One of the best parts of any optimizer’s job is creating evergreen content. Evergreen content is built to stand the test of time, providing information that well always be pertinent and isn’t a time-sensitive topic that will fade out of relevancy. For that reason, well-written evergreen content tends to hold its ranking over time, but like any content, it will eventually be phased out over time if left unattended. If you have evergreen content on your site that doesn’t drive as much traffic as it once did, take a look at our blog to learn how you can spice up your content!
Take A Look At Your Existing Evergreen Content
The first thing you should do is take a look at your existing content and assess which pieces you believe fall into evergreen content. Take a look at the total landscape of your content, taking into consideration whether any of that content is competing with other pieces on your site. If you have a number of underperforming articles that fall under the same umbrella of information, consider finding a way to merge the content into a stronger piece that holds more authority.
Research Results In The SERP’s
Another good way to figure out what needs to be done to improve your content is too research the results in the SERP’s for the keywords/inquires you’re trying to optimize for. You may find that the content that ranks highly does something distinctly different from what your content does. Maybe they’re using keywords you hadn’t thought to optimize for. Perhaps they’re using more imagery than you. Your meta descriptions and page titles may not be properly optimized. There are a number of factors to consider here, but just take a dive into your content and see what could be done to make it more similar to the top-ranking content within your inquiries.
Rework Your Content To Optimize It
If you’ve examined your competitors, and consolidated your content into one place, the last thing to do is reoptimize the content itself. When you re-write the content, try to make sure that at least a third of it is brand new, including the page title and meta descriptions, as well as a large portion of the interior content. You should also look for internal linking opportunities across your site to help improve the authority of the content. Finally, inform your team that you’ve rebuilt the content and start linking it across your social media channels as well. The idea is to give Google as many signs as possible that the content has been reworked and is fresh. This will help to improve the rankings, particularly is the content is already well-optimized and written.
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