One of the core aspects of SEO is the continued creation of fresh content for your website. New content helps illustrate to search engines like Google and Bing that you are an authority on a given topic and that you are actively updating your website.
Still, not all content needs to change. In the SEO world, static content that rarely needs to be updated, if ever, is referred to as “evergreen content.”
Defining “evergreen content”
Evergreen content is content that is not time-sensitive and will stay relevant over time. Evergreen content always revolves around a certain topic that is pertinent to its readers and doesn’t change frequently.
For any given office, pages like the Contact Us page are good evergreen content examples because practices don’t move locations very often. Many services pages also change infrequently. The core aspects of Invisalign, for example, aren’t going to change unless there is a big product update.
The general rule is that evergreen content does not address current events, trends, or any time-sensitive subjects that are only momentarily relevant.
Why does it matter?
Evergreen content can help to pull a practice’s website higher in relevant search engine results, boosting visibility for that practice from prospective patients searching for a new provider. Because indexation often takes a while, new website content frequently takes some time before influxes in search visibility and the resulting clicks occur. In short, some patience will be required.
Evergreen content’s benefit is that it continuously answers questions people include in search queries. As the content stays relevant, it becomes a website staple which will help boost website authority on a given topic. Authority is a major ranking factor that can lead to higher search rankings.
In summary, when developing your website and its content, ongoing updates for non-static content are important. However, if the topic is unlikely to change, don’t feel like you’re making changes just for the sake of making changes. Evergreen content can help drive steady traffic to your website and help your practice get discovered online!
—Aliah Rasmussen, SEO Specialist, Sesame Communications