how long will it be visible to the user before being out of sight for search engines. News, statistics, articles on the latest fashion trends, etc. are essential to keep websites up-to-date in the short run. Evergreen Content is basically the exact opposite as it is relevant for a long period of time after publication. The sustainable presence of the content establishes the opportunity to appreciated as source of reference, generating links, increasing traffic and eventually sales. But how to produce Evergreen Content?

Lists, top tips, reviews, videos or tutorials are popular concepts of Evergreen Content. It is all topics that are relatively timeless and frequently requested on the web. Thus, it is the users and their interests that make content Evergreen Content. The problem, however, is that most topics have already been covered. In order to stay on top of the game, it is essential to add value to the existing content. There is a lot of potential in Evergreen Content especially when it comes to social media. Content can easily be shared and commented on, both extending its lifecycle.

The requirements for Evergreen Content are:

With all aspects interacting well, content can become an evergreen.