Sometimes called ‘Cornerstone Content’, Evergreen content is basically what will bring people to the website… and possibly nudge them towards a sale or other action.
Just like pine trees, your evergreen content never goes out of season. It’s always relevant.
If you have guides, advice, helpful articles and core content that you know people are going to need, you have to make it clear to Google and the other search engines that’s it’s seminal stuff by pointing your related content back to these resources.
For example, if you are selling golf clothing, then be sure to link each product page or homepage to your size & fit guide, or your buying guide to Winter golf shoes.
So, to help Google figure out what is important content on your site, make sure you link to it on similar or related pages.