What is Topical Authority in SEO? Strategies and Impact

Topical authority is the secret sauce in SEO that transforms how search engines and users view your website. It means you’re the go-to expert for specific topics, boosting your site’s trust and visibility.

This authority makes your content stand out to search engines and users who value expertise. That leads to better rankings and more organic traffic.

This guide takes you on the path to achieving and measuring topical authority. Learn the strategies that elevate your content above the rest, from selecting your niche to perfecting your content with up-to-date, in-depth information. We’ll also cover the impact of solid internal and external link strategies on your authority.

Why do some sites rank higher and get more clicks? Topical authority is the key to unlocking higher search rankings and reader trust. Follow our guide and see how to take your SEO and content strategy to another level.

Topical Authority Key Takeaways

Here are the key takeaways to remember about building topical authority in SEO:

  1. Being a topical authority requires in-depth content creation, smart internal linking, and quality external backlinks.
  2. Search engines love topical authorities because they are best at meeting user needs. Past updates like Google Hummingbird, BERT, Panda, and the Helpful Content Updates (HCU) show the shift towards understanding context and content quality for users. 
  3. Strategically build your content around a topical hierarchy to show search engines your site’s structure and expertise. Standing out and gaining trust in your space involves deep content focus and knowledge
  4. Comprehensive keyword research is the foundation to content diversification and keeping up with trends. Cover your topics completely and ensure visibility for all relevant search terms.
  5. Internal and external linking strategies are vital for guiding users and search engines through your content and gaining credibility from other trusted sources.

What is Topical Authority?

Topical authority refers to the level of expertise and relevance a website demonstrates within a particular niche or subject area. Achieving topical authority means your content is regarded by both users and search engines as thorough and trustworthy on specific topics.

Many people have a common misconception that topical authority is just publishing hundreds of articles on a topic. So they cut corners on content quality to have more pages published. That’s the wrong way to think about topical authority.

Topical authority is also different from domain authority, which considers the overall strength of the entire domain.

Topical authority zeroes in on a concept or niche. It measures how well content addresses user queries, offering depth, relevance, and valuable insights. It’s crucial for effective information retrieval in search engines.

Topical authority boosts your site’s reputation and builds trust with users. Imagine it as a measure of your website’s expertise on various subjects.

It’s closely related to E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness), which is connected to content creators. Creators, content, and the websites all play together. 

When your content consistently demonstrates your expertise, visitors and search engines see your site as a trusted source. This is crucial in today’s competitive digital space.

This level of authority typically leads to better search engine rankings and more trust from users, as the content is viewed as credible and reliable.

Building topical authority requires a few key items:

  1. Topical Map: Successfully mapping out and covering specific topics thoroughly is essential in establishing authority. Tools and strategies with a topical map for SEO can aid websites in organizing their content effectively, while ensuring depth and breadth in your coverage of topics.
  2. Content Creation: Producing high-quality content that meets the needs of your audience and covers a topic extensively from multiple angles.
  3. Semantic Optimization: Using related keywords and entities that reinforce the relationship and relevance of the content to the core topics. 
  4. Internal Linking: Creating a network of links between related content to help search engines understand the structure and depth of your site’s content.
  5. Build Relevant Backlinks: Earning high-quality backlinks from authoritative websites in your niche. These backlinks act as a vote of confidence for your content and help search engines understand that your website is a trusted source of information.

All of the above will solidify your standing as a topical authority.   

Topical Authority vs Domain Authority: What’s the Difference?

Topical authority focuses on a site’s expertise in a specific subject area, evaluated by the depth and breadth of information provided on relevant topics.

On the other hand, Domain authority measures the overall strength of a website based on its backlink profile and its ability to rank on search engines.

Both play key roles in your SEO strategy and work together to improve a site’s overall power and rankings.

The Evolution of Search Engines and Their Impact on Topical Authority

Search engines have come a long way. They’ve evolved from just matching words to understanding the meaning behind those words with NLP (Natural Language Processing). This shift from keyword-based to topic-based indexing is at the heart of how search engines determine what content is most relevant to a query.

