• Tech News
    • Games
    • Pc & Laptop
    • Mobile Tech
    • Ar & Vr
    • Security
  • Startup
    • Fintech
  • Reviews
  • How To
What's Hot

10 Necessary Skills For Managing The Day-To-Day Operations Of A Business

February 2, 2023

Whalesync, a Seattle startup syncing data between software apps, raises $1.8M – Startup

February 1, 2023

Panasonic LZ2000 (2022) review

February 1, 2023
Facebook Twitter Instagram
  • Contact
  • Privacy Policy
  • Terms & Conditions
Facebook Twitter Instagram Pinterest VKontakte
Behind The ScreenBehind The Screen
  • Tech News
    1. Games
    2. Pc & Laptop
    3. Mobile Tech
    4. Ar & Vr
    5. Security
    6. View All

    Bring Elden Ring to the table with the upcoming board game adaptation

    September 19, 2022

    ONI: Road to be the Mightiest Oni reveals its opening movie

    September 19, 2022

    GTA 6 images and footage allegedly leak

    September 19, 2022

    Wild west adventure Card Cowboy turns cards into weird and silly stories

    September 18, 2022

    7 Reasons Why You Should Study PHP Programming Language

    October 19, 2022

    Logitech MX Master 3S and MX Keys Combo for Business Gen 2 Review

    October 9, 2022

    Lenovo ThinkPad X1 Carbon Gen10 Review

    September 18, 2022

    Lenovo IdeaPad 5i Chromebook, 16-inch+120Hz

    September 3, 2022

    YouTube adds very convenient iPhone homescreen widgets

    October 15, 2022

    Google finishes iOS 16 Lock Screen widgets rollout w/ Maps

    October 14, 2022

    Is Apple actually turning iMessage into AIM or is this sketchy redesign rumor for laughs?

    October 14, 2022

    Samsung’s One UI 5 update is largely about personalization

    October 14, 2022

    MeetKai launches AI-powered metaverse, starting with a billboard in Times Square

    August 10, 2022

    The DeanBeat: RP1 simulates putting 4,000 people together in a single metaverse plaza

    August 10, 2022

    Improving the customer experience with virtual and augmented reality

    August 10, 2022

    Why the metaverse won’t fall to Clubhouse’s fate

    August 10, 2022

    How Apple privacy changes have forced social media marketing to evolve

    October 16, 2022

    Microsoft Patch Tuesday October Fixed 85 Vulnerabilities – Latest Hacking News

    October 16, 2022

    Decentralization and KYC compliance: Critical concepts in sovereign policy

    October 15, 2022

    What Thoma Bravo’s latest acquisition reveals about identity management

    October 14, 2022

    What is a Service Robot? The vision of an intelligent service application is possible.

    November 7, 2022

    Tom Brady just chucked another Microsoft Surface tablet

    September 18, 2022

    The best AIO coolers for your PC in 2022

    September 18, 2022

    YC’s Michael Seibel clarifies some misconceptions about the accelerator • DailyTech

    September 18, 2022
  • Startup
    • Fintech
  • Reviews
  • How To
Behind The ScreenBehind The Screen
Home»Startup»Why Topical Authority Is More Important Than Ever To Include In Your Marketing Strategy
Startup

Why Topical Authority Is More Important Than Ever To Include In Your Marketing Strategy

September 18, 2022No Comments5 Mins Read
Facebook Twitter Pinterest LinkedIn Tumblr Email
Why Topical Authority Is More Important Than Ever To Include In Your Marketing Strategy
Share
Facebook Twitter LinkedIn Pinterest Email

Businesspeople meeting about strategy

getty

Long gone are the days when brands could earn SEO points via irrelevant links and keyword stuffing. Search engines now use artificial intelligence and machine learning to weed out the riffraff and rank webpages with greater and greater sophistication. The user experience is as important to search engines as the customer experience is to your company.

I know it can be tough to keep pace with search engine algorithm changes. Google tweaks its algorithms thousands of times a year in thousands of tiny ways. However, you can’t afford to ignore its major innovations like Hummingbird and RankBrain, designed to reward high-quality and deep content, respectively.

If you want your brand to achieve a top spot on search engine results pages going forward, your marketing strategy needs to include a healthy dose of topical authority.

Singular Content Isn’t Enough

Quality content is the linchpin of every marketing strategy. It’s imperative to a brand’s ability to create awareness, make sales, build trust and loyalty and become an industry expert. It’s also how you develop topical authority.

