Topical Authority and Content Hubs
To rank higher in search engine results pages (SERPs), Google needs to see your brand as an expert in your niche. The most effective way to achieve this is by establishing topical authority through content hubs. Read on to learn how topical authority and E-E-A-T are intertwined and how content hubs can help build topical authority.
How do topical authority and content hubs relate to Google’s E-E-A-T?
Google aims to provide its users with the highest-quality, most accurate information. To achieve this, it evaluates the quality of search results based on the E-E-A-T principles (experience, expertise, authoritativeness and trustworthiness).
One of the best ways to demonstrate E-E-A-T is by building topical authority. That means creating a well-structured content hub that organizes information around a central theme and connects related subtopics through content clusters and internal linking.
A pillar page provides a comprehensive overview of the main subject, while supporting articles dive into specific questions, trends or details. This structure indicates to Google that your site thoroughly covers the topic, positioning it as a trusted source. Additionally, readers benefit from clear navigation and detailed answers, which build credibility and trust.
How does a content hub differ from a regular blog?
Content hubs and blogs share a similar purpose in that they both publish information online. The difference is in their structure and purpose.
A content hub is a centralized, multi-format system built around a core topic. It’s anchored by a pillar page and supported by content clusters. That’s where the pillar page vs. topic cluster model comes in.
The strength of a content hub lies in its structured organization, with strategic internal linking that guides users through related content. This makes it easy for readers to dive deep into a subject while signaling topical authority to search engines.
On the other hand, a regular blog functions more like a timeline. Posts appear in reverse-chronological order, often covering a wide range of topics with less structural connection.
While blogs are great for updates, insights and timely news, they don’t offer the same comprehensive, evergreen depth as a content hub. In short, a hub builds authority, while a blog shares ongoing commentary.
What is Google’s helpful content system, and how does it impact this strategy?
Google’s helpful content system is an automated, site-wide ranking signal designed to reward content that prioritizes humans—not search engines. It prioritizes information that answers user questions, provides insights and demonstrates real expertise.
A content hub strategy for SEO fits perfectly into this system. When you create a structured web of content that directly serves user intent, you automatically check the boxes Google cares about. Instead of chasing keywords, you’re answering needs. And since building topical authority with internal links naturally improves usability, you boost chances of ranking higher without resorting to gimmicks.
How long does it take to build topical authority?
Wondering how to build topical authority quickly? The truth is, it’s a long-term strategy, not an overnight fix. The timeline will depend on the quality of your content, your competitiveness in your niche and the strength of your overall SEO strategy.
On average, most brands see measurable results within six to twelve months. The key is consistency. Expand your content clusters steadily, update your pillar pages and strengthen your internal linking to show users and search engines that you’re comprehensively covering the topic.
Can a brand like FORTHGEAR.com build topical authority?
Yes, any brand, including FORTHGEAR.com, can establish topical authority by creating comprehensive, high-quality, in-depth content that covers a specific topic. Since they are in the digital marketing sector, the content marketing experts will first identify a topic they want to become experts in, such as content marketing.
From there, they will build a pillar page that serves as a comprehensive guide to content marketing, supported by content clusters on subtopics such as blogging strategy, email campaigns, video marketing and social media promotion.
They will add internal links to connect each cluster back to the pillar page and each other. This will improve users’ navigation and signal to Google that FORTHGEAR covers the topic comprehensively, improving their topical authority over time.
Conclusion
Building topical authority is crucial for brands seeking to enhance their search rankings. The best way to achieve this is by creating content hubs that prove your expertise and earn lasting trust.