Can be a differentiator

For your content, you need to answer the question, “If everything on Page 1 is a well-researched, 4,000-word guide, how can I make my article stand out?”

Up-to-date content is one overlooked strategy. If I’ve come to expect that content on your site is up to date, that’s a powerful reason to click your link over another, even if you rank third or fifth.

There’s a further opportunity: creating and maintaining non -evergreen content.

We’re often told to make Twinkie content—stuff with a near-infinite shelf life. No expiration means no maintenance. But it also means that fewer people are publishing high-maintenance content (e.g., an article comparing prices and features of SaaS products).