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In simple terms: You build topical authority by building content and relationships, earning clicks/backlinks and ranking for and getting clicks for topics. Then you have topical authority.
You dont have to have a blog.
But its really hard to develop authority on your own, as effectively authority comes from 3rd party acitivty (think votes, degrees, reviews, elections etc – all are people validated data/outcomes)
Things like support forums encourage UGC and accelerate the process. A lot of content that companies develop – like “Case Studies” and “Press Reoleases’ – on site – dont really rank or get clicks, neither does documentation.
Use Cases and problem solving do – and most companies push this via blogs but also things like technets etc
>Recently I’ve been consuming a lot of content from Edward Sturm around topical authority.
Definitely a good place to start
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Is topical authority even the right strategic lens for all clients?If a client ranks for something, they have topical authority. TA is just a way of describing how Google ascribes keyword ranking scores to pages.
Obviously – the fastest way to develop this is via somehting like appearing on a big podcast like Edwards – actually a SaaS company was on it today. And getting lots of views, searches, links, being spread on social media etc resulting in searches
What are your thoughts on blogging and where you guys are currently?
