How to Become the Go-To Expert
Imagine your website being the first name customers remember when they think of your industry — the trusted voice people turn to, Google cites, and search engines favour. That’s more than just ranking for keywords. That’s what happens when you build topical authority.
Here’s what you’ll walk away with:
Key Takeaways
You’ll understand what topical authority means and why it matters for SEO and business growth.
You’ll learn how search engines and AI recognise topical authority, and what you must do to be seen as an expert.
You’ll get a story-driven path you can follow to build your own authority — not through fluff, but through smart, focused content and structure.
You’ll see why this strategy helps you attract higher-quality traffic, reduce ad costs, and become the trusted choice in your market.
You’ll get real examples and simple parallel steps even if you’re new to marketing or SEO.
The Story: How Sarah Went From Unknown to Trusted Authority
When Sarah launched her remodeling business in Billerica, Massachusetts, she faced a crowded market. Dozens of contractors offered kitchen remodels, basement additions, and window-door upgrades. She knew she needed more than just a website and a few posts. She needed people — and search engines — to see her as the expert.
She started writing blog posts like:
“How to plan a winter basement remodel in Massachusetts”
“Why replacing windows improves your home’s energy efficiency in New England”
“The step-by-step timeline of a kitchen addition during the colder months”
Then she linked each post to a broader “hub” page on her site: “Complete Guide to Home Additions & Remodels in New England.” Every supporting post linked back to that hub, and the hub linked to them. Over time, Sarah became the go-to for anything about remodeling in her area.
When a homeowner typed “basement remodel MA” or “window replacement winter”, her site popped up. Because search engines noticed she covered the topic deeply, consistently, and with local relevance.
This is topical authority in action.
What Is Topical Authority?
Topical authority means your website (and business) is seen by search engines and users as a credible expert on a specific topic — not just one keyword, but the whole subject area. Neil Patel+2Ahrefs+2
Let’s break that down:
Topic: For example, “home remodeling in Massachusetts” or “kitchen additions in New England”.
Authority: The search engine’s belief that you know this topic inside-out: many pages, well-structured, clearly linked, backed by expertise. Clearscope+1
It’s more than just ranking one keyword. It’s about covering many related questions, sub-topics, and tying them together. Ahrefs+1
So for Sarah, rather than just writing “window replacement tips”, she built an entire section of her site covering related topics — window types, energy efficiency, timing in winter, cost comparisons — all linked together.
Why Topical Authority Matters (for SEO and for Your Business)
1. Better Search Engine Rankings
When you show depth and consistency, search engines like Google and AI models see you as a trusted source and are more likely to surface your content. Semrush+1
2. More Qualified Traffic
Because you’re covering all angles of your topic, you’ll rank for many related keywords — even long-tail phrases that attract fewer competitors and more focused visitors. Ahrefs
Sarah’s site didn’t just show up for “kitchen remodel”, but “kitchen remodel cost winter Massachusetts”, “prepping home for addition in snow season”, etc. Those leads were further along in the buying process.
3. Lower Marketing Costs
Instead of paying to appear for every keyword via ads, you earn organic visibility that lasts. Companies with strong topical authority often spend less on PPC because they attract traffic naturally. Semrush+1
4. Brand Recognition and Trust
When you cover everything a client might need, you become the go-to brand. Clients remember you. Referrals happen. You become the “safe choice”. That helps you win in competitive local markets.
How Search Engines Judge Topical Authority
Here are the key signals behind the curtain:
Depth & breadth of coverage: Many pages on topics and subtopics, not just one.
Structure & internal linking: Hub pages (“pillar pages”) with supporting articles linked together clearly.
Backlinks from relevant, authoritative sites: These signal trust.
Author expertise and original content: Real authors, real experience matter.
Meeting user intent: The content genuinely answers what people are looking for, not just stuffed keywords.
“Topical authority is how search engines evaluate your site’s credibility on a specific subject. The more high-quality, in-depth content you create around a topic … the more likely Google is to trust your site to rank for related searches.” — Neil Patel
Step-by-Step Story-Driven Path to Build Your Topical Authority
Let’s walk through Sarah’s journey (and yours) with clear steps.
Step 1: Pick Your Core Topic
Choose a core topic that aligns with your business and where you can be seen as an expert. For Sarah: “home remodeling & additions in Massachusetts”.
