The internet is a constantly changing landscape. While some things may be popular today, others are likely to be popular tomorrow. Users constantly discuss millions of topics, making it difficult to keep up. When you are trying to create content for your website, the challenge is multiplied. Not only do you need to create high-quality content, but you also need to try to capitalize on a popular topic before something else replaces it. The constant chase can be exhausting.

Fortunately, there is a solution. While buzzwords and clickbait can make things go “viral,” the truly popular and effective content is evergreen. By creating evergreen content, you can make sure that your blog and website last through the fleeting and fickle topics of the internet while ensuring that your clients have high-quality content to rely upon.

What Is Evergreen Content?

Viral content is familiar to many people. It’s usually a video or a blog that gains incredible popularity seemingly overnight, but everyone forgets about it a week later. Evergreen content is the opposite of this. It is content that is optimized and carefully created to withstand the passage of time. It remains relevant for more than a single day or week and can be useful to individuals for a myriad of purposes.

You can find many different examples of evergreen content on the internet. You’ll recognize these as articles, videos, and posts that are as relevant today as they were when they were written. For example, a blog post on “how to lose weight” is likely to be evergreen because general weight-loss tactics don’t change very frequently. However, an article about “how to lose weight during the 2021 holiday season” is not considered evergreen. It’s specific to a certain season and probably won’t be referenced once the holidays pass.

How to Create Evergreen Content

While creating evergreen content may sound difficult, it’s important to know that it isn’t. The key is to create high-quality content not limited by time-sensitive or ultra-specific information.

We specialize in creating evergreen content for law firms, and these are our key tips.

1. Find Timeless Topics

As we discussed, viral posts burn out quickly. To make evergreen content, choose a topic that has sustained success. When it comes to legal subjects, this is fairly straightforward. Information related to general topics such as divorce, child custody, DUIs, etc., is unlikely to drastically change in the near future. Focusing on these topics can help to make sure that your content remains relevant.

2. Do Your Keyword Research

A key factor in creating long-lasting content is to thoroughly research keywords. If you find and implement keywords that are steadily popular, you’ll see more consistent traffic to your site. If you don’t do your research or don’t continue to optimize, your content will fall flat quickly.

3. Don’t Date Your Work

Try not to reference subject matter or make statements that give your writing a time and place. This isolates readers and makes the content seem old even when it may still be relevant. Dated content includes:

• Content based on viral stories, events, or information
• Content specific to a certain temporary situation, such as a past event or time period
• Content that focuses on a season, holiday, or short period of time, even if it happens annually

Many times, avoiding these topics is fairly easy. For example, instead of writing an article titled “Tips for an Amicable Divorce During Covid-19,” simply write, “Tips for an Amicable Divorce.” The content will be very similar, and some of the research may be the same. The difference is that readers will find it just as relevant in 3 years as they will now. If the pandemic is involved, they may think that it doesn’t apply once the pandemic ends, and your audience will decline.

4. Give Examples

Just because you shouldn’t date your work doesn’t mean that you can’t give relevant examples. It’s possible to talk about cases you’ve won or unique situations you’ve encountered without relying on the time and place of the event. Examples boost your content by giving you a higher sense of authority and expertise. This can contribute to the ongoing legitimacy of your content and ensure that your blog remains evergreen.

5. Adjust If It Isn’t Working

Just because you created evergreen content doesn’t mean that you can simply post it and be done. You will need to update your keywords from time to time to ensure that your blog remains optimized. This doesn’t mean that your blog has failed. In fact, updating your keywords means that your content outlived its SEO, which is a great sign.

Why Is Evergreen Content Important?

The goal of digital marketing, including blogs, is to help improve your search engine ranking. When your search engine ranking is high, you receive more organic searches through users who happen upon your page. Most users click on the first or second result and very rarely look beyond the first page of results. For this reason, you want to improve your search engine ranking so that users are more likely to click on your page. When you achieve organic traffic, traffic that comes from the appeal of evergreen content, your search engine ranking increases.

You will also find that evergreen content keeps your business relevant. One post, when properly created, can draw traffic for months or years to come. The return on investment for evergreen content is astronomical.

Evergreen content also encourages readers to stay on your page. This decreases bounce rate, which can further improve your search engine ranking. It also encourages readers to look at what else you have to offer, which often leads to new client inquiries in the legal field.

RizeUp Media Can Help

When it comes to evergreen content, it can be difficult to balance all the tips and tricks that make your content relevant. Especially when it comes to law blogs, it’s important to create evergreen content that is also interesting and catches readers’ eyes. The goal is to attract readers to your site, even if they don’t need legal services. Evergreen content can do this.

If you have any further questions about our law firm blog services or how we can help your firm achieve its full potential online, contact us today.