Topical expertise is a fundamental facet of Google's ranking philosophy. Here's why the world’s largest search engine puts a premium on topical expertise for SEO:
Builds Trust and Credibility With Users
When users find accurate, insightful content, they're more likely to trust the source. Google aims to deliver this trustworthy content consistently. It wants to make sure users receive information from knowledgeable sources or topical experts.
For instance, a user searching for "keto diet risks" is more likely to trust and engage with an article written by a registered dietitian than a generic health blog, reinforcing Google's role as a reliable information source.
Enhances Content Relevancy for Search Queries
Experts in a field naturally produce more nuanced, comprehensive content. They understand the subtle connections between topics and can address user queries more effectively.
Take a query like "best javascript frameworks 2024." An expert developer's article will likely cover not just popular frameworks, but also emerging ones, performance comparisons, and real-world use cases. With the aim to provide a comprehensive answer that meets various user intents.
Helps Deliver Accurate and Authoritative Information
In an age where misinformation is rampant, Google takes its role as an information gatekeeper seriously. Topical experts are more likely to provide accurate, up-to-date information backed by real-world experience or academic knowledge.
Case in point: during a health crisis, Google prioritizes information from recognized health organizations and medical professionals to help combat the spread of potentially dangerous misinformation.
