Clicks Internet Marketing Magazine for Small Business Clicks Magazine 32 | Page 12

WHAT IS GEO-TOPICAL
AUTHORITY?
This company might publish blog posts or videos
to show people how to prevent pests from taking
up residence in their homes. That, combined with
accurate and comprehensive information about
the business, will turn them into a geo-topical au-
thority on pest control.
Let’s start with a quick explanation. Geo-topical
authority is just like any kind of authority, except
it is both:
1. Specific to the geographical area where you
do business; and
2. Specific to the topics that are most important
to your customers.
That makes sense, right? The idea is that your web-
site – and indeed, your entire online presence –
should establish you as a company that can provide
detailed, valuable, and actionable information about
any topic related to what you do.
Let’s consider an example to make sure you know
what we mean. Imagine a pest control company
that has several nearby competitors. The compa-
ny that will win out in terms of online searches is
the one that has:
» A website that makes it easy to find all rele-
vant information about the business (we’ll talk
more about that in a minute)
» Content that’s geared toward answering their
target audience’s most common questions
» A coherent online presence that maintains a
strong brand voice and vision
WHY DO YOU NEED GEO-
TOPICAL AUTHORITY?
The answer to this question might be obvious,
but let’s talk about it anyway.
The only way for your business to succeed is for
you to differentiate yourself from the competition
and make it clear to consumers in your area that
you are the best possible choice to help answer
their questions and meet their needs.
If your website isn’t designed with geo-topical au-
thority in mind, then the chances are good that
you’re missing out on attracting new customers.
In other words, building geo-topical authority will
help you beat out your competitors and increase
your profits. You can get more online traffic, more
foot traffic to your store, more referrals, and a big-
ger social following – and that’s just the beginning!