How do you utilise topical authority & E-E-A-T to support your SEO strategy?

What is Topical Authority?

Topical authority means that you’re an authority on something specific, such as being an expert on toy poodles. You’re not an expert on just ‘dogs’, you’re an expert on ‘toy poodles’. Every website or online platform is judged by search engines to have a certain topical authority in some subject or topic area, and this credibility makes a difference in how well that page will appear in search results on sites such as Google.

Websites that are demonstrably expert on a given topic are trusted as sources of information in that niche; they typically gain trust as an authoritative source by publishing consistently good (relevant) content on a topic, by receiving links from other well-established sites, and by receiving positive engagement signals (comments, shares, time on page). For example, a website that focuses on fitness and nutrition may have become topically authoritative for some categories like healthy eating, some way of exercising, or types of supplements.

This means that the search rankings for related topics are likely more often to show content from that authoritative website than from others. In other words, becoming a ‘niche curator’ – and earning topical authority – means being a reliable source of information for a specific topic or niche, earning you more visibility, more organic traffic and more trust in your field.

Understanding Topical Authority

In today’s competitive eCommerce market, to stand out from your competitors you need to take control of how Google views your content. In this SEO guide, we will show you the important role of Topical Authority and E-E-A-T (Expertise, Experience, Authoritativeness, Trustworthiness) in helping you optimise and improve your pages, boosting organic traffic and getting your website in front of more people.

Topical authority can serve as the bedrock of effective content SEO, guiding search engines to recognise your website as an authoritative source within your industry. Essentially, it entails establishing your expertise and authority in specific subjects relevant to your business. When search engines perceive your website as a trusted authority on a particular topic, they are more likely to prioritise it in relevant search results, ultimately driving organic traffic to your website.

Google’s E-E-A-T Guidelines

Google’s E-E-A-T guidelines represent the current standard for assessing the credibility and reliability of web content. By evaluating content based on Expertise, Experience, Authoritativeness, and Trustworthiness, Google aims to provide users with high-quality and trustworthy information. Adhering to these guidelines not only enhances your website’s search engine ranking but also fosters a sense of trust and credibility among your audience.

What is E-E-A-T?

• Expertise – The author should be well-established and be able to demonstrate knowledge of the topic.
• Experience – Your content should demonstrate first-hand or life experience on the topic.
• Authoritativeness – Your website or the author should be a reliable source of information on the topic.
• Trustworthiness – Your content should be accurate, up-to-date and well-sourced.

For an in-depth look at the E-E-A-T Guidelines click here.

Building Topical Authority through Categories

Organising your website into relevant categories is not merely a matter of navigation; it’s a strategic move to bolster your topical authority. By structuring your content around distinct business or product categories aligned with your business’s core offerings, you will enhance user experience. Your website visitors will be able to find exactly what they’re looking for. This is often done using drop-down navigation or filters.

Building holistic categories signals to search engines the breadth and depth of your expertise in your industry. Optimise your product and category pages with relevant keywords and informative content to further solidify your authority and improve your chances of ranking for related searches.