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.
Leveraging Commercial Pages for Topical Authority
While product pages are traditionally viewed as transactional entities, they hold immense potential to bolster your website’s authority. By enriching these pages with detailed product descriptions, user reviews, and relevant supplementary content, you not only provide valuable information to potential customers but also demonstrate your authority and expertise in your industry.
Ensure that your product pages are optimised for search engines by incorporating relevant keywords and maintaining a user-friendly layout that enhances the overall browsing experience. Conduct keyword research to find the search terms your customers are using, include high-quality and relevant images of your products showcasing their quality and ensure product descriptions are unique and informative. Optimising for topic authority goes beyond the page, endeavour to maintain fast-loading product pages that are optimised for use on mobile and consider including local SEO best practices, if relevant.
Harnessing the Power of Blogs for Topical Authority
Blogging is a strategic tool for establishing thought leadership and fostering engagement with your audience. Always plan, write and publish with the reader in mind. Map out your content strategy by selecting a few core topics at the centre of your business and then plan 6 – 12 blogs that all link to that core topic.
By creating high-quality, informative blog posts that delve into topics relevant to your industry or niche, you not only showcase your expertise but also provide valuable insights that resonate with your target audience. Use conversations your team have with past, present and potential customers as inspiration for topics and blogs.
Consistently publishing well-researched and engaging blog content not only strengthens your website’s topical authority but also encourages repeat visits and establishes a loyal readership base. Use a clear CTA in each blog to give the reader a logical next step to get in touch with you or give them additional resources.
Implementing Topical Authority Strategies
Implementing topical authority strategies requires a holistic approach that encompasses content optimisation, user experience enhancements, and ongoing monitoring and refinement.
By consistently delivering high-quality, relevant content across your website, optimising for relevant keywords, and adhering to Google’s E-E-A-T guidelines, you can strengthen your website’s authority, improve your search engine ranking, and drive organic traffic.
In the ever-evolving space of eCommerce SEO, the pursuit of topical authority and adherence to E-E-A-T guidelines are non-negotiable for organic success. By prioritising expertise, experience, authority, and trustworthiness in your content strategy, you can establish your website as a trusted resource within your industry, driving organic traffic, fostering customer trust, and ultimately achieving sustainable success in the competitive digital landscape.
About the author
Henry Jones
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