In this article, we’re going to dive into the concept of topical authority in content marketing and why it’s crucial for real estate agents to understand it. You’ll learn about the benefits of having topical authority, such as increased visibility and credibility in the industry, and how you can use it to grow your real estate business.
But before we get into all that, let’s define what we mean by “topical authority.” Simply put, it’s about becoming an expert in a specific topic or group of topics within your industry. And in the world of real estate, that means creating content that establishes you as a trusted authority on all things related to buying and selling property.
We’ll also be discussing the concept of topic clusters, how to create a content strategy that focuses on building topical authority, and how to optimize your website’s structure to align with user intent and search engine expectations.
If you’re a real estate agent looking to up your SEO game, you’ve come to the right place. So sit back, relax, and get ready to learn the secrets of how to use topical authority in content marketing to boost your real estate business.
What is Topical Authority and Why Should Real Estate Agents Care?
Let’s start by defining what we mean by “topical authority.” Essentially, it’s about becoming an expert in a specific topic or group of topics within your industry. So, for real estate agents, that means creating content that establishes you as a trusted authority on all things related to buying and selling property.
But why should you care about becoming a topical authority? Well, for starters, it can help increase your visibility and credibility in the industry. If you’re seen as a go-to source for information on a particular topic, potential clients are more likely to come to you when they need help with that aspect of buying or selling a home.
Additionally, having topical authority can also help you rank higher in search engine results. Search engines, like Google, want to provide the most relevant and useful information to their users. If your website is seen as a credible source of information on a specific topic, it’s more likely to show up at the top of search results.
Let’s look at a few real estate agent persona examples who have successfully leveraged topical authority to grow their businesses:
John Doe, a real estate agent in New York City, focuses on luxury properties. He has established himself as a go-to source for information on the luxury real estate market in NYC by consistently creating content that covers a wide range of topics related to luxury properties. As a result, his website ranks well in search results for keywords related to luxury properties and he is seen as an expert in the field.
Jane Smith, a real estate agent in Los Angeles, specializes in first-time home buyers. She has created a website that is packed with information and resources for first-time home buyers, from the home-buying process to mortgage options. As a result, her website ranks well in search results for keywords related to first-time home buyers and she is seen as an expert in the field.
How Topical Authority Works
Now that we’ve established why topical authority is important for real estate agents, let’s dive into how it works. One key concept to understand is the idea of topic clusters.
A topic cluster is a group of content pieces that are all focused on a specific topic or theme. The main pillar content is a comprehensive, in-depth piece that covers all aspects of the topic, while the cluster content is a group of supporting articles that delve deeper into specific subtopics.
Here’s an example of how a topic cluster might look for a real estate agent who specializes in luxury properties:
- The main pillar content is an article that covers the luxury real estate market in a specific city.
- The cluster content includes articles that dive deeper into specific subtopics such as luxury property taxes, luxury home staging, and luxury home security.
Having a topic cluster not only helps to establish you as an authority on a specific topic but also signals to search engines that your website is a credible source of information on that topic. This, in turn, can help your website rank higher in search results.
But it’s not just about the content itself. Search engines also look at other factors to determine a website’s topical authority, such as the number and quality of backlinks pointing to the website, and the relevance of the content to the topic at hand.
Strategies for Building Topical Authority with Content Strategy
Now that you understand the basics of how topical authority works, let’s talk about how you can put that knowledge into practice. The first step is creating a content strategy that focuses on building topical authority.
Here’s a step-by-step guide for creating a content strategy that focuses on building topical authority:
- Start with keyword research to identify topic clusters within your industry, recommend Google Keyword Planner, some premium options are Ahrefs or Semrush.
- Create a pillar content piece that covers all aspects of the topic in depth.
- Develop a list of subtopics related to the main topic and create cluster content pieces that delve deeper into each subtopic.
- Optimize your website’s structure to align with user intent and search engine expectations.
- Use internal linking to signal to search engines which pages on your website are part of a topic cluster.
Now that you have your pillar content and cluster content, it’s time to optimize your website’s structure to align with user intent and search engine expectations. This means organizing your content in a logical way and using internal linking to signal to search engines which pages on your website are part of a topic cluster.
For example, let’s say your main topic is luxury properties and one of your subtopics is luxury home staging. You would link from your pillar content about luxury properties to your cluster content about luxury home staging and vice versa. This helps search engines understand the relationship between the two pieces of content and helps visitors navigate your site more easily.
It’s also important to keep your topic clusters up-to-date and relevant. Regularly review and update your content, as search engines favor websites that provide the most current and accurate information on a topic.
Once you’ve created your content, it’s important to promote it to establish yourself as an authority on the topic. Share your content on social media, engage with other industry experts and reach out to websites in your industry and ask them to link to your content.
Optimizing for User Intent and Site Structure
We’ve talked about the importance of user intent and site structure in building topical authority, but how do you actually optimize for them?
When it comes to user intent, it’s important to understand what users are searching for and create content that addresses their needs and concerns. This means understanding the questions they have, the problems they’re trying to solve, and the information they’re looking for. By aligning your content with user intent, you can increase the chances of your website appearing in search results when users are looking for information related to your topic.
To optimize your site structure, start by creating a clear navigation and information architecture using internal linking to signal to search engines which pages on your website are part of a topic cluster.
You should also make sure your website is mobile-friendly and loads quickly.
In addition, you should use structured data on your website. Structured data is a standardized format for providing information about a page and classifying the page content. This can help search engines understand the content on your website and display it in a more useful way in search results.
Well, that’s a wrap! We hope you’ve found this article informative and helpful. By now, you should have a good understanding of what topical authority is, why it’s important for real estate agents, and how you can use it to boost your business.
Remember, building topical authority takes time and effort, but the benefits are well worth it. By establishing yourself as a credible and authoritative source in your industry, you can increase your visibility and credibility among potential clients and ultimately grow your business.
Thanks for reading and we wish you all the best in your real estate business!