This article is part 6 of an ongoing case study analyzing the impact of content on SEO. In the previous episode, we discussed the ranking and Fax List marketing potential of seasonal content versus evergreen content. In this article, we look at the importance of proactively keeping content fresh, even when it seems persistent. If you haven't read the previous episode of our series, you can click here to do so. how to avoid writing stale content Chris Scali's Editorial Supervisor Editor Evergreen (adjective): Universally and continuously relevant. Not limited in applicability to any particular event or date.
From Merriam Webster. Throughout this case study, we've talked a lot about evergreen content. If you want to get the most out of your time and money, you need to deliver content that will resonate as strongly five years from Fax List now as it does now. It's not hard to do, but it may surprise you to learn that you can't just post an article and walk away. No matter how perennially relevant your content is, it will become stale if you don't take the time to nurture it. Our results While producing articles for the ad cetera blog, we noticed something interesting.
Even though the majority of our content was evergreen (e.g. 5 best promotional items for your dental practice, 5 ways for a small business to effectively use promotional items at a convention, how to turn your buyers into advertisers Fax List and voluntary promoters, etc.), we were slowly losing some of our hard-earned search engine rankings. But why? For starters, we adjusted our efforts early in the game. In the beginning, all of our content was centered around promotional pens. As a result, we started ranking for keywords related to these products. After a few months, however, we shifted our focus to other topics and keywords such as holiday promotional items, branding, and trade shows.