As you are probably aware, it is beneficial to your business and your website to deliver content that customers view as valuable. Any content that gives advice, answers common questions or addresses recent news stories adds value to your website because it interests consumers and creates the impression that your business has extensive expertise in its market sector.
There are two broad types of content that you can use to add value to your site in this way: evergreen content and topical content. Evergreen content addresses issues that consumers are always concerned with, whereas topical content addresses issues and news stories that are currently or temporarily attracting interest due to recent events or trends. But how can you deploy these two different types of content in a way that maximises their impact on your search engine optimisation campaign?
Evergreen content doesn’t tend to generate sudden spikes of interest: web-users search for keywords relating to evergreen issues and questions at a fairly constant rate. As such, posting evergreen content to your site will attract a steady stream of visitors looking for advice and answers regarding your market sector. This will help you to gradually increase your rank in the SERPs. It is therefore advisable to post evergreen content to integral parts of your site that are always easy to find and access, such as FAQs and dedicated pages.
In contrast, topical content can generate large amounts of interest, but only for short stretches of time. From an SEO perspective, it is useful for taking advantage of trending keywords and rapidly boosting your page-rank. However, the effectiveness of a piece of topical content quickly decays as time passes and it becomes less relevant. As such, it should be placed on parts of your site that are constantly updated and added to, such as your blog or vlog. By doing this, you can ensure that the content will be prominent and easy to access while it is still relevant and will be displaced by newer, more up-to-date content as it loses relevancy.
Both evergreen content and topical content are necessary for your SEO campaign, but they should generally be utilised in slightly different ways in order to maximise their impact. Here at Pint Sized Giants, we can give you the tools you need to deploy any type of content effectively. If you’d like to know more about different content-types and how to use them to improve your SEO campaign, get in touch with us ASAP.