Posted on 2nd November 2016 by bseo_admin in SEO

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These days, everyone is talking about targeting topics and concepts, instead of old-school keyword targeting. With the increasing amount of keyword research tools out there, it’s still quite difficult to take that step and find SEO opportunities for topics.

 

Our latest mission, at SEOmonitor, was to fill that gap and build a tool that is precisely topic-focused. In our exciting journey, we managed to get to extraordinary results, but that came along with a “requirement” for a database of over 1 billion semantic connections between keywords searched on Google.

 

Connecting The Dots

We started our experiment by putting together a large pool of data on the UK market. On top of that, we added the metrics we normally use in measuring SEO performance: search volumes, rankings and trends.

The key to the next step was to find the semantic connections between keywords. Once we started recognizing patterns, we laid the foundation for a new metric: the Relevancy indicator.

This was a whopping step forward in our research: it made indexing and retrieving keywords from our database possible, given the connection they had with any other keyword – the topic. This is how we ended up creating the Topic Explorer (topics.seomonitor.com), a revolutionary tool that automatically delivers refined lists of keywords connected by topic. As a result, it enables the discovery and analysis of entire markets or niches, at a glance.

 

This tool just set the stage for more insightful information.

 

Domain Authority vs. Topical Authority

Since we already had the rankings and search volumes in place, we were able to quickly add the Visibility Score and the Domain Authority. This allowed us to compare the performance of different websites, on the same topic, using metrics we were familiar with from other contexts.

Soon, we started to observe an interesting fact: there was no consistent correlation between a website’s Domain Authority and its performance on a Topic.

In some cases, we even noticed that the best performing website had a relatively low Domain Authority, compared to the main competitors that were also targeting the same niche.

 

Here’s an example that best illustrates this idea.

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The primary reason we SEOs are using metrics such as the Domain Authority is that we want to know if we can get value from a website’s authority or if we can outrank it in a specific context. The Domain Authority is a relevant indicator, but in the context of topics, it doesn’t give us the information needed when making strategic decisions. So we decided it was time for a more topic-focused metric.

That’s why we introduced the Topical Authority, a metric linked to the Visibility Score. The best performing website is given a Topical Authority of 100 and the following websites have an authority proportional to the difference in Visibility Score between them and the one in the first position.

 

The tool is now in Beta and is only available to a selected few: our current customers and BrightonSEO attendees. If you want to take The Topic Explorer for a spin and test the Topical Authority, register at topics.seomonitor.com using the code: EXPLOREBR1GHT0N.

 


This article by was posted on 2nd November 2016

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