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What Is Topical Authority in SEO & How to Build It



What Is Topical Authority in SEO & How to Build It

Imagine if your website (or clients) could rank for every single keyword related to a desired niche.

Enter topical authority.

Now imagine that you could even achieve this with no link building.

If some people in the SEO world are to be believed, this is achievable by anyone willing to write content about absolutely everything within a topic.

But realistically, you should still expect to build links and do a lot of other SEO activities. Topical authority is not a silver bullet.

But it’s still worth your time. 

In this guide, you will learn everything you need to know about topical authority and how to build it for your sites.

What is topical authority?

Topical authority is an SEO concept where a website aims to become the go-to authority on one or more topics. 

Building topical authority is about helping search engines understand a website’s topic so that it has better potential to rank for topically related keywords.

Let’s say you want to rank articles around the topic of protein powder. Writing just the one article targeting “protein powder” is probably not enough to compete in this niche.

Why? Because it’s a massive topic and you can’t possibly cover everything about it in one article.

To build topical authority, you need to cover everything related to protein, such as: 

  • what is protein”
  • what does protein powder do”
  • what is the best protein powder”
  • how to use protein powder”
  • how long does protein powder last”
  • how to use protein powder for weight loss”

Topical authority is achieved when a site fully covers a topic as a whole rather than focusing on just individual keywords. 

If you’ve spent any time digging into the SERPs looking for SEO opportunities (and let’s be honest, you have), you’ve probably noticed sites with low Domain Rating (DR) scores ranking well—thanks to topical authority.

For example, check out the SERPs for the keyword “mountain bike gifts”:

SERPs for the keyword "mountain bike gifts"

At first glance, you’d expect to see a big e-commerce store like Amazon (DR 96) at the top of the search results for a product-focused keyword like this.

However, a DR 23 site is ranked in second place, well above Amazon.

Why is this?

Possibly because is a site all about the topic of bikes. Whereas Amazon (although much stronger in terms of SEO metrics) lacks the topical authority for its domain, as it sells more general stuff.

Although it should also be noted that search intent plays a big part here too. Amazon is the only page on these SERPs ranking with a product category page, whereas the rest are articles/gift guides.

This is just one example where a website with topical authority has outranked more established players.

Why is topical authority important (for SEO)?

Google, as a search engine, works with semantic associations. This means it has to associate a website with a topic in order to rank it as a relevant resource for keywords that are part of that topic.

If you have a lot of content about a certain topic, this allows for more relevant internal links, which allow Google and users to find your content more easily which, in turn, may land you more natural backlinks.

If you take away nothing else from the concept of building topical authority, take this:

When you create content pieces around the same subject and interlink them, your topical authority in the eyes of Google increases. This helps to show it that you’re knowledgeable, aka an authority on the topic and a trusted source.

Before we go any further, let’s discuss the elephant in the room:

How does topical authority work?

Spoiler for this section: No one really knows.

With the introduction of Google’s Hummingbird algorithm in 2013, topical authority became increasingly important. 

It changed the ranking system for content so that it was determined by relevance to a user’s search query. 

Prior to Hummingbird, keywords were the main emphasis of Google’s search algorithms. In order for Google to understand what a user was looking for, keywords were used.

However, Google simply couldn’t understand the context behind user searches. 

A (very) brief history of Google and authority

Over the years, Google has moved more toward semantic search:

  • 2011 – Google announces “Structured Search Engine” for structuring the information on the web.
  • 2012 – Google launches Knowledge Graph for better understanding information about real-world entities.
  • 2013 – Hummingbird algorithm ranks sites based on inbound links and keywords. Google can now rank content based on relevancy to a query. 
  • 2018 – Google’s Medic update means YMYL content needs to show expertise, authority, and trustworthiness (E-A-T) in order to rank.
  • 2019 – BERT is launched. It is a model for better understanding relationships between words, concepts, and entities in human language.

You can’t really talk about topical authority without mentioning E-A-T at some point.

E-A-T (expertise, authority, and trustworthiness)

Google’s emphasis on “expertise” and “reputable websites” can be seen in its Quality Rater Guidelines:

Highest quality pages and websites have a very high level of expertise or are highly authoritative or highly trustworthy.

This suggests that building a reputation for your website as a “subject matter expert” is likely to contribute to the “authority” aspect in E-A-T. 

While E-A-T is not a direct ranking factor, the concept helps to inform the ranking algorithms. So when Google views your website as an expert resource on a topic, it’s more likely to rank your content higher.

Learn more: What Is E-A-T? Why It’s Important for SEO

How to measure topical authority 

The lack of clarity around the whole concept of topical authority contributes to having no definitive way to measure it.

Sure, more rankings and more traffic may be a good sign. But they just as well may be a result of link building or other SEO activities.

