The lead post in this series is Mastering Topical Authority: A Comprehensive Guide to Boost Your SEO.
Jump ahead to:
Introduction
While some may feel that what I specify as step one goes without saying, not everyone says it, and I think it’s worth saying.
Step 1: Topical authority requires a good topic
Everyone talks about Keyword Research, but I’m saying step one is to choose a good topic. Do some “topic research”.
During this step, use tools such as Google Trends and AlsoAsked to give you an idea as to the popularity of the topic as well as the quantity and diversity of subtopics people search for.
Steps 2 through forever: Publish
Have you noticed how larger sites that are frequently updated tend to rank higher? This is strong evidence that Google prioritizes content on large sites that are frequently updated.
While you may not have budget to be such a site, you need to come as close as you reasonable can.
Maybe a post every other day, maybe a post every day, but create a regular and consistent publishing schedule and meet it.
And, yes that is easier said than done, but it’s very important.
Step 3: Follow E-E-A-T and Topical Authority frameworks
It’s important to bear in mind that neither E-E-A-T nor Topical Authority are ranking factors per se, but rather are frameworks to follow to help you publish quality people-first content.
And they’re good frameworks. When you follow them, you publish better content.
Step 4: Promote your content
A site that is recognized as having high topical authority has strong external validation in the form of backlinks and brand mentions.
While the days of easy social media promotion being effective are over (these days everyone seems to be shouting into the void), there are some excellent forum type online communities where you can participate.
However, don’t be overtly commercial. If you are, you’ll get tuned out.
Instead, participate. Read, ask questions, offer opinions, etc. Opportunities to share content you’ve published will arise.
The key to success here is to find the right forums. You need forums where people seek to learn, and you need to be one of the people who seeks to learn.
Step 5: Monitor your analytics
For most people Google Search Console and Google Analytics are sufficient. You want to know which of your posts are most popular. Knowing this helps guide what you write about later, and these tools are sufficient for that level of detail.
Step forever: Rinse and repeat
Yes, I stole that line from my shampoo bottle.
But the idea is valid. When you’ve completed covered topic #1, find topic #2, then topic #3, etc.
In closing
Every business who wants to build an online audience has to become a publisher and needs to publish stuff their audience finds interesting and useful.
Every business who wants to be found via Internet searched MUST now be a publisher.
