One of the “secrets” of evergreen content is that it’s not entirely set-and-forget. The content lasts a long time, but a little periodic maintenance can dramatically extend its life and performance: - Regularly Update for Accuracy: Schedule a check-in for your top evergreen articles perhaps once or twice a year . Ensure the information is still accurate and up-to-date. This is especially important if you have things like screenshots, data points, or references to specific tools and prices. A quick update (and maybe adding a note like “Updated for 2025”) keeps the content relevant and signals to readers (and Google) that it’s current.
- Add New Insights: Over time, you might gain more insights or there might be slight shifts in best practices. Consider adding a new section or paragraph addressing that. For example, if you have an evergreen post about email marketing and a year later a new email regulation or trend emerges, incorporate that into the article. These incremental improvements can also boost your SEO if you add rich new content. - Repromote Periodically: Just because it’s old to you doesn’t mean it’s old to everyone. New people are discovering your brand all the time. It’s perfectly fine to reshuffle evergreen articles into your social media schedule or newsletters every so often (say, every few months or at seasonally appropriate times).
You can frame it as “In case you missed it: Our Ultimate Guide to ” or “It’s that time of year again – here’s our evergreen guide on ”. - Monitor Performance: Keep an eye on your analytics. If an evergreen piece starts trending down in traffic, it might be a sign competitors have newer content out, or that people’s search behavior has shifted. That could be a cue to refresh or expand the article, or build new related content to support it. On the flip side, if one piece is a breakout hit, consider building more content around that topic (like a cluster of posts linking to the main one) to capitalize on its popularity.
- Consider the Occasional Overhaul: After several years, some evergreen content might benefit from a major overhaul or rewrite. If you wrote “The Complete Guide to Facebook Marketing” in 2018, a 2025 reader might still find value in it, but a lot has changed – it could be worth rewriting large parts to turn it effectively into a newer article (while possibly keeping the same URL to retain SEO value). Think of it like giving a classic car a new engine – it looks the same on the outside, but runs on all new parts inside. The effort to update evergreen content is far less than creating brand new posts constantly.
And these refreshes can significantly boost traffic – studies have shown that updating old posts can increase traffic by 100% or more in some cases .