Imagine your website ranking well for every keyword related to your main business focus. Every question a potential client searches for online leads them to your site, and both search engines and users trust your expertise because your content consistently appears for relevant topics.
Sounds like it would help your business and rankings, right? That’s exactly what we aim for when building an SEO strategy around Topical Authority.
In this article, you will learn what Topical Authority really means, when it may not be the right approach for certain websites, and how to implement an effective SEO strategy for gaining Topical Authority using a 4 + 1 step process.
Topical Authority is an SEO strategy that goes beyond just ranking for individual keywords. It’s about demonstrating your expertise and credibility in a specific area, positioning your website and brand as the go-to source on that subject.
Just as Domain Authority indicates that your website has strong links from other sites, Topical Authority positions your website as the authority on a specific subject. This helps your rankings because search engines prefer valuable and trustworthy sites but it also helps users recognize your expertise, as they can find everything they need on that topic on your website.
For example, if you're a food blogger who consistently publishes detailed, high-quality content about "vegan food" across your site and other platforms, search engines will start to view your site as an authority on that topic. This can lead to higher rankings, not just for individual posts, but for a wide range of vegan food-related searches. And Users navigate directly to you when they are looking for vegan recipes.
So, what are the benefits of gaining Topical Authority?
By focusing on creating deep, comprehensive content around your core topics, you position your site as a leader in your industry, which is something both search engines and users value highly.
However, Topical Authority isn't always the best strategy in every situation. In the next section, we'll explore when it might not be the right approach.
Before you get too excited and start telling everyone that Topical Authority is the way to go, it’s important to look at some downsides and see which types of websites are actually a good fit for this strategy.
Topical Authority is not something you can achieve overnight. It’s similar to those “overnight success” stories you hear about on YouTube—where a channel suddenly becomes popular after years of consistent content creation for a small audience. Topical Authority works the same way. Initially, you’ll be publishing a lot of content with little to no immediate impact. No significant rankings, no surge in traffic, just a lot of hard work. But then, after reaching a critical point, search engines will start recognizing your website as an authority on your chosen topic, and everything changes.
Once this happens, all the content you’ve been steadily publishing will begin to perform better in search rankings. However, reaching this point requires a lot of patience and dedication. It could take 1 to 2 years, depending on the effort you put in and where you started.
So, ask yourself honestly: Are you in this for the long haul?
The long-term nature of Topical Authority is particularly important when considering client projects. We’ve all encountered clients who are “just testing to see if SEO really works.” If you approach a project like this with a focus on Topical Authority, it could backfire. These clients may abandon the strategy (and you) before it has a chance to show meaningful results.
While I’ll share some tactics in the step-by-step guide to generate early results, there are no guarantees. If you plan to build an SEO strategy around Topical Authority for a client, make sure they fully trust your expertise and understand that this is a long-term investment. Set the right expectations from the very beginning.
Not every business is suited for a Topical Authority strategy. For instance, imagine if Amazon had only focused on ranking for books—their original niche. This would have made Amazon a specialist, and not the big trusted generalist ranking for everything it is today.
You need to be strategic about whether your business focus is narrow enough to benefit from Topical Authority. Let’s look at an example that you might be able to relate to a bit more.
Think of Decathlon, an online shop that sells sports equipment for many different sports like skiing, hiking, surfing, swimming, running, and tennis. Decathlon doesn’t aim to build Topical Authority in just one specific sport—they're a generalist for everything related to sports.
On the other hand, if you have a more focused business, like an online shop dedicated to bicycles, Topical Authority could be very effective. You could become the go-to source for everything bike-related, from product comparisons to maintenance tutorials.
Someone who is really into bicycles and spends a lot on this hobby will likely prefer your specialised shop over a general sports store, because they trust you as the expert in this specific area.
Before you dive into building Topical Authority, ask yourself: Is my business focus specific enough?
So, you've decided that nothing will stop you—you’re committed for the long term, with a clear topic in mind, and your expectations are set. Now, how do you actually build Topical Authority? I’ve outlined a 4 + 1 step process to help you craft your SEO strategy with Topical Authority at its core.
Choosing a topic might seem obvious—after all, it’s going to be about what you offer. However, even within your main topic, there are numerous subtopics and variations to consider.
For example, if you're a financial advisor, you might think, “I'll just optimise for the topic 'financial advisor.'” But once you start researching, you’ll discover many subtopics like wealth management, tax optimization, investment strategies, debt management, and more.
Each of these subtopics presents multiple opportunities for content that you can—and should—create. Rather than spending months researching keywords for every possible angle, focus on one subtopic and go deep.
To choose the right topic, I recommend the following exercise:
Why choose 2-3 subtopics? In case one doesn’t provide enough depth, or if you discover in the next step that it’s not your primary area of expertise, having alternatives ready will keep you moving forward.
Now that you've chosen a subtopic to focus on, it’s time to do keyword research to understand what people are searching for around this topic. Don’t focus too much on search volume—our goal is to cover everything this topic has to offer, especially those low-volume keywords that others might overlook.
While researching, explore forums and Reddit to uncover questions that people are asking but not finding answers to and also, take a look at your main SEO competitors within this subtopic. What are they covering? More importantly, what are they missing?
I recommend dedicating half of your keyword research time to exploring and collecting ideas and keywords. The second half should be spent organising, refining, and prioritising everything you’ve gathered. I call this approach the “Keyword Research Diamond,” which balances divergent and convergent thinking.
