Why an Evergreen SEO Content Strategy Outperforms Trends (And How to Create One)
The digital marketing space moves fast. New platforms, formats, and tactics appear every quarter. Yet, amid all the noise, one truth remains: a strong SEO content strategy built on evergreen, intent-driven content will consistently outperform fleeting trends.
To illustrate this, we asked two industry leaders to share their most successful tactics from the past year. Their answers point to a common theme. SEO isn’t just alive and well; it’s the backbone of a sustainable content strategy for SEO. In this article, we’ll share their thoughts and tips on creating an effective plan of your own.
What Is an SEO Content Strategy?
Before diving in, let’s clarify the basics: What is an SEO content strategy? At its core, it’s a plan for creating and optimizing content that:
- Aligns with your audience’s search intent
- Uses keyword research to target relevant terms
- Builds authority with high-quality, consistent publishing
- Stays sustainable by incorporating evergreen topics
Rather than guessing what your audience wants, a content strategy for SEO is data-driven, audience-focused, and designed for long-term performance.
Why SEO-Driven Content Still Wins
When asked what digital marketing technique delivered the best results, Yazz E. van der Zwan, Brand Content Manager for Henkel Corporation, summed it up:
“Organically, SEO driven content has been our most effective technique. By focusing on articles that align with what our audience is actively looking for, we’ve been able to consistently reach and engage users at the right moment.”
This is the essence of an effective SEO content marketing strategy: meeting people where they are, with information they actually need. Rather than chasing clicks through flashy tactics, long-term results come from building a library of valuable content that search engines recognize and audiences trust.
Intent Over Volume: The Hidden Key to SEO Success
A common mistake marketers make is focusing on volume. They publish more content, targeting higher search volume keywords, and hope the numbers will deliver results. But as Yazz explained, the real driver of impact is intent:
“It’s less about how many people we reach (although we want as many as we can get) and more about whether we’re providing the right information to people who find us at the right time. Sometimes that’s hundreds of people, other times hundreds of thousands. The quality of engagement is what matters most. We are aiming to build real and authentic relationships with our audience.”
This shift in mindset is crucial for any SEO and content strategy. High impressions don’t mean much if your audience bounces quickly. Instead, deeper engagement metrics like time on page, scroll depth, or conversions reveal whether your content is truly helping your audience.
Image from Website Builder Expert.
The above data shows the average time spent on a website based on site type and industry, with the overall average being 53 seconds. It’s smart to see how your site stacks up so you can find ways to engage visitors and get them to stick around longer. In turn, this will help reduce your bounce rate.
Evergreen Content: A Reliable Foundation
Trends come and go. What works on one social platform today might be irrelevant tomorrow. Evergreen content is different. It keeps working months or even years after you publish it.
“Data shows that evergreen content remains a driving force for traffic,” said Justin Staples, CMO and founder of JS Interactive
He added that pairing evergreen pieces with other formats helps extend their reach. “On LinkedIn, for example, we’ve worked with partners to repurpose long-form insights into newsletters and short videos. It keeps the content alive in different ways.”
Justin also noted, “We’ve seen strong results using formats like blogs, guides, and resources that continue to bring in visitors long after the launch.”
For him, the reliability of evergreen content mirrors what he sees in local SEO. “Local search is one of the few areas that hasn’t blurred with the rise of LLMs. It is still clear, consistent, and dependable.”
Evergreen blogs, guides, and resources form the backbone of a stable SEO strategy. They do not just attract clicks in the moment. They give you a foundation to build on and refine over time.
SEO Isn’t Static: The Role of Perseverance
Of course, sticking with SEO requires patience. Search results don’t change overnight; staying on top of industry shifts is part of the process. As Justin advised:
“Persevere. Stay abreast of the trends. Stick to traditional practices with good content and SEO. And slowly work your way into shifts that are taking place with LLMs and Answer Engines.”
This highlights another strength of evergreen content: while the space evolves (think AI-driven search or Google’s changing algorithms), high-quality, intent-driven, evergreen content will remain relevant. With perseverance, your SEO content marketing strategy becomes more resilient to these shifts.
How to Create an Evergreen SEO Content Strategy
If you’re ready to stop chasing trends, here’s how to develop a sustainable SEO-driven approach.
1. Start with Audience Intent
Identify what your audience is searching for, not just in terms of keywords, but the problems they need solved. Tools like Google Search Console, SEMrush, or Ahrefs can help uncover volume and intent.
Image from SeoProfy.
Data shows that 78% of B2B marketing specialists use SEO keyword research tools while working on their content. So, if you haven’t gotten on board yet, now is the time. These specialists see the value in optimizing their content based on what people are searching for.
2. Prioritize Evergreen Topics
Mix trending pieces with timeless content. For example, instead of just writing about the latest algorithm update, create in-depth resources like “How to Build a Small Business SEO Plan” or “Best Practices for Optimizing Blog Posts.” It’s essential to provide value with each piece you publish.
3. Create Long-Form, High-Value Content
As Yazz shared, long-form articles perform exceptionally well:
“Long-form SEO articles have been our most successful format. We measure success not just by impressions or clicks, but by deeper engagement metrics like scroll depth and time on page.”
Longer content allows you to explore topics in-depth, cover multiple related questions, and build authority. Although it may take more time and effort to create, your readers will thank you.
4. Focus on Engagement Metrics
Measure success by how well your content resonates, not just how many clicks it gets. Pay attention to how much time people spend on a page, the comments they leave, and the actions they take afterward.
5. Diversify Content Formats
Blogs are foundational, but don’t ignore complementary formats. Pairing blogs with email marketing and short-form videos can expand reach and drive results. The key is to reach your audience where they’re at.
6. Stay Consistent and Patient
SEO is a marathon, not a sprint. Building authority and rankings takes time, but perseverance leads to lasting success. Don’t get discouraged if you don’t see traffic skyrocket overnight. Just keep putting your best content forward.
Are You Ready to Bring Your SEO Content Strategy to Life?
Chasing the latest marketing trends might bring a quick spike in traffic, but it rarely produces sustainable growth. An evergreen, intent-focused SEO content strategy does. It keeps working in the background, compounding over time, and delivering value long after publication.
As both featured experts made clear, the formula for a winning SEO content strategy isn’t about volume or virality. It’s about understanding your audience’s intent, creating evergreen resources that stand the test of time, and staying the course as the digital marketing world shifts.
Contact us to schedule a free consultation if you want help creating a winning strategy.