In most cases in terms of search engine optimization, if a company is doing well, it means that it already has topical authority. However, if a company hasn’t earned its topical authority yet, the best time to start doing so is now.
A topical authority is simply the measure of authority that’s been built up by a company through trust and proven expertise in the industry.
That means, the more informative and high-quality content pieces the company is sharing on its website, the more likely it is that the website is going to be perceived as a trusted source of information on the specific subject by both audiences and search engines.
To earn topical authority, a company’s business website should be serving its target audience by answering any questions they might have, and providing them with high-quality and engaging contact during every stage of the buying journey.
This is different from domain authority because the core of that type of authority primarily looks at the number of high-quality and relevant backlinks a website has generated.
On the other hand, topical authority tends to be proven expertise that gets built up over a long period of time when the company starts talking about its expertise in depth.
When a potential customer reaches out to a business for a specific product or service, and the business communicates passionately and confidently about their solutions, understands the customer’s needs, and answers any questions they might have, that customer is going to be a lot more likely to trust the business.
The customers can be drawn into a business by the company’s expertise, passion, and solution.
However, it’s important to remember that customers also want to know that the business can cater to any needs they might have regarding their pain points and that the company truly understands the issues that they’re trying to solve.
In the digital space, the way that companies can best nurture their consumers is through content. In terms of search engines, topical authority shows the search engines that the company’s website is knowledgeable and trustworthy.
After all, search engines want to show their users the best possible content that’s available for their search queries, from sources that are credible.
Most search engines, including Google, want to present the most useful pieces of content that contain information that the users want to find, which was made clear in all of the latest algorithm updates of the search engine.
All of those updates are predominantly positive because they encourage businesses to improve their overall content production efforts.
However, it’s important to remember that those updates also meant that instead of companies having to create content in isolation and then expecting that content to rank well on search engine results pages, with the updates, the content pieces should also showcase the company’s authority, expertise, and trustworthiness.
This is a standard that’s meant to be upheld all over the Internet, especially when taking into consideration that these days there are more content pieces being published than there have ever been before.
Virgo PR is an agency that strives to create campaigns that can delight audiences and attract their attention. We focus on helping our clients tackle their goals and challenges more efficiently through our wide variety of services.
When working with clients, we work from the ground up and start by learning about the client’s business and their position within their respective industry and all of their current and past efforts. Then, through our tools and services, and by pairing our talented team with amazing clients, we’re able to create personalized campaigns that can meet any of their goals.