What is Evergreen Content? & How to Create It

Evergreen content is content that remains relevant over a long period and requires few updates to continue providing value for readers.

This type of content is called “evergreen” because it focuses on core topics that rarely change. For instance, Backlinko’s link-building guide is a prime example of evergreen content. The core principles of link building have remained consistent over the years, ensuring the guide continues to drive organic traffic.

The chart below from Semrush’s Domain Overview tool highlights this consistency in organic traffic for Backlinko’s guide.

Chart showing consistent organic traffic over time for Backlinko’s link-building guide.

In contrast, an article about SEO trends isn’t considered evergreen. Trends change annually, requiring periodic updates to stay relevant. This is evident in the fluctuating traffic patterns for Backlinko’s SEO trends post.

Chart showing consistent dips in traffic for Backlinko’s SEO trends post.

Seasonal Content vs. Trending Content vs. Evergreen Content

Seasonal Content

Seasonal content is relevant only during specific times of the year, such as holidays or particular seasons. For example, Google Trends data for “Black Friday marketing” shows sharp spikes followed by rapid declines.

Google Trends data for “Black Friday marketing,” showing clear spikes that then drop.

Trending Content

Trending content revolves around topics that gain rapid attention but fade just as quickly. For instance, the Google Trends graph for “COVID” demonstrates a sudden spike followed by a steady decline.

Google Trends graph for “COVID,” showing sudden spikes followed by a decline.

Evergreen Content

Evergreen content, on the other hand, remains valuable year-round and over extended periods. It focuses on topics with consistent popularity. A Google Trends graph for “SEO” exemplifies this stability, making it an ideal topic for evergreen content.

Formats and Examples of Evergreen Content

Some of the most popular formats for evergreen content include:

• How-to Articles and Tutorials: These help users complete specific tasks or learn new skills.
  Example: “How to Write a Resume (Examples + Guide)”
• Listicles and Tips: These present information in an easy-to-digest list format.
  Example: “The 8 Best Exercises for Weight Loss”
• Ultimate Guides: Comprehensive resources covering all essential fundamentals of a topic.
  Example: “On-Page SEO: The Definitive Guide”
• “What Is” Explainers: Focused explanations of specific topics, ideal for quick information.
  Example: “What Is Venture Capital?”
• Free Tools: Offering a free tool or a limited version of a paid tool.
  Example: “Standard Deviation & Variance Calculator”

Benefits of Evergreen Content

• Less Maintenance: Evergreen content requires minimal updates to remain relevant.
• Consistent Traffic: It attracts visitors for months or even years after publication.
• Higher ROI: Creating evergreen content once and refreshing it occasionally generates ongoing traffic, leads, and sales over time.

How to Create Evergreen Content: 4 Tips

Pick Relevant, Timeless Topics

Choose topics based on concepts or common questions in your niche that don’t change quickly and are consistently searched for.

Examples of timeless topics include:

• What is compound interest?
• How to write a resume
• Time management ideas

Use Semrush’s Keyword Magic Tool to find relevant keywords with consistent historical demand. Enter a broad term related to your niche (e.g., “influencer marketing”), select your target country, and analyze metrics like:

• Volume: Monthly searches for the keyword
• Search Intent: The reason people search for the keyword
• Personalized Keyword Difficulty (PKD %): How hard it is for your site to rank in the top 10 Google results
• Potential Traffic: Estimated traffic a keyword can bring

Add the “Trends” column by clicking the gear icon to view how the keyword’s search volume has changed over the past 12 months. Look for keywords with consistent or rising search volume to identify evergreen topics.

For instance, “tiktok influencer marketing” has shown consistent search demand over the past year.

The term “tiktok influencer marketing” highlighted on the Keyword Magic Tool.

Next, examine the kind of content ranking on the SERPs. For example, entering “tiktok influencer marketing” into Google reveals that explainers and ultimate guides dominate the top results, indicating informational search intent.

SERP for “tiktok influencer marketing” showing informational intent.

Focus on Quality and Depth

High-quality, well-researched content tends to perform better in search rankings. Ensure your content is thorough, accurate, and provides actionable insights.

Optimize for SEO

Use proper on-page SEO techniques to improve visibility. Include your target keyword naturally in:

• Titles
• Headings
• Meta descriptions
• Image alt text

Refer to Semrush’s On-Page SEO Guide for detailed optimization tips.

Promote Your Content

Even the best content needs promotion. Share your evergreen content across social media platforms, email newsletters, and industry forums to maximize reach.

By focusing on creating high-quality evergreen content, we can build a sustainable content strategy that drives consistent traffic and delivers long-term value.

Target ‘What Is’ Keywords

“What is” question keywords begin with phrases like “what is” or “what are.” These queries remain evergreen because they address core topics that people consistently search for over time.

For example, “what is a home loan” can attract steady traffic to your site if it ranks well, without requiring frequent updates.

