Are AI Summaries Killing Evergreen Content?
▼ Summary
– Tim Soulo argues that AI summaries are making evergreen content obsolete by satisfying user queries without requiring clicks to publisher websites.
– He proposes “Fast SEO” as an alternative strategy, focusing on spotting and covering new trends for short-lived traffic opportunities.
– Evergreen content faces higher barriers to entry due to increased competition, algorithm focus on quality, and the disruptive effect of Query Fan-Out.
– Despite challenges, evergreen content remains viable for foundational topics where users prefer trusted, established guides from authoritative sources.
– A balanced approach combining evergreen content with trending topics can be effective, as they can complement each other by driving traffic between them.
The debate over whether AI summaries are diminishing the value of evergreen content has gained momentum, particularly following recent comments from industry experts. Ahrefs’ Tim Soulo recently argued that AI is making traditional evergreen content strategies less effective, suggesting that the rise of instant answers may reduce click-through rates to publisher websites. Soulo advocates for a shift toward what he calls “Fast SEO,” which focuses on capitalizing on trending topics and new developments. This perspective raises important questions about the future of content creation and whether foundational, long-ranking articles still hold their weight in an AI-driven search environment.
Evergreen content typically addresses fundamental questions or processes that remain relevant over long periods. Think of articles explaining how to boil an egg or what causes seasons to change, these subjects don’t become outdated quickly. For years, the appeal of such content lay in its ability to generate consistent organic traffic with minimal ongoing effort. Once a page ranks well, periodic updates are often all that’s needed to maintain its position. But with AI now capable of summarizing answers directly on search engine results pages, some worry that users may no longer feel the need to click through to the original source.
Soulo’s position is that AI-powered summaries satisfy user intent for many straightforward queries, reducing the incentive to visit external sites. In a recent social media post, he declared the era of “evergreen SEO content” over, pointing out that most evergreen topics have already been extensively covered. He believes Google’s integration of AI responses means searchers receive instant answers, making comprehensive guides redundant for simple questions. Instead, he sees greater potential in identifying and quickly publishing on emerging trends, a strategy he labels Fast SEO.
This approach isn’t entirely new. Trending topics have long been part of content strategies, and search engines like Google have algorithms designed to prioritize fresh results for time-sensitive queries. What sets Fast SEO apart is its emphasis on speed and relevance. These are short-lived opportunities tied to new product releases, cultural moments, or industry shifts, content that AI tools generally don’t summarize in the same way. Platforms like Perplexity, with dedicated discovery sections for trending news, are exceptions, but most AI answer systems still lean on established, factual data.
Compounding the challenge for evergreen content is what’s known as Query Fan-Out, a search behavior where users’ initial questions lead to related follow-up queries. Search engines now often display answers not just to the original search but to subsequent questions as well. If a user’s primary query is answered directly on the results page, their attention may shift to one of these follow-up questions, and it’s that secondary link that gets the click. This dynamic makes keyword targeting more complex and suggests that SEOs may need to optimize for clusters of related questions, not just single high-volume terms.
Producing high-quality evergreen content has also grown more difficult. The internet is saturated with articles on popular topics, and users increasingly engage with mixed media, videos, podcasts, and interactive tools, alongside text. At the same time, search algorithms have grown more sophisticated, prioritizing genuine quality and user engagement over purely technical optimization. Simply put, it’s harder to stand out, and shortcuts that worked in the past no longer deliver the same results.
Still, it’s premature to declare evergreen content obsolete. Foundational questions continue to be searched millions of times each month. Many users actively prefer detailed, well-structured guides from trusted sources over fragmented AI answers. A strong, authoritative resource can become the go-to reference for a topic, earning positive user signals that reinforce its ranking power. Unlike trend-based content, which often sees a sharp traffic spike followed by a rapid decline, a well-made evergreen piece can deliver value for years.
A balanced strategy may be the most effective path forward. There’s no need to choose exclusively between evergreen and trending content, both can coexist and even support each other. Fresh, topical articles can link back to cornerstone evergreen resources, adding context and depth. In turn, those foundational pieces can highlight new developments or related trend-focused content. Some trending topics even evolve into evergreen subjects over time. With thoughtful planning and a focus on quality, publishers can continue to benefit from both approaches.
(Source: Search Engine Journal)
