Get an Evergreen for Your Blog This Holiday Season

If you want more traffic to your web site, you need to write posts that last a long time, that people can point at and come back to, over and over again.

These kinds of posts should be about what your site is about. They should show your expertise on the subject. They should be the kinds of posts that are so valuable, so informative or entertaining or insightful, that people will want to read them for years to come.

If you could write THE definitive guide or explanation to the subject of your site, there will be links and tweets and traffic.

Think about what your subject is, what keyword you want to be know for, and write a really good post about it.

You’ll see the traffic.

The evergreens we admire for their longevity

The most obvious way is to write about a topic that never gets old. These are cornerstone reference posts, like ‘10 Ways to Build a Better Blog.’ These posts are evergreen simply because people always need that information.

The good news is that evergreen reference posts are pretty straightforward to write. Do a step-by-step summary of how to do something from start to finish, and you’ve got yourself an evergreen post.

They’re also good for defining something that’s often mis-defined. For example, I have posts bookmarked in my ‘Evergreens’ folder on “What Marketing Really Is.” And I refer back to them often, because marketing is a slippery subject.

There are downsides to these types of evergreen posts. You’re up against a lot of competition, for one. There are already thousands of evergreen posts on building a better blog or providing better customer service. There’s probably an evergreen post on 10 Ways to Do Absolutely Any Topic Imaginable.

If you want your evergreen post to be the one that gets bookmarked, you’d better make it really, really good.

Which brings us to the second downside: Evergreen posts often require much more work than your standard post. You’ll probably wind up putting in at least 5 hours — and probably more like 15 — making sure everything is well-written, entertaining, compelling, and that you didn’t make any mistakes.

You might also be putting some extra hours into in-depth research if your evergreen post is on a topic that’s difficult to understand.

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