Google SERP for the term “what is a home loan.”

Use Semrush’s Keyword Magic Tool to find these “what is” keywords.

Launch the tool, enter a broad term related to your niche (e.g., “home loan”), and select your target country.

Keyword Magic Tool start with “home loan” entered as the term, “investopedia.com” as the domain, and “Search” clicked.

The tool then shows a list of related keywords with relevant metrics.

Keyword ideas for the term ‘home loan’ along with metrics like intent, volume, keyword difficulty, etc.

Turn on the “Questions” filter to discover more “what is” or “what are” queries.

Keyword Magic Tool report with the “Questions” filter on the top-right corner clicked.

Apply additional filters to refine your search:

• PDK % set to “Easy” or “Very Easy”: Helps identify keywords that your site has the best chance of ranking for
• Volume set to at least “1,000”: Focuses on queries with higher monthly search volumes

Use all three filters together to find low-difficulty question keywords that have high search demand.

Keyword Magic Tool report with the “Questions”, “Volume”, & “PKD%” filters applied showing a list of high-potential question keywords.

Save the most relevant question keywords and create high-quality content around them to improve search engine rankings.

Write High-Quality Content

Conduct thorough research and include accurate information from the start. If your piece has errors or missing details, you’ll have to revise it soon.

For example, a guide titled “What Is Compound Interest?” can stay evergreen if:

• Its definition is precise
• Its explanation is clear
• Its examples are timeless

To keep updates minimal and content quality high, follow these tips:

• Use reliable sources: Base your research on authoritative data. Avoid outdated studies or purely trend-based information.
• Provide clear definitions: Ensure concepts are easy to understand. Check key points with trusted references.
• Consult experts: Seek insights from multiple specialists. Avoid using personal or unverified opinions.
• Choose timeless examples: Use illustrations that remain relevant for years.
• Write simply: Keep your tone straightforward and minimize jargon.
• Avoid pop culture references: Steer clear of memes, time-sensitive jokes, or trends to keep content timeless.

Use Semrush’s ContentShake AI app to generate initial drafts.

A blog post draft titled ‘Delicious Blueberry Cheesecake: A step-by-step guide’ generated using Semrush’s ContentShake AI.

These drafts aren’t publish-ready but can serve as your starting point.

Refine them with comprehensive edits to boost readability, add depth, and include relevant examples.

Update Your Content Occasionally

Search engines tend to reward content that reflects the most current information. By occasionally updating your evergreen posts, you can maintain or even enhance their search engine rankings.

How can you find content that needs updating?

Track keyword rankings and watch for any drops in positions with the Semrush Position Tracking tool.

Enter your domain and click “Set Up Tracking.”

Position Tracking tool start with a domain name entered and “Set Up Tracking” clicked.

Choose your search engine, device, and country to track.

Targeting settings on the Position Tracking tool with options to select a search engine, device, location, and language.

Add the keywords you want to monitor, then click “Start Tracking.”

Keywords settings on the Position Tracking tool with keywords to be added to the campaign entered and “Start Tracking” clicked.

Go to the “Overview” tab for a snapshot of your keyword positions, ranking changes, and more.

Rankings Overview report on the Position Tracking tool showing a list of tracked keywords along with their positions, ranking changes, etc.

If your rankings start to decline, refresh your content by:

• Replacing outdated information: Update statistics, research, and case studies with current data.
• Adjusting product-related information: Update screenshots and instructions if interfaces have changed. Remove references to discontinued products or services.
• Improving readability: Break up long paragraphs, add bullet points, and refine formatting to make content easier to skim.
• Enhancing on-page SEO: Refresh title tags, meta descriptions, headings (H2s), and keywords. Strengthen internal linking for better rankings.
• Adding expert insights: Include quotes or comments from specialists to increase credibility and align with Google’s E-E-A-T guidelines.

How to Promote Your Evergreen Content

Promote your evergreen content regularly on different channels to reach a broader audience.

Here are a few ways:

• Share on social media: Repurpose your content into infographics, short videos, or carousels. Post them on social platforms and include a link back to the original content.
• Leverage email marketing: Feature evergreen content in newsletters or set up automated email sequences. Introduce new subscribers to your top-performing content.
• Tap into guest blogging: Contribute to relevant sites and include links to your evergreen content. This helps reach and build authority.
• Try content syndication: Republish articles on high-traffic platforms like Medium or LinkedIn to attract new readers.
• Use paid ads: Promote evergreen content through Google Ads or social media ads.

Track Your Evergreen Content’s Performance

Monitor how your evergreen content performs over time.

Use tools like:

• Position Tracking: Check keyword rankings and spot any decline that may need attention.
• Organic Traffic Insights: Review how users find your content in search results and identify growth opportunities.
• Backlink Analytics: Track new links pointing to your evergreen content and measure increased authority.

By analyzing these metrics regularly, you can make data-driven updates to keep your evergreen content high-performing.