Topical Authority : They Won't Tell You This

Advocates claim that Topical Authority is distinct from general SEO best practices. But when you dig into their recommendations, most boil down to familiar tactics

The world of SEO is constantly evolving, with new tactics and trends always emerging. One concept that has been generating a lot of buzz is Topical Authority. Now, this topic may have become an old story as there is a beeline of information online on this. You saw this term in Twitter threads, LinkedIn, Facebook, Discord, and Telegram. You probably searched for this term on Google, even if you didn't know it.

Those who are extra smart might have written a whole piece on this topic. I refer to GPT experts who frequently post scheduled content on social media platforms. The content often consists of generic information or unique copy generated by GPT. Similarly, course creators aspiring to educate people on this topic face the same challenge.

In this digital age, where information bombards us at every click, remember to take a breath to dodge the tidal wave of overwhelm. I'm putting a pin in our conversation for a moment—consider this your invitation to inhale, exhale, and keep pace with me.

B...R.....E....A....T...H....E

Some describe Topical Authority as the future of SEO and a potential ranking silver bullet, so it's easy to get caught up in the excitement. It is important to clarify what Topical Authority means in practice and whether it offers any unique benefits beyond traditional SEO tactics.

Understanding Topical Authority

Topical Authority essentially boils down to a website's expertise and credibility on a specific subject. It's like earning a gold star from Google, signifying that your website is a trusted source of information within your niche.

Websites with strong Topical Authority usually appear at the top of search results when people seek information about their expertise. Some view Topical Authority as a revolutionary approach to SEO, while others see it as a new term for traditional tactics such as keyword research, content development, and link building. So, where do I stand?

The truth is, Topical Authority likely isn't a completely new concept. It builds upon the foundation of good SEO practices by emphasizing a more holistic and in-depth content strategy. While traditional SEO often focuses on optimizing individual pages for specific keywords, Topical Authority encourages creating a comprehensive web of information around a broader theme.

Think of it like building a house. Keyword-focused SEO might get you to lay the foundation, but Topical Authority helps you construct the entire house with all the necessary rooms and functionalities. It requires a deeper understanding of your niche, the needs of your target audience, and the interconnectedness of various subtopics within your chosen domain.

Peeking Behind the Curtain: How Google Might See Topical Authority

While Google hasn't explicitly revealed how it measures Topical Authority, we can make some educated guesses based on its ranking algorithms. Here's how some Google technologies might play a role:

Entity Graph

Imagine a massive knowledge base that helps Google understand the relationships between different topics and entities. Creating a website that covers all the related subtopics and entities comprehensively will positively impact its perception.

Websites with topical Authority

Examples:

HubSpot: Growth Stack (combines inbound marketing, digital marketing, and sales for a holistic view)

Forbes: Powerhouse Insights (encompasses business, finance, career, and self-improvement for the ambitious)

WebMD: Health Hub (emphasizes a comprehensive approach to health, including nutrition, fitness, and medicine)

Vogue: Trendsetters' Playground (highlights the focus on fashion, beauty, and style for the fashion-forward)

NerdWallet: Financial Compass (guides users through personal finance, budgeting, investing, and credit cards)

Bankrate: Rate Wizard (positions Bankrate as an expert in deciphering mortgages, loans, credit cards, and savings accounts)

 If my website focuses on "sustainable gardening," showcasing expertise in related entities like compost creation, organic pest control, and water conservation would strengthen my Topical Authority.

Neural Matching

This technology allows Google to move beyond exact keyword matching and understand the intent behind a search query. When my content delves deeply into a topic and anticipates user needs, it signals relevance and expertise to Google's algorithms. Imagine creating detailed guides on choosing the right plants for different climates, building raised garden beds, and troubleshooting common gardening problems. This type of content caters to user intent and positions my website as a trusted resource.

Putting Topical Authority into Action: A Practical Guide

Example Website Structure : DogBible

• Content Depth: Forget shallow, keyword-stuffed articles. I strive to create comprehensive resources that thoroughly explore a topic, address user intent, and provide a wealth of valuable information. Think in-depth guides, explainer videos, and well-researched case studies. For instance, instead of a basic overview of "e-commerce marketing strategies," I might create articles covering topics like email marketing automation, social media advertising for e-commerce stores, and optimizing product pages for conversions.

• Content Clusters: Instead of focusing on individual keywords, I create clusters of interlinked content that delve into various aspects of a broader topic. This creates a web of information that strengthens my Topical Authority and guides users on a comprehensive learning journey. Imagine building a content cluster around "healthy living." I could create articles on different types of diets, exercise routines for beginners, and tips for managing stress. By interlinking these articles, I demonstrate a holistic understanding of healthy living and provide users with a valuable resource to explore.

• Backlinks and Internal Linking: High-quality backlinks from relevant websites remain crucial for SEO. Earning backlinks from established authorities in my niche reinforces my Topical Authority. Additionally, strategic internal linking between related content pieces within my website helps Google understand the connections between topics and strengthens my website's topical authority structure.

• User-Focused Optimization: Keep sight of the user in my quest for Topical Authority. I ensure my content is well-written, engaging, and addresses my target audience's specific needs and questions. I conduct thorough keyword research to understand user intent and tailor my content accordingly.

Yes, all these sound generic and familiar to many, but to put this together, ask these questions first.

• Why does it have to be complicated?

• Is there ever a hard and fast rule for SEO?

• What are the variables in our control, and what are in Google's control?

• Have you done it right?

Although many people know these concepts, they still need to be implemented. Several websites need to be updated or improved. Quantity is also different from quality. 

