Why Topical Authority Matters More for SEO Than Keywords in 2026

Why Topical Authority Matters More for SEO Than Keywords in 2026

Mar 25, 2026

Reading Time: 3 minutes
Why Topical Authority Matters More for SEO
If your SEO strategy is focused predominantly on keywords, you may still be missing the bigger picture. Google hasn’t relied solely on keywords for a very long time, but they still played a large role in SEO strategy. After all, keywords were how Google would match user queries with content.

However, with advances in artificial intelligence leading to Google’s AI overview dominating the top of most search results pages now, the game has changed. Are keywords still relevant at all, let alone as such an important piece of the SEO puzzle? Of course, they are. They just have a different role to play than before, as topical authority has taken over as the most important factor in not just how well you rank but also whether or not your web pages deserve to rank.

What Is Topical Authority?

Topical authority is your demonstrated expertise in a specific subject. Think of it as the network of all of your content on that topic that each individual blog article and web page contributes to. Google isn’t looking at individual pages anymore. Each page or article on that same topic works together to create that network of interconnected, high-quality content that thoroughly covers that subject area from multiple angles.

A website with high topical authority would typically have:

  • Core pillar pages that more broadly address your topic
  • Supporting articles that dive into subtopics
  • Strategic internal links that connect everything together

When done correctly, having a structure like this demonstrates not just to search engines but also to users that you are a trusted authority on that topic.

Why Is Topical Authority So Important?

Google has been shifting away from relying solely on keywords for rankings since the beginning. Its earliest updates were to improve its core algorithm to reward high-quality content and punish spammy, keyword-stuffed, low-quality content with lower rankings. Simply having high-quality content and good keyword research was sufficient for good rankings for a long time after that, but now the SEO landscape has been shifting again, this time at least in part because of generative AI.

Google isn’t necessarily punishing AI-generated content simply because it was generated by AI, but it is punishing low-quality content. On top of that, the AI overview at the top of many SERPs has to pull content from somewhere, and only the most trusted, authoritative content is going to qualify. If you have established yourself as a trusted authority on your topic, then you’ll have a good chance of ranking at the very top.

How Does Topical Authority Connect to E-E-A-T?

Google’s EEAT metrics for evaluating the content quality are not new. If you’ve been creating content with those guidelines in mind since Google announced them, then you’re already in a good place, content-wise. It’s these characteristics (experience, expertise, authority, and trustworthiness) that Google will be using to determine if content is high-quality. Using EEAT as a standard (and making sure you’ve got a human writer involved in all of your content production, even if AI is used as a tool) will help to make sure that your content is able to contribute to your topical authority.

Are Keywords Still Important in SEO?

Of course, keywords are still an essential component of any good SEO strategy. They’re still how Google connects a user’s query to your content. However, keyword research is a piece of the overall puzzle. It does help users find your content, but if you don’t have the topical authority on a subject, then Google will choose to highlight another website’s content in its AI overview instead.

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How To Optimize for Google’s AI Overviews

How To Optimize for Google’s AI Overviews

Feb 9, 2026

Reading Time: 3 minutes

While Google’s AI overviews aren’t entirely new – they’ve been showing up on SERPs for a few years now – Google is still refining exactly how they work, which means that SEO strategies are still evolving alongside them. The goal is no longer just about ranking on page one, although that is still important. It’s about being one of the trusted sources that Google’s AI algorithm chooses to reference in the overview.

But with the algorithm still adjusting, how do you optimize for ranking in the AI overview? The following tips can help you create an SEO strategy to rank in the AI overview and survive the evolving SEO landscape changes.

 

Tip #1: Answer the Question Immediately

This tip is actually beneficial both for AI algorithms and for human users. AI tends to prioritize content that gets straight to the point. For example, if someone searches for “How do AI Overviews work?” Google is looking for content that clearly and directly explains the answer right away, not a 300-word intro about the history of search engines before finally getting to the explanation.

