What is “Evergreen Content” and why is it useful?
Written by: Ryan Walsh
Date: 18/03/2026
If you’ve worked with many agencies or written content yourself, well, you will have come across the term “evergreen content marketing”.
This sounds rather fancy, doesn’t it?
Yet, well, in our humble opinion, after operating in this business sector for over 10 years, it’s pretty much essential for every type of business.
Its benefits can’t be understood. Here’s why:
– It addresses real questions your customers have
– It doesn’t have to “hard sell” anything; it should supply a quality answer to a question your customers have
– It can then act to flip the customer via an internal link at a moment when they are most likely to spend their dollar
Tell me more. What does evergreen content mean?
Just as certain trees in your garden stay green year-round, your content marketing does too.
Meaning that, instead of being “a flash in the pan,” it can stay relevant all year round.
Dispensing pearls of wisdom to the masses, acting to inform, educate, and perhaps even make the audience laugh.
The purpose of creating high-quality evergreen content marketing is, therefore, rather simple: it is meant to offer really helpful advice that lasts a long period of time.
For example, rather than writing “what are the best tents for 2026 when camping”, you could write a piece such as “how to choose a tent that’s perfect for your next camping trip”.
Then what you could do is dispense really solid advice, such as different shape tents, what to think about if it’s going to be heavy rainfall, what to look for in terms of different zips and fabrics, and so on, do you get the picture?
Good, let’s move on.
All content marketing needs to be designed with a clear purpose
If you’re looking to capitalise on current events, then a news article is fine.
However, you do have to appreciate that when you open your Google Analytics account, the traffic to news articles will spike, then practically disappear.
This is “flash in the pan” content marketing.
Evergreen is different
Therefore, if you don’t want to capitalise on short-term gains or don’t want to keep updating blog posts that dispense advice from years ago, then evergreen is the route to go down.
Tell me more about the benefits of evergreen content marketing, please:
Your silent sales agent
Businesses obviously still employ various sales staff.
Their job could be to harass the general public through unwanted sales calls, or knocking on people’s doors when they are trying to have their dinner!
However, what if there was another way?
Such as writing solid advice that helps people- that’s exactly what evergreen content marketing can offer.
Therefore, for it to be deemed good, you need to adhere to this advice:
– Have a good read of Google EEAT advice, as this is key to writing good evergreen content marketing
– Make it a bit wordy, say 2,000 words plus, but don’t make it boring
– Pour all of the knowledge into it
What about topical authority?
It can sometimes feel like writing a 2,000-word article is a huge effort.
So much so that, after typing for so long, you suddenly feel wired from the number of espressos you have drunk.
Is it now worth all that effort?
Well, it does depend.
Bashing out a long-form piece of evergreen content marketing is not a ticket to success, actually, far from it.
From an SEO perspective, here are all the criteria the content marketing needs to satisfy:
– Resonate and answer the question (to improve dwell times)
– Engaging (so bounce rate doesn’t increase)
– Persuasive (so internal links are clicked and more pages are clicked on)
– Expertise (expertise on the subject must be shown to satisfy that aspect of Google EEAT)
– Authoritativeness (so persuasive, been seen as the expert, so that you gain links)
Attract backlinks like a magnet.
For those not in the know, well, since practically the start of time, backlinks have been described as “votes of confidence in your business”.
What does that mean?
Well, when Google first launched its PageRank formula, it used backlinks as the core signal for ranking pages in search engine results.
And it was good; it’s why Google is so successful.
However, Google’s algorithm has evolved massively over the years. It’s changed into something completely different.
Now Google has spam-busting link updates, aka Google Penguin updates.
Now, only the best-of-the-best links are worth building.
And what’s a really rather superb way of building powerful, relevant and high-quality backlinks?
You got it! Evergreen content marketing.
How does Evergreen content marketing + backlinks work as one?
The force is mighty; the force is strong if you get evergreen content marketing and backlinks to work as one.
What does that mean?
Well, there are a lot of people talking about AI, GEO and SEO, and sometimes they don’t really understand what they are talking about.
Businesses want to be more visible.
They want to make more sales.
Doesn’t matter if they pop up on ChatGPT, Google, or a bloke down the pub points someone in the direction of your business.
What’s important is that you make more sales.
What’s key to this in our digital economy?
Links and evergreen content marketing.
In our business sector, that’s SEO, well, Baclinko has this down to a fine art.
