We've talked about the idea of topic authority a lot at Prodo (including an excellent recent Passle by my esteemed colleague Rob) and it's an idea that's gathering momentum as the only viable long-term strategy in the world of Hummingbird x RankBrain if you want to continue driving organic traffic from search. 

The focus is shifting away from the idea of ranking for a select number of 'money' keywords and towards wider coverage across a spectrum of phrases that align with your brand and your audience's needs.

The role of trusted advisor is being embraced and to be a trusted advisor, you need content that has depth and breadth. Becoming a topic authority leads open brands up to a greater ability to rank across a spectrum of keywords rather than a handful of terms. 

Building topic authority not only yields trust and advocacy, but it also yields visibility in the SERPs.

Topics > keywords, people.