Thankfully, there are smart people like Kevin Indig, who devised a way of roughly calculating topical authority using the Traffic share by domains report in Ahrefs’ Keywords Explorer:

Traffic share by domains in Ahrefs

Here’s how to calculate the proxy to topical authority in Ahrefs:

  • Take a head term like “ecommerce” and enter it in Keywords Explorer
  • Go to the Matching terms report and filter for a minimum volume of 10
  • Export all keywords and reupload them into Keywords Explorer
  • Go to Traffic share by domains
  • Traffic share = topic share aka “topical authority”

How to build topical authority in four steps

So how do you build topical authority for your site?

First, you need to cover all the obvious SEO basics. Assuming you’ve got the basics covered, building topical research is pretty straightforward. 

In very simple terms, you need to:

  • Do keyword research to find all the talking points within a topic.
  • Organize that data into topic clusters.
  • Produce content that meets the search intent of those topic keywords.
  • Build relevant internal and external links to your content.

At the risk of becoming an authority on the topic of wasting time by rambling on about things no one really knows other than Google…

Let’s crack on and learn how to build some topical authority.

1. Do topic-based keyword research

It should come as no surprise that the starting point for building topical authority is keyword research

Identifying queries that users are searching for and topics of interest is the beginning of most SEO projects, and building topical authority is no different.

To be considered a “topical authority” by Google, you need to find and write about all the talking points within a topic.


Google’s main goal is to give people the most relevant answers to their search queries as quickly as possible. Your focus should be the same. Instead of thinking about an article as focused on a single keyword, think of them in terms of topics and subtopics. You’ll want to try and cover everything in your content that Google expects to see.

Choosing a good seed keyword is the foundation of your topical research. 

Identifying a seed term that is relevant to your topic is key. Here’s how to approach picking a good seed keyword for doing topical keyword research:

Topic Good seed keywords Bad seed keywords
coffee roasting process coffee roasting
coffee roasters
taking care of dogs dog care
dog health
all kinds of mountain biking mountain bikes
mountain bikers
Why are they good/bad? Clearly focus on the topic Too vague/specific; potential for lots of irrelevant KWs

Struggling to think of useful seed terms?

Try and pick seed keywords that represent an entity in Google’s Knowledge Graph. Entities in SEO are a complex subject and far beyond the scope of this article and my soft monkey brain to tackle right now.

So for the purpose of speeding up seed keyword selection, I’ll use entities straight from the horse’s mouth:

  1. Go to Google Images
  2. Drop in my broad topic 
  3. Check out the image filters (these are the entities that Google associates with the topic)
Entities in Google Images

Once you have selected a seed keyword, it’s time to expand the list.

For example, let’s say you want to build topical authority around the topic “project management software.” 

You’ll want to create content around keywords like:

  • project management software benefits”
  • project management software for students”
  • project management software definition and examples”
  • best project management software”
  • project management software for business”

To get to this point is relatively simple, although it can be time consuming. 

Drop a broad seed term in Keywords Explorer. The overview acts as a good starting point for understanding the topic.

Continuing with the topic of “project management,” here’s what you want to pay attention to: 

Top-ranking result

As the name suggests, this is the top-ranking page for the target keyword:

Top-ranking page metrics for target keyword in Ahrefs' Keywords Explorer

This is a great starting point for research. At a glance, you can see how many keywords this single page is ranking for:

Traffic potential in Ahrefs

Given that this is the top-ranking result, the keywords here are usually key subtopics you’ll want to cover—or at least provide an indication of.

Keyword ideas and questions

Still on the “Overview” panel, you can quickly see the top questions being asked around the topic:

Keyword ideas in Ahrefs' Keywords Explorer


One of the best places to get more SEO data is on the SERPs, and topical keyword research is no different.

Overview of the SERPs in Ahrefs

What I like to do here is expand the list to show the top 100 ranking pages (click Show more) and then cherry-pick low-DR sites that are ranking for a good number of keywords.

This site stood out to me because it is DR 32 with a little over 200 keywords and ranking in a sea of DR 70+ sites. 

Example of a site with a lower Domain Rating on the SERPs

This is a good sign that this site has a good amount of topical authority for me to leverage in my own research.

Traffic share by domains

It’s also worth hopping over into the Traffic share by domains report. This report shows the domains that get the most organic traffic based on your seed keyword input:

Traffic share by domains from a seed keyword

This is useful for seeing who are your major competitors, which you can use as sources of more keywords. Cherry-pick domains and drop them into the Content Gap tool to uncover more keywords.

Here’s how to uncover more terms from competing domains:

  • Run your site through Site Explorer
  • Go to the Content Gap tool
  • Pick suitable domains from the Traffic share by domains report
  • Apply some filters (if you want)
  • My preference: filter by keyword—in this example, “project management”—and some minimum volume and KD scores 
Ahrefs' Content Gap tool showing results around the topic of "project management"

Now that you have a list of keywords for topics (that get searched), it’s time to make sense of the keyword data.

