The following example is not a one size fits all. Every article is unique and will require its own structure to satisfy the content. However, this example can be used as a visual guide to help you brainstorm the right structures to use for your evergreen articles.
If you surf the web for medical topics or any YMYL content, you'll find recurring structural elements across high ranking articles. The example below combines many of these elements together to make things as easy as possible for cellphone audiences. You'll notice the use of questions as H2s. Every term you define or concept you dive into will inevitably lead to more questions from the reader. The article that answers these implied questions in a succinct manner will likely have a higher ranking position.
First, a Few Tips:
- Using an inline gallery early on in the article will help you to accrue more pageviews.
- Every concept or term will open up more questions. These questions are bound to have keywords or even be key phrases. Using h2s that address the who, what, where, when, and how will help your article rank across multiple search queries.
Table of Contents: A ToC tends to add significant SEO value to longer articles that focus on dissecting a complex topic. Depending on how they are structured (i.e. a list of names or places) ToCs can sometimes be snipped out and used as featured snippets or as answers in the People Also Ask box on Google SERP. Since ToCs make it easier for readers to find the information they are looking for quickly, this practice is good for SEO and may help to raise the ranking positions of your evergreen articles.
Sourcing and Linking : While it's frequently suggested that you don't link to a competitor's website, sometimes it's unavoidable. Google is constantly updating its algorithm to emphasize YMYL content and quality backlinks. To avoid the problem of losing through-traffic to your sources, consider burying sources in a sources section beneath your related content. If you link to your sources throughout the article, consider numbering them using superscript. People are less likely to click on superscript text than they are on good anchor text. So, make sure to have a good anchor text when interlinking to your articles. Just remember to never link downward in quality.
Word Count and Ranking Position: Generally speaking, if you write a longer evergreen article that uses keywords in a natural way, you will have an easier time ranking high on SERP. There is no set in stone or one size fits all rule for word length, but thoroughly explaining an evergreen topic often takes anywhere from 1000 to 2,500 words.
To Learn more about evergreen content, read "13 Steps for Improving Your Evergreen Content" or schedule a training session with Nick Wright (firstname.lastname@example.org).
For a refresher on all of the fields beneath the composer, visit this page.