Understanding Topical Authority in SEO

Thank you to Guest Contributor and TBEX Europe 2024 Speaker, Matt Davison. Join us and him in San Sebastian, Spain next week for his session: “Building your Blog on Topical Authority and Expertise for SEO”

There are so many ways in which you can optimize your site to rank on search engine results pages. Link building, keywords, and high-quality content are some of the common contenders. But now, we want to chat with you about topical authority in SEO and what that means for you.

Anyone whose job is to create content for a website should know the basics of search engine optimization and how best to leverage your copy to gain more readers — and conversions. SEOs have been talking about establishing topical authority for a while, but we believe that right now is the best time to incorporate this into your content strategy.

While building our tourism SEO agency, the Travel Tractions team has dug deep into the trenches of topical authority, and below is a glimpse of what we’ve found.

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What Is Topical Authority?

Topical authority refers to establishing expertise and credibility within a specific subject area or niche. In SEO, we specifically speak about using content to help users and search engines see your website as the expert in whichever niche topic you want to gain authority in.

What Is the Difference Between Domain Authority and Topical Authority?

Domain authority and topical authority are both important for websites to do well in search results. Domain authority looks at how strong and trustworthy a website is overall, considering things like how many other sites link to it and how long it’s been around. It gives a general idea of how likely a website is to show up in search results for different topics.

Topical authority, on the other hand, is about how much a website knows about specific topics. It’s all about how well a website covers and talks about certain subjects, like if it’s an expert in cooking or sports. Topical authority looks at things such as how good the content is and how much people engage with it.

So, while domain authority is like a big-picture view of how good a website is overall, topical authority zooms in on specific topics. A website might be really good at covering one topic but not so great at another, even if it has high domain authority. Both domain authority and topical authority matter for a website to do well in search engines, but they focus on different things and need different strategies to improve.

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Why Is Topical Authority Important?

Topical authority enhances visibility in search engines, builds credibility and trust with audiences, fosters engagement, and establishes long-term sustainability on your website. By establishing expertise in a specific subject area, individuals and brands can attract targeted audiences, differentiate themselves from competitors, and capitalize on opportunities for growth and influence in today’s digital landscape.

Building topical authority does two things. Firstly, it helps Google understand what you (the site owner) are an expert in. Similar to how you’d know, just by walking into a dentist, that they are experts in oral health. If you walked into a dentist and they started asking you about which shampoos you use or lecturing you on the dangers of earbuds, you’d be confused.

Google doesn’t like being confused. And it doesn’t want your users to be confused. So, if you have one post about what to wear in Spain, one about the tallest mountains in the world, and one about a road trip from Canada to New York, everyone is going to be a bit confused.

However, if you then add topics like:

• Spain weather guide
• Spain itinerary
• Things to do in Spain

And:

• What to wear when mountain climbing
• Mountain climbing tours
• How to survive your first mountain-climb

As well as:

• What to pack for a family road trip
• Car checklist before your road trip
• Road tripping playlist

Now, you’re starting to gain some authority in Spain travel, mountain climbing, and road trip guides. This helps both search engines and users trust that you know what you’re talking about rather than believe you have random articles on your site.

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How Search Engines Understand Topical Relevance

Search engines understand topical relevance by looking at links from other sites and seeing how people interact with them. Markup languages like Schema.org provide search engines with additional context about the content of web pages, helping them understand the topical relevance of the information presented.

Understanding user intent behind search queries is crucial for delivering relevant results. Search engines analyze user behavior and search patterns to infer intent and match search queries with content that best satisfies user needs.

They use all this to show you the best results when you search for something.

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What Happens to Sites That Neglect Topical Authority

Failing to focus on topical authority can have serious consequences for your website. First off, it means that your site might not show up well in search results. This could make it harder for people to find you online, especially if they’re searching for information on specific topics. Without being seen as an expert in certain areas, your website might not get as much attention from search engines or from people looking for information.

Another problem is that without establishing authority in specific topics, your website might not seem as trustworthy to visitors. People want to get information from sources they can rely on, and if your site doesn’t seem to know much about what it’s talking about, they might not trust what you have to say.

This could mean that even if you do your keyword research and add valuable content to your site, you may not be seeing the organic traffic increase that you’d hope to.

How to Build Topical Authority on Your Travel Website

Here are some basic ways to help create topical authority on your site.

Start With Topical Authority Keyword Research

Before diving into content creation, conduct thorough keyword research to uncover relevant terms and phrases related to travel within your niche. Use tools like Google Keyword Planner or SEMrush to identify high-volume, low-competition keywords that align with your website’s focus.

Identify Your Niche

Define your travel website’s niche, whether it’s adventure travel, luxury getaways, budget backpacking, or family-friendly vacations. Narrowing down your niche helps establish your expertise and authority within a specific segment of the travel industry.

Build Your Content Pillars

Content pillars serve as the foundation of your travel website, outlining the main topics you’ll cover. For instance, if you focus on adventure travel, your pillars could include destination guides, travel tips, accommodation reviews, and travel planning advice. Destination guides offer detailed insights into exciting places, while travel tips provide practical advice for adventurers.

Accommodation reviews help travelers find the perfect place to stay, and travel planning advice offers step-by-step guidance for crafting thrilling itineraries. Each pillar then links to pages covering specific aspects like hiking trails or budget travel tips, helping establish your authority in the adventure travel niche.

Identify Relevant Subtopics and Topic Clusters

Under each content pillar, identify relevant subtopics and create clusters of related content. For example, under the Adventure Travel pillar, subtopics could include hiking trails, camping essentials, outdoor gear reviews, and adrenaline-pumping activities.

Write Quality, Authoritative Content

Create high-quality, authoritative content that provides valuable information and insights to your audience. Incorporate your target keywords naturally into your content while ensuring readability and relevance. Share personal experiences, expert tips, and practical advice to establish credibility and engage your readers.

Plan Your Internal Linking

Strategically plan your internal linking structure to connect related content pieces within your website. Use descriptive anchor text and logical pathways to guide visitors from one page to another, enhancing user experience and encouraging exploration of your topical content.

Build Your Content Marketing Strategy Around Your Topical Authority

Develop a content marketing strategy that revolves around showcasing your topical authority and expertise. Leverage your content pillars to create a diverse range of content formats, including blog posts, videos, infographics, and podcasts. Promote your content through social media, email newsletters, and partnerships with other travel influencers or brands to amplify your reach and attract a wider audience.

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How to Measure Topical Authority

Measuring your topical authority means looking at different parts of your online presence to see how well you’re doing in specific subjects. One way is by checking where you rank for certain keywords related to your niche. Another is by seeing how much traffic you get from search engines for topics you cover. Looking at the websites that link to yours can also give you an idea of how much other experts trust you.

Engagement metrics like how long people stay on your pages and how much they share your content show how much your audience likes what you’re saying. Being active on social media and getting noticed by other experts in your field also show that you have influence. Seeing how well your content performs, like how many people view it or take action after reading it, gives you concrete evidence of your authority.

Just keep in mind that an SEO strategy needs some time to show results, and with topical authority, you should be focused on consistently creating content that fits in with your niche. Don’t be discouraged if you don’t see results immediately.

Wrapped Up: How to Establish Topical Authority

Establishing topical authority is essential for gaining recognition and credibility within your niche. By becoming a trusted source of information and expertise in a specific subject area, you can enhance your website’s visibility, attract a targeted audience, and improve your rankings in search engine results.

Whether you’re new to SEO or a seasoned professional, focusing on building topical authority is a key strategy for success in the competitive online landscape.