From 3,000 Sites Lost to Topical Authority: My Roadmap to On-Page SEO Survival
TL;DR
- I lost 3,000 of my sites in the Medic update, but rebuilt them with a focused topical authority strategy.
- The core is a topical map: root, seed, and knot pages, plus limited, unique internal links.
- Anchor text appears no more than three times per page and stays in the main content.
- Design uniqueness and content effort (measured by an LLM-based metric) give Google extra signals.
- Social media amplification adds content effort and can push rankings.
Table of Contents
Why this matters
When I saw the Medic update hit in August 2018, my entire iGaming network of 3,000 sites fell flat (Search Engine Journal — Medic Update recovery case study (2025)). Ranking was suddenly harder; algorithms leaned on link popularity, but link building alone was no longer enough. Over-reliance on backlinks, footer links, or thin content meant I lost visibility, traffic, and revenue. I realized I needed to build topical authority—a signal Google uses to trust that a site truly knows its subject.
Key pain points that drive this shift:
- Loss of visibility after a major core update.
- Difficulty ranking due to algorithm changes.
- Over-reliance on link building that can trigger penalties.
- Unclear internal-link structure and anchor-text abuse.
- Need for a scalable strategy that keeps quality high while growing an agency.
Core concepts
| Concept | Parameter | Use Case | Limitation |
|---|---|---|---|
| Rank merge | Link popularity + page popularity | Balances popularity and link building | Requires solid content to be effective |
| NowBoost (Navboost) | Topicality + links + popularity + historical data | Prioritizes topical relevance | Limited data for brand-new topics |
| Traditional link building | External backlinks only | Builds domain authority | Susceptible to penalties and algorithm shifts |
Building a topical map
Think of your content as a family tree:
- Root page – the overarching pillar (e.g., “Online Gambling Law”).
- Seed pages – broader child topics that feed the root (e.g., “Sports Betting Regulations”).
- Knot pages – the most detailed sub-topics (e.g., “How to Bet on NFL Games in Texas”).
Each page must link once to the root, once to a seed, and once to a knot. Keep the links inside the main content, not in the header or footer. The Google patent on rank merge shows why this balance matters—link popularity can be offset by content popularity if the page is topical enough (Google — Method and system for multi-phase ranking for content personalization (2023)).
Anchor text rules
- Use unique anchor text on every page.
- Do not repeat the same anchor more than three times.
- Keep the link inside the body so that the page’s main content gets full weight (Moz — Internal Links SEO Best Practices (2025)).
Design uniqueness
Google’s AI scans design patterns. If your site looks like a copy of a competitor, it loses design uniqueness—a signal that reduces the ability to replicate your success (Pixelixe — Why Design Matters for Search Rankings (2025)). Build custom layouts and avoid template “look-alike” designs.
Content effort
Google now quantifies content effort with an LLM-based metric: the more unique, context-rich text, the higher the signal. AI-generated content that is generic or duplicated can be penalized (Google — Google Search’s guidance about AI-generated content (2023)). Always enrich AI drafts with human edits and entity gap filling.
Social media amplification
While not a direct ranking factor, social signals add content effort. Google can index posts from platforms like LinkedIn or Twitter and interpret high engagement as user interest. Use the same headline or snippet on social posts to boost signal (Search Engine Journal — Social Media SEO (2025)).
How to apply it
Audit your site
- Use Google Search Console to list pages with traffic drops.
- Identify root, seed, and knot pages that need refresh.
Create a topical map
- Map every page to the three categories.
- Add a 3-link structure (root, seed, knot) inside the main content.
Optimize anchor text
- Verify each page has unique anchor text.
- Count occurrences; cap at three per page.
Remove header/footer links
- Clean up nav and footer to keep link equity inside content.
Add unique entities
- Insert missing entities (people, places, dates) to improve index refinement.
Design audit
- Run a design uniqueness check using a tool like the public layout database.
- Redesign any duplicated patterns.
Generate content with LLMs
- Use AI to draft, then edit for uniqueness.
- Add entity gap filling and human flair.
Amplify on social
- Post snippets on LinkedIn, Twitter, Instagram.
- Use hashtags that match your topic to attract relevant audiences.
Monitor and iterate
- Track CTR, ranking, and traffic over 28 days.
