No longer is search engine optimization just a matter of backlinks or keyword insertion. With the evolution of Google’s algorithms, two SEO concepts are getting more and more prominence as the main factors for ranking: topical authority and backlinks. Both factors have a direct influence on visibility, credibility, and traffic but the question is which one weighs more in today’s search ecosystem?

What Is Topical Authority?

Topical authority is the term that gives the idea of how deeply and constantly a website elaborates on a specific topic. The old practice of putting out random articles is now out of favor and the search engines support the sites that show great proficiency within a niche.

Topical authority is created by:

• Deep and detailed content
• Related articles linked together using internal links
• Regular publishing in the same field
• User interaction and retention on the page through strong measures.

If it is done properly, topical authority not only helps websites to rank for various related keywords but also creates a long term relationship of trust with readers.

Why Backlinks Still Matter

Backlinks continue to be a powerful signal for search rankings because they function as votes of confidence from other websites. When authoritative and related sites direct their links towards your content, it is considered as trustworthy and of high quality by the search engines.

Not every backlink, however, is of the same worth. A limited number of top notch links from reputable sites will have a much bigger impact than numerous links of poor quality. Neglecting the proper way of getting backlinks may even lead to a drop in rankings.

Referring links are particularly vital for:

• Arcing the climb for highly competitive words
• To expand the visibility of a domain.
• Getting traffic through referrals
• Fast ranking of new content

Nevertheless, poor quality or superficial content can never be redeemed by backlinks.

Topical Authority vs Backlinks: The Real Answer

It is not an issue of which one is more critical over the other, but how do they blend helpfully to be beneficial. Topical authority forms the base for rankings, while backlinks support and accelerate the visibility.

A website with a strong authority of topic but few backlinks might still perform well in the case of low competition. On the other hand, backlinks have a powerful impact only when they lead to the content that shows real expertise and is worth sharing.

Actually, premium topical content tends to attract backlinks naturally over a period of time.

The Best SEO Approach for Growth

In order to attract visitors and transform them into clients, companies have to:

• Concentrate on one main niche
• Develop content ensembles around important subjects
• Improve the linking within the site and user’s experience
• Get backlinks by making good, share worthy content

Links are still important but being an expert on a subject is becoming the main driver of long term SEO. Sites that will give more importance to their skill, relevance, and consistency in content will be the winners over those using only links. In present day SEO, authority generates trust, trust pulls links, and together they foster persistent growth.