What counts as evergreen
Topics people search for year after year, like 'how to choose a roofer', 'what does a CPA do' or 'how often to service an HVAC system'. News, trends and event recaps are the opposite. They spike once and fade.
Why it compounds
A strong evergreen page can keep ranking and bringing in visitors long after you publish it. Over time, a library of these pages becomes a steady source of traffic and leads.
Evergreen doesn't mean untouched
Prices, rules and best practices change. Reviewing key pages once or twice a year keeps facts current and helps them hold their rankings.
Why Evergreen Content matters
Evergreen content gives you the best return on writing time. Instead of a short burst of traffic, one good guide can bring visitors and leads for years, which makes it the backbone of most content marketing plans.
One guide, years of calls
A pest control company wrote a clear guide on signs of termites and what to do next. It kept ranking for related searches season after season and became one of the site's steadiest sources of inspection requests.
Common mistakes
Dating the content in the title
Putting a year in the title can make a still-useful guide look stale. Update the content and only use dates where they help.
Never updating
Old prices, broken links and outdated advice slowly hurt trust and rankings. Schedule regular reviews of your top pages.
Chasing only trends
Timely posts have their place, but a plan built only on trends needs constant new content to keep traffic steady.