Major search engine algorithm updates like Google Hummingbird, BERT, and Google Panda have played significant roles taking us away from the keyword-based algorithms that led to irrelevant and low-quality content.

Let’s take a quick trip through search engine history:

  • There’s the Panda update in 2011 that was all about content quality. It started the trend of penalizing sites with low-quality and duplicate content. This was a clear message: to rank well, your content must be not only good but also unique. Quality was a combination of relevance and authority. 
  • The Penguin update in 2012 told SEOs and website owners that the quality and relevance of backlinks matter. Having a high number of backlinks didn’t help as much as high-quality links.
  • Hummingbird, back in 2013, introduced the concept of understanding the whole web query in a more human-like way, interpreting natural language. This means search engines started to care a lot more about the context and intent behind your search terms.
  • The Medic update in 2018 was all about the expertise, authority, and trustworthiness (E-A-T) of websites. Google emphasized that sites in the health and medical space needed to demonstrate expertise from qualified professionals in order to rank well. E-A-T was updated in 2022 to add an extra E for experience.
  • BERT in 2019, which stands for Bidirectional Encoder Representations from Transformers (quite a mouthful, I know), brought natural language processing a huge leap forward. It helps Google understand the nuances and context of words in searches better than ever before through semantics – the meanings and relationships of words and phrases. 
  • Google News Topic Authority System released in 2023 identifies and prioritizes expert news sources by assessing factors like notability, original reporting, and historical reputation. The focus was on user-relevant, high-quality content.

These updates, along with the advancement of semantic search (the focus on the intent and meaning behind words), have made topical authority crucial. It’s not enough to sprinkle your content with keywords and hope for the best. You now have to comprehensively cover your topic and do so in a way that shows you truly understand and are an authority in that area.

So, search engines now are all about understanding the world of information and content like we humans do. That’s how we approach SEO and content creation now. 

One of the main reasons why Google keeps repeating “write for people and not search engines.” 

How to Build Topical Authority: A Strategic Approach

Building topical authority is like constructing a solid knowledge foundation in a specific area for search engines to see your site as a trustworthy source. This strategic approach involves methodically creating and interlinking content that covers your niche comprehensively.

1. Selecting Your Core Topic and Subtopics

Before you even get to this step, I assume you have your niche, industry, or space that your site and business are in. The next step after is to select your core topic, main topics, and subtopics that you want to dominate SEO with. 

The ideal core topic is a broad topic that ties directly into your site, but isn’t too broad nor too narrow. The topic you choose needs to be relevant to your audience

Break down the core topic further down into main topics and those into subtopics. That’s the secret sauce to showing your expertise in your space. If the core topic is at the domain level, you then have an organization like this:

  • Main Topic 1
    • Subtopic 2
      • Subtopic 3
        • Subtopic 4

Breaking down your niche into topic clusters and pillar pages are also common, but it often doesn’t break it down enough to ensure complete topical coverage and being seen as an authoritative source. You would need to use nested topical clusters and pillars to get the depth.

Topic clusters, aka content clusters, would only get a level of content depth that looks like this:

  • Pillar Page
    • Supporting pages
    • Supporting pages

To get some ideas of how to start with choosing topics and breaking them down into levels, you can take a look at Google’s Topics API that’s used with their interest-based advertising (IBA).

You can also see how they organize their topics up to four levels in this image below from their v2 list on Github. I’ve highlighted the ‘/’ to more easily show the levels of topics:

source

Once you have your topics, you then start your keyword research.

2. Comprehensive Topic-Based Keyword Research

One cornerstone of building topical authority is comprehensive topic-based keyword research. This research is the foundation to your content strategy, ensuring you cover all aspects of your topic in a way that search engines and readers appreciate.

Why is this important? Imagine missing a key term that your audience uses to search for information. You’d be invisible to them. Thorough keyword research prevents this, making sure you’re visible on the search engine results page for all the right reasons.

