Evergreen content for the transport sector: a strategy still driving traffic years later

The blog of a tourist transport company brought visits in July and August and almost none the rest of the year. It wasn’t a quality problem: the articles were well written. It was a problem of what was being written.

The challenge

All the content had an expiry date. News, seasonal offers, topical notes. By autumn nobody was searching for any of it, and the blog stopped existing until the following spring.

A blog that only existed in summer

The diagnosis was more editorial than technical. Topics came from what the team felt like writing, not from what people type into Google, and without that check an article is a bet. On top of that, the usual work was missing: titles, headings and internal links.

How we chose what to write about

Evergreen content doesn’t mean generic content. It means answering questions people ask all year round: how to get around the island without a car, how long it takes from one point to another, what suits you depending on who you are travelling with. Questions someone types in winter for a trip in August.

The hard part isn’t the first piece: it is sustaining publication through the months when you cannot see the result. The traffic you collect in summer is built in winter, and that wait is the part people abandon.

What happened in a year

The 20% more bookings out of season is the number that shines least and is worth most: it means revenue in the months when there was none.

What holds the result up

That the content doesn’t age. A topical article pays for a week; one that answers a permanent question keeps bringing visits three years later without being touched. It is the difference between renting traffic and owning it.