What is topical authority?

Topical authority in SEO means that a website has a lot of expertise and trustworthiness in their field. This makes it more likely that Google will show the website in search results.

Rather than just build isolated web pages to match keywords that people search for, topical authority means your website has relevant pages all linked together. This means people browsing your site can learn almost everything about your topic just by following links and reading your content.
You can find out more here:

Why should content creators care about topical authority?

Topical authority helps with SEO and ensures that your content will rank highly on Google. If you are a content creator, copywriter or content strategist, then you need to consider how topical authority can help your brand.

If you want to rank highly on top search engines, such as Google, then you’ll need to care about topical authority.

If people are searching for the topics that you cover, if your site practises good topical authority, then it means that your content is more likely to be in the top three results on Google search.
Keyword Research
Content Audit

Keyword Research

Find all relevant keywords

Use different tools for broad coverage.

Cluster keywords into topics

Categorise keywords into related fields.

Import keywords into ranking tracker

Tag them based on their topic.

Audit competitors’ rankings

Use the same keywords and categories.

Export and track

Use the tags in your keyword tracking tool to see your visibility compared to your competitors. This will show the broad area strengths and weaknesses of all the websites.

Our template will show you how to do this:

Content Audit

Make a pillar post

Target your broadest keywords.

Check your topic-specific keywords

  • Performing well - leave them as is
  • Ranking, but not highly - optimise
  • Not ranking - write new content for them

Improve existing cluster pages

Keep them up-to-date, informative and readable.

Write new cluster pages

Aim at topical keywords you’re not already ranking for.

Link them up

Pillar posts should link to all clusters and each cluster should link back to its pillar.

Ideal Content Structure

By the end of it, you should have a clean structure that’s easy to follow for Google and the user.

Topical Authority Audits

How to build better topical authority

There are many different strategies for building better topical authority, and it’s important to start building and maintaining topical authority in the right way. You don’t want to put in lots of hard work into your topical authority strategy for it not to be effective at all.

Topical authority will not give you successes overnight. It will, however, help grow organic traffic - and this will only increase over a long period of time. A good topical authority strategy requires lots of research, work and patience to see results. Here are some things our team do to help to build your website’s topical authority.

Focus on your content strategy

The only way you’re going to be able to have good topical authority is if you’ve built a robust and well-researched content strategy. Within your content strategy, you should involve pieces of content that are fundamentally designed to improve topical authority. In this content, you should include keywords and topics that you want your audience to learn.

One of your primary focuses should be on creating content that shares knowledge. It’s important to find out what others are talking about in your industry and find out whether there’s any gaps in your content in comparison to theirs. Find topics that you’re well versed in and that are relevant to your industry and start writing about them, and then use these initial topics as a springboard to write about other leading topics.

We use tools such as People Also Ask and Answer the Public to find out what kind of questions our audience is looking for. Designing content around what our clients and audience are already interested in will help create stronger topical authority on your website.

Once you’ve figured out your website’s main topics and talking points, structure the release date of each piece, so that by reading each piece of content in the order that it’s published, your readers are taken on a journey and will increasingly learn more about a certain topic as they read on.

Then, take the time to think about how you will share that content on your site.

Topical Authority FAQ


What is topical authority?

In SEO, authority refers to a measure of trustworthiness or credibility. For search engines, authority describes the level of importance given to each page or site.

Topical authority is a measure of authority that you can gain via content. However, this content must be informative, quality content. The more quality content on your site, the more people will trust your site as an authoritative resource on a specific subject.

Why is topical authority important?

Topical authority is a proven way to improve your keyword rankings. Many marketers will often point to backlinks to build domain authority, but creating lots of informative and quality content on particular topics on your site will also help you improve your keyword rankings.

Additionally, achieving topical authority is well within your grasp.

How do I build topical authority?

You can work towards building topical authority strategically.

Firstly, it’s important to analyse what your customers and clients are searching for, and whether your content answers all their relevant questions about your product or service. Secondly, you should then map out all the content you want to create based on this research into topic clusters.

Then, you can work towards writing high quality content, while using SERP analysis to find the best keywords to use.

What is a topic cluster?

Topic clusters are groupings of multiple pieces of content that share the same main topic and related subtopics. A topic cluster will create an in-depth and comprehensive coverage of a particular topic.

