Every marketer tries to sell you on the value of evergreen content. They tell you it will make your website a destination for your industry and save you money. This is not true. I recently listened to the audiobook of Dan S. Kennedy’s The Ultimate Sales Letter. The legendary advertiser kept mentioning how his content was evergreen. All the talk of fax machines, postcards and landlines drowned out the relevant content. Had the editors trimmed those bits and added a few chapters about email or texting, the book would have been relevant. Kennedy’s marketing concepts will always be universal; however, the presentation needs to be changed to keep interest. Without refreshed or new content, Google will consider your website dead, effectively killing your ranking.
Most business owners do not have the time to sit down and write content every week. They may have done so when launching their website, thinking their content was evergreen enough to garner continued interest. Another challenge is many are exceptional at their jobs but do not know how to communicate their expertise through their blogs or online presences. How can you make your website a destination? By generating content that is relevant. Google’s website crawlers are always looking for new content and rewarding those sites with higher rankings.
Search engine optimization is complicated. Search engines are primed to provide a list of solutions for users through web crawlers that scour the internet for keywords, keyword phrases and relevancy. You need to evaluate your website to determine your most popular posts/pages, products and services, yielding top keywords. This will allow you to generate topics for high-quality content that will spark engagement and address pain points/interests to align with your audience’s goals. Set yourself up as an expert with first-person details and plenty of fresh statistics, studies, information, and research, which will provide an opportunity for other websites to link to yours.
Content communicates your expertise to the masses. Demonstrate your relevance through frequently updated content. What is the best way to get inspired/write besides knowing your keywords? Take a few moments to research your industry’s trending topics, especially now. Right before the new year, every industry does a recap of lessons learned and how to set the right goals for January’s fresh start. Keeping an eye out for what your peers and competitors are talking about will allow you to offer the same content but with a branded spin.
Most business owners don’t have the time needed to stay relevant to Google’s web crawlers. Hire Siren Publications to generate all your content to reach the top of search engine results pages organically.