When developing content, go green—evergreen that is. Content is all the rage, but how do organizations best promote themselves in this age of short attention spans and trending topics? The best way is to prepare content that is evergreen and optimized for search.
Always-ready content is search engine optimized (SEO) content that is always ready for a search of a particular word, phrase, idea or concept. It is evergreen, or content that is continually relevant and stays “fresh” for readers and viewers for many years. This allows you to continue to add more and more content so eventually you cover every possible search-word or phrase possibility that is pertinent to your organization.
Nearly 4 years ago, we produced a series of informational videos on specific maladies for Water’s Edge Dermatology in South Florida. One of the videos was on Tinea Versicolor. There was no boosting for this video, it’s audience of viewers built organically over time as people searched for the video tags and found the information they were seeking. And it keeps selling 24 hours a day, 7 days a week when people are in the market for the information.
Videos like this need strong titles, meta data and search terms. They also need to be constructed in such a way so that the look and music is timeless, as well. Today, the video has received nearly 56,000 views. If just 1% of the people viewing called Water’s Edge and booked an appointment the results would be (Source for average patient revenue is Eric Schweiger, MD, Schweiger Dermatology Group):
- 560 patients
- nearly $130 average per patient revenue
- $73,000 in total revenue
Now that is evergreen.