Evergreen keywords have steady search volume with little variance
over time.
On the other hand, topical keywords are either seasonal (e.g., valen-
tine’s day gift ideas), flashes in the pan (e.g., covfefe), or consistently
relevant (e.g., Taylor Swift).
Some evergreen keywords can switch to being topical when an
event makes them culturally relevant, like searches for a celebrity
immediately after their unexpected death or a city when it’s hosting
the World Cup.
Google often favors new content for topical keywords because the
“query deserves freshness”.
People like to create evergreen content because it can be a low in-
vestment relative to the long-term value it produces.
However, the competition and initial cost are often steep.
Evergreen vs. Topical Keywords
WHY KEYWORDS ARE STILL SO VERY IMPORTANT FOR SEO