Voices of Search Podcast: The Power Of Effective Topical Authority
Episode Title: The Power Of Effective Topical Authority
Release Date: January 14, 2025
Host: Jordan Cooney
Guest: Tony Pataky, Director of SEO and Marketing Performance at Procore Technologies
Podcast Network: I Hear Everything
Production: I Hear Everything
In this enlightening episode of the Voices of Search podcast, host Jordan Cooney delves deep into the intricate world of topical authority within Search Engine Optimization (SEO) alongside his guest, Tony Pataky from Procore Technologies. Building upon their previous discussion on international SEO localization, this episode unpacks the essence, challenges, and future of establishing and maintaining topical authority in an ever-evolving digital landscape influenced by artificial intelligence (AI).
1. Understanding Topical Authority in the Age of AI
Jordan kicks off the conversation by posing a thought-provoking question: "Do we really need topical authority in a world of AI? Is topical authority a real thing anymore, or has AI changed the way we think about what a topic is and how we create the effectiveness or the efforts to control or own a topic?" (04:27)
Tony's Insight:
Tony acknowledges the pervasive influence of AI in content creation but emphasizes the enduring importance of topical authority. He asserts,
"Topical authority is important for ranking and it's also important for connecting with your audience and getting them to come back... When it comes to topical authority, will you really trust in AI in certain topics versus something that you've already connected with." (04:38)
He further highlights the trust factor, stating that while AI-generated content is widespread, content backed by established brands and experts retains superior credibility and trustworthiness.
2. Comprehensive Topic Coverage Beyond Competition
Jordan challenges the conventional SEO approach of merely benchmarking against competitors, asking Tony whether building topical authority solely through competitive analysis is sufficient.
Tony's Perspective:
Tony clarifies that while understanding the competitive landscape is crucial, topical authority is fundamentally about comprehensive coverage of a subject. He likens it to creating the "ultimate textbook for that topic," ensuring that every conceivable aspect and question within the subject is addressed (07:51). This holistic approach ensures that users find their educational needs fully met within a single resource, significantly enhancing the site's authority on the topic.
3. Metrics and KPIs for Measuring Topical Authority
Moving beyond strategy, Jordan inquires about the Key Performance Indicators (KPIs) and metrics that signify robust topical authority.
Tony's Breakdown:
Tony underscores the importance of both long-term and short-term metrics. He discusses the journey from initial content creation to achieving high rankings and sustained traffic. Key indicators include:
- Content Maturation: Observing how content moves up in rankings over time, often within 12 to 18 months, as topical authority strengthens (19:45).
- Search Engine Crawling Frequency: Increased speed and frequency with which search engines index new content indicate growing authority.
- User Engagement Metrics: Higher dwell time and lower bounce rates signify that users find the content valuable and comprehensive.
4. The Imperative of Expert-Driven Content
A significant portion of the discussion revolves around whether SEO professionals need to be experts in their respective verticals to build genuine topical authority.
Tony's Recommendation:
Tony strongly advocates for expert involvement in content creation. He states,
"I always work with experts, people who are experts. I can provide what the outline looks like, what are the key topics or questions that people are asking to touch on those. But in the end, the experts are what brings additional value." (16:27)
He warns against relying solely on SEO tactics without substantive expertise, noting that while non-expert content can initially rank, sustained authority and higher rankings are achieved through expert-verified, in-depth content.
5. Leveraging Internal Linking for Enhanced Authority
Internal linking emerges as a pivotal strategy in fortifying topical authority. Jordan seeks to unravel its role in this context.
Tony's Strategy:
Tony describes internal linking as creating a "choose your own journey" experience for users. By strategically linking related content, users are encouraged to explore further, thereby:
- Enhancing User Experience: Providing seamless navigation through interconnected topics keeps users engaged longer.
- Signaling Relevance to Search Engines: Well-structured internal links indicate comprehensive coverage of a topic, reinforcing authority.
He draws parallels to platforms like WebMD, where interconnected content encourages prolonged user interaction and establishes the site as a reliable information hub (18:00).
6. Adapting Topical Authority Strategies Amid Evolving Search Algorithms
In the face of dynamic search behaviors and algorithm updates, Jordan probes how the strategies around topical authority need to adapt.
Tony's Outlook:
Tony acknowledges the transformative impact of AI on search behaviors but remains optimistic about the enduring value of topical authority. He predicts that while AI will continue to influence content discovery, the fundamental need for authoritative, expert-backed content remains unchanged. He emphasizes that:
- Brand Connection: Emotional and trust-based connections with users will continue to differentiate authoritative content from AI-generated alternatives.
- Consistent Expertise: Maintaining high-level expertise and delivering consistent, valuable content will ensure sustained authority, even as algorithms evolve (21:55).
7. Indicators of Achieved Topical Authority
As the conversation draws to a close, Tony elaborates on the signs that topical authority has been successfully established.
Key Indicators Include:
- Rapid Ranking Progression: Content begins to climb SERP rankings swiftly after publication, reflecting authoritative signals.
- High Traffic Generation: Consistent and growing traffic volumes, especially for competitive and high-value keywords.
- Enhanced Crawling Efficiency: Search engines index new content almost instantaneously, indicating trust in the site's authority.
Tony shares real-world observations from Procore Technologies, where achieving topical authority led to exponential traffic growth and dominance in competitive keyword spaces within sectors like insurance and finance (25:06).
Conclusion
This episode of Voices of Search offers a comprehensive exploration of topical authority, highlighting its critical role in SEO strategy even amidst the rise of AI-driven content creation. Tony Pataky's insights underscore the necessity of expert-driven, comprehensive content and strategic internal linking to establish and maintain authority. As search algorithms and user behaviors continue to evolve, the foundational principles of building trustworthy, authoritative content remain paramount for sustained organic growth and visibility.
Notable Quotes:
- Jordan Cooney (04:27): "Do we really need topical authority in a world of AI? Is topical authority a real thing anymore?"
- Tony Pataky (04:38): "When it comes to topical authority, will you really trust in AI in certain topics versus something that you've already connected with."
- Tony Pataky (07:51): "Imagine if you had that ultimate textbook for that topic and it hits everything. That's when I think you start reaching topical authority."
- Tony Pataky (16:27): "In the end, the experts are what brings additional value."
- Tony Pataky (18:00): "Google is looking for... an ultimate textbook on this subject. This is a good place to send people."
- Tony Pataky (21:55): "Brand connection with the users, building a good experience, building that brand experience with your target audience and the expertise."
- Tony Pataky (25:06): "Once you got that, you rank super fast and you're able to compete for the super competitive keywords."
For more insights and episode summaries, visit voicesofsearch.com. Subscribe to the podcast on your preferred platform to receive daily SEO and content marketing wisdom straight to your feed.