In today’s era of search engine marketing, evergreen content has its own value. They can always retain the interest of the reader. On the other hand, there is no substitute for latest updated content. To meet both the criteria, sometimes strategists update the date of the content. If you want to know more about this theory, then, first of all, know more about evergreen content.
What is Evergreen content?
According to Balance.com, “Evergreen content is content that is always relevant—much like the way evergreen trees retain their leaves all year around.” It is a great way to drive organic traffic to your website.
The Relevant of Updated Content:
As per the nature of netizens, they are drawn to the fresh and updated content always. They will obviously click on the most recent search result for any queries.
Change of Date:
Recently Conrad o’Connell, the digital marketing strategist has discovered a case of ‘fake freshness’ on content where a leading website updated the date of a content which does not match with the date of the listing. As per Google update, you can only change the date, if there is any change or addition in the content of the page. And if the topic needs any updates, then it will not be considered as evergreen content. For example, a page on certain technology needs required updates time to time. For that, it is not an evergreen content and can be updated the content as well as the date frequently. But the content on the page on photography tutorial is evergreen and changing on the date can impact negatively for ‘fake freshness’. So if you have an evergreen content which needs to be updated, it is advisable to create a separate page for it with all the new information.
Recently, one of our Rally Team members, asked this question to Senior Webmaster Trend Analyst of Google, Mr John Mueller where he replied “If it’s evergreen, doesn’t that mean you’re not changing it?”.
If it's evergreen, doesn't that mean you're not changing it?
— John ☆.o(≧▽≦)o.☆ (@JohnMu) 2 April 2018