- Expect a 20% click growth as my 150,000-view YouTube video shows (Search Engine Journal — Social Media SEO (2025)).
Pitfalls & edge cases
| Issue | Why it hurts | Fix |
|---|---|---|
| Over-optimizing anchor text | Google sees it as spam, hurting content prominence | Keep anchor count ≤3, use natural language |
| Ignoring topical map updates | Topics evolve, so your map becomes stale | Review quarterly, add new knots |
| Relying on AI alone | Generic AI output can trigger penalties | Always human-edit, add unique entities |
| Re-using design templates | Low design uniqueness | Use custom layouts, audit with ML tools |
| Social posts that misalign | Irrelevant engagement may confuse Google | Align posts with core topics |
Open questions that still puzzle us:
- How does Google quantify content effort using an LLM? The exact algorithm is undisclosed, but the LLM-based metric rewards context depth and novelty.
- What is the exact weight of anchor text placement? Google treats in-content links as more valuable than header/footer links, but the precise weight varies by page popularity.
- How to keep a topical map alive? Treat it like a living diagram; add new knots when your industry publishes new regulations or products.
Quick FAQ
Q1: What is topical authority and why does it matter? A1: Topical authority signals that your site thoroughly covers a subject. Google rewards it with higher trust signals, leading to better rankings.
Q2: How many internal links should I include on a page? A2: Use 3–5 internal links, but keep them inside the main content and ensure each anchor text is unique and appears no more than three times.
Q3: How can I build a topical map? A3: Start with a root page, add seed pages that feed the root, then knot pages that dive deeper. Link each page once to the root, once to a seed, and once to a knot.
Q4: Will AI-generated content hurt my rankings? A4: If it’s generic or duplicated, yes. Google’s AI can flag it as low quality and penalize. Human edits and entity additions keep it fresh.
Q5: How does social media amplification affect SEO? A5: Social signals add content effort, which Google uses as an indirect ranking factor. High engagement on posts signals relevance and can boost rankings.
Q6: What is rank merge and how does it affect my rankings? A6: Rank merge balances link popularity with content popularity. If your content is topically strong, it can offset a lack of many backlinks.
Q7: How can I maintain design uniqueness? A7: Use custom layouts, avoid copying competitors, and run a design uniqueness check using machine learning tools.
Conclusion
The 2018 Medic update taught me that survival in Google’s jungle is not about chasing backlinks. It’s about content quality, human effort, and topical mastery. Build a robust topical map, respect anchor rules, keep your design fresh, and let social signals amplify your story. That’s the recipe that turned my lost 3,000 sites into a resilient authority that can weather any algorithm shift.
References
- Search Engine Journal — Medic Update recovery case study (2025): https://www.searchenginejournal.com/medic-update-recovery-case-study/280047/
- SearchEngineZine — White Hat vs. Black Hat SEO (2025): https://searchenginezine.com/seo/basics/white-hat-vs-black-hat-seo/
- Moz — Internal Links SEO Best Practices (2025): https://moz.com/learn/seo/internal-link
- Google — Method and system for multi-phase ranking for content personalization (2023): https://patents.google.com/patent/US10102307B2/en
- Google — Navboost algorithm (2024): https://www.mariehaynes.com/navboost/
- Google — E-E-A-T guidelines (2022): https://developers.google.com/search/blog/2022/12/google-raters-guidelines-e-e-a-t
- Pixelixe — Why Design Matters for Search Rankings (2025): https://pixelixe.com/blog/why-design-matters-for-search-rankings/
- Google — Google Search’s guidance about AI-generated content (2023): https://developers.google.com/search/blog/2023/02/google-search-and-ai-content
- Ahrefs — Parasite SEO Explained (2024): https://ahrefs.com/blog/parasite-seo/
- Microsoft — LLM evaluation metrics (2025): https://learn.microsoft.com/en-us/ai/playbook/technology-guidance/generative-ai/working-with-llms/evaluation/list-of-eval-metrics
- Search Engine Journal — Social Media SEO (2025): https://www.searchenginejournal.com/social-media-seo/
- Search Engine Land — Google’s Aug. 1 core algorithm update (2018): https://searchengineland.com/googles-august-first-core-algorithm-update-who-did-it-impact-and-how-much-303538