Each cluster is then linked from a relevant pillar. The pillar is a page that gives a more general overview of a topic, but it links to every cluster for users who want more in-depth information.

How do I create a topical map for SEO?

Before you create any content, it’s important to have a guide so you know exactly what kind of content you should be prioritising. To create a topical map for your site you’ll need to understand:

  • Your main topics - broad, frequently searched-for keywords that will make up your pillar content
  • How these broad keywords break down into specific subtopics and categories. 

By creating this hierarchy, you’ll be able to see where you should focus your energies first. You should then create a content network for every sub-topic so that every possible question that might be googled for that topic is covered.

What is topical relevance?

Topical relevance refers to how relevant a keyword is to the site. This is the process that search engines use to determine the authority that a site has over a particular topic. The higher topical relevance a site has, the more likely its content will rank well.

What is a topical website?

A topical website focuses on a couple of topics in its content and creates highly informative and quality content that users can rely on.

What are authority sites?

Authority sites are sites that are able to highly rank large amounts of relevant content within the business’ market niche.

What is a topical backlink?

Topical backlinks are links to external websites that also focus on the topics that your site covers. Search engines can map out main topics covered on any website, so backlinks coming from sites that are related to the same topics you cover on your site will be given more weight than random blogs.

What is topical depth?

Topical depth or content depth refers to expert coverage of a broad range of subjects centred around one main topic. However, article length isn’t enough to create depth. You should consider covering a wide range of carefully selected subjects in your content strategy.

What is semantics in SEO?

Instead of writing content based on a few keywords, semantic SEO describes the process of writing content based on topics.

Google is getting better at understanding natural language, so matching keywords to the user’s search term is less important than solving their problem. This is because Google can now bridge the gap between ‘what the user typed in’ and ‘what the user is actually looking for’. That means Google is more rewarding for websites that cover entire topics instead of targeting specific keywords.

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RobotZebra is defined by our outstanding approach to SEO problems. We are robot-like in our efficiency and detail-oriented approach, but we also are a company which finds creative, individual solutions for all your SEO needs. We do not use a one-size fits all approach for our clients, and instead we craft our processes specifically for your business.


Since all of our SEO approaches are perfectly crafted for the business in mind, we are able to tackle any issues that arise. Our team specialises in finding creative solutions to resolve any potential problems. We then adapt our approach and utilise specialist software to target your SEO’s issues.


With our bespoke SEO strategies, we ensure that you are always kept up to date with your campaign’s latest developments. We frequently test new changes and elements on your website to make sure that we can quickly make sure our approach is working for your business.


With our bespoke SEO strategies, we ensure that you are always kept up to date with your campaign’s latest developments. We frequently test new changes and elements on your website to make sure that we can quickly make sure our approach is working for your business.


With our bespoke SEO strategies, we ensure that you are always kept up to date with your campaign’s latest developments. We frequently test new changes and elements on your website to make sure that we can quickly make sure our approach is working for your business.


With our bespoke SEO strategies, we ensure that you are always kept up to date with your campaign’s latest developments. We frequently test new changes and elements on your website to make sure that we can quickly make sure our approach is working for your business.

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SEO stands for Search Engine Optimisation. It's a process of improving websites in order to drive more visits, visibility and conversions via search engines such as Google.
SEO provides businesses with much needed visibility in order to attract customers. 87% of shoppers begin their searches for products online. SEO can be the difference between a customer choosing your business over a competitors’.
SEO can take a long time. With some sites, you can see results in the first few weeks, but in some cases it can take months. However, once you start seeing results, your organic search traffic should start increasing steadily.
SEO and PPC are both valuable methods of driving traffic to your webpage. However, SEO has been shown to be the best long term marketing strategy for businesses online. While SEO results are not instant like PPC, investing in good quality SEO will improve your long term ROI where PPC falls short.
We make sure that the time you pay for is used in the most effective manner possible by using our inhouse TrueTime metric and automation, combined with creative approaches to SEO strategy and tactics.
Our team has had experience with managing highly successful SEO campaigns for corporations, startups and SMEs for over 14 years. What’s more, we don’t just deliver results, we overdeliver. You can see proof of this in our reviews and testimonials.
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Drop us a message by email or through the contact us form. Alternatively, give us a call and we can start discussing how we can improve your business’ SEO strategy!
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