TABLE OF CONTENTS

• What Is Topical Authority?
• Why Does Topical Authority Matter in SEO?
• How Do Search Engines Prioritize Sites with Topical Authority?
• How to Build Topical Authority
• 4 Simple Ways to Measure Topical Authority
• Track and Monitor Your Topical Authority

What Is Topical Authority?

Topical authority is a website’s recognized expertise and credibility on a specific subject, achieved by consistently producing high-quality content. Building topical authority is key to establish trust with your target audience, improve search engine rankings, and drive more conversions.

For example, leading sites in pet care like The Spruce Pets have become trusted sources by regularly offering valuable insights to their audience. This expertise is reflected in search engine tools, where their topical authority is ranked "High" for terms like “dog training.”

It's important to note that topical authority is distinct from domain authority, which measures overall trustworthiness across all subjects but both play crucial roles in SEO.

Why Does Topical Authority Matter in SEO?

Strong topical authority boosts search performance as search engines like Google prioritize authoritative sources, ranking them higher in search engine results pages (SERPs). This increased visibility builds trust with both search engines and users, resulting in more traffic and better SERP rankings.

For example, Amazon and Shopify are trusted voices in ecommerce, and Google consistently ranks them at the top for related searches, reflecting their high topical authority.

Topical authority also supports natural link building. Websites with strong authority are more likely to have their content shared by others, generating organic backlinks. These backlinks serve as endorsements, further solidifying trust with search engines and boosting rankings.

Additionally, building topical authority can reduce marketing expenses. As your content begins to rank higher organically, reliance on costly paid ads decreases. A niche site like Knit Picks, which ranks first for “knitting needles” above larger competitors, illustrates the long-term benefits of topical authority in reducing marketing spend.

How Do Search Engines Prioritize Sites with Topical Authority?

Google prioritizes content that is relevant, helpful, and trustworthy. Over the years, updates to Google’s algorithms have increasingly emphasized the importance of topical authority. Major updates like Panda, Hummingbird, and the Helpful Content Updates have refined how Google evaluates expertise and credibility, pushing topical authority to the forefront of SEO strategy.

In 2024, the Helpful Content Ranking System was integrated into Google’s Core Ranking System, ensuring that content is evaluated for helpfulness and topical authority, especially in niche areas like news.

How to Build Topical Authority

Building topical authority requires a strategic approach:

1. Find Topic Groups in Your Niche: Focus on becoming a leading source of information in a few niche areas rather than broad, highly competitive topics. Use tools like the Keyword Strategy Builder to identify and organize content ideas around pillar pages and subtopics, ensuring comprehensive coverage of your chosen niche.
2. Conduct Topic-Based Keyword Research: Develop a content strategy that targets relevant, high-quality keywords. Use keyword research tools to uncover data-backed content ideas that can expand your topical authority. Integrating these topics into your content, social media, and PPC campaigns amplifies their impact.
3. Plan Your Link Building Tactics: Attract quality backlinks through outreach, broken link building, and leveraging unlinked brand mentions. Each of these strategies helps build your site’s credibility and authority in the eyes of search engines.
4. Create Problem-Solving Content: Consistently produce content that addresses your audience’s needs and interests. Unique insights, expert interviews, original research, and in-depth case studies are all forms of authoritative content that can help build and sustain your topical authority.

4 Simple Ways to Measure Topical Authority

To gauge your website’s topical authority, consider using the following tools:

• Keyword Overview: Assess your site’s authority on specific search terms and identify high-potential keywords to target for content creation.
• Backlink Analysis: Track the number and quality of backlinks to your site. High-quality backlinks from authoritative sources are a key indicator of growing trust and authority.
• Position Tracking: Monitor your search rankings for targeted keywords. Increasing visibility for related terms is a sign that your topical authority is improving.
• Google Analytics: Track changes in organic search traffic. An increase in visits to your site from organic search is a good indication that your topical authority is on the rise.

Track and Monitor Your Topical Authority

Building topical authority is a long-term strategy that requires consistent effort. Make sure to track your progress, refine your content strategy, and ensure you’re targeting the right terms to enhance your site’s credibility and visibility.

Trust Our Team of Local Search Engine Optimization Gurus to Help You Build Topical Authority

At SC Marketing Technologies in Springfield, MO, we specialize in helping brands like yours build and enhance topical authority through our expert local SEO services. By tailoring content strategies to your specific niche and optimizing your site for local search, we ensure your brand becomes a trusted source in your community. Our team uses advanced tools and proven techniques to create high-quality, relevant content that resonates with your target audience, driving organic traffic and improving your search rankings. Let us help you establish your brand as an authority in your field and attract more customers with our comprehensive local SEO solutions.