Start your content with a concise answer in the first few sentences and then expand. Alternatively, you could include a summary or key takeaways at the top of your content. As long as the first thing is a clear answer to the question posed by the title, you can benefit both Google, because it’s easier for the algorithm to extract your response, and because it can help users know right away whether they’ve come to the right place.

 

Tip #2: Structure Content for Extraction

The above advice doesn’t just apply to the beginning of your content; it also applies throughout your content. Google’s AI overview doesn’t pull just from the top of a page, which means that each header and subheader offers another opportunity to ask a question and immediately answer it concisely.

Breaking up your content into sections makes it a lot easier for human readers to understand and find what they’re looking for. But it also makes it easier for AI to parse your content and pull it into an overview. For the same reason, bulleted lists and step-by-step instructions are also AI-friendly.

 

Tip #3: Write in a Clear, Neutral, Informational Tone

AI Overviews tend to pull from content that sounds factual and authoritative. That doesn’t mean your content has to be boring, but you do need to avoid aggressive sales language, clickbait headers, or overly promotional content. What the AI algorithm is looking for is trustworthiness, not marketing.

This style of writing actually makes you read more like an authority on your topic to readers as well. Most people don’t like to be sold to. And while clickbait titles do get traffic, they don’t help establish you as a trusted authority.

 

Tip #4: Build Topical Authority, Not Just One Page

Speaking of authority, the best way to be considered a trusted source is to demonstrate that authority consistently in all content about that topic, not just on one page.

Instead of publishing one blog post about a topic, build a content cluster:

  • Core pillar page
  • Supporting subtopics
  • FAQs
  • Related guides
  • Comparison posts
  • Etc.

The more depth and coverage you provide, the stronger your topical authority signals become. This also helps readers to trust your brand and associate it with useful content about topics they’re interested in.

 

Tip #5: Strengthen E-E-A-T Signals

EEAT has been a major part of SEO content strategy for a long time. It’s what Google uses to determine whether content is high-quality, and it’s been used to determine rankings for years. Although it shouldn’t be new to anyone familiar with the SEO space, it’s important to keep in mind because not only is it important for users, but it’s also something that AI uses to select which content it uses in its summaries.

 

Tip #6: Optimize for Conversational Queries

AI Overviews are often triggered by natural, question-based searches. People on mobile or using voice search frequently search in a more conversational tone. Long-tail keywords and headers phrased as questions are good ways to capture this kind of traffic. This strategy isn’t necessarily new, but it works for AI overviews as well.

 

Optimizing for AI Overviews Is Similar to Optimizing for Users

In many ways, optimizing for the AI overview is very similar to optimizing for users. High-quality, easily skimmable content that also answers the user’s question right away will keep users coming back to your content. At the same time, these are all things that Google’s algorithm looks for in putting together the AI overview. Overall, focusing on the best possible content and structuring it so that it’s easy to read and navigate will help make it ideal for both AI and for users.

 

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Why Human Writers Still Matter for SEO in a World of AI

Why Human Writers Still Matter for SEO in a World of AI

Jan 26, 2026

Reading Time: 3 minutes
In the past, if you weren’t a writer yourself, you had to hire one. Now, anyone with access to an Internet connection can log in to a generative AI platform and churn out a blog or a web page in seconds. Now, the internet is filled with AI-generated content competing with human-written content, and Google has outright stated that it won’t punish AI-generated content with lower rankings.

And while that’s true – AI-generated content can rank – that’s not the whole story.

Why Doesn’t Google Punish AI Content in Search Rankings?

The reason Google hasn’t made a point of punishing AI-generated content in rankings is that ultimately, whether something is human-written, AI-generated, or a hybrid of the two doesn’t matter much for its ultimate goal: high-quality content. Google’s focus has been on connecting users with the best quality of content possible since its beginning, and every update made over the years has been to get closer to that goal.

