evergreen

On the Internet, evergreen is a term used by some ad agencies to describe a Web site that is updated on a daily or other frequent basis... (Continued)

On the Internet, evergreen is a term used by some ad agencies to describe a Web site that is updated on a daily or other frequent basis. A Web site that is evergreen is considered more likely to attract both first-time and repeat visitors. If a media buyer for an ad agency is selecting a number of sites for an ad campaign, whether a site is considered evergreen may determine whether it's included in the campaign. A Web site that is not updated frequently enough is termed brown.

Web sites or tools (such as Alexa) that evaluate other sites sometimes rate a site for freshness. One obvious way to change a site every day is to include JavaScript code on the home page that automatically changes the date. This is not usually enough to warrant a rating of "evergreen," however.

This was first published in December 2007

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