Here are some actionable steps to take and achieve relevant keyword research:

  • Start with a seed keyword and use SERP-based keyword research tools like LowFruits to expand your list. This ensures you’re considering the vocabulary your audience actually uses.
  • Other places to generate more keyword ideas include competitors, Wikipedia, Google autocomplete, People Also Ask, Related Searches, Google Trends, Google NLP API, your target audience’s forums and groups, and SEO tools like Ahrefs or Semrush.
  • Look for those golden long-tail keywords. They might have lower search volumes, but they’re incredibly valuable for capturing an audience that’s closer to making a decision.

Including a mix of different types of keywords is important – from head terms that cover the main topic to those specific long-tail target keywords. This mix caters to a broad audience and also helps establish your topical authority in a complete way.

Once you have all your topics and keywords, organize them into a final topical map. That is the foundation for your content plan to execute on content creation and internal links.

3. Content Creation: Depth, Breadth, and Regular Updates

Creating content that builds your site’s topical authority requires a smart approach. You need to dive deep into subjects, ensure wide coverage, and keep things fresh. This guides Google to see you as a subject matter expert.

Here’s how to nail your content strategy for SEO success:

  • Dig Deep: In-depth content, backed by solid research, shows your users and search engines you really know your stuff. Plus, it’s what users hungry for knowledge love.
  • Cover All Bases: Be the source that answers every question a user might have about a topic. This shows the breadth of your expertise and enriches the user experience.
  • Information Gain: Don’t just cover what you see in the SERPs. Show you know what others don’t know with personal expertise and experience.
  • Stay Up-to-Date: The job of creating authoritative content doesn’t end once you hit “publish.” Regular updates keep your content fresh and accurate, signaling your commitment to relevance.
  • Friendly Reminder on Readability: Yes, detailed content is crucial, but don’t lose your readers in a sea of technical jargon. Balance is key. Make your content easy to read and engaging.

Your content strategy should focus on meeting user needs first and impressing search engines second. By keeping your content deep, wide, and updated, you’ll satisfy both the user and Google, boosting your topical authority along the way.

4. Internal Link Strategies

Internal linking is vital to achieving and showing your knowledge of your niche and industry. The links in your content serve as pathways that search engine crawlers follow through your topical map.

These internal links help establish site architecture and spread link equity across the site. Effectively leveraging internal linking involves using a topical map which organizes content in a hierarchical manner according to relevance and relationships among the topics .

When your site is organized with a strong topical hierarchy, internal links become a powerful tool for spreading authority across all your content. They help search engines identify your most important pages and the supporting content, reinforcing the topical relevance of each.

Effective internal linking relies on a few key tactics:

  • Linking from less authoritative to more authoritative pages on a topic.
  • Using natural anchor text that clearly describes the linked-to content.
  • Ensuring every page is reachable with minimal clicks from another relevant page.

By implementing these strategies, you maximize the potential for each piece of content to contribute to your topical authority. This means better rankings, more visibility, and most importantly, more value for your audience.

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5. External Link Building Strategies

External link building is essential for reinforcing your website’s topical authority. When reputable sites link back to yours, they are vouching for your credibility.

The endorsement from external sources is a significant signal to search engines about your expertise in a particular area. These inbound links strengthen the topical relevance of your content within your industry or niche.

Here are some powerful strategies to guide your external link building efforts:

  • Create High-Quality Content: Craft content that is so good, people can’t help but link to it.
  • Outreach to Relevant Sites: Actively reach out to websites in your industry to request backlinks.
  • Participate in Guest Blogging: Writing for other reputable sites can earn you backlinks.
  • Utilize Business Directories: Ensure your business is listed in relevant directories within your industry.
  • Fix Broken Links: Find broken links on other sites and offer your content as a replacement.

Now, not all links are created equal. The quality and relevance of the sites linking to you play a critical role in how they affect your SEO. A backlink from a trusted, authoritative site carries more weight than several links from less reputable sources.

The context in which the link appears matters. Links embedded naturally within content that is closely related to your site’s topics are more valuable than links from random or irrelevant content.

Successful digital marketing strategies pay close attention to both internal and external linking. They send positive signals to search engines about the focus and credibility of your content.

Leveraging Topical Authority for Better SEO Performance

Leveraging topical authority can significantly boost your SEO results. When you become the go-to source for specific topics, your content ranks higher and keeps users coming back for more.

