How We Utilized Evergreen Content to Increase Our Traffic 1,800% in 14 Months

SEO Has Been The Single Largest Driver of Business for Wallaroo Since Our Inception

Last updated: June 23, 2018.

Through our evergreen content strategy we’ve grown our traffic over 1,800% in 14 months. The first half of this article will show you how we did it. The second half will teach you how to do it for your company.

Wallaroo Media was founded in mid-2012. When we formed our company, we wanted a name that was unique, fun, and brand-able. We also wanted it to have a word in it that got a lot of monthly searches that we felt we could rank for fairly quickly. So we chose Wallaroo. Soon enough, we got to #1 for the word “Wallaroo” and could tell all our prospective clients that we knew how to do SEO  :). This keyword targeting strategy also reflected the types of clients we were going after. With a resume like this, and with no case studies and little experience, we could really only get local clients like restaurants, dentists, auto repair shops, etc. And when we did get those types of companies as clients, we hustled hard to do everything we could to help them succeed.

how to use SEO to grow business

That was back in the early days. We don’t care about ranking for “Wallaroo” anymore (although we’re still on page one); we moved on to bigger and better things. Like most SEO companies, we started by targeting localized keyword phrases related to “SEO”, or “Utah SEO company“, or “Provo Utah SEO”. This keyword strategy also reflected the types of clients we were able to get. If someone Googled “Utah SEO Company” and found us, chances were that they were interested in SEO, maybe some content marketing, and not much else. We got a lot of great clients this way, and still do, but we wanted to level up as a company. Once we achieved amazing rankings for those keywords, we continued to set our sights on higher revenue-generating keywords and bigger clients…

Enter: The “Evergreen Content” Strategy

With a firm hold on SEO-related keywords in our market, we wanted to expand our services and offerings at our company. We wanted to diversify. We wanted to get more into social media advertising management and PR. So we created a content marketing plan.

There were three key steps in our approach to our Evergreen Content Strategy:

Step 1: Evergreen Content 

evergreen content seo strategy

We wanted evergreen content to be the backbone of our strategy. What is evergreen content you ask? We define it as timeless content that continually stays fresh for readers. We felt that this was an under-utilized tactic with the keywords we wanted to rank for. We wanted to get more clients who wanted to hire us to manage Facebook Ads. So we took a page out of Moz’s book (with their Google Algorithm Change History piece) and decided to create the Facebook Algorithm Change History with the purpose of using it as a Trojan horse to get social ads clients. We created the Facebook Algorithm piece over 2 years ago, and have been updating it every month or so since. That content ranks #1 for “Facebook algorithm change”, #3 for “Facebook algorithm”, #4 for “Facebook changes”, and #5 for “New Facebook update”. It also ranks on page one of Google for another ~100 keyword phrases! The content piece has had almost 60,000 visits since its launch with an average time on page of about 4 minutes.

Step 2: Consistent Updates

As I briefly mentioned in Step 1, we have been updating that Facebook Algorithm piece every month or so for over two years now. Every time we update it, we do three things: Change the publish date in WordPress, change the “Last updated” phrase at the beginning of the piece, and share it on Google Plus (and other social networks as well). It is also good to use the “Fetch as Google” tool. Correlation does not equal causation, but we have found this sequence to be crucial in our rankings.

A little more on “evergreen content”: I would highly recommend that unless you are writing on a topic that is time-sensitive or newsworthy in nature, that all your content is evergreen. We update our Facebook piece all the time (because it needs to be updated constantly). But if you publish a piece titled, “How to do SEO for B2B Companies,” update it all the time! Seek out ways to do so. Update the case studies you cite. If you figure out new, applicable strategies, add those. Did Google or Facebook or something else change since you first wrote the piece that now changes things? Add that and update it! Be creative, it shouldn’t be difficult to add to a piece every couple months and thus make it evergreen.

Step 3: Being The First-Mover Helps

Being the first-mover to go after a keyword helps with future ranking ability. It is by no means a requirement, though. But in our experience, being the first to publish an in-depth, well-optimized piece on the subject can do wonders. And if you are consistently updating it, you can stay ahead of the competition. There isn’t any more secret sauce here.

utah seo growth at wallaroo media

Note: Some here may bring up the “Skypscraper Technique” from Brian Dean (who is awesome and whom I greatly respect). Yes, that strategy works very well, and yes, the Skyscraper Technique is designed to overtake first-movers. But if you follow steps 1 and 2 well enough, then being the first-mover will obviously help you. And if you’re always working to build links to your content, then you should be immune to competitors. Theoretically, they wouldn’t want to compete. Who would want to compete with amazing content that’s always being added to and has a consistent flow of quality backlinks pouring in?

Case Study: “Snapchat Advertising”

We shared a mini case study in Step 1 with our Facebook piece. Now we’ll spill the beans on what we’ve been up to lately: targeting all keyword phrases related to Snapchat Advertising, and using the Evergreen SEO strategy to do so.

We were early adopters internally of all things Snapchat. We have a team that skews toward the younger side, and many of us have thoroughly enjoyed the popular social network since its inception.

When Snapchat started rolling out ads last year, we began thinking about offering ads management for the social app as a service. One problem though: Snapchat wasn’t letting anyone in. No agencies, no public access, nothing. They were working directly with brands to create and run the ad campaigns. So we dragged our feet.

snap ads campaign management

But in November of 2016 we published version 1.0 of “Snapchat Advertising Costs” on our website. From there, we continued to update that piece according to steps 1-3 outlined above. We also wrote a lot about Snapchat marketing strategies in general. What are the results you ask? Here they are:

  • “Snapchat advertising” – #2 (after
  • “Snapchat ads” – #2 (after
  • “Snapchat cost” – #1
  • “Advertise on Snapchat” – #2 (after
  • “Ads on Snapchat” – #3 (after and
  • “Advertising on Snapchat” – #2 (after
  • And over 200 more keyword phrases

If you pull up the search volume for those phrases, you will see that none are huge (each phrase ranges from a few hundred to the low thousands in monthly searches). But, as you can imagine, they convert to actual business for us very well. And with SEO, the true measure of success is conversion (at least in our minds). Does your SEO strategy get your website the right traffic and interested users/customers/clients in the target demographic? This is a key component for any effective SEO campaign. For most of our website visitors that come to our site through these keywords, we’re the first agency they come in contact with that does Snapchat advertising. Our content, combined with some retargeting ads every now and then (we spend less than $100/month in paid advertising for ourselves), helps convert these visitors into paying clients.

Take a look at our website traffic in the screenshot below. In an 14-month period, we’ve increased our traffic from under 400 visitors per week to over 8,000 visitors per week. That’s an increase of over 1,800%! Evergreen content works very well  :).

evergreen content example

Evergreen content marketing in action

Here’s an update on our website traffic as of February 1, 2018:

evergreen content marketing 2018

Each time we wanted to “level up” as an agency, we leveled up the keywords we targeted. Consequently, our client roster has evolved from local clients to larger, but largely unknown, nationwide clients, to publicly-traded companies and household brands.

At Wallaroo, we absolutely love SEO. It was the first service we ever offered, and it will always be part of our core. It has helped grow our business immensely. If you do it right, SEO can do the same for your brand. Want to grow your business through SEO? Contact us today!

Step by Step Process for Creating Evergreen Content

Now that you see how we used the evergreen content strategy to grow our business, let us show you how to do the same for yours.

First, you need to decide which type of evergreen content you want to create. There are many different types of evergreen content. Here’s a quick list:

  • Original research
  • Collection of timeless statistics
  • In-depth case studies or white papers
  • Checklist
  • Resource content (see our content marketing resource)
  • List of free/paid tools
  • Top influencers/experts in a niche (only if done in evergreen fashion)
  • Best books for your niche
  • Glossary of terms in a niche
  • “Everything you need to know” style
  • History of a topic/product (see our Facebook algorithm history)
  • How to do something over time
  • How-to article or tutorial (or a series of)
  • Storytelling (Kindra Hall is the master of this)
  • Pros and cons of X
  • Success stories
  • History of a certain topic
  • Beginner guides (or any in-depth guide)
  • Answers to industry FAQs
  • Curate a list of blogs in a niche
  • Think of an ongoing offer to promote
  • Create annually updatable survey-based or data-based content
  • Create a training course
  • Create a buying guide for specific products or services
  • Annual events database listing of your industry
  • Offer a $500-$1000 scholarship every year

Keep in mind for whichever type you choose – it either needs to be written in a way to where it will never go out of date, or you need to be consistently updating the piece over time.

Another key component of successful evergreen content is constant promotion. Many forget to do this. Once your content is live, you need to be promoting it on a consistent basis. Not every day, but at least a couple times a month. And for sure every time you update it. Promote it on Twitter, Facebook, Google Plus, LinkedIn, and Pinterest. Depending on the purpose of the content, paid advertising can be a good solution as well.

Five Thirty Eight

FiveThirtyEight is a website ran by Nate Silver, a quasi-famous political statistician. In late 2013, ESPN purchased his website and provided him the funding to build a team. In March 2014, he launched what could be considered a site-wide evergreen content strategy. Take a look at what’s happened since:

538 evergreen content

They rank for over 700,000 keyword phrases, and the vast majority of their traffic drivers are evergreen content terms. That is how it’s done!

Compounding Returns of Evergreen Content

When you effectively utilize the evergreen content marketing strategy consistently, it generates compounding returns. Tomaasz Tunguz wrote about this a couple years ago. He stated: “Like a bank account that starts out small and earns incremental gains, but over time becomes quite large, content marketing efforts require consistent investment but ultimately can yield enormous results.” Tunguz then contrasted two hypothetical blogs. One that employs evergreen content, and one that focuses on temporal content. Here’s the visualization for the evergreen content blog:

evergreen content compounding returns

Evergreen Content Produces Compounding Returns

As Tunguz explains, in this evergreen content example, each post generates about 150 views on day one, and about 20 each subsequent day. And due to the evergreen nature of the content, it decays very slowly. You can clearly see the compounding effect. In a year, the blog is generating more than 250k visitors per month. Remember, this is a hypothetical example, with perfect execution. But the idea still holds. Content marketing value compounds.

Now, here is the visualization for the temporal content blog:

temporal content marketing

Temporal Content – Slow Growth

In this example, each (temporal) blog post generates about 150 posts on the first day, 20 on the second day, but the decay function is much more aggressive. By the end of the year, each post generates 1 view per day. This blog’s traffic caps out at about 70k visitors, less than a third of the previous one. (Again, thanks to Tunguz for these examples and data).

So, as we have established, evergreen content is the way to go. The long term ROI is tremendous, and the required output is not significantly larger to produce said content.


Want to learn more about the evergreen content strategy? I’ve got you covered:

Do you have any questions about the evergreen content strategy? Don’t hesitate to contact us!

7 Optimizations for Your AdWords Search Campaign

Optimizing your AdWords campaigns might seem complex and daunting. If you’re new to AdWords, it can take a lot of time just to figure out the interface before you can start optimizing your campaigns. But don’t worry! Here are some easy optimizations you can make to your AdWords campaigns to improve your CTR and conversion rate.

Before you start, you should know that these optimizations are recommended for Search campaigns with all features and may not necessarily apply to other campaigns.

1. Adjust Location Settings

Many companies have location-specific products and services. Whether you want to target a whole country or just one zipcode, AdWords gives you the freedom to choose where you want your ads shown and where you don’t.

When setting up your AdWords campaigns, be as specific as you can when filling out the location settings to ensure that you only show ads to users in relevant locations.

For example, if your business wants to target the entire United States, don’t just add the United States. Instead, select each state individually. Or if your company only provides service in San Diego, refine your location settings to San Diego zip codes, instead of just listing the city alone.

Being specific in your location settings will help you see where exactly your traffic is coming from and what areas are getting the most conversions.

After your campaign has been running for a few weeks, check the user locations. This information can be found in the “Dimensions” tab of your AdWords campaign. Once on the tab, “User locations” can be found in the “View” drop-down menu.

The locations listed here are the actual locations from which your users performed their Google searches. Check to make sure your ads are being shown to the areas you want.

Most likely, you will find a few countries, states, or zip codes that you don’t want to target. Just exclude those locations in your location settings to narrow the geographic area in which your ads are shown.  

2. Make Bid Adjustments

While most of the instructions for the optimizations in this list are intended for the traditional AdWords interface, the new AdWords interface makes it extremely easy for users to make bid adjustments on user demographics—so go there to make bid adjustments!

In the new AdWords interface, select the option for “Demographics” on the left-hand menu. You can set bid adjustments for gender, household income, and age. You can also set bid adjustments for devices and other options by referring to the “Devices” and “Advanced Bid Adj.” respectively.  

Bid adjustments are especially useful to ensure you are targeting the right demographic. For example, if your company sells high-end products, you might not want to market to individuals with a low household income. Or if you want to target young males, don’t bid on females. These bid adjustments help you get more conversions by bidding on the right audience.

Generally, a bid adjustment (increase or decrease) of 10% to 20% is sufficient to get results without excluding large portions of your audience.

3. Refine Keywords

A big part of your success in AdWords is bidding on the right keywords. Why waste time and money on your ads if they aren’t even being shown to the right users? Review your keywords and refine them to make sure your ads get shown to your target audience.

Here are some easy optimizations to make to your keyword list:

  • Increase bid to be on the first page. In the “Status” column, AdWords will tell you if you are bidding below the first page bid. If you are, click on the keyword’s Max CPC to adjust your bid. AdWords will also tell you what you need to bid to be on the first page. However, don’t forget your daily budget. It’s pointless to bid more than your daily budget or a significant part of it on just one keyword.  
  • Pause keywords with low search volumes. AdWords will also let you know in the “Status” column if your keywords have a low search volume. Having too many keywords with low search volumes means that your keywords aren’t going to drive much traffic to your site. If your campaign is intended to increase brand awareness or increase conversions, you want keywords that users are actually searching.

  • Check quality scores. Adwords assigns each keyword a quality score, which is determined by the keyword’s relevance to your ad and your landing page (among other factors). This number is also found in the “Status” column. Ideally, you want each keyword to have a quality score of 9 or 10. If a keyword has a quality score of 1 or 2, you’ll see this message in the “Status” column: “Rarely shown due to low quality score.” To boost the quality score of these ads, consider writing a new ad with that keyword in the headline or descriptions. Or simply pause these keywords.
  • Add new keywords. Users are constantly searching on Google, which means there are always new phrases being introduced. Use the Keyword Planner to come up with new ideas for keywords. And make sure you have a mix of broad match, phrase match, and exact match keywords. If your keywords focus too much on one type of keyword (like broad match), you may be missing out on valuable traffic.
  • Pause keywords that aren’t performing well. Keywords should have a CTR and conversion rate above 1%, at least. If not, you are wasting your money. Pause keywords that don’t have a high CTR and that don’t have many conversions.

4. Analyze Search Terms

Analyzing the “Search Terms” is a great way to see what users who clicked on your ad were searching for. You can discover new keywords and gain insights about your keywords and what users are looking for when your ads are shown on Google.

Additionally, by seeing what people have searched, you can find keywords that you don’t actually want to bid on. Use your search terms list to add negative keywords. Negative keywords can be especially helpful to make sure you aren’t wasting money on searches that don’t have anything to do with your brand.

And AdWords makes it easy to add keywords or negative keywords directly from the search terms list.

5. Enable Ad Extensions

Ad extensions help expand your ads so they take up more real estate on SERPs. And they are FREE! Ad extensions are found below the “Bidding and budget” section when you create a new campaign. If you’ve already created a campaign, you can add or edit ad extensions in the “Ad Extensions” tab.

There are several types of ad extensions, but all help expand your ad and provide more information to users. AdWords approves each extension, but they are a great way to use more keywords, expand your ad, and help users see your company first.

The extensions available on AdWords include:

  • Sitelink extensions
  • Structured snippet extensions
  • Call extensions
  • Message extensions
  • Location extensions
  • Affiliate location extensions
  • Price extensions
  • App extensions
  • Review extensions

We recommend adding as many extensions as you can.

6. Pause Poorly Performing Ads

This tip is fairly straightforward. If an ad isn’t performing quite as well as the others, pause it!

Here are some metrics to consider when determining how well your ad is performing:

  • % Served (any ad less than 5% served should be paused)
  • CTR
  • Average Position
  • Conversion Rate

Feel free to replace the ads you paused with new ads, but don’t continue to waste money on ads that Google isn’t showing or that aren’t performing well.

7. Create an Ad Schedule

In addition to targeting the right audience, you need to find the right time. You can increase your CTR and conversion rate by bidding during times when you actually get results. If your users aren’t online during the night, there’s no point in running your ads then.

Create an ad schedule to make sure you are running your ads during the most effective part of the day.

The default in AdWords is to run your ads 24/7. However, if you go to the “Settings” tab and select “Ad Schedule” you can change the times that your ads run. Click “+Ad Schedule” to create a schedule that you can customize for your business. Add an increased bid adjustment to the hours in which you get the most traffic and conversions, and turn your ads off or add a decreased bid adjustment to hours when you don’t get much traffic.

If you want more specific optimizations for your AdWords campaign, contact Wallaroo Media. Our certified AdWords team can help optimize your AdWords account for the best results.

317 Content Marketing Resources: Tips, Strategies, Examples, Tools, & More!

Last updated: February 12, 2018.

Below is a conglomeration of content marketing resources. We have compiled what has become a fantastic resource for our company. We hope you can use it for your own. We have content marketing articles, tips, resources, examples, case studies, tools, inspiration, and more. This post starts with the tips, but don’t forget to scroll down to see the other amazing resources and tools!

We will constantly be adding to this list. Enjoy!









If you have any suggestions that should be added, please email us at info [at] wallaroomedia [dot] com

Post by Brandon Doyle

Google Rolls Out “Similar Audiences” for Search & Shopping Ads

Similar Audiences for Search Gives Advertisers Powerful New Targeting Capabilities

Google just rolled out Similar Audiences for Search and Customer Match for Shopping Adwords campaigns. This new feature can be extremely powerful for advertisers and produce greater ROIs for campaigns across the board.

The Similar Audiences feature can be built from past website visitors. Similar Audiences looks at data about your existing website audiences and seeks out new and qualified customers whose interests/habits match your audience. By utilizing this new feature, you can reach much larger audiences and drive cheaper clicks and conversions.

Google released internal data from beta tests of this program, and said that by using Similar Audiences, advertisers typically see:

  • 60% more impressions
  • 48% more clicks
  • 41% more conversions

The Similar Audiences feature can be set up to be automated and based off remarketing tags and visitors to your product categories.

There is also an update to the Customer Match targeting for Shopping campaigns. Google allows you to, if you so choose, increase the bids by 25% for people who visited your site in the last month, or show different ads to visitors who have added items to your shopping cart but not purchased.

similar audiences roi

Some Quick SEO Hits

Google is up to something…

Last week, around February 6-8, the temperatures were scorching according to Moz’s tool “Mozcast”. Mozcast is a tool that tracks turbulence in Google’s algorithm. The hotter and stormier the weather, the more Google’s rankings have changed. Take a look at last week, which is the peak to the right of the image below.

google algo update february 7 2017

Google has not confirmed the update, but rankings have been in flux, both good and bad. Take a look at the rankings for the popular social network Reddit…

reddit seo google penalty

We are still looking into what this could be. We’ll update you as soon as we have more information.

Also, a fun “Did You Know” reminder from Gary Illyes at Google yesterday: “DYK if you read out loud the text on your page and it doesn’t sound natural, that piece of text may weigh much less during ranking.”

So, when writing content on your site, don’t “write for SEO”. Make it natural.

Tool Marketing – How to Effectively Use Interactive Tools to Build Your Business

Updated: October 20, 2016

Content marketing is all the rage these days. And for good reason. Creating high quality content and coupling it with a solid link building and/or social outreach strategy can be very effective. It’s more important than ever to stand out from the crowd. There are millions of blog posts written every day. 2-3 million in fact. Look at this site – – it has a live counter to prove it! That’s not to say that you should never write blog posts. But if that’s the core of your content marketing strategy, you need to switch it up. There are many different types of content forms that can be utilized (i.e. tutorials, guides, eBooks, images, case studies, slide decks, infographics, etc.). We think that “tool marketing” is an avenue that should be pursued. Tool marketing can be the most effective and evergreen content of all.

not tool marketing

Not this type of tool 🙂

First off, some of the leading companies in the digital marketing industry have created tools themselves. These have undoubtedly had great success in building their respective brands. Some highlights (data pulled from OSE): – Open Site Explorer from Moz – 5600 Linking Root Domains and 3500 social shares – Marketing Grader from HubSpot – 5100 LRDs and 5900 shares – Social Site Explorer from 97th Floor – 9 LRDs and 81 shares – the SEO Toolbox from SEER Interactive – 90 LRDs and 334 shares – Outdated Content Finder from Green Lane SEO – 52 LRDs and 82 shares – Embed Code Generator from Siege Media – 42 LRDs and 54 shares – Website Analyzer from QuickSprout (data is skewed because the tool now resides as the homepage) – 2300 LRDs and 3300 shares – The Google Algorithm Weather Report – 729 LRDs and 6600 shares – Content Idea Generator from Portent – 551 LRDs and 4100 shares

Those are some great numbers! Let’s see how other websites do it…

tool marketing

Examples of Tools on Other Websites: – What does your income say about you? – Because people have a need to glue things to other things. – Speed read tool. – What TV is best for my apartment? – Search Google by drawing. – A SAAS revenue forecaster tool. – A customer lifetime value calculator. – Where do you fit in the world population? – How to find your demographic on social media. – Ultimate travel packing list tool. – Tool for finding outdoor adventures near you. – Tool to check to see if a website is down. – Is it better to rent or buy? – Find Netflix movies to watch. – Startup growth calculator. – Find things to do on your layovers. – Visualizing language usage in NYT news coverage throughout its history. – Network ROI calculator. – Should my startup pay to advertise? – Road trip planner. – Tool to see if your A/B tests are significant. – Instantly compare two foods’ nutritional value. – Salary or equity calculator. – 80’s style picture maker.

Some of the tools above were made by my agency. Some are beautiful, some are not. Perhaps the most underwhelming example above is But that site has 660 linking root domains and 6,000 social shares! So the tools don’t need to be pretty or perfect to achieve success.

How can you create a tool for your business? 6 steps.

Now that you have (hopefully) been inspired by the awesome examples above, let’s go through the process of how you can create your own tool. Below are the steps that we use at our agency.

  1. Define the goal for the tool. Do you want to drive revenue? Do you want to build your brand? Are you trying to build links? These answers should be clearly defined before you begin the content ideation process. Different types of tools are created for different reasons.
  2. Comb through your existing content/resources. Depending on your previous content marketing initiatives, you may already have some piece of valuable content or resource that could be repurposed into a tool. DO NOT skip this step. You may save yourself a lot of time.
  3. Look for successful content in your niche. Search over what your competitors have been producing. Look at niche subreddits on Reddit. Check out relevant Google Plus communities and LinkedIn groups. Find what is working well and decide if it’s something you can improve upon. You’d be surprised at what you might find.
  4. Talk to your clients/customers. Don’t be afraid to ask your current clients or customers! Ask them if there are things they’ve been looking for recently that you could make.
  5. Create the content. After doing your research and deciding on what you want to make, make it! If your tool involves a lot of programming, consider using resources like or patterns or to save you time and money.
  6. Promote the content. This is arguably the most important part of the entire process. There are many posts here on Moz that provide tips for outreach. But you should consider mapping out links and shares of similar content (using tools like BuzzSumo or Moz) and reaching out to all of those opportunities. This step CANNOT be overlooked.

Now that you have the steps, I hope you can get started on making a tool of your own! Please let me know if you have any questions along the way, just tweet me here. I’d love to chat with you! And if you know any tools that you think are awesome, please let me know! Good luck!