So, you want to rank well in search results? Of course you do! The way search engines, like Google, rank websites has changed dramatically over the last few years. It’s no longer enough to simply optimise individual pages.

Search engines now take a wider view, looking at how deeply and consistently you cover a subject as a whole. Enter topical authority! This is the notion that the more comprehensively you can cover a topic, the more credible your site becomes. Credibility is a big thing and usually means you become more visible in search engines. 

If you’re left scratching your head, not really knowing where to start when it comes to topical authority in SEO copywriting, you’ve come to the right place! I may be a copywriter, but my background is in SEO, and I know a thing or two about topical authority.

My article will walk you through all the key areas that you should know:

Signals Expertise

One of the biggest reasons that you should care about topical authority is that it signals experience. When your copy consistently covers related aspects of a subject, it shows your depth of knowledge and makes your site seem more trustworthy. It’s common knowledge within the industry that search engines favour sites that show expertise across a topic.

Goes Beyond Single Keywords

While traditional SEO focuses on targeting one keyword per page, topical authority switches gears slightly and focuses on thinking in terms of themes and subject areas. This means that your copy should naturally include related terms, ideas, and questions that provide support back to the core/ main topic.

Internal Linking Strengthens Content

Internal linking is a very important part of on-page SEO, but it can sometimes get neglected. With topical authority, it isn’t just about the process of creating content; you should also focus on how you can connect it all. Internal links are an easy way to do this and help search engines understand how your pages relate to each other.

Increases Trust With Readers

Deep coverage of core topics isn’t just good for search engines for building trust; it also helps with readers (and potential customers!) as well. When visitors see several high-quality resources on a topic, trust increases, which means they are more likely to return, engage, and convert.

Consistency Builds Momentum

For SEO to be effective, there aren’t really any shortcuts. Consistency is important, and it helps to build momentum. So, when you are consistently posting about a particular subject with high-quality copy, your credibility grows. Every new piece added strengthens the overall perception of your expertise.

Depth of Content Improves Visibility

When copy just scratches the surface, it probably won’t get very far. Visibility in search engines is usually provided exclusively for pages that explore a topic thoroughly. Addressing subtopics, common questions, related corners, and more can help your copy become more valuable.

If you’re interested in implementing topical authority tactics in your copy, this is certainly something I can help out with! Book an initial consultation and let’s see what we can do 💪