building topical authority in SEO

Topical authority is an essential concept in the world of SEO. It refers to the level of expertise and credibility a website or an author has on a particular topic or subject matter.

To put it simply, when you become an authority on a specific topic, your content is more likely to rank higher in search engine results for related keywords. This is because search engines, like Google, prioritise authoritative and relevant content in order to provide the best possible results to their users.

Building topical authority involves creating high-quality, comprehensive content that covers all aspects of a given topic. For example, if your website focuses on fitness, you would want to create content that covers various aspects of fitness, such as nutrition, exercise, and lifestyle choices.

By covering a topic comprehensively, you demonstrate to search engines that you are a reliable source of information on that topic, which can help improve your rankings.

How Does Topical Authority Work?

While the exact workings of topical authority are not fully understood, it is believed to be closely related to Google’s Hummingbird algorithm, which was introduced in 2013.

This algorithm update shifted the focus of search rankings from individual keywords to overall topic relevance. This means that Google now looks at the context and relevance of a page’s content to determine its ranking, rather than just matching keywords.

To build topical authority, you need to create content that is comprehensive, relevant, and well-structured. This includes covering all aspects of a given topic, using relevant keywords and phrases, and providing valuable information to your audience.

Why Is Topical Authority Important for SEO?

Topical authority is crucial for SEO because it helps your website content rank higher in search engine results pages (SERPs).

By establishing yourself as an authority on a particular topic, you can attract more organic traffic to your site and increase your visibility online. Additionally, having higher topical authority can help you attract natural backlinks from other websites, which can further improve your credibility.

How to Measure Topical Authority

Measuring topical authority can be challenging, as there isn’t really a definitive way to do so. However, there are some metrics you can use as indicators of your site’s authority on a particular topic.

One technique is to use tools like SEMRush’s Backlink Analytics to analyse your site’s traffic share for relevant keywords. It gives you an authority score and a rundown of your backlink profile. Where metrics might be seen as “lacking”, it offers recommendations on how to improve. 

By analysing the keywords your site ranks for and the traffic it receives for those keywords, you can get a rough idea of your site’s authority on a given topic. Additionally, you can look at metrics like Domain Rating (DR) and Organic Traffic on your chosen analytics platform to gauge your site’s overall authority and relevance.

How to Build Topical Authority

Building topical authority requires a strategic approach to content creation and optimisation. Here are some steps you can take to build topical authority for your website:

  • Conduct topic-based keyword research: Identify relevant keywords and topics in your niche and create content around them.
  • Create topic clusters: Organise your content into clusters based on related topics and keywords to demonstrate your expertise in a particular area.
  • Write authority content: Create high-quality, comprehensive content that covers all aspects of a given topic and provides value to your audience.
  • Build relevant links: Focus on building both internal and external links to your content to demonstrate its relevance and authority.

By following these steps, you can build topical authority for your website and improve your rankings in search engine results pages.

We hope this has given you insight into topical authority and how you can improve yours to make it work for you. If you’re looking for help with improving your site’s topical authority, please reach out to our SEO team and we will set up a call to help you get going.

Mondli Ntuli

Similar Posts