What is Topical Authority in SEO and How to Build It
In the ever-evolving landscape of search engine optimisation (SEO), one concept has steadily gained prominence and is set to define the future of search: topical authority. While not a new term, its significance has grown exponentially as search engines like Google become more sophisticated in understanding and ranking content. This comprehensive guide will delve into what topical authority is, why it is crucial for modern SEO, and how you can build it to dominate the search engine results pages (SERPs).
What is Topical Authority?
Topical authority is a measure of a website’s perceived expertise and depth of knowledge in a specific subject area. It is about becoming the go-to resource for a particular topic, covering it so comprehensively that search engines view your site as the most credible and reliable source of information. Instead of focusing on individual keywords, building topical authority involves creating a web of interconnected content that thoroughly explores a subject from multiple angles.
This shift in focus from keywords to topics is a direct result of Google’s move towards semantic search, which began with the Hummingbird update in 2013. This algorithm update enabled Google to better understand the context and intent behind user queries, paving the way for a more holistic evaluation of website content.
Topical Authority vs. Domain Authority
It is important to distinguish topical authority from domain authority. Domain authority is a broader metric that reflects the overall strength and trustworthiness of an entire website. It is influenced by factors such as the number and quality of backlinks, the age of the domain, and the overall user experience. In contrast, topical authority is niche-specific and focuses on the depth of content within a particular subject area. A website can have a high domain authority but low topical authority in a specific niche if it does not have sufficient content on that topic.
For example, a major news website might have a very high domain authority, but a smaller, specialised blog dedicated to a specific hobby, like “urban gardening,” could have higher topical authority on that subject and outrank the larger site for related keywords.
Topical Authority vs. Brand Authority
Similarly, topical authority should not be confused with brand authority. Brand authority refers to the overall reputation and recognition of a brand in the marketplace. While a strong brand can certainly contribute to higher perceived authority, it is not a direct measure of expertise in a specific topic. A well-known brand may have high brand authority, but if it does not produce in-depth content on a particular subject, it will not have topical authority in that area. 3
Why is Topical Authority Important for SEO?
Building topical authority is no longer a mere suggestion; it is a fundamental component of a successful long-term SEO strategy. Here are some of the key benefits of establishing your website as a topical authority:
Builds Trust with Search Engines and Users
When you consistently produce high-quality, comprehensive content on a specific topic, you signal to search engines that you are a knowledgeable and trustworthy source. This increased trust can lead to higher rankings in the SERPs. Furthermore, users are more likely to trust and return to a website that they perceive as an expert in a particular field, leading to increased user engagement and brand loyalty.
Supports Natural Link Building
Authoritative content naturally attracts backlinks from other websites. When other sites in your industry view you as a credible source of information, they are more likely to link to your content, providing valuable “votes of confidence” that further boost your authority in the eyes of search engines. These natural backlinks are a powerful ranking signal and can significantly improve your website’s visibility.
Can Reduce Marketing Spend
While building topical authority requires a significant upfront investment in content creation, it can lead to substantial long-term savings in marketing spend. By ranking organically for a wide range of keywords within your topic, you can reduce your reliance on paid advertising channels. A strong organic presence driven by topical authority can provide a consistent stream of targeted traffic to your website, delivering a higher return on investment over time.
How Do Search Engines Prioritize Sites with Topical Authority?
Google’s preference for authoritative content is evident in its algorithm updates and public statements. The introduction of the Helpful Content Update in 2022, which evolved into the E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) guidelines, underscores the importance of creating content that is genuinely helpful and demonstrates firsthand experience.
Websites that demonstrate strong topical authority are more likely to be rewarded with higher rankings because they align with Google’s core mission: to provide users with the most relevant and reliable information. By comprehensively covering a topic, you are essentially making Google’s job easier, and the search engine is likely to reward you for it.
How to Build Topical Authority in 4 Steps
Building topical authority is a strategic process that requires careful planning and execution. Here is a four-step framework to guide your efforts:
Step 1: Find Topic Groups in Your Niche
The first step is to identify the core topics that are most relevant to your business and target audience. Instead of trying to be everything to everyone, focus on a few niche topics where you can realistically become the leading online authority. This approach is more time- and cost-effective than competing in a broad, highly competitive field.
Step 2: Conduct Topic-Based Keyword Research
Once you have identified your core topics, the next step is to conduct comprehensive keyword research to uncover all the related subtopics and user questions. This will help you to create a content plan that covers every facet of your chosen subject. Tools like Ahrefs and Semrush can be invaluable in this process, helping you to identify long-tail keywords and understand user intent.
Step 3: Create High-Quality, In-Depth Content
With your content plan in place, it is time to start creating high-quality, in-depth content that provides real value to your audience. This is not about churning out generic, AI-generated articles. Instead, focus on creating content that is well-researched, insightful, and demonstrates your unique expertise. Use a variety of content formats, such as blog posts, guides, videos, and infographics, to cater to different learning styles.
Step 4: Build a Strong Internal Linking Structure
Internal linking is a crucial component of building topical authority. By strategically linking your content together, you can create a “topic cluster” that helps search engines to understand the relationships between your pages and the overall structure of your website. A well-structured internal linking strategy not only improves SEO but also enhances the user experience by guiding visitors to related content.
How to Measure Topical Authority
Measuring topical authority can be challenging as there is no single metric that can definitively quantify it. However, there are several indicators that can help you to gauge your progress:
- Increased organic traffic and keyword rankings: As you build topical authority, you should see a corresponding increase in organic traffic and rankings for a wide range of keywords within your topic.
- Improved user engagement metrics: Metrics such as time on page, bounce rate, and pages per session can provide insights into how users are interacting with your content.
- Growth in natural backlinks: An increase in the number of high-quality backlinks to your content is a strong signal that your authority is growing.
Some SEO professionals, like Kevin Indig, have also proposed methods for estimating topical authority using tools like Ahrefs’ “Traffic share by domains” report.
The Future of SEO: Topical Authority
As search engines continue to evolve, the importance of topical authority will only continue to grow. In an era of information overload and AI-generated content, the ability to demonstrate genuine expertise and provide real value to users will be the key to long-term SEO success. By focusing on building topical authority, you can future-proof your website and establish a sustainable competitive advantage in the ever-changing world of search.
