The Weekly Bulletin | February 4, 2025

Hi SODP community,

Let’s recap on what’s been happening, the new content, industry updates, tips, and more.

TIP OF THE WEEK

Creating evergreen content is a strategic imperative for every digital publisher. It's the type of content that continues to drive website traffic for years with minimal upkeep, offering ongoing value and relevance to your audience. However, the process of creating and leveraging evergreen content can be challenging.

Here are seven practical tips to help you master the art of evergreen content creation and maximise its potential:

• Focus on Evergreen Formats: Start with proven evergreen content formats such as listicles, product reviews, ultimate guides, and how-to guides. These formats have a track record of delivering long-term value and remaining relevant over time.

• Go In-depth: Dive deep into your chosen topic to provide comprehensive and valuable information to your audience. Invest time and effort in research, and aim to create content that addresses all aspects of the subject matter.

• Use SEO Best Practices: Enhance the discoverability of your evergreen content by leveraging proven Google News SEO strategies. Conduct thorough keyword research, implement strategic internal linking, and cultivate a reputable backlink profile. Adhering to these tailored SEO practices will elevate your content's visibility and ranking, aligning it with the rigorous standards of news SEO.

• Trends, Avoid Fads: While tracking trends can be beneficial, focus on creating content that transcends temporary fads. Instead, tackle broader topics that have long-term relevance and appeal to your target audience.

• Use Multimedia: Incorporate various forms of media, such as images, videos, and infographics, to create engaging and visually appealing content. Multimedia not only enhances user experience but also increases the likelihood of social sharing and engagement.

• Remember to Update: Regularly monitor and update your evergreen content to ensure its accuracy and relevance. Refreshing your content helps maintain its visibility in search results and keeps readers returning for more. As list-based articles are updated, they must continue to build authority and gain traction in the SERP.

• Think of The Audience: Consider your audience throughout the content creation process. Avoid overly technical language, format your content for readability, and strive to provide value to your readers. By catering to your audience's needs and preferences, you can increase engagement and build brand recognition.

Incorporating these tips into your content strategy can help you create high-value, evergreen content that drives sustainable traffic and revenue. Remember to promote your evergreen content across various channels, repurpose it into different formats, and consistently follow best practices to maximise its impact.

JOB BOARD

➡️ The Washington Post is looking for an Associate Director of Paid Media to join its subscriptions marketing team (Washington, DC, US). SEE MORE

➡️ Guardian Australia is seeking a Senior Campaign Manager to help manage the day-to-day Ad Operations functions (Sydney, NSW, Australia). SEE MORE

COMMUNITY BUZZ

Industry News

➡️ Enterprise SEO platform BrightEdge published results on current AI Search trends, showing that Google AI Overviews (AIO) has expanded its presence by up to 100% in increasingly complex search queries. The changes suggest growing confidence in AI for search, with indications that Google is relying on authoritativeness and greater precision in context awareness for matching queries to answers, particularly in relation to content modality. READ MORE

➡️ Chinese artificial intelligence firm DeepSeek’s new chatbot failed to provide accurate information about news and information topics 83 percent of the time, ranking it tied for 10th out of 11 in comparison to its leading Western competitors, a NewsGuard audit found. It debunked provably false claims only 17 percent of the time. READ MORE 

Social Media Discussions

➡️ Aleyda Solís on LinkedIn:

Hubspot’s Blog Organic Search Traffic Drop: What happened? Is it really that bad? What does it mean for SEO? Unfortunately, I’ve come across some wild (and outright bad) takes claiming this marks the end of HubSpot’s organic search traffic or even the death of SEO.

This is why I wanted to go through Hubspot’s (public) rankings and traffic data through diverse tools, showing whether it’s truly that bad for HubSpot’s SEO efforts and business, and explore what it means for SEO as a whole—especially since the HubSpot Blog has often been highlighted as one of the best examples and references for successful SEO strategies; while also understanding that this and any other “external” analysis will still be lacking knowledge of their internal strategy and business, which only their SEO team knows, to assess the actual impact of the dropped traffic toward the business.

CONTINUE READING

These are the highlights for the last week.

Until next!

Vahe Arabian and the editorial team at SODP