Jeśli interesujesz się tematyką pozycjonowania stron internetowych, na pewno spotkałeś się z terminem “Topical Authority”. W jaki sposób budować “Topicala” Twojej strony internetowej? Dowiesz się tego z poniższego artykułu. Zapraszam do lektury.
Topical Authority – co to jest?
Topical Authority to nic innego jak określenie poziomu dopasowania danej tematyki strony. Dzięki “Topicalowi”, można lepiej określić dobre treści, które znajdują się na danej witrynie. Google chce pokazywać na najwyższych pozycjach strony, które są specjalistami w swojej branży. Przykład: Zapytanie – “najlepszy aparat fotograficzny”.
Jaka strona powinna wyświetlić się wyżej – strona, która zajmuje się pisaniem o podróżach i robieniu zdjęć, czy strona opisująca aparaty fotograficzne (na przykład sklep, czy blog)? Oczywiście strona z branży fotograficznej. Ty, jako odbiorca, chcesz dostawać najlepiej skrojone wyniki wyszukiwania i czerpać informacje ze stron, które mogą dostarczyć Ci wiarygodne treści.
Dlatego tak ważne jest tworzenie wartościowych i eksperckich treści w obrębie pozycjonowanej strony internetowej. Jeśli chcesz, aby Twoja witryna ciągle uzyskiwała coraz lepsze pozycje, skup się na prowadzeniu bloga i rozwijaniu treści w obrębie poszczególnych podstron.
Podnoszenie Topical Authority obecnie zaczyna odgrywać coraz większą rolę w działaniach mających na celu pozycjonowanie strony internetowej. Zwiększanie “Topicala” może pomóc w powiększaniu ogólnej liczby indeksowanych słów kluczowych, co bezpośrednio wpływa na widoczność domeny.
Jak Google określa Topical?
Od jakiegoś czasu Google przykłada coraz większą uwagę do jakości treści znajdujących się na stronach internetowych. Słyszymy, że algorytmy coraz lepiej rozumieją analizowane teksty. W jaki sposób się to odbywa? Otóż wykorzystywany jest do tego tzw. machine learning.
Po niedawnej aktualizacji algorytmu usłyszeliśmy, że od teraz Google będzie lepiej rozumiał i dopasowywał dane treści do tematyki. Tak naprawdę jest to po części rozwinięcie algorytmu Koliber z 2013 roku, ponieważ o ile język angielski był dobrze rozumiany przez wspomniany algorytm, o tyle z językiem polskim miał problemy.
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Jak budować Topical Authority?
Jak już wspominałem wcześniej – ważne jest tworzenie wartościowych i eksperckich treści w obrębie witryny. Treść – to jest słowo klucz. Budowanie topical authority należy rozpocząć od tworzenia jak najlepszego contentu. O tym, że jesteś autorytetem w danej dziedzinie musisz przekonać nie tylko swoich odbiorców, ale także samego Wujka Google.
Jakość treści to dopiero początek budowania dobrego topical authority. Ważne jest także to, jak bardzo Twoja strona odpowiada na konkretne zapytania użytkowników. Innymi słowy – czy odbiorca znajdzie odpowiedź na swoje pytanie.
Należy pamiętać, że budowanie wysokiego Topical authority to nie jest krótki proces. Nie wystarczy napisać jednego artykułu na jakiś temat, żeby być od razu uznanym przez Google za autorytet.
Aby budować topical authority, potrzeba czasu, cierpliwości i kreatywności. Tak jak wspominałem, jeden artykuł nie wystarczy. Potrzebne będę także inne, w podobnej tematyce (ale oczywiście nie takie same, nie chcemy doprowadzić do kanibalizacji słów kluczowych) artykuły. Wróćmy do przykładu najlepszego aparatu fotograficznego.
Tworzenie dobrego topicala
Wokół tej tematyki powinniśmy właśnie stworzyć inne artykuły. W jednym artykule opiszmy samą zasadę działania aparatu fotograficznego, stwórzmy poradnik jak robić zdjęcia w nocy, opiszmy dostępne obiektywy na rynku itp.
W ten sposób stworzysz grupę artykułów, które razem będą wskazywały, że jesteś autorytetem w tej branży. Należy także pamiętać o linkowaniu wewnętrznym między tymi artykułami.
Jeśli prowadzisz stronę, skupiającą się jedynie na jednej tematyce – to nie musisz się martwić. Natomiast jeśli prowadzisz serwis wielotematyczny, tutaj należy linkować z rozwagą. Najlepiej, jeśli linkowanie wewnętrzne będzie prowadzone tylko w tej jednej kategorii.
Tutaj mogę ponownie zadać pytanie z początku artykułu. Jaka strona powinna znaleźć się wyżej w wynikach wyszukiwania na frazę “najlepszy aparat fotograficzny” – Twoja, z wieloma innymi artykułami na temat fotografii, czy inna, która ma jedynie napisany jeden artykuł pod frazę “najlepszy aparat fotograficzny”?
Odpowiedź powinna być oczywista. Ale niestety nie jest. Czasami zdarza się i tak, że strona, która na pierwszy rzut oka powinna znajdować się wyżej w wynikach wyszukiwania jest niżej.
Dlaczego? Otóż istnieje ponad 200 czynników rankingowych, które Google bierze pod uwagę, więc taka strona może nadrabiać braki w treści innymi aspektami. Nie zmienia to faktu, że szeroko pojęty “content” jest coraz ważniejszy, co możemy zauważyć po ostatnich aktualizacjach algorytmów.
Co topical authority oznacza dla SEO?
Przede wszystkim, nie mamy wątpliwości, że prowadząc działania mające na celu pozycjonowanie strony internetowej należy starać się uzyskiwać jak najwyższy topical, ponieważ może to wpłynąć zdecydowanie na pozycje fraz kluczowych.
Pozycjonując stronę należy patrzeć na nią holistycznie. Napisanie jednego artykułu na określoną liczbę znaków i podlinkowanie go może już nie wystarczyć. Biorąc pod uwagę topical authority, należy kreować swój wizerunek jako eksperta w danej branży.
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