- Sep 9, 2023
- 3,362
- 2,057
I want to talk about something I think is separating average sites from the ones that are dominating right now. Topical authority.
Not just writing articles. Not just targeting keywords. I mean, actually owning a topic.
What I Mean by Topical Authority
Instead of publishing random posts around a niche, you go deep into one subject and cover it from every angle. Guides, FAQs, comparisons, common problems, and advanced tips. Everything connected.
Google seems to reward sites that look like real subject matter resources, not just content farms chasing volume.
The Main Question
Is it better to publish 100 mixed keyword articles
Or 30 tightly connected pieces around one core topic
From what I am seeing, depth is winning more often than breadth.
How I’m Approaching It
For new sites
I pick one narrow subtopic and build a cluster around it.
One main guide.
Supporting articles answering specific questions.
Internal links tie everything together logically.
No jumping into five different categories at once.
For established sites
I audit what is already ranking.
Then I look for gaps inside the same topic.
If we have a guide ranking page 5, I do not just build links.
I expand the coverage around it and strengthen the entire cluster.
What’s Working Right Now
Adding missing subtopics that competitors are covering.
Building proper internal links instead of random linking.
Updating older posts so the whole cluster feels current and connected.
When the structure makes sense, rankings tend to stabilize instead of bouncing around.
Quick Example
UK service site in a competitive niche.
They had scattered blog posts, and none were breaking the top 5.
We stopped publishing random ideas.
Picked one service category.
Built 12 highly related pieces around it over four months.
Internal linking was tight and intentional.
Traffic did not explode overnight.
But within three months, multiple keywords moved from page 2 to the top 3 positions.
It felt like Google finally understood what the site was about.
The Big Takeaway
Publishing more is not always the answer.
Publishing with structure and depth usually is.
You want Google to see your site and think this is clearly about this topic, not that this site writes about everything.
My Question to You
Are you building real topic clusters or just chasing keywords with volume
Have you seen stronger results from going deep instead of wide
Curious what niches you are testing this in and what kind of movement you are seeing.
Not just writing articles. Not just targeting keywords. I mean, actually owning a topic.
What I Mean by Topical Authority
Instead of publishing random posts around a niche, you go deep into one subject and cover it from every angle. Guides, FAQs, comparisons, common problems, and advanced tips. Everything connected.
Google seems to reward sites that look like real subject matter resources, not just content farms chasing volume.
The Main Question
Is it better to publish 100 mixed keyword articles
Or 30 tightly connected pieces around one core topic
From what I am seeing, depth is winning more often than breadth.
How I’m Approaching It
For new sites
I pick one narrow subtopic and build a cluster around it.
One main guide.
Supporting articles answering specific questions.
Internal links tie everything together logically.
No jumping into five different categories at once.
For established sites
I audit what is already ranking.
Then I look for gaps inside the same topic.
If we have a guide ranking page 5, I do not just build links.
I expand the coverage around it and strengthen the entire cluster.
What’s Working Right Now
Adding missing subtopics that competitors are covering.
Building proper internal links instead of random linking.
Updating older posts so the whole cluster feels current and connected.
When the structure makes sense, rankings tend to stabilize instead of bouncing around.
Quick Example
UK service site in a competitive niche.
They had scattered blog posts, and none were breaking the top 5.
We stopped publishing random ideas.
Picked one service category.
Built 12 highly related pieces around it over four months.
Internal linking was tight and intentional.
Traffic did not explode overnight.
But within three months, multiple keywords moved from page 2 to the top 3 positions.
It felt like Google finally understood what the site was about.
The Big Takeaway
Publishing more is not always the answer.
Publishing with structure and depth usually is.
You want Google to see your site and think this is clearly about this topic, not that this site writes about everything.
My Question to You
Are you building real topic clusters or just chasing keywords with volume
Have you seen stronger results from going deep instead of wide
Curious what niches you are testing this in and what kind of movement you are seeing.