2. Create topic clusters

Topic clusters are interlinked pages about the same subject. The purpose of them is to group relevant content together so that it is easier to find by both users and Google.

Armed with your keyword research, you’ll want to organize your list of terms into clusters based on search intent while also considering traffic potential. 

Your topics should have good traffic potential and typically be informational in intent, like this:

Ahrefs' Keywords Explorer overview for subtopics

Pick a topic for your cluster (or pillar page) that is relevant for your site to target and has enough depth that you will have subtopics to explore. 

Now, you’ll want to pick the most appropriate content format to create for the cluster: 

  • Guides – An evergreen content format that fully covers a specific topic. 
  • What is X – A deep-dive definition or answer to a question. 
  • How to X – A step-by-step tutorial detailing how to do a specific task.

These pages should be well structured with enough content to be useful as stand-alone articles but also link to more in-depth articles within the topic. 

Once you have your topic pillar nailed down, you’ll want to go “more niche.”

Just taking a quick look at the “how to get into project management” example, we can see more potential subtopics to target:

Example keywords for doing topic-based keyword research in Ahrefs

These pages should be fairly comprehensive and link to other topic pages and cluster content. 

Linking between your pages is vital for topical authority. Doing so helps build a semantic relationship between those URLs, telling Google that these pages are topically related. 

3. Write authority content

Now it’s time to take your keyword research and topic clusters and create some content.

The way to establish topical authority that most people are familiar with is by creating in-depth content. 

Start with your main pillar content pieces. Generally, you will want to have a pillar page for every type of product or service you provide or the main area of the subject you want to be seen as an authority on.

These focus topics should be broad enough that they have subcategories to target but also specific enough that a searcher landing on your page will find them relevant.

Ahrefs’ beginner’s guide to SEO does a good job of acting as an overview of the topic, and then directing users to more specific parts of the topic (in the stand-alone chapters):

Example of a topic overview page: Beginner's Guide to SEO by Ahrefs

Next, you’ll need to write supporting content.

Instead of writing about a topic in general, be more specific. Supporting pages should match user intent and are where you can gain more content depth. 

You’ll typically find that these pages are the ones where you will target long-tail keywords.

For each piece of content you create to help build your topical authority, you’ll want to:

  • Write quality content that aligns with your topic and what your audience actually wants to read.
  • Keep E-A-T in mind. 
  • Cover as many topics and subtopics as you can.
  • Match search intent (e.g., write a how-to guide for the [how to X] keywords, a list of benefits for [benefits of X], etc.).
  • Internally link to different relevant topics.
  • Continually update your content as it ages.

4. Build relevant links

Even the best content sometimes needs links to rank better.

When it comes to link building for topical authority, you need to make sure that the websites that link to you are relevant. 

Link building for topical authority—relevant pages cast a stronger vote

If you run a blog about coffee, getting a link from another bigger coffee website in your niche will be perfect. Whereas getting a link from a finance blog will be less relevant and, therefore, carry less weight. Relevance is the key.

Here are a few topical backlink tactics:

  • Guest blogging – Create useful content for topically related websites.
  • Skyscraper Technique – Create the go-to resource on the topic.
  • Ego bait – Mention key players in your niche and reach out to them.
  • HARO – Get “expert quotes” for your article.

Of course, it’s not just links on external sites you should be building but internal links on your own site too. In fact, these are pivotal for building topical authority.

Google uses internal links to help discover new content (source):

Some pages are known because Google has already crawled them before. Other pages are discovered when Google follows a link from a known page to a new page.

Each pillar page should be treated as a hub for that topic. Use internal linking to connect it to every piece of supporting content. 

For instance, using the “mountain bike” example again, all your pages on tires, helmets, tools, etc., should link back to your pillar page on mountain bike accessories.

Still have questions about building topical authority? You’ll like the final section.

Here are answers to a few common questions you may have about topical authority:

What is topical relevance?

Topical relevance is the relevance that the content on a website has in relation to a particular topic. Search engines use it to determine how relevant a page is to a user’s search query based on factors like content, backlinks, and keywords.

What is semantic SEO?

Semantic SEO is the process of building more meaning and topical depth with content. This is used by search engines to return the most relevant search results. Semantic search focuses on the meaning behind search queries instead of traditional keyword matching.

Learn more: What Is Semantic Search? How It Impacts SEO

What is website authority?

Website authority is a metric created by SEO tool providers to measure the strength of a site’s backlink profile compared to other sites in their index.

Learn more: How to Increase Website Authority (Domain Rating)

Are there any data-backed topical authority case studies?

I’m glad you asked.

Topical authority is a massive subject. There’s a lot of work out there done by people smarter than me in this field. Here are some case studies you should check out:

Final thoughts

Although it can be a powerful tool for ranking on Google, topical authority is not a magic fix for all of your SEO needs. 