Why it matters: Focusing prevents you from spreading too thin and competing with generalists. Semrush
Step 2: Map Out Sub-Topics (Topic Cluster)
Once you have your core topic, list sub-topics that cover all client questions and interests. Examples for Sarah:
“Kitchen additions timeline winter”
“Basement remodel cost MA”
“Energy-efficient window replacement New England”
“Permits for home additions MA”
This helps you cover the full breadth and depth of your topic.
Step 3: Create a Pillar Page & Supporting Posts
Your pillar page: A comprehensive guide — “Ultimate Guide to Home Additions & Remodeling in New England”.
Supporting posts: Each sub-topic above becomes a post linked back to the pillar, and interlinked among themselves. This tells search engines that your site is structured and covering all angles. Neil Patel+1
Step 4: Write and Publish Quality Content
Each article should:
Answer a real user question.
Use simple language.
Provide value (examples, stats, stories).
Link back to the pillar and to other relevant pages.
Don’t just say “We remodel homes” — show real stories: “When John & Maria replaced their windows in winter, they cut their energy bills by 30% in the first year.”
Step 5: Promote & Build Backlinks
Once you publish, reach out for guest posts, local directories, industry associations, and ask for mentions. The more high-quality, topic-relevant sites link to you, the stronger your authority. MarketMuse Blog
Step 6: Monitor & Optimize
Use tools to see which keywords you rank for, how you’re gaining traffic, and which pages are performing best. If you see gaps (topics you haven’t covered), fill them. Over time, you’ll notice you rank faster for new nearby topics. Positional
Step 7: Maintain Consistency
Authority doesn’t happen overnight. Like Sarah, you’ll publish regularly, update older content, keep your brand voice consistent, and ensure your site structure remains clean.
How This Works for a Local Service Business
Since you manage marketing for a contractor (custom homes, remodels, windows/doors) in a local area — here’s how to apply it:
Core Topic: “Custom home building & remodeling in [Your Region]”.
Sub-Topics: “Winter home remodeling timeline”, “Basement finishing cost [City]”, “Energy-saving windows for [State] homes”, “Permit process for home additions [County]”.
Create content that addresses local intent (“near me”, “in [City/State]”), includes location keywords, and uses real local examples (projects you did).
Link internally and externally to local sources, local suppliers, permit offices, testimonials.
Speak with your brand voice from the perspective of doing this for local homeowners: “We’ve built 50 + custom homes in this region” — experience matters.
The more you cover local angle + full topic depth, the stronger your topical authority in that market — and the higher you’ll rank in local searches, maps, social, and even AI-generated answers.
When someone searches “kitchen remodel Billerica MA” you want your site to stand out not just for one keyword, but for that whole local topic cluster of remodeling.
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Common Questions
What is the difference between topical authority and domain authority?
Topical authority is topic-specific: you are viewed as the expert in a niche subject. Domain authority is broader: how trusted your whole website is across many topics.
How long does it take to build topical authority?
There’s no fixed timeline. It depends on how many pages you publish, how well you promote them, how competitive your topic is. Some sites see noticeable effect in 3-6 months when they focus deeply and consistently.
Can I build topical authority by writing one article?
Not really. One article might rank for that one query, but to be seen as the go-to resource you must cover the topic broadly with multiple supporting pieces.
Does topical authority matter for local businesses?
Absolutely. Local businesses can gain authority by focusing on a specialised topic + region. For example: “basement finishing for homeowners in [City/State]” and linking to local neighbourhoods, regulations, real case studies.
Will AI tools like ChatGPT or Google’s SGE use my site if I build topical authority?
Yes. Studies show that AI-powered search and answer engines prefer content from sites with clear depth, structure, and trustworthiness — the hallmarks of topical authority.
Final Thought
If you’re ready to transform your website from “just another service provider” into the resource people rely on, then building topical authority is your game-changer. Instead of chasing random keywords, you’ll build a network of content that shows you know your topic inside and out — and search engines will reward that.
Start today by choosing your core topic, mapping out your content cluster, and begin writing with purpose. Don’t wait until your competition does. Be the expert. Be the trusted voice. Be the brand people say “Yeah, that’s the one.”
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