Back in the day, organic SEO was all about domain authority through backlinks. But things have changed. Google’s gotten smarter, and now they’re looking beyond just links—they’re also checking out how relevant and authoritative your content is on a specific topic which defines SEO success.
What does this mean for brands and marketers? This means you’ve got to show Google your expertise and depth of understanding of your niche through topical authority.
What Is Topical Authority in SEO?
Topical authority is an SEO content strategy that aims to build your site’s expertise and credibility in your field. The more authoritative your content is on your niche, the higher your topical relevance.
Google uses topical authority, in tandem with domain authority and page authority, to determine quality sites for search engine results.
Emphasis on topical authority gained prominence with Google’s Hummingbird update back in 2013. This update revolutionized content analysis by focusing on semantic relevance rather than mere keywords and backlinks. While SEO keyword strategy and SEO backlink strategy still matter, it’s the depth of your expertise and the quality of your content that will help you reach SEO success today.
The focus on topical authority was also prominent in the 2022 Helpful Content Update. Under this update, websites showcasing experience, expertise, authoritativeness, and trustworthiness (E-E-A-T) are more likely to rank high on search engine results pages (SERPs). This update marked a shift towards Google rewarding websites that deliver a depth of expertise and comprehensively discuss what users are looking for.
Topical authority works on the premise that Google rewards websites that produce valuable and in-depth content on specific niches or topics. The Search algorithm compares how every site covers related topics through its own system of understanding entity relationships. Google recognizes a website as an authoritative source if it consistently publishes original and high-quality information on the topic.
How to Build Topical Authority
Topical authority builds trust by consistently creating high-quality content on subjects relating to your business. But achieving authoritativeness is not just about churning out content left and right; it’s about becoming the go-to source for information in your field.
Here are ways you can build topical authority.
- Topic-Based Keyword Research
Covering all the key aspects of a given topic is critical in becoming a topical authority in your niche. Instead of thinking about your content as revolving around just one keyword, consider it in terms of broader topics and subtopics. Your aim should be to address all the relevant aspects of a topic that Google expects to see.
To kick off identifying a topic to cover, start with selecting a strong seed keyword – these are short phrases closely related to your niche and serve as the foundation for your research. Once you have a few relevant seed keywords, use keyword tools to expand your list by adding modifiers and identifying related keywords.
Look for search terms that are more specific and demonstrate higher user intent. This approach enhances your chances of ranking well in the SERPs.
Suppose you run a cooking website focusing on Italian cuisine. Your seed keyword might be “Italian recipes.” By using keyword tools, you can uncover more specific queries like “traditional Italian pasta recipes” or “authentic Italian pizza toppings,” which are likely to attract users with a clear intent and increase your visibility in search results.
- Develop Topic Clusters
Content clustering is organizing content according to a main topic and subtopics. This strategy makes it more convenient for users to understand your website and for Google to index your site.
There are three main elements of topic clustering:
- Pillar Page: A single piece of long-form content that provides a broad and complete discussion of a specific topic.
- Cluster Content: A more detailed and specific content piece that supports your main broad topic.
- Hyperlinks: Links that connect your pillar page to the subtopic content.
Pillar pages are based on a single comprehensive topic that can break off into various subtopics. It should be a topic you’re trying to rank for in search engines and should be related to the products and services your enterprise offers. Aim to thoroughly explain the topic so that any user would be able to fully understand the topic after reading it.
You can then go into more specific subtopics and create a topic cluster. You can write thousands of pieces supporting your pillar page. Your cluster content should offer value by providing answers and solutions to user queries.
Subtopic content pages should always link to your pillar page. You can also link to other relevant cluster pages under the same pillar page. By interlinking these pages, you create a content silo that signals to search engines the extent of your expertise on the subject matter.
Produce Quality Content
Now, it’s time to translate your keyword research and topic clusters into actionable content. For every piece of content you produce, remember to:
1. Craft high-quality content that resonates with your topic and addresses the actual interests of your audience.
2. Keep E-E-A-T principles in mind.
3. Cover a wide array of topics and subtopics relevant to your niche.
4. Tailor your content to match search intent.
5. Include internal links to other relevant topics within your content.
6. Regularly update your content to ensure its relevance and accuracy over time.
User Intent Optimization
Align your content with user intent by understanding the motivations behind specific search queries. Tailor your content marketing in 2024 to address these intentions effectively, whether they are informational, transactional, or navigational.
Suppose you run a website that sells camping gear, and you want to optimize your content to address various user intents related to camping equipment. Optimizing for informational keywords like “how to choose a camping tent” may involve creating comprehensive guides that offer valuable information and advice on relevant topics.
How to Measure Topical Authority
You’ll know that a brand has topical authority when it ranks high for the majority of the competitive keywords in its niche. Its pages will be in the featured snippet and “People Also Ask” features on top of the SERPs.
Other metrics to evaluate whether a site has a good topical authority include these SEO success metrics:
- Traffic – The number of visitors a site receives indicates the level of interest and relevance your content holds within your target audience.
- Engagement – High engagement metrics, such as time spent on a page, bounce rate, and interaction with your content, signify that your audience finds your content valuable and engaging.
- Conversions – Tracking sign-ups, purchases, or inquiries demonstrates your content’s effectiveness in driving desired actions.
- Backlink Profile – Analyze the volume and quality of websites linking back to your pages. A site with a diverse and authoritative backlink portfolio suggests that it is considered a trusted resource within its niche.
- Social Signals – Interactions (e.g., likes, shares, and comments) on your social media platforms can indicate the perceived authority and relevance of your content within your social community.
- Mentions – Monitoring mentions of your brand or content across various online channels can provide insights into your visibility and reputation within your industry or niche. Positive mentions from reputable sources further reinforce your topical authority and credibility.
Professional Support from Digital Marketing Philippines
Developing topical authority takes time. You cannot expect to compete with a website that has been in this game for years if you’re only just starting to produce blogs. It’s a process involving continuous measurement, analysis, and content refreshment.
Fortunately, you can still reap favorable results and achieve a SEO successful campaign through a good content strategy. You can partner with a top SEO agency Philippines to help you navigate the complexities of topical authority and accelerate your progress. With the right strategy and expertise, you can make your brand a go-to source of information in your industry, driving more traffic, engagement, and conversions.
Take your digital marketing strategy to the next level with Digital Marketing Philippines (DMP). With a team of professionals well-versed in SEO, content strategy, and digital marketing, DMP can provide invaluable insights and guidance to enhance your content strategy.
DMP’s expertise in optimizing website performance, analyzing user engagement metrics, and building authoritative backlink profiles can further bolster your efforts to become a recognized authority in your field. By leveraging DMP’s resources and expertise, you can expedite your path to SEO success and achieve tangible results.
Contact us today to outsource your SEO and learn how we can help you enhance your topical authority and drive meaningful results for your business.
References:
https://ahrefs.com/blog/topical-authority
https://developers.google.com/search/docs/fundamentals/creating-helpful-content
https://www.growth-memo.com/p/how-to-measure-topical-authority
https://ahrefs.com/blog/topical-authority/#how-to-build-topical-authority-in-four-steps
https://www.youtube.com/watch?v=AzTutClzfs4
https://img.courses/blog/how-to-measure-topical-authority
Jomer B. Gregorio is a well-rounded expert when it comes digital marketing. Jomer is also known as a semantic SEO evangelist and practitioner. Check out our Digital Marketing Services today and let us help you in achieving positive and profitable results for your business.