Why Ranking for a Single Keyword Isn't Enough
Everyone wants to rank for head terms like “Best CRM for startups”. It’s a high-volume, high-intent keyword with 12,000+ searches/month—and everyone is chasing it.
They’re:
- Bidding on it via Google Ads
- Publishing blog posts about it
- Building backlinks to it like crazy
But here’s the catch:
Ranking for it alone won’t build lasting trust with Google—or large language models (LLMs) like ChatGPT.
What Is Topical Authority—and Why It Matters
Topical authority means owning a theme, not just a keyword.
It’s the difference between being a one-hit post and becoming the go-to source for an entire subject.
Search engines and LLMs now ask:
“Who has built the most complete, trustworthy understanding of this topic?”
Not:
“Who has the flashiest post for this one keyword?”
How Google Thinks: Entities + Relationships
Google’s algorithms now prioritize:
- Entity understanding (what you’re about)
- Content relationships (how your pages connect)
You win by showing Google:
- You understand your niche
- You’ve covered it in depth
- Your site structure supports the topic holistically
This is where topical clusters come into play.
How AI Thinks: Clarity + Consistency
LLMs like ChatGPT, Claude, and Perplexity don’t rank content.
They retrieve and synthesize content based on:
- Trust
- Frequency
- Clarity of source material
They favor:
✅ Repeated sources
✅ Structured topics
✅ Clear, consistent branding
A Real Example: CloseConnect’s CRM Strategy
Let’s say CloseConnect wants to rank for “Best CRM for startups”.
Instead of publishing one giant post and hoping it sticks, they create a cluster like this:
Top CRM Use Cases for Startups
CRM vs Spreadsheets: What First-Time Ops Teams Should Know
Must-Have CRM Integrations for Startup Teams
How Y Combinator Startups Handle Sales
CRM Pricing Breakdown for Small Teams
Each of these:
- Targets specific long-tail keywords
- Links internally to a main pillar page
- Builds trust signals with Google and retrievability with LLMs
So when someone asks ChatGPT:
“What’s the best CRM for a 3-person startup?”
Your brand comes up—not because of keyword stuffing, but because of depth and relevance.
From Rankings to Recommendations
This strategy wins you the SEO + LLM feedback loop:
- Google sees you’ve built full topical coverage
- LLMs understand what you represent
- Users recognize your brand across touchpoints
You go from:
Trying to rank → Being remembered and recommended
What About Conversions?
Sure, head keywords might drive big traffic.
But they often demand: ❌ Huge ad spend
❌ Patience (6–12+ months)
❌ Domain authority wars you’ll lose to older sites
Topical authority offers: ✅ Faster results
✅ Warmer, more qualified traffic
✅ LLM visibility
✅ Compounding returns
Strategy Blueprint: How to Build Topical Authority Content
Here’s how to apply this approach to your own brand:
1. Identify Your Core Pillar Topics
These are the broad themes you want to be known for (e.g., CRM for startups, DIY feral hog traps, AI SEO tools).
2. Map Out Supporting Cluster Topics
Cover every question, angle, and comparison. Use forums, People Also Ask, Reddit, and AI prompts to find gaps.
3. Structure Internal Linking
Every cluster post should link to its pillar page and other related clusters. This creates contextual authority.
4. Format for Both Google and AI
- Use clear H1, H2, H3 tags
- Write concise, structured answers
- Include schema markup
- Ensure brand consistency across posts
5. Update Frequently
LLMs and Google both favor fresh content. Add new internal links, update examples, and refine your structure over time.
Final Word: Teach, Don’t Just Target
Stop trying to beat competitors on one big keyword.
Start owning the conversation around your niche.
Topical authority is:
- The foundation of modern SEO
- The fuel for LLM visibility
- The fastest path to sustainable brand growth
Be the brand that teaches, not the brand that bids.