It requires a lot of work and can take some time to kick in, but it’s worth pursuing if you want to rank for all the keywords in your niche. 

Just keep this in mind and you can’t go wrong:

Write about everything your audience wants to know—even better if the keywords align with your product/service.

Got a question on topical authority? Tweet me.

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The Best Times To Post On Social Media In 2024




The Best Times To Post On Social Media In 2024

Marketers worldwide know the importance of having a solid social media marketing strategy – and a key part of this is finding the best times to post on social media.

The old adage ‘timing is everything’ holds especially true in the world of social media, where the difference between a post that fades into obscurity and one that goes viral can often be just a matter of when it was shared.

With an always-growing array of social platforms hosting billions of users worldwide, it has never been more challenging to stand above the noise and make your voice heard on social.

To determine the best times to post on social media in 2024, we reviewed original data from leading social media management tools.

It’s important to note that the data from these sources present a variety of findings and suggestions, which underscore the fact that social media is an ever-evolving landscape. The most crucial thing is understanding the behavior of your own target audience.

Let’s dive in.

The Best Times To Post On Social Media

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 2 p.m. Local
Hootsuite Monday 12 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 7 p.m. Local
  • Best times to post on social media: 9 a.m. – 2 p.m.
  • Best days to post on social media: Monday and Wednesday.
  • Worst days to post on social media: Saturday and Sunday.

Determining an ideal time for posting on social media in general is complicated, as each platform is different, with unique users, features, and communities.

When deciding which social media platforms to focus on, you should think carefully about your brand’s target audience and overarching goals.

If you’re looking to reach a network of professionals, LinkedIn might be a good fit; if your brand is hoping to speak to Gen Z consumers, you might consider TikTok or Snapchat.

This explains why – when analyzing data from Sprout Social, Hootsuite, and CoSchedule on the best overall times to post on social media – we can draw some similarities but also see a variety of recommendations.

Weekdays emerge as a clear winner. CoSchedule and Sprout Social both highlight Wednesday as a good day, with Hootsuite and CoSchedule also highlighting Mondays as a strong day for engagement.

The most common time range among the sources is in the morning to mid-afternoon, with CoSchedule providing some very specific suggestions for post-timing.

Both CoSchedule and Sprout Social agree on avoiding Saturdays and Sundays.

The Best Times To Post On Facebook

Source Day Of Week Time To Post
Sprout Social Monday to Thursday 8 a.m. – 1 p.m. Local
Hootsuite Monday and Tuesday 1 p.m. EST
CoSchedule Friday, Wednesday, and Monday (in that order) 9 a.m. Local
  • Best times to post on Facebook: 8 a.m. – 1 p.m.
  • Best days to post on Facebook: Weekdays.
  • Worst day to post on Facebook: Sunday.

Facebook remains the most used social media platform in the world, with the largest advertising market share (16%).

While it’s experienced a shift in user demographics over recent years – now catering to older users – its popularity continues to climb, and its potential as a brand marketing tool cannot be disputed.

Regarding the best times to post on Facebook, all of our sources agree that weekdays are best. Sprout Social, Hootsuite, and CoSchdule all name Monday as a great day to engage on Facebook, along with calling out various other days of the week.

There is a general consensus that Sundays should be avoided.

The sources vary in their suggestions for optimal time slots, but generally speaking, early to mid-morning seems to be the most popular selection.

The Best Times To Post On YouTube

Source Day Of Week Time To Post
SocialPilot Sunday 2-4 p.m. EST
HubSpot Friday and Saturday 6-9 p.m. Local
  • Best times to post on YouTube: 2-4 p.m. on weekdays and 9-11 a.m. on weekends.
  • Best days to post on YouTube: Friday, Saturday, and Sunday.
  • Worst day to post on YouTube: Tuesday.

As the second most visited site in the world and the second most used social platform globally, YouTube offers an unparalleled opportunity for brands and individuals to connect with audiences through video.

And with its continued expansion – by introducing features like YouTube Shorts, initiatives like expanding the ways creators can get paid on the platform, and its increasing popularity as a search engine – the platform shows no signs of slowing.

YouTube is no longer just a video-sharing site; it’s a robust marketing tool that empowers businesses to raise brand awareness and drive meaningful engagement.

Finding recent data on the best times to post on YouTube proved harder than for some other channels, so these recommendations should be taken with a grain of salt.

While HubSpot suggests Friday and Saturday are the strongest days to publish on YouTube, SocialPilot specifically calls out Sunday as the most engaging day – so it’s worth experimenting with all three.

SocialPilot doesn’t specifically name the worst day, but according to HubSpot, you’d be wise to steer clear of Tuesday.

Both sources suggest the afternoon as an effective time for posting during the week. SocialPilot specifies that publishing in the mornings on weekends (9-11 a.m.) is effective, so this is important to bear in mind.

