Why It Matters To Build Topical Authority For Your Brand

Why It Matters To Build Topical Authority For Your Brand

Why It Matters To Build Topical Authority For Your Brand

Updated on: 28 December 2022

Why It Matters To Build Topical Authority For Your Brand

Brands working on digital marketing will probably have heard of the words authority or topical authority used when discussing search engine optimisation (SEO). But if a business is already doing well in its SEO in Hong Kong, in most cases, they are already topically relevant. If that is not the case for your organisation, now is an excellent time to start.

Firstly, topical authority is the influence or power a given piece of content has over other related information online. With Google’s priority being to show users the best possible content, having topical relevance proves that you are among the most credible sources online, which builds trust with users, Google, and other search engines. When it comes to SEO, a page with a higher perceived authority also has a higher chance of ranking at the top of organic searches. Below, we dig deeper into the meaning of topical authority and a few strategies to earn it.

Topical authority: what it is and why it matters

Authority is the measure of an entity’s credibility or trustworthiness. For Google, it is the importance allocated to a website or webpage. An example is when the search engine uses authority signals to gauge how vital a website is for searches.

Quality content is one of – if not the best ways to earn topical authority. By publishing quality content that proves the brand’s expertise and know-how in their field, the more likely they will be perceived as a reliable and authoritative source on a particular subject matter.

A website needs to serve its visitors, answer their queries, and provide quality content throughout a buyer’s journey to be topically authoritative. This quantitative measure of a website’s authority differs from DA (domain authority), which is more based on proven expertise that builds over time through in-depth coverage of particular topics. The latter mainly focuses on the number of relevant, high-quality backlinks a site uses.

Topical authority matters because it shows that an organisation understands its audience and what they are searching for online.

4 tips to earn topical authority

Topical authority success is achievable over time; organisations should ideally engage with SEO services in Hong Kong to leverage their expertise in conducting diligent research and skilful writing to earn topical authority for a website. Here are a few tips and strategies to consider to build your site’s authority.

1. Nail down a robust content strategy

A detailed content strategy must cover how to consistently output authority-building content that includes the topics and keywords that your audience wants to learn and will search for. Prioritise sharing knowledge, assess and get involved in what your competitors are talking about, and share your thoughts on what you are well-versed in through writing.

These initial topics are your starting point to generate more content and discuss the latest in your industry. Next, look into what users are asking concerning specific topics and use your findings as inspiration for your following pieces. Lastly, plan a suitable release schedule for your content that makes your visitors want to learn more or commit to a purchase on your site. Also, don’t forget to plan to share your content on your other communication channels like social media, email, and so on.

2. Consider the users’ intent

Focusing on user intent is another component indispensable to your topical authority strategy since search engines like Google use advanced algorithms that do the same. When users look for information via keywords or anything related to the subject, these algorithms try to figure out the intent behind their queries and then hone in on minor or standard interpretations of their questions. The “Do, Know, Go” theory can better explain this topic.

“Do” questions mean users want answers or solutions to a particular question that would lead to action, such as wanting to buy a product or service.

“Know” questions mean they want to know more about a topic and gain more information about it, whether it be a complex or basic question.

Lastly, “Go” questions are navigational questions that mean users want to find a specific location or website by searching online.

3. Create topic clusters

Compiling content for a particular topic creates topic clusters indispensable for SEO. These are groups of content on a site centred around one broad topic that can help answer all the questions a user may have about that subject matter. It is recommended to focus specifically on a select few when choosing topics and make them the pillars of your website to become the top information source about them.

As a reminder, Google doesn’t only look for keywords but subtopics, synonyms, and answers to common questions in the industry. Thus, these clusters let search engines know that your site holds valuable content for interested searches and that they are more authoritative than the competition.

Topic clusters consist of cluster content and a pillar page. The former explores common questions or subtopics within the cluster and focuses on less competitive keywords connected to the main topic. At the same time, the latter serves as the top-level page focusing on a broader subject area and prioritises the more generic and competitive keywords. Focus on these three components when working on your topic clusters:

  • Identify the topic focus
  • Make a pillar page
  • Leverage backlinks

4. Follow a proper site structure

The structure of a website’s metadata is another topical authority strategy that helps sites rank better. It should ideally include keywords and other SEO indicators that best describe your content and research which ones will work optimally for the various topic clusters and specific content pieces on your site. The usual steps of including said keywords in titles and meta descriptions still apply, as well as adding relevant links to other pages on your website. Lastly, ensure to have a sitemap page so the content and landing pages make sense for the user journey.

Conclusion

As discussed, topical authority is essential to a website’s ranking and a powerful tool for ranking on any search engine. It is important to remember SEO tips to drive traffic to your site. While developing a robust strategy to earn it may take some time, it will undoubtedly bring a significant payoff that lets you rank higher than the competition.