Topical authority areas — Jamie Steidle // VICE Media

Jamie Steidle, Senior SEO Manager at Vice Media, delves into SEO skills and topical authority. By focusing on specific subject areas, brands can cultivate a reputation for expertise and reliability, ultimately boosting their visibility in search results. Yet, for many SEOs, the challenge lies in starting the process of establishing topical authority. Today, Jamie discusses topical authority areas.
About the speaker

Jamie Steidle

VICE Media

 - VICE Media

Jamie is Senior SEO Manager at Vice Media

Show Notes

  • 02:17
    Topical authority and Google Discover
    Google Discover is a potential source of significant traffic for websites. Analyzing Discover data in Google Search Console helps to identify your topical authority areas and provides a signal on what areas Google thinks youre authoritative in.
  • 06:02
    Topical authority in traditional Google search
    To establish topical authority in traditional Google search, identify your audience and core focus areas. Then, develop content clusters or keywords around those themes to build authority within your niche or industry.
  • 06:55
    How to start building topical authority
    Identify your audience and leverage keyword tools to start building a list of keywords and content ideas around your topic. When creating content, interlink related articles using keywords to build your content clusters.
  • 09:44
    Measuring topical authority
    To measure topical authority, analyze the performance of pages within specific topics by assessing page views and related URLs. Track and highlight high-performing pages across traditional search and Discover to prioritize content creation in those areas.
  • 10:54
    Understanding topical authority through affiliate
    Affiliate is a good category for SEOs to learn and grow their understanding of topical authority. Affiliate is the easiest way to educate SEOs on topical authority because of its straightforward nature.
  • 12:06
    Expanding topical authority and exploring new topics effectively
    You can continuously develop authority on a specific topic through new angles, products, etc, while also testing out new things to see how they perform. Ensure you have a variety of content to keep readers engaged and avoid spamming.

Quotes

  • "Dont put all your eggs in one basket when it comes to Google Discover because Discover traffic will vanish. Youll perform amazingly in some topical areas, the next core update comes along, and you don't get any traction." - Jamie Steidle

  • "If there's something you want to write about, just write about it and see what happens. Especially for older websites with millions of pages, you dont know if something will perform or not." - Jamie Steidle

  • "If you constantly write about the same thing repeatedly, people might not want to keep reading. Make sure you have a variety of different content because you have to think about your audience." - Jamie Steidle

  • "SEO is about testing things out, getting things out there, and seeing if it's performing. You don't want to spam, so you have to be considerate and thoughtful about your readers." - Jamie Steidle

About the speaker

Jamie Steidle

VICE Media

 - VICE Media

Jamie is Senior SEO Manager at Vice Media

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