What this means is that exclusively AI-generated content often gets pushed down in the rankings anyway, even without Google artificially doing so. In many cases, AI content that hasn’t been reviewed and even rewritten by a human writer is just not very good.

EEAT Your Content: Google Rewards Quality

Instead of punishing content simply for being AI-generated, Google instead rewards quality and punishes the lack thereof. This means that any thin, inaccurate AI content will naturally just get pushed down in the rankings anyway. Meanwhile, quality human-written content or AI-assisted content will get rewarded with higher rankings.

This doesn’t mean that AI cannot be used to create quality content. It just means that quality, specifically experience, expertise, authority, and trustworthiness, are more important than the source of the content.

AI Cannot Recreate Human Experience

AI chatbots may be excellent at generating nice-sounding content, but what they cannot replicate is human experience and human understanding of other humans. AI can also hallucinate, meaning that it can literally just get things wrong. This is why content that’s either human-written or a hybrid of AI-assisted, but with human oversight, tends to rank much better than content that’s just generated by AI wholesale.

Google’s definition of high-quality content includes expertise and experience.

Is AI Replacing Writers?

In some cases, where someone cares more about quantity than quality and doesn’t mind risking lower rankings, then maybe AI could replace a writer. But in most cases, there’s just no replacing the expertise and experience that a real, human writer can bring to the table. Those who are serious about ranking highly should continue to involve humans in that process.

That’s not to say that AI can’t be used to create high-quality content. But AI is a tool, not a writer. Whether LLMs like ChatGPT and Gemini ought to be used in writing is an ongoing debate. However, there are plenty of ways that AI can help writers be better and faster without actually generating any of the content. Ranging from assistance with outlining and editing to making research faster, AI can be an extremely useful tool in creating that high-quality content that Google will rank well.

Ultimately, Google’s goal is to reward high-quality content. How you create that content doesn’t matter to Google at the moment, although having human authorship can be a signal of quality to users looking to move beyond the AI content that’s out there. And user signals do translate into the rankings – Google pays attention to what users read and what they click away from.

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How Is AI Changing the Way People Search? (And What Does That Mean for Your SEO Strategy?)

How Is AI Changing the Way People Search? (And What Does That Mean for Your SEO Strategy?)

Aug 26, 2025

Reading Time: 3 minutes
AI has played a huge role in Google’s search engine for decades. It’s what powers the search algorithm and how it connects users to the best results for their search. What’s new is the more public-facing generative AI like ChatGPT, Gemini, Google’s AI Mode, and more. Many of these AI platforms can perform Google searches, and Google has incorporated AI directly into its search engine results page (SERP). But is this changing how people search? And if so, what does that mean for your SEO strategy?

How Is AI Affecting Keywords?

The biggest effect that AI has had on how people search is in the keywords they’re using. Instead of searching for a single word or a short phrase, people tend to treat AI as if it’s another person. They’ll ask full questions, such as “Where is the best coffee shop in Chicago?” instead of “Chicago coffee.” This does mean that keyword strategy can’t just look at words; it needs to involve figuring out user intent and what long-tail keywords would best suit that intent.

What Are Long-Tail Keywords?

Long-tail keywords are longer phrases or even full sentences that are more specific to a user’s search intent. Technically, a longer statement in the style of a shorter keyword may count as a long-tail keyword, but AI’s influence means that most user searches are in the form of a question. This isn’t actually a new thing–long-tail keywords, especially those in question form, have been a part of SEO strategies since people started searching with Siri and Alexa and other voice systems, because they talk to those like they’re people, too. ChatGPT and Gemini are just the first AI systems where you can type the conversation instead of speaking it.

What Is Actually Changing in User Search Behavior?

Even though long-tail keywords have been around for a while, thanks to voice searching, generative AI has still changed the way people have engaged with those keywords. Making a search with Alexa typically involves asking just one question at a time. Searching via ChatGPT or Google’s AI Mode actually allows for follow-up questions. Searching with generative AI is part of a conversation, with back-and-forth between the user and the AI platform. This means that your SEO strategy needs to involve not only thinking about what questions users may be asking but also what follow-up questions they may have.

