For years, SEO was a game of keywords and backlinks. But the landscape has fundamentally shifted. With the rise of LLMs and AI overviews, Google isn't just looking for pages that match a query; it's looking for entities it can trust as definitive sources.
This is where topical authority becomes non-negotiable. It's the measure by which algorithms assess if your brand is a credible, comprehensive expert on a subject cluster. As Neil Patel recently highlighted, your competitors can copy everything except your trust. Building deep topical authority is how you engineer that uncopyable trust at scale.
The strategy is no longer about publishing more content, but about owning a niche completely. This means auditing your content for gaps, creating definitive pillar assets, and ensuring your coverage satisfies every user intent and related question. When you achieve true topical authority, you become the obvious answer for both users and algorithms, securing visibility across traditional SEO, AEO, and emerging AI-driven search experiences.
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