But just because you may be producing some great content now doesn’t mean you’re establishing topical authority. And that’s precisely what you need to do to please the Google gods and move up in the search rankings. If you don’t, you will find yourself just another brand in the pack of good but unauthoritative content.

The best way to establish topical authority is to create interrelated content that approaches a topic from multiple angles using multiple pieces of content. So your marketing strategy needs to focus on creating well-written pillar pages that provide a broad overview of a topic. Next, you need to surround those pages with cluster content that delves into more concentrated aspects of the topic.

In the end, what you’re creating is content that can answer a customer’s question with depth and dimension. That is what’s driving SEO now. Search engines want to have all the answers, but your brand is going to have to provide them.

You Have to Work the Lower Part of the Funnel

So many marketing strategies focus on the top of the funnel — attracting as many potential customers as possible. Of course, the ability to attract a steady stream of new ones is important to any brand. But I’m guessing you already know that retaining a customer costs less than convincing prospects to buy. Focusing on the lower part of the funnel is necessary for retention success, so your strategy needs to include efforts to achieve those goals.

I would argue, however, that you need to take one step further in a market made increasingly competitive by digital media. You need to mold loyal customers who are brand ambassadors, encouraging others to buy from you as well. You need to develop a savvy growth marketing strategy to muster those troops.

Central to that strategy is establishing topical authority. You wouldn’t send out sales reps who lack in-depth knowledge of your products and services, would you? In the same way, you can’t send out brand ambassadors without answering all their questions beforehand. You have to provide all the information they need to trust your brand and build up their confidence so they can influence others.

Conversations Have Replaced Keywords

First came short-tail keywords, then mid-tail and eventually long-tail keywords typed by users in their preferred browsers. Take a look at current voice search statistics, and you will understand why topical authority is so important to your SEO.

More and more users are speaking their queries rather than keying them in. Typing lends itself to an economy of words, even in long-tail searches, that speaking does not. People are now having conversations, and search engines are listening.

If you’re aiming for Google gold, which is the highly coveted snippet at the top of the page, you need to ask and answer the user’s question in your content. The only way to do that is by establishing topical authority.

Pillar content linked to cluster content tells search engines that your brand knows what it’s talking about. The more they perceive that you have the answers to the questions their users are asking, the more likely you are to land that top spot, which is right where you want to be.

Authority Always Wins

The entire digital landscape is forever becoming more intuitive. Search engines are no exception. They’re sussing out not just words keyed or spoken by users but interpreting their intent with the goal of delivering the most on-target results possible.

Your brand establishes topical authority with search engines when there are no gaps in your content. You’re providing everything the customer wants to know. Search engines, in turn, will reward your thoroughness with prime SERP positioning.

Even with an aggressive topical authority strategy, you’ll still need to constantly focus on execution. The competition for stellar SERPs is as fierce as a rugby scrum. If you want to come out carrying the ball and scoring goals, you’ll have to focus your strategy on what’s important now.

Source link

See also  Factors to consider when choosing software for your business
Authority important include Marketing strategy Topical
Share. Facebook Twitter Pinterest LinkedIn Tumblr Email

Related Posts

10 Necessary Skills For Managing The Day-To-Day Operations Of A Business

February 2, 2023

Whalesync, a Seattle startup syncing data between software apps, raises $1.8M – Startup

February 1, 2023

Most Criminal Cryptocurrency Funnels Through Just 5 Exchanges

February 1, 2023

How This Online Grocer Is Working Towards Becoming The World’s First Climate Positive Grocery Store

February 1, 2023
Add A Comment

Comments are closed.

Editors Picks

Is It Really Hard To Start A Business When You’re Over 50?

October 12, 2022

Female Guts-protag action game Soulstice gets a demo on PC

August 25, 2022

Resident Evil Village DLC gameplay trailer exhibit controllable Girl Dimitrescu

July 22, 2022

Robinhood’s hangover, YC’s reduction and Uber’s return to form – Fintech

August 5, 2022

Subscribe to Updates

Get the latest news and Updates from Behind The Scene about Tech, Startup and more.

Top Post

10 Necessary Skills For Managing The Day-To-Day Operations Of A Business

Whalesync, a Seattle startup syncing data between software apps, raises $1.8M – Startup

Panasonic LZ2000 (2022) review

Behind The Screen
Facebook Twitter Instagram Pinterest Vimeo YouTube
  • Contact
  • Privacy Policy
  • Terms & Conditions
© 2023 behindthescreen.uk - All rights reserved.

Type above and press Enter to search. Press Esc to cancel.