How Can You Optimize for Long-Tail Keywords?

To make sure your SEO strategy takes into account how search behaviors are changing thanks to AI, you can do the following:

Optimize for Questions

Assume that users will be asking questions of AI engines. It’s important to know exactly what questions people are asking, so looking at the “People also ask” section on Google’s SERP is a good free way of incorporating questions into your keyword research. There are paid tools, like AnswerThePublic or AlsoAsked, that can help as well.

Don’t Ditch Core Keywords

Just because users are searching in a longer question format doesn’t mean you should abandon shorter core keywords altogether. These traditional keywords can help Google to classify your content and determine its relevance, authority, and more. They can still have an impact on your rankings, because Google expects that content about a certain topic will include certain keywords.

Structure Your Content for Layered Searching

Your content should be structured so that it’s layered with possible search questions. A table of contents with jump links can help users to more easily do deeper dives once they’re on your page. But each header is an opportunity for a keyword, and smaller headers can be opportunities for the follow-up questions that are becoming more common.

Look for Ultra-Specific Queries in Search Console

When you’re doing keyword research, keep an eye out for ultra-specific, or even downright weird, questions. Don’t treat these as outliers to be ignored; think of them as opportunities for reaching more of your audience with content that they’re looking for.

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How Long Does SEO Take To Work?

How Long Does SEO Take To Work?

Jul 25, 2025

Reading Time: 3 minutes
How Long Does SEO Take To Work
SEO can be a very rewarding marketing strategy, but it’s the one that can take longer to show results. But how long can it take for your SEO strategy to start producing that return on investment? The short answer is that it depends. There are a lot of factors involved, from what your SEO strategy involves to your industry to Google’s latest algorithm update.

Keep reading to learn what can affect timelines and how to know if you’re on the right track with your SEO strategy.

Why Is SEO a Long-Term Strategy?

While paid ads can generate immediate results, SEO does not. This is because SEO is more of a long-term trust-building exercise. It takes time for Google to recognize your website as a reliable source of information about your chosen keywords. Google doesn’t just look for technical soundness or content relevance; it also looks for things like trustworthiness and authority, both of which are built up over time, as well as consistency over time. 

By nature, SEO has to work over a longer period of time because it takes time to build trust with users, which translates into trust with Google.

What Is a Typical SEO Timeline?

While no SEO timeline is exactly the same, and a lot of factors could influence the actual amount of time it takes for an SEO strategy to start producing results, it’s possible to start seeing some early results in 3-6 months from when you implement the strategy. Most likely, you may start seeing real results between months 6 and 12. However, be aware that this is only a general estimate, and the actual timeline could be different. Most SEO vendors who promise results on a strict timeline may be using black hat SEO techniques that could backfire in the long run for shorter-term gains.

What Factors Impact the SEO Timeline?

How long it can take for your SEO strategy to produce results can depend on a range of factors, including:

The Age of Your Website

Newer websites have farther to go to establish trust and authority. If your site and domain have been in use for longer, you may have a slight time advantage because if you have established traffic and a foundation in technical SEO on your site, you may be able to gain momentum more quickly.

The Quality of Your SEO Strategy

How good your SEO strategy is also plays a major role in your results. Too small a budget or inconsistent efforts can make it take longer to see any return on your investment. If you aren’t including all possible SEO techniques (technical SEO, regular content creation, keyword research, ongoing link-building), then your SEO strategy just won’t be as effective as if you’d budgeted for all of these efforts. SEO also builds on itself over time, so pausing your SEO initiatives can derail the progress you’ve made.

