“Evergreen” content refers to content that remains useful and relevant long after it's published. Just like evergreen trees retain their leaves year-round, evergreen content retains its value over time. Key traits and benefits include: - Timeless Topics: Evergreen pieces typically address fundamental questions or needs in your niche – things people will likely search for or wonder about for a long time. Examples: “How to change a tire,” “Tips for first-time homebuyers,” “Basics of digital photography.” These topics don’t have an expiration date. - Steady Search Demand: Because evergreen topics are consistently relevant, they tend to attract consistent search engine traffic. A well-optimized evergreen article can rank in Google and keep drawing visitors every day, even if it’s older .
In fact, studies show that evergreen posts can account for a significant portion of a site’s traffic – in some cases, about 38% of all organic traffic comes from content that remains persistently popular . - High ROI Content: Creating content takes time or money, so pieces that keep performing for a long time give you a better return on that investment. You write it once, and it keeps paying off. HubSpot found that a small percentage of their posts (often the evergreen “compounding” ones) brought in the lion’s share of their blog views . - Builds Authority and Trust: Evergreen content often covers foundational knowledge.
By providing comprehensive, lasting advice on these topics, you position yourself or your brand as an authority. A reader who finds your 3-year-old article still helpful today is likely to trust you and come back for more. - Less Need for Constant Content Production: If your website is full of only timely, newsy content, you have to keep publishing nonstop to stay relevant. Evergreen pieces give you breathing room. They continue to bring traffic on autopilot, so you’re not solely reliant on your latest post to get visitors. Of course, not all content can or should be evergreen – timely content has its place (news updates, trend pieces, seasonal campaigns).
But a good content strategy will include a healthy mix, with evergreen content forming the durable core.