Why evergreen content is so important
Did you know that evergreen trees are able to maintain their leaves during every season? That’s right, when autumn hits and disgruntled homeowners head to their yards to start raking evergreens continue to stand tall, full, and proud. Meanwhile other trees around them are changing colors and wilting away during their beautiful but inevitable decline. What does any of this have to do with marketing your Plumbing or HVAC business online? The term evergreen content refers to any type of information that will stand the test of time – whether it’s a video, blog, social media post, or even a single image.
Infinite traffic to your website
Current trends in the media, news broadcasts, or statistic-based articles that will be obsolete within the year will lose their full value in a relatively short period of time. Now there is nothing wrong with current events, holiday well wishes, or trendy remodeling ideas, because these types of topics serve their purpose too, but if you want to keep driving people back to your website decades down the road evergreen content is a must.
For the purposes of search engine optimization and converting your website visitors into actual sales you should use a tool like ScrapeBox or Keyword Planner that will help you collect data on what types of things your prospective customers are searching for and the phrases they use to do it. After you have formed a list of short and long tail keywords you can then create posts around these topics.
The 4 most common search techniques
There are several ways people can conduct a search and these 4 categories will give you a better understanding of what is on their minds in order to help build a superior conversion rate.
- Navigational queries: This visitor knows exactly what they want and can be extremely specific. This is the type of person that is looking to install a Mitsubishi ductless mini AC split system with smartphone capabilities or a smart toilet with a hands-free flushing system. While this can be an easy sale for you it could end up as a big disappointment when they simply move on to one of your competitors, which is why you really need your website to pop and to give them something that no one else can.
- Informational queries: This is where evergreen content thrives! As a Plumbing or HVAC company you have a nice little niche to work with and providing people with posts like How to Change a Leaky Faucet or The 10 Things You Should Know Before Hiring a Heating & Cooling Contractor is useful to them and beneficial to you. Remember, don’t produce broad content, be very specific, use your keywords without going overboard, and your site will perpetually generate traffic.
- Locational queries: It is extremely common for a customer to search for a Plumbing or HVAC contractor by location and the combination of the city you work in combined with your job title or service are very popular keywords. A video or article about well-known landmarks or the history of the community you work in can make for great evergreen content.
- Transactional queries: People are at your website and ready to purchase goods or services, customer testimonials or product reviews are a great way to finalize the deal.
A new perspective goes a long way
While you may feel that the content you are creating has been done again and again and there are an overwhelming number of posts that are just like yours, you can always put a different spin on it to make it fresh. You never know how many leads you will acquire from one particular piece of evergreen content so get to work and see where your efforts will take you.
At Plumbing & HVAC SEO we offer a number of Internet marketing services that will take your business to the next level. If you would like to learn more about what we can do for you, click here to schedule a time to talk with us or call Josh Nelson at 866-610-4647.
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