The Best Times To Post On Instagram

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 9 a.m. – 1 p.m. Local
Hootsuite Wednesday 2 p.m. EST
HubSpot Saturday 6-9 p.m. Local
CoSchedule Wednesday, Friday, and Tuesday (in that order)

9 a.m. Local

Later Monday 4 a.m. Local
  • Best times to post on Instagram: 8 a.m. to 1 p.m.
  • Best day to post on Instagram: Wednesday.
  • Worst day to post on Instagram: Sunday.

From its origins as a photo-sharing platform, Instagram has evolved into one of the most popular social media networks in the world – and an indispensable marketing tool.

With billions of users – 90% of whom are following at least one business – Instagram has become a powerful engine for ecommerce, brand awareness, and community-building.

As a leader in the social media space, Instagram constantly provides new formats and features for users to try out – from Reels to Stories, user quizzes and polls, and more.

We consulted a handful of sources to determine the top posting times for Instagram and came away with a mixed bag of answers.

Wednesday appears to take the cake as the most consistently recommended day, with CoSchedule, Sprout Social, and Hootsuite all suggesting it.

Generally, our sources seem to lean towards weekdays as being strongest for Instagram engagement – with the exception of HubSpot, which recommends Saturday.

In terms of timing, the morning to midday hours seem to be your best bet, especially around 8 a.m. through 1 p.m. HubSpot and Later provide times that significantly differ from other sources, which suggests that effectiveness can vary based on audience and content type.

The Best Times To Post On TikTok

Source Day Of Week Time To Post
Sprout Social Tuesday and Wednesday 2-6 p.m. Local
Hootsuite Thursday 10 p.m. EST
SocialPilot Tuesday and Thursday 2 a.m. and 9 a.m. EST
HubSpot Friday 6-9 p.m. Local
  • Best time to post on TikTok: Inconclusive.
  • Best day to post on TikTok: Tuesday.
  • Worst day to post on TikTok: Inconclusive.

While it’s a relative newcomer to the fold, TikTok has quickly become one of the most beloved social platforms worldwide – and is drawing brands in increasing numbers.

With the average user spending nearly 54 minutes on the app daily, it’s hard to beat the hold that TikTok has among audiences. By optimizing your presence there, you can stand to generate some impressive returns on your marketing efforts.

So, what’s the best time to post on TikTok? The jury is out on this one – and it may take extra experimentation on your part to find the sweet spot that engages your audience.

Tuesday seems to rise to the top among the sources we consulted, with Wednesdays and Thursdays also getting recommendations. Generally speaking, it looks like midweek is a good time to test out your TikTok content, but there are plenty of discrepancies in the data.

While HubSpot named Friday as the best day, it also highlighted that Saturdays and Thursdays are strong for B2B brands, and Saturdays and Sundays work well for B2C brands.

Sprout Social found Sunday to be the worst performing day, while Monday and Tuesday are the worst days, according to HubSpot.

We also find a mix of recommended time slots, from early morning to mid-afternoon and also evening being suggested.

The Best Times To Post On Snapchat

Snapchat, the pioneer of ephemeral social media content (and the inspiration behind Instagram Stories), provides unique opportunities to reach younger demographics.

It differs from other platforms in how it works and the type of content that engages there. Snapchat typically centers around showcasing real-time experiences and authentic behind-the-scenes content versus polished marketing content.

This makes Snapchat an advantageous yet often underutilized tool in digital marketing. But it should not be overlooked, especially given that the platform continues to innovate.

While we have seen 10 a.m. – 1 p.m. cited as the best times to post on Snapchat in various secondary sources around the internet, we have found no recent original data to either confirm or refute this.

Given this, we would recommend testing out different times and days based on the behaviors and lifestyles of your target audience and then iterating based on your results (which is what you should be doing across the board, regardless!)

The Best Times To Post On Pinterest

Source Day Of Week Time To Post
Sprout Social Wednesday to Friday 1-3 p.m. Local
HubSpot Friday 3-6 p.m. Local
CoSchedule Sunday, Monday, and Tuesday (in that order)

8 p.m. Local

  • Best times to post on Pinterest: 3-6 p.m.
  • Best day to post on Pinterest: Friday.
  • Worst day to post on Pinterest: Sunday.

Pinterest, once thought of as a simple inspiration board-style site, has today become a crucial player in the world of ecommerce.

Businesses can leverage Pinterest to showcase their products and drive conversions, but also to grow and expand brand awareness and sentiment.

Success on Pinterest can be found through sharing brand-specific imagery, optimizing for mobile, and appealing to your audience’s sense of aspiration and inspiration.

Friday, alongside other weekdays, is consistently mentioned as a strong day among our sources. On the other end, Sunday is commonly named as the least effective day for posting on Pinterest.

