BrightonSEO Oct 2022_ Topical Authority Audits.pptx
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This document discusses how to audit the topical authority of competitors by analyzing how they cover topics related to their industry or niche. It recommends clustering keywords by topic, then exporting rankings to see how well competitors cover different topics. The document provides a template for conducting a topical authority audit and analyzing a competitor's coverage of various topics to identify opportunities to improve one's own content coverage.
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BrightonSEO Oct 2022_ Topical Authority Audits.pptx
- 1. Competitor topical authority audits: the how and the why Krystian Szastok RobotZebra @robotzebraagency Slideshare.net/RobotZebraAgency
- 2. What is topical authority? @robotzebraagency
- 3. What is topical authority? How Google sees your content within a niche or broad idea set, rather than a singular idea or term @robotzebraagency
- 7. Google’s Focus: Natural Language Understanding Processing Algorithmic Authorship @robotzebraagency
- 8. Three things to take away from this talk @robotzebraagency
- 9. 1. ‘It’s not going away’ @robotzebraagency
- 10. 1. ‘It’s not going away’ 2. ‘Google is rewarding it’ @robotzebraagency
- 11. 1. ‘It’s not going away’ 2. ‘Google is rewarding it’ 3. ‘You can get a free template’ @robotzebraagency
- 12. Helpful Content Update Google is doubling down on topical authority @robotzebraagency
- 13. So what do we need to do differently? @robotzebraagency
- 16. 1. Supplement your keyword research with missing topics Some tools can do this automatically @robotzebraagency
- 17. 2. Cluster keywords into topics Some tools can do this automatically, too @robotzebraagency
- 18. 3. Import them into a ranking tracker Add a common tag for each keyword topic @robotzebraagency
- 19. 4. Repeat these steps for all topics @robotzebraagency
- 20. 5. Export rankings with topic-based tags @robotzebraagency
- 21. 6. Audit Competitors Reuse your tagged keywords on your closest competitors @robotzebraagency
- 22. Topical Authority Scores Topic Competitor Acre Recruitment Other Recruitment 15.00% 10.00% 75.00% Sustainability 10.00% 5.00% 75.00% Finance 0.00% 5.00% 95.00% Corporate Responsibility 5.00% 0.00% 95.00% Community 5.00% 5.00% 90.00% @robotzebraagency
- 25. 1.Make a pillar post Targets your topic with the broadest keywords @robotzebraagency
- 26. 2. Use an export of topic- specific keywords @robotzebraagency
- 27. Which specific keywords are: ● Performing well (leave them as is) ● Ranking, but not highly (optimise) ● Not ranking (new content) @robotzebraagency
- 28. 3. Improve existing cluster pages @robotzebraagency
- 29. 4. Write new cluster pages Aim at topical keywords you’re not already ranking for @robotzebraagency
- 30. 5. Link them up Pillar Example: Cluster Example: @robotzebraagency
- 33. Optional Extra 1: Content Map
- 34. Optional Extra 2: Restructure URLs Folder > subfolder from the pillar to the cluster pages ● Some CMSs won’t support this ● Usually not worth changing the URL for a high-performing page
- 35. Three things to take away from this talk @robotzebraagency