Posted September 12, 2021
Topical authority takes a narrow approach to SEO. This revolutionary approach distances itself from the broad and sweeping SEO strategies of the past. Instead, as the name implies, a website strives to be the true ‘authority’ on a specific, niche topic.
And we all know that Google loves authority.
Topical authority seems deceptively simple on the surface. But mastering this strategy actually involves an enormous amount of planning, strategizing, and content creation.
For now, let’s take a look at the view from 40,000 feet to help you decide if this SEO strategy fits with your business.
With topical authority, visitors get all of their questions answered without leaving your website. It’s a true one-stop-shop on a single topic and all its subtopics.
Consider this example:
Site A – An antique dealer may have a vast website with thousands of pages on various items, antiques, and collectibles. Perhaps they have 10 pages dedicated to the most common antique clocks.
Site B – Now consider a website dedicated to antique clocks. Visitors can find information about all known antique clocks by brand or year, there are dedicated pages to clocks’ history and value, resources for finding spare parts, listings for antique clock dealers and repair shops, and the list goes on and on.
Which website does Google perceive as an authority on antique clocks? Which website will be more helpful and relevant to searchers?
Ding, ding, ding! Site B.
Site B has achieved depth and breadth on the topic of antique clocks.
Not only are they clearly the more helpful website, but in terms of SEO they are the more valuable site to Google. And so Google rewards Site B with not only higher rankings, but often multiple spots on page one.
Website owners tend to lean heavily on page authority and domain authority to determine their performance on Google. Traditionally, a big part of being an authority meant getting backlinks. But backlinks can be hard to come by.
Topical authority is a more organic and effective way to build authority. Why? Because after Google’s Hummingbird update, the search engine was better able to analyze content for context, search intent, and relevancy. It was able to extrapolate content meaning and find the best results based on related search terms, not a single fixed keyword and a website’s domain authority.
Websites that master topical authority have a broader array of content ideas – all interlinked and interconnected to a primary topic with natural, relevant, and related keywords.
In the end, topical authority actually helps with backlinks, too, because you have an expanded content library. More content, plus higher rankings and multiple spots on a results page = perceived authority, which ultimately leads to more clicks, shares, and organic backlinks to your authoritative content.
The process of structuring your topical content website begins with a main topic that then branches off into subtopics.
The main topic should relate to your business, leading product, or core promise.
The subtopics consist of various questions your potential visitors would ask around topics related to your main topic.
To find your content, your visitors will search a phrase on Google. Understanding what people search for and why they would visit your website is paramount before ever putting pen to paper. You need to know what questions your visitors have and how you can utilize your content to answer those questions.
You can use a keyword research or content explorer tool, look at existing customers’ common questions, what people ask on sites like Quora, the “People also ask” section of Google’s SERP, or lean on your personal experiences to identify subtopic ideas.
Use a topic cluster or some other visual method to brainstorm and organize topics and subtopics. If you have existing content, figure out how each piece fits into the structure and how it can be linked to other pages.
The beauty of embracing a topical authority SEO strategy is that it allows you to expand your target keywords and reach for more spots in the SERPs.
While Site A may have 10 pages that they’re trying to get to rank for “antique clocks,” Google recognizes that, because of their extensive content library on the topic, Site B is a not only good match for “antique clocks,” but also “antique clock value,” “antique clock cost,” “antique clock spare parts,” “antique clock repair,” “antique clock history…” and the list goes on and on!
So which website do you want to be?
Since topical authority is a relatively new SEO approach, it’s easier to capitalize on it, similar to voice search optimization. But that still doesn’t mean it’s right for everyone. As mentioned earlier, it’s an enormous job to create such a comprehensive content library, so it’s important to determine whether you have the resources and knowledge needed to capitalize on topical authority.
SEO constantly changes, but PixelPeople continues to stay on top of the latest trends. We offer search-related services designed to give your website an edge on your competitors and a boost in the SERPs.
Contact us to learn more and see if this strategy is right for you.
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