That is, produce content marketing so good and evergreen that it just attracts visitors. Like an attractive flower, and imagine you’re a big bumblebee.
The premise is the same: attract as many visitors (bees) as possible.
Then, when you’re dispensing your best advice, your masterpiece of evergreen content will make businesses want to link to it.
Even businesses you might think are direct competitors of yours will sometimes link to you.
For example, let’s say two solicitors practice, there might be some geographic separation between the two. However, if one produces a rather superb answer to a commonly asked question or offers advice on how the law has changed, well, one solicitor’s practice may link to the other.
The key part of the story is this: if the work is high-quality and evergreen, it can sometimes be used to attract links.
My creative juices are not flowing- give me some practical examples of evergreen content marketing.
How-to guides
There are often a ton of “how-to guides” that you can write for your business.
Whether that’s “how to start the divorce process” or “how to clean your oven”, how-to guides, when done right, can drive a ton of organic traffic. This can then be turned into sales.
FAQ or addressing a “sticking point”
To provide you with an excellent example of evergreen content marketing, we would recommend doing the following:
FAQ content
This means choosing a main question, then answering all of the related questions which spin off from that.
For example, “things to consider when purchasing an e-bike”.
Then the author could raise a ton of related questions, such as talking about suspension, brakes and motors for example.
How to choose a topic to write about in regards to your evergreen content marketing
Okay, so we have firmly cemented the fact that evergreen content marketing is worth doing by now.
But what do you write about?
Well, the important thing to note is that most topics have already been covered.
Not just covered once, but quite literally a million times over.
Therefore Googlebot will have crawled and indexed a lot of pages that all answer the same thing.
From which sun cream is the best through to how do I find myself the right employment lawyer.
So, how do you standout in such a crowded market place?
Well, you must be the best, literally the very best for Google to want to rank that answer near or right at the top of the search engine results pages.
So, therefore, you have to put your back into it, which means:
– Truly understanding Google EEAT and implementing it
– Make it interesting to read
– Answering the question so comprehensively the competition don’t even come close!
Don’t be afraid to be unique
People sometimes just copy each other.
Its human nature, same styles of clothes, shoes, even eye-brow styles!
We digress.
However, when it comes to content marketing, you cant afford to copy, or be similar to someone else.
Because, well if you write similar advice to someone else, your not going rank higher.
So, don’t be afraid to offer a different perspective.
If you truly believe that’s the best advice, plus, you can support it some kind of research then do that.
By being different, well you can cement yourself as being a “thought leader”- which is basically rather fancy marketing way of saying, being the best at what you do, because you know your stuff!
Visual elements are important
Be sure to chuck in some visual element, people have short attention spans, even if your dispensing the best possible advice on planet earth, well if its just a mass of text to read it can be off putting.
So split the page up, add some diagrams, some graphs, some pictures, it just needs to hold the shoppers interest.
How do you get that piece of evergreen content marketing to rank higher on Google?
So, you’ve burned the midnight oil, you’ve written 3000 words, your proud as punch of your piece of content marketing.
Yet, its flopped, its ranked 57th on Google and you want to cry.
But don’t cry, you just need to promote that work.
Here’s how you do that:
Who would be interested to in linking to that work?
Well, perhaps you have a supplier who has a commercial interest in seeing you flog more goods.
Therefore, you might have written a rather wonderful piece of content marketing saying, 10 things to think about, when buying a tennis racket.
Then the company that makes your products, they might want to link to that work, either through one of their blogs or perhaps through a page where you are just listed as supplier of that product.
Therefore backlinks are very much key to the jig-saw puzzle in getting that page to rank higher on Google.
Mention it on your social media channels
Have you got a keen following on social media?
Well, that bunch of people may want to read the work.
Some of them might have there own blogs.
So, for example, lets say you retail a certain motorsport product, lets say car turbos.
You’ve just launched a new type of turbo, your proud of the engineering genius that’s gone into making it.
So you show the product on social media, then your following may mention the turbo on say car forums, or on their blog.
That way you can also get links.
Who are Walsh & Partners?
Well, we are one of the best SEO companies in the whole of the U.K.
Over 10 years experience, one of the best at what we do, and we simply have a knowledge of how Google works that other agencies can only wish to have!
Yes, we are that good!
So, if you have ambitions of ranking higher on Google, whether that be locally or nationally, well we are the company to call.
We are simply the bees knees.