The Competitiveness of Your Keywords

What this boils down to is that how quickly you can see results may depend on your industry. If you’re trying to rank for specific keywords that are highly competitive, then it may take longer. This is because a lot of others are targeting those same keywords and have had much longer to build trustworthiness for those keywords. You may have quicker success by targeting long-tail keywords, more niche keywords with less competition, or local SEO.

Google’s Algorithm Update

Lately, it seems like Google is constantly updating its algorithm. This can disrupt the rankings, either positively or negatively, which could either set back your timeline or push it forward, depending on how the update affected you. Google tends to make updates with the purpose of improving the algorithm’s ability to deliver the highest-quality results to searchers. This means that focusing on high-quality, trustworthy content that showcases your expertise and experience can help to protect your site from being negatively impacted by a Google update.

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Which UX Signals Is Google Using in 2025?

Which UX Signals Is Google Using in 2025?

Apr 21, 2025

Reading Time: 3 minutes
Which UX Signals Is Google Using in 2025?

Back in the dark ages of the Internet, when practices like keyword stuffing and spammy backlinks were rewarded with top search rankings, user experience was a secondary concern, mainly because those who focused on it ended up lower down on the SERPs. However, UX is now a core ranking factor, and those who don’t pay attention to it are likely to miss out. Google has always tried to prioritize user experience (thus the numerous core updates), but how its algorithm measures UX has changed over time.

User experience may be one of the most important factors in search rankings, other than keywords. If users aren’t having a good experience on your site, they won’t stay, and your search rankings will suffer because of it.

How Does Google Measure User Experience?

Google is a search engine that uses an algorithm to match users with content based on search terms. How can it tell whether someone is having a good experience on a website or not? And while Google can’t really tell how you’re feeling, there are some signals that it can measure. For example, if a website isn’t loading quickly enough, it’s not what you’re looking for, or it’s got loud autoplaying ads that you can’t pause, you aren’t likely to stay on that website. Google can measure how long users stay on a site before returning to the SERP–the dwell time–and can interpret a very short dwell time as an indicator that it wasn’t the right fit, while a longer dwell time would be a signal of a better user experience.

via GIPHY

The following are some of the UX signals that Google typically considers when adjusting SERP rankings:

  • Dwell time
  • Click-through rate (CTR)
  • Pogo-sticking
  • Load speed
  • Responsive design
  • Clickable elements aren’t too close to each other
  • Readable text and font sizes
  • Accessible color contrast
  • Semantic HTML
  • Screen reader support
  • No intrusive pop-ups
  • No autoplaying videos
  • Logical site hierarchy
  • Breadcrumb navigation
  • Anchor text
  • Scannable content
  • And more

via GIPHY

What’s New in UX Signals?

The above UX signals are all things that Google has been measuring for years. In 2025, these are still important signals because the information they provide has continued to be useful in indicating user experience. However, that doesn’t mean that Google isn’t continually looking at what works and making changes as needed. A new UX signal that Google has begun monitoring is Interaction to Next Paint (INP).

What Is Interaction to Next Paint (INP)?

Interaction to Next Paint is a metric that measures web performance. First introduced in a Google core update in early 2024, it replaced First Input Delay (FID) because it was considered to be a more accurate indicator of user experience. INP measures the time in between a user’s interactions with the website (be it clicking, tapping, typing, or something else) and the time the next frame is painted on the screen. What this boils down to is that INP measures how long it takes for a website to respond to a user’s actions.

What Is the Difference Between INP and FID?

FID, or First Input Delay, measured much the same thing, except that it measured only the very first interaction. INP takes that many steps further and continually monitors the website’s response time after a user interaction. It’s more accurate than FID because it paints a bigger picture. FID might miss later delays beyond the first one.

Why Is INP So Important?

INP is an excellent indicator of user experience because, simply put, the longer a website takes to load, the more likely a user is to leave unless they really, really want to be on that site. INP is an indicator of website loading speed and responsiveness (200 milliseconds or less is considered good), and the faster a site can load after a user interaction, the better that user’s experience with the site.

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