What Is Topical Authority?
A Simple Explanation for Non-Techy Business Owners
If you’ve ever felt unsure about what to write on your website or why your content isn’t showing up in search results, there’s a good chance no one has ever explained topical authority to you. Don’t worry. This guide will break it down in plain language and show you how to use it to build trust, visibility, and momentum.
What Is Topical Authority?
Topical authority is your website’s ability to be seen as a trusted expert on a specific subject. It’s how search engines—like Google—decide if your content is worth showing on the first page of results.
It happens when you consistently create content around a particular theme or area of expertise. Over time, search engines begin to understand what your site is about and start sending more people your way.
It’s not about trying to be everywhere. It’s about being clear and helpful somewhere.
Why It Matters
If you're building a business, sharing your knowledge online, or offering services that help people, you need to be found.
Topical authority helps with that. Here's why it's important:
You become the go-to source for your area of expertise
You attract people already searching for what you offer
You increase your visibility without constantly posting on social media
You build trust, even before someone reaches out
A Real-Life Example
One of my clients—a breathwork practitioner—had been writing about all sorts of things: self-love, daily routines, and mindset. But none of it was getting traction.
We focused her blog around one specific theme: nervous system regulation for creatives. She wrote five blog posts over three months, each answering a different question her clients often asked.
The result? A 40% increase in organic traffic, and more people joining her waitlist, because they had already learned to trust her through her content.
How to Know If You’re Missing Topical Authority
If your website traffic feels random or just too quiet, topical authority might be the missing piece. Here are some signs:
You rank for keywords that don’t reflect your actual work
You’ve written about a lot of topics, but nothing goes very deep
You feel stuck on what to write about next
Your content isn’t showing up in Google searches
You get website visits, but they don’t turn into leads or clients
How to Build Topical Authority (Without Burning Out)
1. Choose One Topic to Focus On First
Pick a subject you want to be known for. It should be specific enough to stand out, but broad enough to write multiple posts about.
Examples:
Somatic tools for burnout recovery
Public speaking for sensitive professionals
Nutrition and energy for people with ADHD
Start here. You can always expand later.
2. List the Questions People Ask About That Topic
Every question a client, customer, or reader has asked you? That’s content gold. Use those questions to guide your blog posts or videos.
If your focus is on vocal confidence, your posts might include:
How to prepare your voice before speaking
What to do if your voice shakes
Breathing techniques to calm your nerves
What to eat or drink before a presentation
3. Create Content That Builds Trust Over Time
Start publishing content that clearly answers these questions. Link related posts to each other so readers (and search engines) can see how they’re connected.
Keep your tone natural. Write the way you speak. Don’t worry about being “perfect”—focus on being helpful.
4. Add a Second Topic Later—With Intention
Many business owners or practitioners have multiple specialties. You can build topical authority in multiple areas, but do it gradually, with a focused approach.
Let’s say you’re a licensed therapist who offers:
Couples therapy
Trauma-informed individual therapy
Support for new mothers
These are all under the umbrella of “therapy,” but they each serve different audiences with different needs.
Rather than trying to cover everything at once, you might begin by focusing on support for new mothers and write blog posts such as:
How postpartum anxiety differs from depression
How to know if you’re experiencing burnout as a new mom
How therapy can support identity shifts in early motherhood
Once that area is well-developed, you can move on to content focused on trauma recovery, and eventually, relationship dynamics in couples work. Each area becomes its own little “library” of helpful content.
Over time, your website becomes a multi-topic resource, without feeling overwhelming or confusing to search engines or potential clients.
Don't Forget the SEO Basics
A little structure goes a long way. When writing each post, be sure to:
Include a clear, relevant title
Use subheadings to break up your content
Link to other related posts on your site
Write a short meta description (the preview text that shows in search results)
Invite people to take the next step (like joining your email list or booking a session)
Helpful Tools to Support Your Strategy
Here are some simple tools to help you along the way:
Finding keywords people search for:
Keywords Everywhere, or even Google autocompleteOrganizing your content ideas:
Notion, Asana, or a simple Google spreadsheetTracking what’s working:
Google Search Console and Google Analytics
Frequently Asked Questions
What is topical authority in SEO?
It’s your website’s reputation for being a trusted expert on a specific subject, built through depth, clarity, and consistency in your content.
How long does it take to build topical authority?
Some people see results in 2–3 months, but the biggest gains come with consistent effort over time.
Can I build topical authority in more than one area?
Yes, just build one area at a time. Let each topic be fully developed before you add another.
Do I have to blog constantly?
No. Even one or two thoughtful posts per month can build momentum if they’re strategic and well-connected.
Final Thoughts
You don’t need to be an SEO expert. You don’t need to blog every week. You just need to show up with clarity, share what you know, and organize your content so people (and search engines) can find it.
Topical authority is how you grow your visibility simply, steadily, and soulfully.
Want help mapping your content or finding the right topics to focus on?
Book a free call and let’s figure out what your website should be known for.
About The Author:
Moses Ward keeps Simple & Soulful organized and optimized behind the scenes. He’s unabashedly deep into the nerd regarding all things SEO, technology, data, and conversions — and loves empowering people with business advice that gets impressive results (and gets bonus points for being trend-proof and tacky-free). He’s got a voice for radio (so says his biz & life partner). Book a call or you’ll never know.
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