If topics like content depth and clusters sound confusing, don't bother follow this simple approach on your website; it will at least get you somewhere. 

Step 1: Target Niche Topics and Unanswered Questions

Instead of just "subtopics," focus on niche areas within the broader topic. These are often more specific and have less competition for ranking.

Look for knowledge gaps by researching the existing content and identifying areas where information is lacking, outdated, or unclear. This could be specific questions users have that aren't well-addressed elsewhere.

Step 2: Add information that no one else has(Google needs new information on its knowledge graph)

The rest is the usual SEO advice you already know.

But try to go for those gaps and be sure you are the only one to mention some information.

FAQs about Topical Authority

1. What is topical authority?

Topical authority refers to a website's credibility on a particular subject or topic as perceived by search engines. It signifies your website as a trusted source of information for a specific niche.

2. Why Should You Care About Topical Authority?

Building topical authority is essential for high search engine rankings and increased website traffic. It establishes your brand as an expert in your field, improving brand awareness, trust, and conversions.

3. How Does Topical Authority Work?

Search engines like Google favor websites with topical authority. They achieve this by understanding your content and recognizing you as a reliable source through various factors, such as content depth, quality backlinks, and user engagement.

4. How Can I Build Topical Authority?

Create high-quality content that delves deep into your chosen topic. Focus on answering user search intent and creating a content strategy with pillar pages and cluster content. Utilize different content formats, such as videos and infographics.

5. What is the Link Between Topical Authority and Topic Clusters?

Topic clusters are groups of related articles that link to each other. Building topic clusters demonstrates expertise on a broader theme by covering subtopics comprehensively.

6. How Do I Create a Topical Map for SEO?

Develop a hierarchy of topics and subtopics. Use keyword clusters to define pillar pages and subtopic clusters. Utilize online tools or spreadsheets to visualize your topical map.

7. Is Topical Authority Related to Keywords?

Yes. Topical authority is strongly associated with a semantic keyword strategy. Optimizing content with relevant keywords improves content visibility and ranking for related searches.

8. How Can I Monitor and Maintain Topical Authority?

There needs to be a direct way to track it, but you can analyze website performance metrics like keyword rankings and organic traffic. Monitor social media engagement and conduct surveys to stay updated on user needs and content ideas.

9. Is Topical Authority a Ranking Factor?

Topical authority isn't a direct ranking factor, but it helps search engines understand your content and rank it higher for relevant searches. It signifies expertise, which indirectly influences rankings.

10. What Role Does Backlink Quality Play in Topical Authority?

High-quality backlinks from authoritative sources are crucial for building topical authority. Earning these backlinks demonstrates your credibility and trustworthiness within your niche.

11. How Long Does It Typically Take to Establish Topical Authority?

There's no set timeframe. Consistency is key. Continuously deliver fresh, valuable content to establish yourself as a reliable source and gradually build topical authority over time.

12. How Can Small Businesses Compete with Larger Sites in Topical Authority?

Smaller businesses can compete by focusing on specific niches. They can leverage social media, influencer marketing, and community outreach to build brand awareness and establish expertise.

13. What is the EEAT in the Context of Topical Authority?

EEAT stands for Expertise, Experience, Authoritativeness, and Trustworthiness. Content based on the EEAT strategy builds user trust, enhances topical authority, and potentially boosts conversion rates.

14. How Does Google Know You Are a REAL Expert?

To establish credibility, show your expertise through social proof, such as testimonials, author bios with social media profiles, and blog mentions. 

Google needs evidence and uses various signals to determine expertise. 

15. Can Social Media Marketing Influence Topical Authority?

Social media engagement and user-generated content can significantly influence topical authority. Sharing valuable content and interacting with your audience demonstrates expertise and increases brand visibility.

16. Can Video Content Enhance Topical Authority?

Video content is a great way to showcase expertise and build topical authority. It's informative, engaging, and easily digestible for mobile users.

17. What is the Role of User-Generated Content in Topical Authority?

User-generated content like reviews, comments, and social shares boost topical authority. It demonstrates user trust and provides valuable insights for future content creation. (I don’t need to tell you reddit and Google relation)

18. Can Collaborations and Guest Posting Help in Building Topical Authority?

Collaborations and guest posting with industry influencers can expand your reach and establish topical authority. However, ensure the collaborations are relevant to your niche and content quality remains high.

19. Is Topical Authority a Scam?

Yes. It can be a scam if you don’t know what it means. There are bizarre theories on this. Everyone sees it differently. For instance, if you invest your resources and funds into building a topical authority for your website, and then the next day, Google makes some updates that negatively impact your website's ranking, it may not be wise to waste your time and energy trying to manipulate or play with Google's algorithms, which are beyond your control.

20. What is the Difference Between Domain Authority and Topical Authority?

Domain authority is a website metric based on backlinks, indicating overall website strength. Topical authority is specific to a niche and reflects your expertise within that subject area.

21. Is there a way to "measure" topical authority? or discover what topical authority a site has

I wish there is but unfortunately there isn’t a way to measure topical authority. Don’t tell me the typical way to check topical authority via ahref. I am not relying on that. 

P.S.: I love this part about SEO. The insights shared here are drawn from my 10 years of industry experience and personal viewpoints. I do not have insider knowledge of how Google or any other search engines operate; my comments are purely speculative and based on my own experiences. This article is not intended to serve as professional advice or services. Every situation is different, techniques that worked for me might not work for you. 

“This is where I also get annoyed when people say it depends...”

Author: Hawrry Bhattarai