Any content is being materialized or conceived by the mind to watch it succeed and attain the top ranks in search results. Regarding SEO (Search Engine Optimization), we know it is about optimizing a website to drive traffic and boost its organic reach. To see your website appear on the top of the search engine result pages, you must optimize its content according to the search algorithms. Regarding SEO, search algorithms are the collection of formulas that specify the applicability and quality of a particular web page or ad to the users’ search. SEO experts and business firms aim for a high content ranking and hence boosted traffic, which can be achieved through the SEO concept called topical authority. Here, we are to find answers to the questions, what is a topical authority in SEO, and how to build it?
What Is Topical Authority?
In SEO, topical authority is establishing perceived authority and expertise on one or more topics. In other words, it is an SEO concept that focuses on the expanded approach to a broad topic and its subtopics to build credibility and authority among users. If the content of your website acquires topical authority, it can also rank better for topically related keywords. When you create content consistently and link high-quality content appropriate to a particular topic or niche, you are oaring toward building authority about that topic. To make search engines and users see you as a subject expert, you must dive deep into a topic and make your content as informative and helpful as possible. Instead of concentrating on single keywords, topic experts cover every possible sub-areas and question related to a broad subject.
Importance And Benefits
Since topical authority can help your website to construct a long-term and endurable content strategy and improve the rankings, it is essential for SEO. With SEO metrics, you can track and monitor the performance of your website and keep it well-optimized. When a website earns authority and becomes a trustworthy source of information, it leads your brand to close association with important keywords. By employing this SEO content strategy, even blooming websites can rank high on search engine result pages. With SEO metrics indicators, you can invariably measure the performance of your website and see the difference. The benefits of acquiring high content authority extend to the improvement of organic traffic, conversion, revenue, brand credibility, quality backlinks, social media shares, crawlability, site architecture, etc.
How To Build?
If you are good at the basics of SEO, like keyword research, page structure, internal linking, and on-page optimization, becoming a topical expert for your website is not an arduous task. Following some general steps, you can achieve the topical authority for your content. Let us elaborate;
Topic Preference And Wide Breadth Of Topics
First, you must deal with the topic you want to write about. Choose the topic wisely to match your website’s tone and your audience’s interest. It would be best to cover every aspect of the topic you pick.
The number of semantically-related topics you cover in your content strategy is called topic breadth. It can be considered your website’s balanced topic coverage. Optimizing for content breadth and depth will make your website content more valuable. As a result, search engines and search algorithms like ‘Hummingbird’ ( Hummingbird is a search algorithm used by Google, which affects about 90% of Google searches ) will find it easier to relate your website content with topically relevant keywords.
When building topical authority, keyword research can be considered the initial step. You can use keyword research tools and SERP (Search Engine Result Pages) analysis to find subtopics, related questions, and phrases that users are searching for. You need to aim for informational top-of-funnel topics and stick to more than just high-volume keywords. To become a topical expert, you have to cover everything within the subject, including queries with low search volume and even no search volume.
Content Depth And High-Quality Content
When you adequately cover a significant subject’s relevant subtopics, you approach that topic in depth. Content depth indicates how thoroughly you are covering a specific topic. Through topic depth, the ranking possibilities of your website can be escalated. Build in-depth and high-quality content that meets the search intents of the users. Notice the following points to create a high-quality topic;
- Assure your content aligns with search queries and keep it factual, informative, and helpful.
- Create a content structure that is easy to scan and understand.
- Include images, infographics, and videos if needed.
- Internal link the pieces of quality content; link to relevant topics and sources.
- Use short sentences, short paragraphs, and simple words to optimize readability.
The group of interlinked related pages regarding a specific topic is called a topic cluster or content cluster. Your site architecture is reflected through internal linking; that implies the importance of internal linking, and content clusters follow the same. Their purpose is to group relevant topics, making it convenient for the users and search engine crawlers to find. A topic cluster provides comprehensive coverage of a specific topic, and it has three parts such as
- Pillar Page(Hub): Main pillar page covers the broad topic and links to multiple topic cluster pages.
- Topic Cluster Pages(Spokes): Supporting pages that cover related subtopics in more depth and link back to the Hub.
- Internal Linking: For connecting and organizing all these pages.
Regular Updation Of The Content
Maintain SEO authority by continuously updating your content because content may get outdated or can provide inaccurate information as time passes. Moreover, Google encourages fresh and up-to-date content always. Be strict about monitoring and updating old content regularly. In short, building content authority makes you a topic expert and helps your website to become a trusted source. If executed correctly with the earlier-mentioned elements, the topical authority will escalate your website’s ranking, traffic, and business revenue to an enviable position.