What is Topical Optimization?

Written by: Jason Bayless | April 05, 2017

Up until now, the focus in marketing has been on keyword optimization. Things like search engine optimization and pay-per-click advertising reigned supreme. There was even a sort of keyword optimization in the descriptions of videos, where a focus on using the right keywords would rank you high in the rankings of both Google and YouTube. While these strategies are still valid, there’s a new kid on the block.

Topical optimization has become more and more popular in recent times, where small companies use it for its comprehensive and total approach toward advertising. In this article, we’re going to take a look at what topical optimization is as well as how you can get it to work for you. Let’s get started with what exactly topical optimization is.

What is topical optimization?

Today’s search ranking system focuses a lot more on content than systems before. Whereas the old system was set up around certain keywords, the new system is focused more around topical authority.

With topical optimization, the key is really to write authoritatively about a subject instead of crafting content around certain keywords. Most people search for long tail keywords. It’s by focusing on answering these questions instead of keyword stuffing that you naturally rank higher on the results.

Why long tail keywords?

Simply put, when you target a specific long tail keyword, you’ll be better able to figure out the intent of that searcher. Once you have a better idea as to what the searcher is actually searching for, you can then tailor your content to meet their needs.

That isn’t the only reason to focus on long tail keywords, however. You should also target them because about 70 percent of page views are because of long tail keywords. Instead of focusing on one competitive keyword, you can create more useful and usable content for your searchers. Also, these long tail keywords tend to be easier to rank for than specific keywords. Lastly, specific searches are more likely to convert into sales because it shows how interested the searcher is.

How to improve your topical authority

Topical optimization doesn’t mean that you have to have a single blog post or page that answers every question. In fact, trying to do this will only limit your possibilities when it comes to topical optimization.

Instead, it’s best to try to build out your service areas by focusing on long tail keywords that people are actually searching for. For instance, you might focus on one keyword to optimize for, such as bicycle repair if you’re a repair shop. However, you’d be much better off tailoring your content to a specific area.

Is this for a bicycle repair in the Los Angeles area? Is this a query for the best bicycle repair shop? Once you narrow down what it is that your searchers are searching for and then tailor your content to that need, you’ll see a large improvement in viewership and sales.

Once you have this research, you’ll then use it to build out more pages and better optimize the ones that you already have. This will set you ahead of the competition and make it that much more likely that a searcher will land on your page thanks to high search engine rankings.

The world of marketing is constantly changing. Whereas before there was a heavy focus on search engine optimization, pay-per-click advertising, and even using video descriptions to bring up page rankings, it’s now better to take a comprehensive approach and invest in the concept of topical optimization.

While this list isn’t exhaustive, it should give you an idea as to what it means to engage in topical optimization and how you can get it to work in your favor. The best thing for you to do is to take this information and run with it, adapting and using your own ideas along the way.