For a small business with limited time, almost everything should be evergreen. Timely content requires continuous production to sustain any benefit, and the moment you stop, the value stops with it. Evergreen pages accumulate: twelve of them published over a year are all still working in year three, which is how a business with no advertising budget builds something that produces enquiries without ongoing spend.
The topics that stay useful are the ones tied to decisions rather than to events. What something costs and what determines the price. How to choose between two approaches. What goes wrong and how to avoid it. What to expect from a process. Those questions are asked by new people continuously, and the answer changes slowly if at all.
Write them so they do not date unnecessarily, which is mostly a matter of small habits. Avoid references to this year, to current conditions, and to specific product versions unless the version is the point. Where a figure will change, state what it depends on rather than only the number. Those choices mean the page needs revisiting occasionally rather than rewriting.
Evergreen does not mean permanent, and this is where businesses get complacent. Prices change, regulations change, and tools are discontinued. Review your main pages annually, correct what has aged, and update the date when you do, because a page that is accurate and clearly maintained performs better than one that is accurate and appears abandoned.
The practical instruction is to weight your effort heavily toward it, not exclusively. Occasional timely material has a place for an audience that already follows you. The pages that bring strangers to your business should be the ones that will still answer their question in three years.
Add the last reviewed date rather than the published date where your system allows it. A page written three years ago and checked last month is more useful than the dates alone suggest, and readers use publication date as a proxy for whether information is current. Showing that it was reviewed recently, and actually reviewing it, is a small change that affects both whether people trust the page and how it is treated in search.