New approaches to SEO best practice come to light frequently, and as and when they do, we capture them in articles such as our 5 SEO marketing trends that business owners need to be aware of in 2019 or tips for your 2019 SEO strategy.
But there is a reason that SEO is considered a marathon, not a sprint: knee jerk SEO reactions don’t always elicit the response you were hoping for, and if they do, they tend to be a flash in the pan, their boost to your audience viewing figures being over within days. Which is why adopting a few evergreen SEO practices is highly recommended.
The overarching evergreen SEO principles are simple: create a user friendly website that delivers great content and you’re pretty much there. But of course there are those extra few steps you can take that will set you apart from the competition. So have a read of our 4 evergreen SEO recommendations and help your website ranking rise.
Ensure your website is visitor friendly
Businesses can get over excited and cram as much information as possible on to each page in an attempt to demonstrate their knowledge on the subject, or showcase the wide variety of offerings they have. But that isn’t always the best approach to attracting an audience.
Customers don’t want to have to search through your site until they find what they’re looking for, they want a clean, intuitive site, with handy signposts that point them in the right direction; they want a website that provides an enjoyable user experience (UX).
Wow your audience with your expertise in other ways – through in depth articles, having a FAQs page, or being active on social media. Just keep your website visitor friendly and organised.
You can sort your website in a variety of ways: through vertical navigation or link buttons, whatever your favoured approach, just make sure you include a search bar and a home page button on every page so that customers can quickly navigate to where they want to go, and get back to the start just as easily, if they get lost.
By ensuring that your website is as user friendly as possible will help mitigate against users bouncing, thus decreasing your bounce rate and aiding your SEO efforts.
Create evergreen content
There are two types of content you can create for your website: content to cover trending topics, the sort of content that has a short shelf life – i.e. a flash sale, or a celebrity endorsement; and evergreen content.
Evergreen content is the type of content that doesn’t age, content that remains relevant with the passing years, that offers the thousandth reader the same assistance as the first reader. It doesn’t boost your ratings overnight, in fact, its impact on your ratings can be glacially slow, but consistent.
Evergreen content is the foundation for your authority, the type of content that Google is hungry for. It ticks away in the background, delivering a constant stream of traffic your way, unearthing new leads whilst being useful and quirky enough to be shared repeatedly on social channels.
Types of evergreen content:
- Case studies
- White papers
- Product reviews
- The history of your subject or industry
- An insider’s guide to your subject or industry
- How to guides
- Beginners guides
- Best practices
- Refreshed content
- Glossary of your industry jargon
Keywords transcend SEO best practices, because they play a crucial role in search engine ranking. Taking time to do keyword research and ensure an effective distribution of those keywords throughout your website will pay off in terms of longevity of your ranking.
The more relevant and bespoke you can make your keywords to your specific website and industry niche, the more visible your website will be to visitors using those words as search terms.
A top tip for keywords is go for the ones that will make your business stand out from the rest, nothing too mysterious or trendy that will see you fade into obscurity when consumers move onto the next exciting thing.
Pick keywords that are relevant to your business, that accurately describe what you do; include longtail* versions of these keywords and synonyms too, to cover all bases.
Liberally sprinkle these keywords throughout all of your online content, ensuring an even and natural distribution. Use your keywords repeatedly on your:
- social platforms
- online marketing efforts
- even articles for guest posting
You want to spread your keywords far and wide, ensuring your target audience use them to find you.
Use Ahrefs as a guide to help you.
*Longtail keywords – when we conduct online searches most people type questions into google such as ‘what are evergreen SEO recommendations?’ These questions are the search terms that you should be ranking for. They are longtail forms of your keywords (evergreen SEO in this case), and they will allow you to be the key that fits into Google’s lock.
Encourage visitor interaction
One of the best ways to ensure visitors stay on your website is to encourage them to interact with you. This can be done through:
- Leaving comments or suggestions on your blog posts.
- Reviewing your services or products.
- By you offering rewards such as discounts for sharing your content on their social channels.
- Internal linking.
By linking your pages internally, you aren’t just helping your SEO efforts, you’re helping your visitors. How many times have you fallen down a rabbit hole on Wikipedia for example? Pique your audience’s attention with a snippet of information and have them click through your site to find out the rest.
- Add internal links to relevant pages from your latest blog post.
- Reference a similar post you’ve written previously.
- Link out to where you’ve explained a topic in greater detail.
- If you don’t want to distract your reader during the blog post, you could include a section on relevant posts with links, at the bottom of each page.
For more tips on SEO best practices check out our other blog posts.