Topical Authority, in an SEO context, refers to a website’s expertise and credibility on a particular subject, or topic. It’s about establishing yourself as the go-to resource for specific information within your industry. Search engines, like Google, want to provide users with the most relevant and reliable information available, so they analyse a variety of signals to assess the authority of a website.
One of these signals is the depth, quality and quantity of content, that’s topical authority. The theory says that; it’s unlikely that your site will rank for a single post on a particular topic, but if you publish 25 posts, they all have an increased chance of ranking. Every topic is different; some may only need 10 posts, some might need 50 posts or more.
But what exactly does it mean for small businesses, and why should you pay attention to it? If you provide services in your local area and you appear on page 2 of the search results for that service, maybe because your competition has been around longer, one way to out-rank them is to grow your expertise, in the eyes of Google.
We work in the holistic therapy space quite a bit, and this type of business is the perfect example. Say that you want to rank for the term “reflexology” and you have a page on your site advertising this as a service you provide. Publishing more detailed content around this topic will improve your chances of ranking. Below is a list of some topics that could build authority in this area, using this search term as an example.
Why Does Topical Authority Matter?
Improved Search Engine Rankings
Search engines, Google especially, prioritise websites that demonstrate expertise in their respective fields. By building Topical Authority, your website is more likely to rank higher in search results, increasing your organic traffic and the number of potential clients.
Credibility and Trust
Small businesses often face the challenge of building trust online, especially start-ups. Topical Authority helps you earn this trust and levels the playing field with the larger players. Users are more likely to trust and engage with businesses that showcase expertise in their industry, and that can be you, even as a small business.
High-quality, relevant content is the key component of building Topical Authority. This not only attracts your target customers but also keeps them engaged when they land on your site. This increases the likelihood of converting visitors into leads, and leads into customers.
How to Build Topical Authority
Identify the topics, keywords and search terms relevant to your business. There are a number of ways to do this, you could use a tool like SEMrush, but the best way to start is by reading what your competition writes. Learn more about our process in this post…
Content is King
Use the keywords you’ve identified, develop informative and valuable content that addresses the needs, questions and pain-points of your target audience. Regularly update your site with articles, guides, and resources that showcase your expertise.
SEO Copywriting Services
If this sounds more than you time for, we can help. We’ve been writing articles and blog posts for almost two decades. We create content of the highest quality, persuasive, and optimised SEO content; we develop content that speaks to your audience and grows your customer base. Click here to learn more…
Small businesses can’t afford to overlook the importance of Topical Authority. By investing in content, optimising for their keywords, and building an online presence around this, you can elevate yourself, and your website, as an expert in your industry. As you climb up the rankings and earn the trust of your audience, you’ll find your business reaping the rewards of a solid Topical Authority strategy.