Is your website performing less spectacularly than you expected? The cause of this disappointment may be a problem with authority. No, this doesn’t mean you’re having difficulties with the people in charge. The phrase refers to ‘topical authority’ – the image of expertise a website projects to the world of shoppers and other users. Does your website convey profound, brand-relevant knowledge? If yes, you’re looking authoritative. If no, you’ve got some work to do.
Why is establishing topical authority so important? Well, for starters, clearcut expertise in a relevant field promotes trust in your website and brand. People equate knowledge with credibility, which in turn stimulates a willingness to engage with a particular brand.
Equally important is what established expertise does for your SEO standing. That’s right, it provides a robust boost. Google and fellow engines pay close attention to expertise-establishing content – and generously reward the associated website.
One way that digital marketers can establish topical authority is by conducting intensive research in the area of consumer priorities and objectives. Know what users value -- and cover this preference in your posts. Focus all posts on their interests.
Depending on user characteristics, different segments may have different areas of interest. To get the most out of your marketing campaign, create content to address each of these areas. It’s important, of course, to assign a distinctive keywords or phrases that correlate with each point of interest. This will facilitate a seamless flow from user searches to associated content.
So far as content is concerned, the deeper you go, the better. More details mean more expertise. So don’t hold back. You’ll get more mileage out of longer pieces meticulously detailed than you will with shorter works. In fact, an article of 500 expertly written words carries more clout than two 250-word articles. We might not perceive a difference, but users and search engines will. And they’re the ones you need to please.
If you have questions or comments about establishing topical authority for your website, or about any other brand-related topic, feel free to send them our way.