Tweak Your Biz » Growth » How To Get More Traffic: 3 Steps To Create More Evergreen Content

How To Get More Traffic: 3 Steps To Create More Evergreen Content



I’m often asked, what is the best way to get more traffic to a website? While there is no silver bullet answer – successfully creating evergreen content is one very effective way of doing just that, because of its usefulness and an ability to rank well for long periods of time.

What is Evergreen Content?

Evergreen content is content that people will continue to want to read about and use, long after the content was created. Simply put, it’s about creating content that will remain relevant for customers and readers.

Which content will continue to be of interest?

It may be impossible to accurately predict what’s going to continue to be relevant in 50 years – but most of us can think of subjects that will continue to be of interest in 5 years or even 1 year.

For instance, “How to get more traffic” has the potential to become an evergreen article because people will continue to want to know:  how to generate more website hits for at least the foreseeable future.

Related: 10 Kick Ass Content Marketing Ideas

How to create Evergreen Content to get more traffic?

# Step 1: Do Keyword Research

When planning to create evergreen content – you MUST do keyword research.

  1. Find out which keywords your target audience are searching for
  2. Examine how competitive these keywords are?

This is the critical first step because it will help you to identify where your evergreen content opportunities exist.

# Step 2: Use Long Tail Phrases (Keywords)

One mistake people often make when choosing content is in taking on topics and titles that are too broad and not useful towards generating traffic.

In the example above, I’ve purposely chosen: “How to get more traffic”.

While this may be a good idea for an article – it remains too broad to cover anything specific or in-depth.

Better titles include:

  • How To Get More Traffic By Using Online Video Testimonials
  • How To Get More Traffic Through Guest Blogging At These Sites.
  • How To Get More Traffic: 3 Steps To Create More Evergreen Content

The plan here is to ensure that your content is:

  1. Narrowly focused,
  2. Keyword rich
  3. And provides lots of value, information and/or instruction

Around a specific:

  • Topic,
  • Question
  • Or challenge.

Related: Ten Proven Blog Post Ideas And Examples To Smash Blogger’s Block

# Step 3: Update and Re-Purpose

Creating a timeless article is virtually impossible so as soon as new information becomes available, you will want to update your content – so that it remains relevant and for as long as possible.

This should be a proactive, rather than a re-active process!

  • It is up to you to spend the time putting in the research,
  • Find out what has changed and/or what needs to be added
  • And continually update what is outdated.

What can Evergreen content do for your Website and your Business?

While it’s not easy to successfully create evergreen content, it is clearly well worth doing – even if you only succeed every once in a while.

The analytics report above relates to an article here on TweakYourBiz.

You can see how it has grown over time and how it is continuing to send us lots of traffic every month:

  1. This article has grown with the site,
  2. Is now ranking better and driving more traffic than it did in 2011
  3. And continues to get social shares and receive comments

Many of us fall into the trap of creating content that has either:

  • Too short a shelf life,
  • Or too broad an appeal.

Planning, creating and maintaining evergreen content will help to ensure your content is delivering the best possible result – for you and your business.

Related: Pimp Your Business Blog With Headlines, Structure, Formatting, Images And Research

I’ve created this article at the request of some of our contributors here at TYB but I hope that our readers will also find it useful. We welcome your opinion or suggestions. 

Did you like this article? Sign up for our RSS, like us on Facebook or follow us on Twitter

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The Author:

Digital expert, top 10% influencer with over 10 years’ senior management experience - including managing projects and teams, and growing companies in the Irish, international and online marketplaces. Co-founded one of the largest B2B blogs in the world, helped grow a B2B social media to over 1,000,000 members, created the strategy for one of the most effective SME Facebook pages in the world and have grown 3 business websites (TweakYourBiz.com, BizSugar.com & MyKidsTime.ie) to in excess of a 100,000 unique visitors per month. Have consulted and worked with both corporate and SME clients on leveraging digital to drive business KPIs. Speaker at industry events, have authored several industry reports on the Digital Economy and appeared in the New York Times, Washington Post, Business Insider and other leading online and offline business publications. Specialities include: Entrepreneurship Business Development, Start-ups, Business Planning, Management, Training, Leadership, Sales Management, Sales, Sales Process, Coaching, Online Advertising, Blogging, Online Marketing, Social Media Marketing, Digital Marketing, Content Marketing, SEO, Social Media Strategist, Digital Strategy, Social Media ROI, User Generated Content, Social Customer Care. http://www.ahaingroup.com/

