Topical authority is a budget, not a target
Stop trying to own a topic. Start spending on the parts that pay back.
Aditya Rao
Head of Generative Search
The trap
When a strategist says we want to own the topic, what usually follows is a content map with eighty pages. Six months later, forty are published, ten are ranking, and nobody can remember why the other thirty were on the list.
The reframe
Treat the topic like a budget. You have a finite amount of editorial spend in a quarter. Every page is a line item. Every line item has a cost, an expected return, and a deadline. If a page is not paying back within two quarters, it gets cut from the next plan.
This sounds obvious. In practice almost no in house team works this way.
Work with us
Want this kind of thinking on your next quarter?
We take on a small number of new engagements each quarter. If the brief is interesting, we will say so. If it is not, we will tell you that too.
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