The AI generated image shows a number of factors, represented as small circles around the perimeter of a larger circle being relevant to the building of topical authority, which is represented by the larger circle in the center.
This entry is part 6 of 21 in the series Topical Authority

The lead post in this series is Mastering Topical Authority: A Comprehensive Guide to Boost Your SEO.

Building topical authority is not magic, it’s work.

And in writing this it occurs to me that the word “strategies” in the title being plural is not right. Everyone seems to do this the same way.

Know your stuff, explain it well, and structure/format content about it to help search engine spiders find it.

Building topical authority requires deep and broad knowledge of the topic in question, consistent publishing of in-depth comprehensive posts and articles on various aspects of the topic, and persistence.

It’s not the case that persistence is THE most important ingredient, topic knowledge is.

But without persistent publishing, the search engines will not pick up that you are in fact a topic expert.

Building topical authority requires going deep

Another way to say this is to niche down.

No site is or can be an authority on everything, unless you have a massive team of writers who individually are experts in different topic areas.

Most websites are not like that. So choose your topic based on your actual expertise.

Keyword research still matters

To help your content be found, you want to answer questions people are actually asking.

While we often call this process “keyword research” I prefer the term “market research”.

What do people actually want to know?

There are a number of good tools (Google Keyword Planner, SEMrush, Ahrefs, AnswerThePublic, PeopleAlsoAsk, etc) that can help you here.

Create a content outline

I’ll talk more about this soon, but this relates to the concepts of “topic clusters” and “pillar posts“.

Basically, create your topic cluster structure in the form of an outline where each item in the outline is a future blog post.

Again, what matters most here is for each blog post to provide an answer to something people are actually searching for.

Commit to a publishing schedule

Once a week, three times a week, daily, etc.

Create your schedule, commit to it, then meet it.

Segue: I believe this is the main reason why ex-journalists make the best content marketers. They are used to writing to deadlines.

Publish, publish, publish

You’ve got to create your outline, structure your topic clusters, etc, etc.

But once that’s in place, you’ve got to publish per the schedule you set previously.

If publishing new content is something you get to when you can, building topical authority will take forever (for all practical purposes).

Create topic clusters

Yes, I said this earlier, but it bears repeating. Maybe even over and over and over again.

Like all topically relevant links from quality content, internal links matter.

Your pillar posts must link to the other posts in the topic cluster. Every post in the topic cluster must link back to the pillar post (or posts). And when appropriate the various posts in the cluster must link across to each other.

Those links provide signals to the search engine robots that all those posts are related.

Publish, publish, publish

I know, I just said this. But it’s so important I may say it more.

Promote your content

Generally people use social media for this, but the key question to ask yourself is where do they people who care about what you’re writing about hang out?

Facebook? LinkedIn? X/Twitter? Mastodon? Etc?

Finding your tribe online is not as easy as some people claim.

In theory this is not strictly necessary, as when you publish long enough your people will start to find you through organic search.

But since topically relevant links DO matter, finding your tribe online and engaging with them can help them learn of your content sooner, which helps build topically relevant links sooner, which is good.

Monitor, measure, adjust

By which we mean “analytics”.

Google Analytics, even the new one, is fine for most of us.

It allows you to know which posts are most popular, which in turn tells you what topics are resonating most with your readers.

The specifics of HOW to setup Google Analytics is beyond the scope of this post, but there is no shortage of such instructions on the Internet.

In closing

I’m very much reminded of the Nike tagline “Just do it!”.

Your high quality comprehensive in-depth content covering various aspects of a topic in detail is never going to write itself.

Someone has to put in the work.

Series Navigation<< How Google uses topical authority to determine expertiseTopical authority requires comprehensive and in-depth content >>

Kevin Carney
Kevin Carney

Like many people, Kevin "fell into" SEO by accident, back in 2009. Over time, he developed a keen interest in the concept of a "digital marketing divide" where brands with big budgets have significant advantages over small businesses. This led to the development of a SaaS platform to help "newbies" grow their topical authority, for both writers and websites. https://organicgrowth.biz.

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