Add Your Comment

  • http://twitter.com/#!/antonmccarthy Anton McCarthy

    Hi Niall, I enjoyed the read. In terms of creating some evergreen content – mission accomplished! I was glad you mentioned keyword research as a critical first step. When asking website / business owners about their target keywords, I’ve had some reference terms for which there are virtually no searches being carried out on Google. So, you could end up trying to target a particular keyword which you deem to be of high value, but nobody is actually using it to search for what it is you offer or sell!

    The same applies here as you point out – take the time to research and find out what it is people want to know about, and then tailor your content towards this demand.

  • http://www.bloggertone.com Niall Devitt

    Great point, Anton! We can’t presume that people search like we think – in fact, it’s actually more useful to presume that people don’t. I know lots of people that provide valuable content but I only know a few that know how to get their content found.

  • John Twohig

    Super post Niall, well worth the time it took to read it. The key words make a lot of sense but it is some thing I have not done much of up to now. I will address that after reading this post.

  • Christina Giliberti

    Hi Niall,

    Never underestimate research. I work with hundreds of businesses who know their businesses so well that they believe that research isn’t needed. They fire off keywords that they know, BUT after conducting research, not all of these keywords are used in searches.

    In my experience, the reasons are:

    In-house terms
    technical (industry) terms
    Terms that ‘stuck’ from day one

    This thing is – online evolves daily. It’s reactive to trending stimuli and so, from one month to the next – searches change.

    Love the idea of evergreen content. Overly-trending posts can fizzle out quickly.

  • http://www.facebook.com/elish.bulgodley Elish Bul-Godley

    Thank you for that concise reminder on a sustainable approach to blogging. It struck me that evergreen articles also stand a good chance of being relevant globally. They may solve a a perennial problem, a common denominator amongst business people everywhere. Also pertinent that you mention Keeping a Blog Alive through updates, with the impending saturation of the blogosphere and proliferation of short snappy posts that do little to add value functioning as mere advertorial in some places.

  • http://www.smartsolutions.ie/blog/ Elaine Rogers

    A very helpful post,
    thank you Niall. It’s such a constant learning curve – whoever said the interent was easy? It’s easy to find things, but not as easy to be found.

  • http://www.bloggertone.com Niall Devitt

    The trick is to start to think like a the customer, user or reader that you are looking to engage!

  • http://www.bloggertone.com Niall Devitt

    Great point Elish and of course you are very very right!

  • http://www.bloggertone.com Niall Devitt

    Back in the day, I remember ranking well for a particular search term (which brought a lot of business) without really realizing how I’d achieved it. Upon reflection what had happened was that because I had worked as a sales manager, my language was that of a sales manager and I used that in my copy – where as other trainers were using trainer speak.

  • http://www.bloggertone.com Niall Devitt

    As I say, John – if you want to write content that gets to readers/customers – It’s critical!

  • http://www.bloggertone.com Niall Devitt

    lol, yeah writing about social media is not a good evergreen idea!

  • http://www.bloggertone.com Niall Devitt

    Either do I, I can assure you – it’s a learning curve for us all but so long as you understand the value of doing so, you’ll continue to get better at it. Thanks Allen :)

  • http://www.connorkeppel.com Connor Keppel

    Great post Niall. Will definitely be referring back to this :-)

  • http://www.bloggertone.com Niall Devitt

    thanks Connor!

