With Black Friday almost upon us, we have put together some tips of how you can get ahead with your socials
This question comes up constantly, usually when someone is planning content and realises, they cannot do everything at once. Should you invest in articles that will still be useful in two years’ time, or focus on topics that are hot right now and hope they pay off quickly?
Sadly, there is no neat answer. In practice, most SEO strategies fail not because the content type is wrong but because the balance is off.
Evergreen Content: What It Is
Evergreen content is supposed to last. It covers topics that people search for again and again, regardless of what is happening in the industry that week.
Think practical guides, explanations, foundational SEO advice and content marketing principles. Not groundbreaking, but useful and consistent which keeps a page ranking.
The reason evergreen content works so well is simple: it compounds. A post written today might not do much in its first month, but six months later it starts picking up links, impressions and clicks without you touching it.
HubSpot’s broader data backs this up. Their collection of marketing statistics and trends repeatedly shows that older, well-maintained content continues to outperform newer posts over time.
Google has been saying the same thing, just in a less direct way. Its guidance on people-first publishing in Google Search Central’s helpful content documentation is essentially a reminder that content should exist because it helps someone, not because you needed another URL.
Trend-Led Content: Useful, But Short-lived
Trend-led content is tempting: you see something change, everyone starts talking about it, and there is an opportunity to get visibility quickly.
Algorithm updates, new tools, platform changes and seasonal shifts all fall into this category, but tools like Google Trends make it easier to spot rising topics. Furthermore, sites such as Search Engine Journal are often the first place marketers check when something changes.
The problem is that trend-led content has a short shelf life so, if you publish late, or if your article does not add anything new, it disappears just as quickly as it arrived. This is usually why trend content doesn’t perform beyond a brief spike.
However, trend-led content has real value if used properly as it shows awareness, relevance and it gives you content that can later support deeper, evergreen pages.
Why Evergreen Content Carries Most SEO Strategies
If you look at sites that perform well long term, evergreen content is doing most of the heavy lifting.
These pages attract steady traffic because the searches never stop. The Ahrefs evergreen content glossary explains this clearly, and their data regularly shows that evergreen URLs bring in the highest cumulative traffic over time.
Evergreen content also helps with authority, so when you thoroughly cover a topic, and link related content together, it becomes easier for search engines to understand what your site is about. For example, Moz’s Beginner’s Guide to SEO has remained relevant for years for exactly this reason.
There is also the link-building side. Content that stays useful naturally becomes something people reference, and Backlinko’s breakdown of how SEO and content marketing work together highlights why evergreen resources attract links without constant outreach.
Where Trend-Led Content Earns Its Place
Trend-led content is not a replacement for evergreen content, but it plays a supporting role.
When competition is low and interest is high, trend-based pages can rank quickly. They can earn early shares, mentions, and even links, particularly if you publish with a clear opinion rather than repeating headlines.
These pages can also help reinforce topical relevance, where publishing around current changes send a signal that your site is active and up to date. Neil Patel’s guide to topical authority explains why this matters when content is properly connected.
Engagement is another factor. Trend-led content often sparks discussion. For ongoing industry commentary, MarketingWeek’s digital marketing section is a good example of how timely content keeps audiences paying attention.
And once the noise dies down, those pages often become useful places for contextual link insertions if the topic remains relevant.
So Which One Performs Better?
Neither, on its own.
Evergreen content builds stability. Trend-led content creates movement.
Sites that rely only on trends burn out quickly. Sites that publish only evergreen content often struggle to show relevance. The strongest results come from combining the two, which is why Semrush’s guide on what evergreen content is and how to create it focuses on integration rather than choosing sides.
Making Both Work Together
A sensible approach is to start with evergreen pillar pages. These should answer the core questions your audience keeps asking.
Trend-led content, which then connects to those pillars, strengthen internal linking and stops trend content from becoming dead weight once interest drops.
Evergreen pages also need attention. Content decays, even if the topic does not. Search Engine Journal’s piece on content decay and refresh strategies explains why updates matter more than constantly publishing new posts.
Finally, pay attention to search behaviour. Trends often turn into evergreen topics if you catch them early enough.
Where Most Businesses Should Focus
For most businesses, evergreen content should carry more weight.
A realistic split is around:
- 60 to 70 percent evergreen content
- 30 to 40 percent trend-led content
Evergreen content builds long-term traffic and trust. Trend-led content keeps you visible and current. One without the other rarely works.
Final Thoughts
Evergreen and trend-led content are not competing ideas, they serve different purposes.
If your strategy leans too far in either direction, performance usually suffers. However, when the balance is right, content becomes easier to maintain, easier to link and far more reliable over time.
That is where most SEO strategies either succeed or quietly fall apart. Finding a balance is key, and the rest will follow.
