[author: Julie Lorson]
Topical authority is important for legal marketers to understand if they hope to have a significant web presence. Because so much of marketing for law firms revolves around thought leadership and sharing knowledge, topical authority is key to being seen as an expert, not only by your potential customers, but also by search engines. Here’s what you need to know about topical authority and why it’s important.
Topical authority refers to the level of expertise and credibility that a website or content has on a specific topic or topic. It is an important aspect of search engine optimization (SEO) because search engines aim to provide the most relevant and reliable information to users. When a website demonstrates topical authority, it signals to search engines that it is a reliable source of information on a particular topic.
How does Topical Authority affect SEO?
Topical authority affects SEO in several ways. First, websites with high topical authority are more likely to rank higher on search engine results pages (SERPs) for relevant queries. Search engines consider experience, reliability and content quality when determining rankings. Websites that produce high-quality, informative and relevant content on a specific topic are more likely to be considered authoritative by search engines.
Second, topical authority helps websites attract more organic traffic. When a website is recognized as an authority on a particular topic, it tends to attract more visitors interested in that topic. This can lead to higher organic search rankings, increased visibility, and ultimately more website traffic.
Additionally, topical authority can help build a strong online reputation. When users find valuable and reliable information on a website, they are more likely to trust and engage with the content. This may result in a user surge commitment metrics like longer time on site, lower bounce rates, and higher conversion rates are all positive signs for search engines.
To establish topical authority, it is essential to create high-quality, comprehensive and well-researched content that is relevant to your target audience. Build a solid backlink profile, get involved Social media discussions and collaborating with other authoritative websites in the same niche can also help improve topic authority and improve SEO performance.
How does topical authority work?
All search engines strive to provide the best possible search experiences for users. To do this, they prioritize content that is relevant, useful and reliable. Pages that demonstrate these traits have higher topic authority. Businesses can build topical authority by consistently creating authentic, real, and truly insightful content. The characteristics that are present in sites that have high subject authority are:
Rich with relevant keywords
Easy to read without a lot of jargon
Useful for readers, such as education or problem solving
These are the factors that publishers control. There are other elements involved that are more likely to follow naturally if you focus on these areas, such as backlinks and brand mentions. In addition, many of Google algorithm updates have reaffirmed the preference for trusted, informative and experienced editors. Essentially, search engines favor content creators who display topical authority.
Tips for building topical authority
As you can see, topical authority is important in the SEO game and in general if you want to be seen as an expert. But how does a site establish topical authority? Here are some tips to get you started:
Focus on your niche – You can’t become the number one source of information on every topic. Aim for the areas where you really have the most experience in the field. This makes it easy to create original and high-value content. The fastest way to create this content is through a method called topic clustering, where you pick a cluster that covers your main topic in a general way and then add several more specific pages that link to the pillar.
Research broader keywords based on topics – You will need a lot of research and data-driven content to build authority. Only by knowing your true niche and the topic groups you have established can you find the most relevant keywords. It is a good idea to use a third party tool like SEMrush Keyword Magic Tool to find the most effective keyword selections. In general, you want to search for keywords that have significant search volume, but have lower than average keyword difficulty scores.
Develop Link Building Strategies – You can’t completely control who links to your site, but it’s a smart idea to attract quality backlinks using a few simple strategies. You can go to relevant websites and request links, or offer to replace broken links you find elsewhere with your own. For more complete instructions, check out our past post about link building.
Publish content to solve problems – A consistent flow of authoritative content is the most important component to building topical authority. Make sure you post content regularly and that it’s unique, original and useful. You want to look for real questions your customers have and provide answers, and you want to focus on areas your competitors haven’t covered comprehensively. Some other types of authorized content could be:
An unpopular or contrary opinion on industry events or new regulations
First-hand interviews or views of experts in the field
FAQ sections, especially those not typically included in your niche
First-hand research, data or reports
Take away:
Topical authority is key to getting eyes on your website. It improves SEO and encourages search engines to rank your content higher, making it much more visible. To build topical authority, you should focus on in-depth keyword research, content that covers niche topics, and providing truly useful information.
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