  • davidquaid

    Nice Post Niall – really impressed! Evergreen content is the most overlooked content and search marketing trick in the book and the lynchpin for creating “PermaRank”

    I’ve been at too many talks, meetings and read too many posts and tweets about Google preferring fresh content despite numerous releases to contradict it. Only QDF searches (Query Deserves Freshness) — i.e. news related search / searches where results are like to be of chronological nature — tests ‘freshness’

    Nice!

  • http://www.bloggertone.com Niall Devitt

    Thanks David, this definitely is a factor for us here. I’ve noticed that some of the more traditional business type posts, while not generating maybe as much traffic in the first few days, will often outperform (in many cases significantly) when viewed over a longer time frame. I’ve also noticed that if you carefully update, this can make a productive post even better.

  • Elish Bul-Godley

    Wow what a wake of success- thank you to everyone who has taught me and helped me find my way through the blogosphere , am in awe of the smarts and supports in this group. And if it weren’t for the visionary Niall Devitt goading me on 2 years ago, I never would have discovered this new found passion and new phase in my career.

  • http://www.ahaingroup.com/ Niall Devitt

    Hi Ian, thank you for your continued support and congratulations to you & Collette on your wonderful success at Razorsocial.com. Happy Christmas to you both and I know you’re going to have a super 2014!

  • http://www.ahaingroup.com/ Niall Devitt

    Hi Elish, I might have helped to get you started but at this stage, it’s me that’s now learning from you. Thanks for your support and fab contributions. Happy Christmas and wishing you lots more success during 2014.

  • http://www.ahaingroup.com/ Niall Devitt

    Thank you Sian, you deserve the larger portion of the credit for steering the ship. Happy Christmas & onwards and upwards in 2014

  • http://neilsisson.com/ Neil Sisson

    Congrats on being the queen of 2013 Elish :-) Nice to see our post is still top of the heap

  • http://neilsisson.com/ Neil Sisson

    Nice 1 Niall…cool post. I havent written any non seo or client content in months…need to climb back into the saddle. Congrats to you and to everyone at TYB. 2014 will be even better no doubt

  • ElliStGeorgeGodfrey

    Well done, Niall and Sian! It’s so impressive seeing this site grow up and having the honour of being one of the contributors. Here’s to a fabulous 2014!

  • http://www.ahaingroup.com/ Niall Devitt

    Thank you Neil, we’re looking forward to having you back one of the days. Happy Christmas and continued success in 2014.

  • http://www.ahaingroup.com/ Niall Devitt

    Hi Elli & we’re very lucky to have you. Merry Christmas and best wishes for 2014.

  • http://www.about.me/lewisevans777 Lewis Evans

    Congratulations on another great year to Niall and the team! Loads of really useful articles throughout the year – and it’s good to see a clear and strong vision backed up by solid editorial policy succeeding so well!

  • http://www.ahaingroup.com/ Niall Devitt

    Thanks Sian, hopefully people will appreciate and like it and of course we’re happy to take suggestions as to what we should include.

  • http://www.tweakyourbiz.com/ Sian Phillips

    Thanks for this post Justin. It’s quite scary how vulnerable we all are to this type of thing. Hopefully your tips will point us all in the right direction

  • Eric Haskell

    Thanks Sian! :) Good to know that my post offers valuable information to others. Yes, it’s true that design plays a major role nowadays. Hence, it’s important to focus on designing to remain on SEO rankings.

  • Eric Haskell

    Thanks for your valuable information. It’s nice to know that you have read my post. Have a great day!

  • http://www.workreadplay.com Bryan Collins

    A good read, don’t forget bigger screen sizes. The HTC One is great for watching video and for reading longer articles and blog posts.

  • http://about.me/Lindeskog lyceum1776

    Thanks for informing about the practicality of CRM software! What is the general break-even / ROI thumb of rule for a CRM software?

  • http://www.tweakyourbiz.com/ Sian Phillips

    Hi William and thanks for this post. Twitter cards sound very interesting – especially as you say for eCommerce. Anything to help network more easily online must be good. Thanks for sharing this info with us

  • http://about.me/Lindeskog lyceum1776

    Isn’t the Twitter card included automatically in Twitter’s own program and app?