The Keyword Research Diamond from danileitner.ch
Tip for Prioritising Keywords: Start with long-tail keywords rather than broad, high-competition topics. For instance, if you’re a Virtual Assistant focused on “business travel organisation”, don’t start with a general topic like “How to Manage Travel Expenses.” That’s a broad subject with plenty of competition. Instead, begin with something more specific, like “How to Book Private Conference Rooms at Airports for Confidential Business Meetings During Layovers.” Fewer people may search for this each month, but it will position you as an expert on even the most niche aspects of business travel.
After completing your keyword research and prioritising your content, the next step is to create a content plan and start writing high-quality content. Content creation is a huge topic—one that we could discuss for hours. While I can’t cover everything here, I’ll give you some key tips to help you approach this step with Topical Authority in mind.
Start with Specific, Less Competitive Terms
When you want to demonstrate your expertise, you don't start by discussing the most basic or commonly known information. That only shows you've learned the basics. To truly impress and make people think, "Wow, this person is an expert," you need to address the specific, nuanced questions that go beyond surface-level knowledge.
This is why I recommend starting with more specific, long-tail keywords. These keywords often have less competition, as most people chase the high-volume terms. Additionally, even those keywords that show zero average monthly search volume can be hidden gems. They may have low competition, but they can attract users who need precisely the information you’re providing—allowing you to showcase your expertise.
Ensure Content is Detailed, Valuable, and Well-Researched
Your website should be a comprehensive resource, with every piece of content being valuable and thoroughly researched. Instead of writing long, sprawling articles that cover multiple topics, break them down into focused, detailed pieces.
For example, if you run a site about email marketing and you're writing about automations, you don’t need to reintroduce the concept of email marketing automation in every article. Instead, create a dedicated article on that topic and link to it whenever necessary. This keeps your content on the point and relevant while also optimising your internal linking.
Internal Linking: Connect Related Articles and Subtopics
When you’re building content around a specific topic, it’s important to make it easy for readers to explore further, no matter where they start. To achieve this, a simple blog page organised by publication date won’t make it. You need a strategic approach to internal linking.
One effective method is the hub-and-spoke model. Here, you have a central article (often targeting a high-volume keyword) that links out to related subtopics. But don’t stop there—ensure that subtopics link back to the hub and interlink with each other. Being strategic with your internal linking can significantly enhance the user experience and boost your SEO.
The Hub & Spoke Model from danileitner.ch
Don’t Just Publish on Your Own Website
Finally, here’s a pro tip that we'll dive deeper into in the bonus step: don’t limit yourself to publishing content only on your own site. Many of your content ideas may be perfect for high-authority websites in your niche. Publishing on these platforms can help build your brand, introduce you to new audiences, and earn valuable backlinks.
As you create and publish content, it's important to keep an eye on how it’s performing. Be prepared for the reality that, in the beginning, not much might happen. Your content may start appearing in the search results, but progress can be slow, especially if your site is new or has little authority. Like we said earlier, patience is key here.
However, there will come a tipping point—a moment when you’ve reached what I like to call the "critical mass" of content around your chosen topic. This is when search engines begin to trust your site. It might start with one article gaining traction, but soon you'll notice an uplift in rankings across all the content you've previously published on the same topic.
At this stage, you'll know you've gained Topical Authority. From here, every new piece of content you create on the topic will likely bring even more rewards.
But don’t think the work is done. Now is the time to analyse your existing content and refresh pieces that aren't performing so well. This is also an opportunity to restructure your internal linking. As you produce more content, your internal links may become disorganised. Focus on improving your content hubs and refining your internal linking strategy to better connect your articles.
This is also a good time to revisit your keyword research. With your site now gaining authority, you’re ready to target higher-volume keywords within your topic and structure your content around them.
Once you've thoroughly covered one subtopic, you can move on to the next and start the process all over again. For example, if you're a financial advisor and have completed your content on debt management, it's time to shift your focus to wealth management.
To build Topical Authority, it’s important not to limit yourself to just publishing on your own website. You want to showcase your expertise across different platforms and in various formats. This includes your own channels, such as social media, but also extends to different types of content like videos, podcasts, images, whitepapers, and more.
The more you diversify your presence beyond just writing blog posts, the faster you'll establish Topical Authority. Today, it's not just about your website; it's about your entire online ecosystem.
If you're serious about building a strong brand around your topic, digital PR is essential. Reach out to key influencers and websites in your niche. But don't stop at guest posts—participate in podcasts, attend events, and take on speaking opportunities. The goal is to demonstrate your expertise wherever possible.
Search engines take notice of all these efforts, and over time, it will help position you as an authority in your field, with your website being the hub of your expertise.
Building Topical Authority is not a quick fix, but it's a strategy that can pay off significantly in the long run. By focusing on specific topics, creating valuable content, and expanding your presence beyond just your website, you position yourself as a true expert in your field. Remember, this journey takes time, patience, and consistent effort.
Don’t be discouraged by slow progress at the start—every piece of content you create and every platform you expand to brings you closer to becoming the go-to source in your niche. Keep refining your strategy, stay adaptable, and continue to provide real value to your audience. Over time, both search engines and users will recognize your expertise, and that’s when you’ll start to see the rewards of your hard work.
In the end, it’s about building a strong, lasting presence that goes beyond just rankings—it’s about becoming a trusted voice in your industry. Keep at it, and the results will come.
