You can’t undermine the importance of keywords in SEO. They bring in organic traffic by allowing users to pull up relevant content for their search queries. However, the newer regime suggests that keywords might not be all that’s required to pull through the complex web of SEO principles. Long gone are the days when traditional keyword strategies worked — where long-tail, low-competition, and high-volume keywords were the ultimate fix to on-page SEO. Today, topical authority is considered the ultimate ranking fix.
Updates like Helpful Content Update, RankBrain, and BERT have shifted the focus to a more holistic approach that suggests focusing on search intent to get better rankings. It emphasizes the use of content with context, depth, and E-E-A-T signals to attract the desired traffic to a website.
But what exactly is topical authority? It’s what makes websites most reliable to their audience. By shifting focus to trustworthy and valuable content, it helps match users to the most relevant pages on SERP.
So, is it time to assume that keywords are dead? Not exactly. However, their role has evolved, suggesting we also modify our optimization techniques to stay in tune with the latest Google updates.
Let’s dive deeper to discover the impact of these upgrades, as well as the role of topical authority in the search landscape.
Role of Zero Click Keywords In The Future Of SEO
But first, let’s talk about whether zero-click keywords are a cause of keyword value decline.
Zero-click searches are those that do not lead to clicks or traffic. This is because the user query can be addressed as a single answer, a calculator, a fact, or a direct solution. This kind of response is most likely to be triggered for search terms like:
“What is the age of Katy Perry”
“Who was the first man on the moon”
“USD to INR converter”
“Temperature in Los Angeles today”
“PST to GMT” (time conversion)
For such keywords, the answer available in Google features like AI overviews, ‘People Also Ask’ section, knowledge panel, and featured snippets is often enough for the user.
Anyway, it’s here that traffic is the thinnest. But does it mean that optimizing for such keywords is a dead end? The answer depends on what you hope to achieve in response to your SEO efforts. If your prime KPI is to generate traffic, then perhaps zero-click keywords are a wasted effort. But for brand recognition and discovery, it is worth optimizing for search features, with an objective to show up on SERP. Additionally, some users might be looking for a detailed answer, and a brief answer may not suffice, in which case it is best to take the latter road.
SEMrush states in its study about zero-click searches:
“Only 25.6% of desktop searches and 17.3% of mobile searches result in zero clicks.”
This number is rather insignificant and has minimal impact on the overall keyword perception. Therefore, we can’t say that zero-click keywords are the root cause for the decline of keywords in the search realm. Instead, keyword success may be attributed to a ton of other factors, particularly the latest Google updates and AI integrations.
The Shift Away from Keywords
SEO has come a long way in the past decade, drifting away from the days when keyword stuffing and exact match keywords were the legends in the search realm. Google’s latest algorithm updates are here to reinvent the way keywords work. Rather than devaluing them, they have provided a clear roadmap to improving content, so it better aligns with user intent and queries. Here’s why just keywords are not enough for SEO success.
Back in August 2022, Google launched the infamous Helpful Content Update (HCU), which brought devastation to many websites. However, it was also HCU that transformed the way Google assesses and comprehends content today.
Here’s what they have mentioned in the update:
“Any content — not just unhelpful content — on sites determined to have relatively high amounts of unhelpful content overall is less likely to perform well in Search…”
An older update called RankBrain is also part of the reason why keywords are not working the way they used to previously. This AI system has the ability to connect the dots between words and conceptual collocations. As a result, the need for exact-match keywords is close to none in the future of SEO; as Google is able to recognize content on a logical and critical level.
Later in 2019, Google’s BERT (Bidirectional Encoder Representations from Transformers) update came through — highlighting a powerful capacity for intuiting and predicting the intent behind search terms. This system can extract different motives and meanings from a similar combination of words in order to provide searchers exactly what they are looking for.
To sum up, conventional strategies for keyword research and utilization are no longer effective. Google’s algorithmic updates have shifted the way search terms are perceived and recorded today, leaving little room for content manipulation.
What is Topical Authority?
Now that we know keywords must be analyzed differently from earlier practices, it is time to understand what truly matters. One term that’s religiously being used in the SEO community nowadays is “Topical Authority,” and it it likely has great impact on the future of SEO of various websites. But what exactly is it, and how can we make use of it to ensure better rankings on Google SERP?
Simply put, it is a brand’s expertise in a specific niche or topic. Your goal is to become the go-to source for a specific subject rather than ranking for individual keywords.
According to SemRush:
“Strong topical authority improves search performance.”
