Hellooooo SEOs!

Ok wow I can’t believe I’ve made it this long without talking about evergreen content here on the blog LOL

Truly I’m SHOOK because if you know me in real life, I constantly sound like a broken record, reminding my clients day in & day out to EMBRACE EVERGREEN CONTENT IF THEY WANT TO HAVE BETTER SEO.

Zero chill hahaha evergreen content is the best but it’s often overlooked which is why most people & businesses miss out on all the benefits it has to offer!

Lucky for you, my friend, I’m here to clear it all up, really break down evergreen content from the absolute basics through to effective & real strategies.

I’ll tell you all about what it is, how to create it, how Google and other search engines interact with it, what it means for SEO on your Squarespace website, pros/cons, and a whole lot more.

I’ll also give you real EXAMPLES because lord knows everyone likes a demo haha

This is the kind of insider info that I give to my 1-on-1 Squarespace SEO consulting clients and also students in my signature online course, Top Squarespace SEO.

But since I’m not one for secrets and truly want the best for anyone with a website, I’m giving you the goods here totally for free!

Oh, and I’ve even recorded a video tutorial so that you can follow along in real time, peep over my shoulder and see exactly how it’s done on a Squarespace website.

If you’ve ever found yourself asking for direction or someone to literally lay it out step by step of what do on your Squarespace website to improve SEO, then this is it!!! You’ve come to the right place :)

Ready to dive on in to the wonderful world of evergreen content? LFG.

SQUARESPACE SEO SERIES

I have so many tips to share on the subject that it would have been crazy to put it all in one article! There are many misconceptions about Squarespace SEO which is why I've dedicate so many posts to this topic. Enjoy!

Click to view all posts in the Squarespace SEO Series

Work with Charlotte - explore my Squarespace SEO Services

Evergreen website content and squarespace SEO

What is evergreen website content?

Evergreen content is basically long-form text on parts of your website (usually any web page, product page, or blog post) that doesn’t really change over time or go out of date. It can live indefinitely without changing.

In other words, whether you wrote it yesterday or two years ago, if it’s evergreen content it will still be relevant and satisfy a user’s search intent at any point in time.

This is very different from content that is time sensitive or related to an upcoming event, because that might not still be useful sometime in the future. Or, if it’s tied to something that might change (instructions or tutorial on something that might change, whether it’s a physical or digital product & service) in the future dpeending on when someone reads it.

Example of evergreen content - services page

Services pages on your Squarespace website can definitely be examples of evergreen content. Usually it takes a while for them to get up and running, and you’ll probably change or update/improve the content and copy of the services page until you’re happy with it. Long form content is key here, it takes time to give someone everything they need to know in order to make a purchasing decision!

But once you are satisfied with that services page, it probably won’t change THAT much in the future. Sure, maybe you’ll update your pricing or change up your process a little bit, swap out an image here or there, add in a new testimonial… but generally speaking the page won’t go through any massive overhauls and therefore can be considered evergreen content on your website.

All in all, whether you find a strong services page today or two years from now, assuming you’re still in business it might be fairly similar and you’re still trying to rank for the same type of keywords.

You can see an example of an evergreen, long-form content sales page here on my own website by visiting the Squarespace SEO Audit & Consulting Session page - see a screenshot below of the copy on the top of that page:

Personally, I plan to still be in business several years ago and since I LOVE this particular 1-on-1 SEO consulting service, I don’t have any plans to remove that…. which is why I’ve created that page in a way that the content is evergreen and hopefully won’t have to be overhauled at any point.

How Google and other search engines interact with evergreen website content

Google the bot will come to your Squarespace website and crawl and index all the content, page by page, blog post by blog post, etc. one page at a time.

I talk about this process in greater detail in Get Started with Squarespace SEO in 2024 so be sure to check that out if you haven’t already.

But yes, basically when Google comes to a particular page on your website they are trying to learn about it. Imagine Google is asking itself the following questions about your webpage:

what the page is about?
how is the page built, designed & formatted?
does it talk about any specific product or service?
what keywords are being used? does it answer a question?
how might it be relevant to show up in certain online searches? if so, what type of online searches (aka what is someone typing into Google to potentially get returned this page)?
how does it compare to other webpages that are also talking about something similar? is it competitive?