Let’s also touch on some tools that help you measure and improve in this area.

Impact on Search Rankings and User Interaction

Establishing yourself as an expert in your field means search engines will trust your content more. This trust leads to better search rankings. When your content consistently covers a topic in-depth and from different angles, it’s more likely to appear at the top of search results.

Imagine you run a pet care blog and over time, your in-depth guides and articles about dog training become widely recognized. You’re getting higher user engagement on your content and other sites are linking to them. Your topical authority on dog training grows.

This means search engines like Google see you as a trusted expert in that particular area. As a result, your rankings for dog training-related searches improve.

People looking to train their dogs start to land on your site because Google knows you have the best information. This is the power of topical authority in action.

Measuring the Effectiveness of Your Topical Authority Efforts

Tools like Google Analytics help you track SEO performance metrics and user engagement. You can use them to see if your content is driving the right audience to your site and how they’re interacting with it. Metrics to look out for include conversion rates, traffic analysis, and time spent on page.

By analyzing these metrics, you can tell if your efforts to boost topical authority are working. For example, you’ll see an increase in traffic to your topic-specific pages if you’re seen as an authority in those areas.

Google Analytics 4 (GA4) has the ability to create Content Groups for you to organize specific pages into main topics or subtopic buckets. Separating into top-level and lower-level groups allow for more granular analysis.

See how this image below shows the content groups in GA4 for men’s, women’s, and children’s clothing:

Source

The more you focus on and improve your topical authority, the better your SEO performance will be. Use tools and metrics to assess your topic silos and refine your approach and watch as your rankings and user engagement grow.

Challenges and Solutions in Building Topical Authority

Building topical authority comes with its own set of challenges, from creating in-depth content to keeping up with the latest trends.

The good news? There are smart strategies and tools, including the magic of AI and machine learning, that can help you conquer these challenges and strengthen your SEO game.

Let’s dive into the common obstacles and how to tackle them head-on.

Challenges in Establishing Topical Authority:

  1. Content Quality and Depth: Producing content that is not only detailed and comprehensive but also engaging and user-friendly is a major challenge.
  2. Content Relevance: Keeping all your content up-to-date and relevant to your niche is tough. Try to match and satisfy user intent takes tie to find what’s relevant to your audience.
  3. Content Breadth: Covering all aspects of your topic to show expertise is a constant battle.
  4. Content Freshness: Regularly updating content to reflect the latest information is challenging.

Solutions to Boost Topical Authority:

  1. Content Audit and Planning: Refer back to your topical map to audit existing content and plan new pieces of content to fill gaps.
  2. Continuous Learning and Updating: Regularly update your content to reflect the latest information and trends, ensuring your site maintains authority. Stay up to date through audience online hangouts and industry news sources to stay updated.
  3. Content Optimization: Apply machine learning for content optimization, making it more relevant and authoritative.
  4. User Feedback: Utilize AI to analyze user feedback and improve content continuously.

Leveraging AI in SEO can transform the way we approach content creation. Machine learning and AI offer a glimpse into a future where content creation and optimization are more efficient and effective, helping content creators maintain and strengthen their topical authority.

Topical Authority Final Thoughts

Search engines love experts, and when you’re the top expert on specific topics, your rankings soar. Becoming a topical authority is your shortcut to SEO success and community trust.

Topical authority isn’t just about SEO. It’s also about people seeing you as the most reliable source, driving visitors to your site. This strategy goes beyond keywords, focusing on deep, comprehensive content that meets your audience’s every need.

The journey to the top of your niche involves selecting it wisely, mapping out your topics for thorough coverage, epic content creation, smart internal linking, and the endorsement of your peers through high-quality backlinks.

A strong focus on topical authority will not go unnoticed by search engines, leading to improved rankings and a fulfilling user experience.

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Written by:

Yoyao
Yoyao is a seasoned expert in SEO and content planning. He's created hundreds of topical maps for sites in all types of industries. He is charting the path for contemporary SEO strategies with his Topical Maps service and 'Topical Maps Unlocked,' a course that demystifies the art of designing powerful topical maps.

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