The relation here can be defined with an example. Suppose you are looking for the best makeup brands online. While there are thousands of articles covering the topic, only the most reliable and authoritative website will show up in the first position. This means that Google trusts it as an expert on the subject and thus keeps it on the priority list on SERP.
In fact, most SEOs agree that topical authority is the key indicator of success in the digital landscape. This is because Google’s algorithm rewards topical relevance by analyzing content depth, relevant keyword usage, and contextual connections to determine how well a page aligns with a user’s search intent. It prioritizes well-structured and semantically rich content that covers a topic in its entirety.
A survey by Surfer SEO suggests that the topical authority score is the most desired metric for SEO specialists.
The reason why so many SEOs are leaning towards this concept? It is because of the new search updates that rendered the old-way keyword research unhelpful and outdated.
Why Does Topical Authority Matter?
Why does topical authority matter? Why go through this meticulous content creation process — what’s the payoff? Strong topical authority boosts search performance and improves keyword rankings for a wider range of related terms. This is because Google and other search engines generally trust authoritative sources and rank them higher in their SERPs. It is also a concept that’s likely to determine the future of SEO in the upcoming decade. Let’s look at how topical authority impacts SEO:
Builds Trust with Users and Google
Improving topical is an excellent way to get readers and search engines to trust your brand. As a result, you’re more likely to receive more returning website visitors and better SERP rankings.
Try this. Search for a financial concept that you want to understand. Perhaps how mortgages work or what a line of credit is. In both cases, you’ll notice that articles from credible websites like Investopedia will be higher on the SERPs. Google also prioritizes E-E-A-T for YMYL pages to ensure users find reliable information. This is another reason Investopedia likely ranks higher in search results for financial queries.
As a searcher, you’re more likely to trust Investopedia because of its high rankings for financial queries. Hence, you will probably click through to its website. Research from Semrush also corroborates this, showing a strong correlation between high search rankings and more clicks.
Snag Backlinks Naturally
Having high topical also has another benefit. It significantly increases the chances of earning backlinks to your website. If you create high-quality, detailed content on a topic, you’ll naturally attract backlinks from relevant sites looking to cite authoritative and updated information because they consider you an expert. This leads to natural link building, which further improves your search visibility.
If you have wondered why pages with many quality backlinks (especially from reliable and trusted sources) usually rank better in the SERPs, now you know the answer.
How to Build Topical Authority?
Walking into the latest era of search, adapting to the metric of topical authority is one of the most effective ways to craft a successful SEO plan. Topical authority is subject to credibility signals, including well-crafted content, comprehensive internal linking, and niche relevance.
Topical authority matters for SEO even if it’s not a measurable metric. This is because it can impact search rankings, user trust, and Google’s ability to recognize a website as a reliable source of information on a specific niche.
Here is a complete list of building blocks that work around the web to strengthen topical authority and trustworthiness of a website. These strategies will ensure you are putting your efforts where they matter most — building topical authority for better rankings in the future of SEO.
Content Clusters & Pillar Pages
Topic clustering is one of the most successful content strategies for topical authority. It relies on the technique that addresses all possible sub-topics revolving around a particular subject by linking them in one place. The linked page is called the pillar page that serves as the knowledge base for a given subject, with branches extending throughout the site structure.
According to Surfer SEO,
“The use of topical clustering structures makes it easier for search engines to understand your content depth and simplifies navigation for human visitors.”
For example, for a pillar page that focuses on the seed keyword “coffee maker,” the following semantically related topics will work to build topical authority.
Each of these topics covers the full scope of the given topic, amplifying its credibility with a well crafted framework. These supporting topics will push your pillar page further up by offering semantic relevance for search engines, as well as matching search intent by covering all aspects of the topic “coffee maker.”
E-E-A-T Optimization:
Rather than the ideal combination of keywords, Google has now shifted focus to weighing content credibility based on four factors: Experience, Expertise, Authoritativeness, and Trustworthiness, commonly known as E-E-A-T. It won’t be wrong to suggest that E-E-A-T content is the future of SEO.
The concept was introduced in 2014 with Google’s Search Quality Guidelines constituting only the last three syllables of E-E-A-T. Later, with the rollout of the Dec 2022 update, an “E” was added for the Experience parameter to complete the acronym of E-E-A-T. According to this update, it was clarified that:
“There are some situations where really what you value most is content produced by someone who has first-hand life experience on the topic at hand.”