If the page/post/whatever is evergreen content, then it won’t really change or need to be updated over time and Google will see that.

Therefore it can be beneficial for your Squarespace website to have strong evergreen content because Google LIKES that and it makes it easier to show up in certain online searches, because it satisfies search intent and holds up overtime.

This can have a snowball effect where you have more and more opportunities for that particular evergreen content webpage/blog post/whatever to keep showing up higher in online searches, therefore driving more and more traffic to your website and improving overall SEO over time.

Example of evergreen content - blog post

The same way that a webpage can be evergreen content, you can also have blog posts that are evergreen content!

Personally I have MANY of these on my website and they are very beneficial for SEO, which I obviously love haha

In the video I give the example of my blog post Biggest mistakes people make on the SERVICES page of their Squarespace website - do this instead.

The reason why this specific blog post counts as evergreen content is because the “reasons” will still be true, whether you read that post today, next month, or 5 years from now. The “mistakes” won’t disappear or no longer be relevant.

The content will still be informative and helpful to people no matter when they find and read it.

However, not all blog posts are inherently evergreen!

For example, my blog post Set up SEO-friendly PRODUCTS on your Squarespace website is not considered evergreen content because it gives instructions on a tech platform that could very well change in the future, meaning the steps could be out of date if Squarespace changes things.

I will have to keep an eye on this blog post and update the content if anything changes, meaning it could be different now as opposed to 3 years from now.

Anytime the content can change, it’s not evergreen because it might need to be revised at a later date.

Evergreen content on your Squarespace website

Thinking about evergreen content, now I’d like you to consider if and how you are currently using any evergreen content on your Squarespace website… and if now, could that change? might it not be beneficial to add some evergreen content to various pages or posts?

For normal web pages on your website, there are lots of opportunities for evergreen content. Again, it might take a bit of tweaking to get the long-form content exactly right but trust that it’ll be worth it! Whether it’s the About page, a services page, etc. there are many benefits for this type of web page content.

Next up we have blog posts - another amazing place for evergreen content! Ideally you will use evergreen content to loop back to your various products & services in order to really take advantage of SEO.

Some blog posts will very much be evergreen content but also it’s totally normal for your blog posts to NOT be evergreen content - it just depends on what you’re writing about! Don’t stress if you have a great idea for a blog post but it isn’t 100% evergreen - it might still be worth creating.

Write the best blog content you can but remember that evergreen content has a longer shelf-life, if you will, so it can have better SEO benefits longterm.

lastly, you might have product pages set up if you are using your Squarespace website to host an online store or other e-commerce. This is another opportunity to create evergreen content, meaning if the products are always available and don’t really change over time. However, on the flip side, not all product pages will be evergreen content and that’s totally fine - it just depends LOL!

When it comes to products, it’s the nature of the beast depending on what you are selling (whether a physical or digital product), how long it’s available, if it’s tied to a launch, if it’s only available for a limited time, etc.

Final Thoughts

Alright there you have it - everything you needed to know about evergreen website content and Squarespace SEO!

We’ve talked about what it is, I’ve give you examples of what is and is not evergreen content, talked about pros & cons, broken it down from an SEO angle to see how Google interacts or treats evergreen content vs regular content that could change, and a whole lot more.

Remember that depending on WHAT type of content you have on your website, it may or may not be evergreen - and both are totally fine, it just depends!

But as a general rule of thumb, evergreen content can have some solid SEO benefits for years to come so it’s worth your while if you haven’t created any yet.

Yours in SEO,

Charlotte xo

Want to learn more about Squarespace SEO? Ready to show up higher in online search results, reach more of your potential clients/customers online, increase sales and booked services, and establish yourself as a leader in your niche? Join us inside my signature program, Top Squarespace SEO!

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Finally, shameless plug: hit me up with any specific questions you have about Squarespace SEO and your website because I’m your girl. You can reach out to me directly if you’re interested in working together on your website and we can talk about whether or not you would be a good fit for my consulting and ongoing services. I can’t take on every request to do Squarespace SEO consulting but I do pick a few websites and businesses to work with every month and I’d love for you to be one of them.

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