This document discusses evergreen content and its benefits for SEO. Evergreen content remains relevant over long periods of time. Good examples include REI's buyers guides, Moz's SEO guides, and Lowe's how-to articles. Evergreen content is timeless, authoritative, and highly relevant to a specific target audience. Creating in-depth, well-researched evergreen content can help websites drive organic traffic, build authority through links over time, and yield high returns on investment compared to other content. The document provides tips for when and how to create effective evergreen content.

1. @STATrob / @getSTAT
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2. THE MAGIC OF
EVERGREEN
CONTENT

3. EVERGREEN CONTENT IS:
Any SEO content that remains relevant & useful for
your site visitors indefinitely. Sounds simple, right?
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4. REALLY GOOD EVERGREEN
CONTENT HAS A FLY-WHEEL
EFFECT FOR SEO.
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5. IT’S BUILT TO LAST.
Today I’m going to teach you how evergreen content
can drive major organic traffic to your site over a long
period of time.
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6. HERE ARE A FEW SITES
WITH GOOD EVERGREEN
CONTENT
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7. REI’s ‘expert advice’ buyers guides.

8. Moz’s “Beginners guide to SEO”.

9. Lowe’s “how-to” guides.

10. NOTICE A THEME?
This is all about offering valuable resources to people.
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11. THE TRAITS OF GOOD
EVERGREEN CONTENT
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12. IT’S TIMELESS.
Evergreen content stays relevant long past
publication.
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13. IT’S AUTHORITATIVE.
It’s like the smartest person in the room. Everyone
listens and writes down notes.
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14. IT’S RELEVANT & TARGETED.
It’s specifically designed with a very tight audience in
mind.
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15. HOW ARE SEOS
BENEFITTING FROM IT?
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16. THEY’RE DRIVING ORGANIC TRAFFIC
These are ranking for some difficult terms. To win in a
high-traffic & high-competition area, they’ve invested
in deep, well researched and targeted content.
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17. THEY’RE BUILDING AUTHORITY
As long as this content remains a valuable resource, it
will continue to build authority through growth of
natural links as others reference it.
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18. THEY’RE BUILDING 10X CONTENT
Over time, this content yields outsized results
compared to the investment they’ve put into it.
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19. WHEN SHOULD YOU GO
EVERGREEN?
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20. WHEN YOU WANT TO OWN AN
AREA OF ‘THOUGHT LEADERSHIP’
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21. WHEN TARGETING A SMALL
QUERY SET THAT HAS LARGE
ORGANIC TRAFFIC OPPORTUNITY.
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22. WHEN YOU CAN TIE THE CONTENT
EXPERIENCE INTO CONVERSION
ACTION.
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23. AND NOW FOR SOME
RAPID-FIRE ADVICE
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24. WRITE FOR THE SEARCHER.
Who is searching for this? What knowledge are they
looking for? Write for that person alone.
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25. DESIGN WITH THE FUNNEL IN MIND.
You should know exactly what persona you’re writing for,
at what stage in their journey. Know the action you want
them to take.
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26. BE SUPER OPINIONATED.
You’re building a resource. Turn this into a thought
leadership and branding excercise. Flex your expertise.
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27. MEASURE! OMG PLZ MEASURE.
These are special pieces of content. In addition to your
typical conversion measurement, go deeper and
measure how people interact with it.
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28. THINK ABOUT ARCHITECTURE &
LINKING.
If successful, this page will develop a lot of authority.
Spend it wisely.
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29. ONE FINAL THOUGHT
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30. LET’S BE REAL.
You’re already doing this to some degree. ’Evergreen’
is marketing slang that describes content you’ve
already produced.
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31. BUT NOW THAT YOU KNOW…
You might ask yourself: should I be using my time to
build long-lasting and super targeted evergreen
content instead of blogging?
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