In 2025, Google will likely double down on incentivizing originality, as evidenced by Google’s emphasis on “OriginalContentScore” in leaked documents. It signals a clear preference for content that offers something new and valuable.
Let’s take the example of the keyword “eeat content,” the first page ranking on SERP for this search term is from Backlinko. Reason? It covers the full scope of the topic, is written by a qualified SEO Growth Leader, demonstrates experience in the niche, and comes from a high-authority website.
Publishing Consistently
Having a powerful content strategy remains at the forefront of any successful SEO plan, but what’s the ideal timeline to generate and publish content?
Diane Faulker, a B2B Content Writer & Strategist, writes in her LinkedIn blog:
“If what you want to do is raise traffic numbers and bring clicks to your website and content, post frequently. What “frequently” means is something you’ll have to determine based on how much time you can devote to coming up with ideas, researching those ideas, and then writing the posts.”
There is no one-size-fits-all answer to the question of how often to post content, but consistency is key. And this means consistency in brand voice, structure, and content quality in addition to posting frequency.
Rather than creating content with no clear vision and strategy, analyzing your content requirements and creating a comprehensive game plan that adheres to the above-mentioned content quality guidelines is the key to unlocking the top Google rankings.
Internal Linking
Linking relevant content pages within the site is the cornerstone to staying on top of the website authority guidelines. The trick is to pick priority pages — blog posts, landing pages, and other high-conversion content — and connect it to relevant pages within the website. This helps distribute link juice, improve navigation, and boost rankings.
Aside from building topical authority, internal linking also optimizes link architecture. A well crafted site that exhibits a comprehensive link network is also the one that gets indexed faster. Hear about it from Google itself.
“It (link architecture) plays a critical role in Googlebot’s ability to find your site’s pages and ensures that your visitors can navigate and enjoy your site.”
According to experts, the most effective internal linking strategies are:
- Using contextual and detailed anchor text.
- Strategic linking from high PA pages.
- Mention high-priority links at the top of the linked page.
- Follow a relevant linking pattern.
- Audit regularly to remove outdated links.
Link Building
A strong backlink profile is among the prerequisites for improving topical authority. High-quality and niche-relevant links from different sources—directories, social media, forums, and authority websites—are a surefire way to garner stronger website authority and optimize rankings. Additionally, links from well-known sites help strengthen brand trust and reputation through word of mouth.
The trick here is to stay relevant, avoid spam links, and remain consistent with content to be able to acquire the best links from industry experts. That’s what’s going to help most in the future of SEO by improving topical authority.
Effective AI Utilization
AI-generated content is a double-edged sword. While it boosts efficiency and reduces costs, lack of originality, accuracy issues, and quality concerns necessitate a careful balance between automation and human oversight. That is why, it’s essential to combine it with human expertise to double-check facts, ensuring accuracy, adding value, and aligning content with user intent.
The payoff for this meticulous content creation process is significant: improved search performance, increased organic traffic, stronger brand authority, and ultimately, a more engaged and loyal audience.
The Role of AI & NLP in Modern SEO
AI has penetrated every field, and Google stays one step ahead to utilize it for a better search experience. With sophisticated AI models of NLP (Natural Language Processing) and BERT, search engines are able to better interpret the intent and thought process behind search terms.
While NLP utilizes machine learning for critical interpretation of all forms of text, BERT is a pre-trained model that analyzes context layers from multiple angles to fine-tune the SERP output. This keeps things in perspective, establishing that keywords are still important, but the idea is to generate for-people content in order to have a greater edge in the search realm.
These AI language models have shifted the focus from simple keyword matching to a deeper perception of context, intent, and user behavior. This validates the idea that practices involving the use of exact-match keywords and high keyword density are no longer effective for SEO. The end result? Keywords can no longer be used in the conventional way. An all-rounder strategy that covers all the bases to strengthen topical authority and relevance is the key to search engine rankings.
Is Topical Authority More Important Than Keywords?
Old-way keyword practices have been obsolete for a while now. Given the latest Google updates that integrate AI and algorithmic changes, the gears have been switched to a more dynamic system that motivates quality content creation in the future of SEO. Google clearly states in its latest HCU update that content must meet the searcher’s requirements rather than the search engine’s.
But are keywords really dead? Not even close. The only thing that’s changed is their targeting techniques. Building topical authority is the stairway that steers your keywords in the right direction.
You may also ask if you can rank without keywords using topical authority only? The answer is a definitive no. A combined strategy that optimizes content for the new search landscape is the only effective way to achieve top positions on SERPs.