When it comes to the most fruitful posting time on the platform, it appears that the late afternoon to early evening, specifically around 3-6 p.m., is optimal for best engagement.

The Best Times To Post On X (Twitter)

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 9 a.m. – 2 p.m. Local
Hootsuite Monday and Wednesday 10 a.m. – 1 p.m. EST
CoSchedule Wednesday, Tuesday, and Friday (in that order) 9 a.m. Local
HubSpot Friday and Wednesday (in that order) 9 a.m. to 12 p.m. Local
  • Best times to post on X (Twitter): 9 a.m. to 12 p.m.
  • Best days to post on X (Twitter): Wednesday and Friday.
  • Worst day to post on X (Twitter): Sunday.

X (formerly known as Twitter) has long been a place for marketers to connect and engage with their audience, join trending conversations, and build community.

The real-time nature of X (Twitter) differentiates it from other social platforms and allows for spur-of-the-moment and reactionary marketing moves. And with CEO Elon Musk’s big plans for the app, it’s undoubtedly a space to watch.

When looking for the top days to post among the sources we consulted, Wednesday and Friday are most often mentioned – with Sprout Social specifying Tuesday through Thursday.

Hootsuite nominates Monday and Wednesday as the top days, proving that weekdays reign supreme on X (Twitter).

Like many other platforms, Sunday seems to be the least effective day for post-engagement.

Looking for the best times to post on X (Twitter)?

Late morning, from around 9 a.m. to noon, seems to be the most recommended time – though, as always, this will differ based on your specific audience and the type of content you are sharing.

We always recommend testing and experimenting to see what works for you.

The Best Times To Post On LinkedIn

Source Day Of Week Time To Post
Sprout Social Tuesday to Thursday 10 a.m. – 12 p.m. Local
Hootsuite Monday 4 p.m. EST
CoSchedule Thursday, Tuesday, and Wednesday (in that order) 10 a.m. Local
HubSpot Monday, Wednesday, and Tuesday (in that order) 9 a.m. – 12 p.m. Local
  • Best times to post on LinkedIn: 10 a.m. – 3 p.m.
  • Best days to post on LinkedIn: Tuesday, Wednesday, and Thursday.
  • Worst days to post on LinkedIn: Weekends.

Though first and foremost a platform for professionals, LinkedIn has picked up steam in recent years, becoming a hub of engagement and a frontrunner among social media networks.

It’s also an essential tool for businesses that want to reach business executives and decision-makers, as well as potential candidates.

Done right, LinkedIn content can go a long way in building a public perception of your brand and providing deep value to your target audience.

Digging into the data, we can see that weekdays provide the biggest opportunities for engagement on LinkedIn, which is hardly surprising. Tuesdays through Thursdays are often mentioned as the top days, with Mondays also highlighted by Hootsuite and HubSpot.

All of our sources agree that weekends are less effective for LinkedIn posts.

If you’re searching for the right time, you might try your hand at posting from late morning to mid-afternoon, based on what these sources discovered.

But (and not to sound like a broken record) your results may differ based on your brand, niche, target audience, and content.

What Is The Best Time For You To Post On Social Media?

Finding the best times to post on social media requires a delicate blend of testing, experimentation, and personal analytics.

And it never hurts to start your journey with industry insights like the ones we’ve covered in this article.

By aligning your content strategy with your target audience and trying out different posting strategies – taking into account these recommended time slots – you will be able to determine what works best for you and significantly enhance your social media presence and engagement.

Sources of data, November 2023.

All data above was taken from the sources below.

Each platform conducted its own extensive research, analyzing millions of posts across various social networks to find the times when users are most engaged.


  • Sprout Social analyzed nearly 2 billion engagements across 400,000 social profiles.
  • Hootsuite analyzed thousands of social media posts using an audience of 8 million followers. For its Instagram updates, it analyzed over 30,000 posts.
  • CoSchedule analyzed more than 35 million posts from more than 30,000 organizations.
  • SocialPilot studied over 50,000 YouTube accounts and over 50,000 TikTok accounts to compile its data. 
  • Later analyzed over 11 million Instagram posts.
  • HubSpot surveyed over 1,000 global marketers to discern the best times to post on social media. For its Instagram-specific data, it partnered with Mention to analyze over 37 million posts.

More resources: 

Featured Image: Kaspars Grinvalds/Shutterstock

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Google Updating Cryptocurrency Advertising Policy For 2024




Google Updating Cryptocurrency Advertising Policy For 2024

Google published an announcement of upcoming changes to their cryptocurrency advertising policies and advises advertisers to make themselves aware of the changes and prepare to be in compliance with the new requirements.

The upcoming updates are to Google’s Cryptocurrencies and related products policy for the advertisement of Cryptocurrency Coin Trusts. The changes are set to take effect on January 29th, 2024.

