Thursday, September 21, 2023

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

Last updated Sunday, September 18, 2022 08:00 ET , Source: NewsService

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...

Read Full Story: https://www.forbes.com/sites/johnhall/2022/09/18/why-topical-authority-is-more-important-than-ever-to-include-in-your-marketing-strategy/

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