This is just a reminder that how something is shared can expand its SEO topical authority.
People have been sharing my podcast episode with the founder of Search Engine Roundtable, Barry Schwartz, in different ways – with different language.
Because of this, the podcast is now ranking 1 on Google for terms it wasn’t previously ranking for – terms that the episode didn’t even optimize for – but terms that were used in the title of the shares, for example on Reddit:
I talk about this a lot in Compact Keywords, my SEO course.
When you share your business by putting it in different directories, podcast descriptions, HARO descriptions, etc, you have to balance between using your overall brand language and language that you want to inform specific rankings (like a new page targeting a more competitive keyword).
You create topical authority for your brand as a whole and grow that topical authority into highly adjacent areas related to your brand – which can be used to rank for similar terms.
Topical authority is major so it’s important to share your brand in different, but specific ways (not the same thing every time).
Topical authority is something you SHAPE – like a sculptor – and you can directly control it with the links you get, the marketing you do, and the language you use.
You can incentivize the right language with a press kit in your footer, or simply the language you want on your landing pages, social bios, and email follow-ups.