Cryptocurrency Coin Trusts are financial products that enable investors to trade shares in trusts holding substantial amounts of digital currency. These trusts provide investors with equity in cryptocurrencies without having direct ownership. They are also an option for creating a more diversified portfolio.

The policy updates by Google that are coming in 2024 aim to describe the scope and requirements for the advertisement of Cryptocurrency Coin Trusts. Advertisers targeting the United States will be able to promote these products and services as long as they abide by specific policies outlined in the updated requirements and that they also obtain certification from Google.

The updated policy changes are not limited to the United States. They will apply globally to all accounts advertising Cryptocurrency Coin Trusts.

Google’s announcement also reminded advertisers of their obligation for compliance to local laws in the areas where the ads are targeted.

Google’s approach for violations of the new policy will be to first give a warning before imposing an account suspension.

Advertisers that fail to comply with the updated policy will receive a warning at least seven days before a potential account suspension. This time period provides advertisers with an opportunity to fix non-compliance issues and to get back into compliance with the revised guidelines.

Advertisers are encouraged to refer to Google’s documentation on “About restricted financial products certification.”

The deadline for the change in policy is January 29th, 2024. Cryptocurrency Coin Trusts advertisers will need to pay close attention to the updated policies in order to ensure compliance.

Read Google’s announcement:

Updates to Cryptocurrencies and related products policy (December 2023)

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SEO Trends You Can’t Ignore In 2024



SEO Trends You Can’t Ignore In 2024

Most SEO trends fade quickly. But some of them stick and deserve your attention.

Let’s explore what those are and how to take advantage of them.

If you give ChatGPT a title and ask it to write a blog post, it will—in seconds.

This is super impressive, but there are a couple of issues:

  • Everyone else using ChatGPT is creating the same content. It’s the same for users of other GPT-powered AI writing tools, too—which is basically all of them.
  • The content is extremely dull. Sure, you can ask ChatGPT to “make it more entertaining,” but it usually overcompensates and hands back a cringe version of the same boring content.

In the words of Gael Breton:

How to take advantage of this SEO trend

Don’t use AI to write entire articles. They’ll be boring as heck. Instead, use it as a creative sparring partner to help you write better content and automate monotonous tasks.

For example, you can ask ChatGPT To write an outline from a working title and a list of keywords (which you can pull from Ahrefs)—and it does a pretty decent job.


Create an outline for a post entitled “[working title]” based on these keywords: [list]


ChatGPT's outline for a blog post. Pretty good!ChatGPT's outline for a blog post. Pretty good!

When you’ve written your draft, you can ask to polish it in seconds by asking ChatGPT to proofread it.

ChatGPT proofreading my content and making it betterChatGPT proofreading my content and making it better

Then you can automate the boring stuff, like creating more enticing title tags…

ChatGPT writing enticing title tagsChatGPT writing enticing title tags

… and writing a meta description:

ChatGPT writing a meta descriptionChatGPT writing a meta description

If you notice a few months down the line that your content ranks well but hasn’t won the featured snippet, ChatGPT can help with that, too.

For example, Ahrefs tells us we rank in position 3 for “affiliate marketing” but don’t own the snippet.

Ahrefs showing featured snippets that we don't own, despite ranking in the top 3Ahrefs showing featured snippets that we don't own, despite ranking in the top 3

If we check Google, the snippet is a definition. Asking ChatGPT to simplify our definition may solve this problem.

ChatGPT rewriting a definition and making it betterChatGPT rewriting a definition and making it better

In short, there are a near-infinite number of ways to use ChatGPT (and other AI writing tools) to create better content. And all of them buck the trend of asking it to write boring, boilerplate articles from scratch.

Programmatic SEO refers to the creation of keyword-targeted pages in an automatic (or near automatic) way.

Nomadlist’s location pages are a perfect example:

Example of a page from NomadListExample of a page from NomadList

Each page focuses on a specific city and shares the same core information—internet speeds, cost, temperature, etc. All of this information is pulled programmatically from a database and the site gets an estimated 46k monthly search visits in total.

Estimated monthly search traffic to NomadListEstimated monthly search traffic to NomadList

Programmatic SEO is nothing new. It’s been around forever. It’s just the hot thing right now because AI tools like ChatGPT make it easier and more accessible than ever before.

The problem? As John Mueller pointed out on Twitter X, much of it is spam:

How to take advantage of this SEO trend

Don’t use programmatic SEO to publish insane amounts of spam that’ll probably get hit in the next Google update. Use it to scale valuable content that will stand the test of time.

For example, Wise’s currency conversion pages currently get an estimated 31.7M monthly search visits:

Estimated monthly search traffic to Wise's currently conversion pages (insane!)Estimated monthly search traffic to Wise's currently conversion pages (insane!)

