Content is king. That has well been known online. Recently, however, there has been a shake-up on what type of content truly rules the web. In the past providing content in a regular and consistent basis was prioritized and Google loved you for it, regardless of the size. After Google released the Penguin update to their algorithm, which targeted “thin” content, many indexed pages dropped in Google search. Thin content refers to articles or pages with not enough content to support a full idea on a subject. To avoid thin content (Penguin) penalties, it is advised to incorporate long-form evergreen content somewhere on your website.
What is long-form evergreen content?
Long-form evergreen content is similar to a college essay paper in that it is very well structured and written, lengthy around 3,000-5,000 words ideally and focused on the main business verticle the business sells. It is called evergreen because it should be content that is always relevant and timeless. Long-form (3,000+ words) is one of the best ways to build SEO these days. When approaching this technique, just imagine you are in a college writing class and this is your final essay about what your business does. Shoot for content that would get you an A in that imaginary class, and you will well be on your way to achieving phenomenal SEO results.
It’s important to note that frequency of updating a website is still super important and hasn’t changed. What has changed is the mix of long to short content pieces, and you want to have some weight with the length of your content. Quick updates around 300-500 words are great for a blog and to keep good frequency, but a core long-form evergreen content piece should be front and center in your website content presentation.
Where To Start
I recommend using official Essay Structure to get a plan outline of your long-form evergreen content. It will guide you through the basics that need to be covered in every good essay, like “Who?” “What?” “Where?” “Why?” “When?” and the opening and closing statements. Using proper grammar and spell-checking this document is very important. Considering it is a 3K-5K word document, editing is going to be a process and take a couple of read-throughs to catch everything. Having mistakes and grammar issues can negatively impact SEO and provide a poor user experience for your reader, not to mention it doesn’t make you look good!
Publish & Distribute
Now that the long-form piece is done, it is time to publish it and deploy on social media outlets. This piece being central to the core of what your business does, it can be pinned to the top of your pages on Facebook and Twitter. Also, this page can be used in backlinks with other important local websites that match your industry or are close in proximity to your business location. This will help to enforce to Google that this piece of content is important to your company index.
That’s it! Good luck with your essay (: