Evergreen Content vs Trending Content
Evergreen content remains relevant and valuable indefinitely, answering timeless questions users search for consistently. Trending content capitalises on current events, seasonal interest, or viral topics that spike in search volume temporarily but fade over time.
Why does understanding both matter for fitness businesses?
Evergreen content builds long-term SEO authority. A guide on proper squat form answers the same question year after year, consistently driving traffic and building rankings without needing updates or fresh angles.
Trending content drives immediate traffic spikes. During New Year's resolutions season, content about "new year fitness goals" or "how to stick to a workout routine" surges in traffic because people are actively searching those topics.
The best strategy combines both. Evergreen content provides stable, predictable traffic and a ranking foundation. Trending content captures seasonal spikes and keeps your content calendar fresh and timely.
What does this look like in practice?
A workout tracking app publishes both evergreen guides like "Progressive Overload Explained" (ranks consistently for 18 months, 2,000 monthly visitors) and trending content like "New Year Fitness Goals 2026" (spikes to 5,000 visitors in January, drops to 200 by March). Together, they deliver steady baseline traffic plus seasonal peaks, maximising annual traffic without relying entirely on evergreen content.
What makes content evergreen?
Answers timeless questions that don't depend on current events or trends. "How to calculate your TDEE" is evergreen because people ask this year-round, year after year.
Contains no dated references, trending language, or references to current events. Remove any "in 2024" or "this year" language that makes content feel outdated.
Solves fundamental problems in your industry that don't change. Teaching proper lifting form, nutrition principles, or injury prevention are evergreen because the fundamentals don't shift.
Maintains consistent search volume across seasons. Evergreen keywords don't spike and crash — they maintain steady searches throughout the year.
What makes content trending?
References current events, seasons, or zeitgeist moments. "Best gyms to join during New Year's resolution season" is trending because it's timely and seasonal.
Contains time-sensitive information like holiday dates, upcoming events, or current year references that become outdated quickly.
Capitalises on viral moments or sudden search interest spikes. When a celebrity endorses a fitness trend, content about that trend spikes briefly then settles.
Has predictable seasonality. Fitness content about summer preparation peaks in April and May, then falls after summer passes.
How do you balance evergreen and trending content?
To balance evergreen and trending content effectively:
- Build your content foundation with evergreen topics that provide consistent traffic year-round
- Add 20-30% trending content strategically during predictable spikes, like New Year's, summer, or seasonal fitness trends
- Plan trending content in advance so you're ready when search spikes arrive rather than scrambling reactively
- Repurpose evergreen content into trending angles during seasonal peaks, like "Progressive Overload for Summer Muscle Gain"
- Monitor search volume trends to identify emerging seasonal patterns and content opportunities
- Invest more link-building and promotion effort into evergreen content since it compounds value over time
- Update trending content during its spike period to maximise relevance, then let it naturally decline after the season passes
Questions to ask your agency
"What percentage of our content strategy is evergreen versus trending, and is the balance right for our business? Which seasonal trends should we be targeting, and do we have content planned in advance for predictable peaks? Are we maximising evergreen content authority while also capturing trending traffic opportunities?"