This is because the content is actually useful. Each page features an interactive tool showing the live exchange rate for any amount…

The interactive currently conversion tool on Wise's pagesThe interactive currently conversion tool on Wise's pages

… the exchange rate over time…

The exchange rate over time graph on Wise's pagesThe exchange rate over time graph on Wise's pages

… a handy email notification option when the exchange rates exceed a certain amount…

The email notification option on Wise's pagesThe email notification option on Wise's pages

… handy conversion charts for popular amounts…

The handy conversion charts on Wise's pagesThe handy conversion charts on Wise's pages

… and a comparison of the cheapest ways to send money abroad in your chosen currency:

The useful comparison table on Wise's pagesThe useful comparison table on Wise's pages

It doesn’t matter that all of these pages use the same template. The data is exactly what you want to see when you search [currency 1] to [currency 2].

That’s probably why Wise ranks in the top 10 for over 66,000 of these keywords:

Wise's keyword rankings for currency conversion pagesWise's keyword rankings for currency conversion pages

Looking to take advantage of programmatic content in 2024 like Wise? Check out the guide below.

People love ChatGPT because it answers questions fast and succinctly, so it’s no surprise that generative AI is already making its way into search.

For example, if you ask Bing for a definition or how to do something basic, AI will generate an answer on the fly right there in the search results.

Bing's search results for "definition of mental health"Bing's search results for "definition of mental health"
Bing's search results for "how to add drop down list in google sheets"Bing's search results for "how to add drop down list in google sheets"

In other words, thanks to AI, users no longer have to click on a search result for answers to simple questions. It’s like featured snippets on steroids.

This might not be a huge deal right now, but when Google’s version of this (Search Generative Experience) comes out of beta, many websites will see clicks fall off a cliff.

How to take advantage of this SEO trend

Don’t invest too much in topics that generative AI can easily answer. You’ll only lose clicks like crazy to AI in the long run. Instead, start prioritizing topics that AI will struggle to answer.

How do you know which topics it will struggle to answer? Try asking ChatGPT. If it gives a good and concise answer, it’s clearly an easy question.

For example, there are hundreds of searches for how to calculate a percentage in Google Sheets every month in the US:

Estimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords ExplorerEstimated monthly search volume for "google sheets percentage formula" via Ahrefs' Keywords Explorer

If you ask ChatGPT for the solution, it gives you a perfect answer in about fifty words.

ChatGPT's answer to the Google Sheets percentage calculation formulaChatGPT's answer to the Google Sheets percentage calculation formula

This is the perfect example of a topic where generative AI will remove the need to click on a search result for many.

That’s probably not going to be the case for a topic like this:

Example of a topic that AI shouldn't impact too muchExample of a topic that AI shouldn't impact too much

Sure. Generative AI might be able to tell you how to create a template—but it can’t make one for you. And even if it can in the future, it will never be a personal finance expert with experience. You’ll always have to click on a search result for a template created by that person.

These are the kinds of topics to prioritize in 2024 and beyond.


None of this means you should stop targeting “simple” topics altogether. You’ll always be able to get some traffic from them. My point is not to be obsessed with ranking for keywords whose days are numbered. Prioritize topics with long-term value instead.

Bonus: 3 SEO trends to ignore in 2024

Not all SEO trends move the needle. Here are just a few of those trends and why you should ignore them.

People are using voice search more than ever

In 2014, Google revealed that 41% of Americans use voice search daily. According to research by UpCity, that number was up to 50% as of 2022. I haven’t seen any data for 2023 yet, but I’d imagine it’s above 50%.

Why you should ignore this SEO trend

75% of voice search results come from a page ranking in the top 3, and 40.7% come from a featured snippet. If you’re already optimizing for those things, there’s not much more you can do.

People are using visual search for shopping more than ever

In 2022, Insider Intelligence reported that 22% of US adults have shopped with visual search (Google Lens, Bing Visual Search, etc.). That number is up from just 15% in 2021.

Why you should ignore this SEO trend

Much like voice search, there’s no real way to optimize for visual search. Sure, it helps to have good quality product images, optimized filenames and alt text, and product schema markup on your pages—but you should be doing this stuff anyway as it’s been a best practice since forever.

People are using Bing more than ever before

Bing’s Yusuf Mehdi announced in March 2023 that the search engine had surpassed 100M daily active users for the first time ever. This came just one month after the launch of AI-powered Bing.

Why you should ignore this SEO trend

Bing might be more popular than ever, but its market share still only stands at around ~3% according to estimates by Statcounter. Google’s market share stands at roughly 92%, so that’s the one you should be optimizing for.

Plus, it’s often the case that if you rank in Google, you also rank in Bing—so it really doesn’t deserve any focus.

Final thoughts

Keeping your finger on the pulse and taking advantage of trends makes sense, but don’t let them distract you from the boring stuff that’s always worked: find what people are searching for > create content about it > build backlinks > repeat.

Got questions? Ping me on Twitter X.

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