Since Google came out with its recent “E” addition, changing E.A.T. to E.E.A.T., this signals that Google is fine-tuning its plans for future Google algorithm updates. So it is really important for local business owners to establish themselves and their websites as authorities in their field and local area.
I have five tips for you today that are really important and powerful in building Topical Authority on a local business website. where possible, I am going to go over each of these tips in this article in enough detail so that you understand and can implement them correctly. In some cases, the topic will take too long to show you how to do it in this article, so in that case, I will link to articles I have written just on that topic. So, let’s get into it!
See also my article “What is E.E.A.T. in Local SEO?“.
1. Focus on Just One or Two Topics
This is a way of building topical authority that I realized I hadn’t discussed before in my previous articles. So, I want to make it my first tip in this article!
When you start a new website, be it a local business or a national blog-type site, at first, your site does not have any authority with respect to the topics the website discusses.
In my experience, I have found that initially, it really helps to build topical authority if you pick just two main topics to focus your site around and then write different articles relating to the various aspects of each of those two topics.
Example 1
For example, if you own a general auto repair business and do all types of auto repair, pick your two main cash cow services and focus your site around them. So, for example, let’s say your two main money makers are transmission and brake repair.
So you would write articles for each of those services targeting them as keywords. Then you would write multiple articles exploring the various aspects of those two topics (targeting the main keywords) and linking them together in silo structures.
Focusing on just those two topics, with your main articles on them supported (and linked to) by all of their closely related supporting articles, Google will see you as an expert sooner in those two areas. And then, down the road, one by one, you can add other services (again in silo structures) after your website dominates the searches in your first two topics.
Example 2
I’ll give you one more example of this principle in action. At the time of the writing of this article, I have about 53 articles written on this website. Since this is a new website, I have picked just two main topics to focus on: On-page and Off-page local SEO.
There are a lot of aspects of each, hence 53 articles, and I have another 20 or so to write to really cover those two topics completely. Once I have, if I have interlinked them together properly (it’s different for a national blog than for a local business website), and once the website has seasoned a bit, then I will have given myself a huge head start in establishing this website as an authority on those two topics.
Then, later, I will branch out into other related topics such as local business, social media, etc. This is a really powerful principle if you use it correctly.
2. Build An Informative About Us Page
I have talked more about this example of WebMD’s About page in my article on “How to Optimize for E.E.A.T.” I won’t say much about WebMD here. But they and other websites with powerful topical authority have credibility-building About Us pages.
One of the things Google talks about in their “Search Quality Rater Guidelines (SQRG)” is that one of the areas they look at to determine their Topical Authority (E.E.A.T.) is their About Us page.
Google looks for things that set you apart in your industry and community, such as accomplishments and awards. They want to know your credentials. If you are in a YMYL (your money, your life) business like a dentist, for example, Google will want to know what degrees you have and how long you have been practicing.
For any business, they will want to know how long you have been in business and the extent of your experience. If any of your awards, degrees, years in business, and other accomplishments are discussed anywhere online, be sure to mention this and link to it from your About Us page.
3. Add FAQs Questions
Google really likes helpful FAQs that demonstrate experience and expertise and benefit the potential customer.
You should have a whole FAQs page that your customers can easily access from the main menu, as well as FAQ questions that apply to your various products or services on your products or services pages.
I have turned the above image into a link. If you click on it, it will take you to the local business website on which I found that image. I recommend you click on it and read the helpful questions and thorough answers the business gives on that FAQ page.
Whenever you give value to your potential customers by imparting practical answers to the problems your potential customers are experiencing, not only does this improve your website’s user experience, but it demonstrates your expertise, experience, and overall trustworthiness.
4. Impart Knowledge on Product and Service Pages
The above image is a screenshot of an Audi dealer’s website in Oklahoma City. What I want you to notice is how not only is their text designed to convert the reader to take their car into their shop, and naturally filled with keywords they want to show up under, but also how in the “Signs and Symptoms” section they give some really helpful diagnostics information that will benefit the reader with a problem.
This improves the potential customer’s experience while on the website, builds trust in the reader, and demonstrates expertise and experience in brake repair, showing authority in this topic.
I recommend that you fill your website’s content with good converting and keyword-rich (naturally) content and very helpful content that sets you apart as an expert in your field.
5. Get Industry and City Relevant Backlinks
Nothing builds trust in Google on your website more than backlinks from authoritative city and industry-relevant websites. City-relevant backlinks especially help with Google Maps.
If you are new to building backlinks for your local business website, I have an article I wrote about how to do that called “How Do I Acquire High Authority Backlinks?“
I also let you look over my shoulder as I show you how to find websites to get backlinks from in this video that I will embed below.
Don’t skip this step. Again, nothing builds a website’s authority like contextual backlinks from topically relevant authoritative websites!
Final Thoughts
Topical Authority (E.E.A.T.) is not a direct part of Google’s algorithm. However, they have stated that they are fine-tuning it now so that they can add it to one of their future algorithm updates. So, getting ahead of the curve and building Topical Authority is important!
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