Book a Call
Book a Call
Topical Authority
SEO Strategy
SEO Ranking
Authority Building
SEO Tips
ARTICLE #117
Topical authority in SEO: What is it and how to build it?


Topical Authority
SEO Strategy
SEO Ranking
Authority Building
SEO Tips
Written by:
5 min read
Updated on: November 7th, 2024
Toni Hukkanen
Head of Design

Creative Direction, Brand Direction
Toni Hukkanen
Head of Design

Creative Direction, Brand Direction
Ever feel like your brand is drowning in a sea of online chatter? With an estimated 5.45 billion internet users out there, simply popping up on Google isn’t enough. The real trick is getting recognised and trusted by both your audience and search engines.
One often overlooked key to achieving this is topical authority. By covering every aspect of a particular subject, you are essentially telling Google (and your visitors)that you are the go-to resource. As a reward, Google tends to give you a nudge up the rankings. Curious about how this works and how to get started? Keep reading for the inside scoop on what topical authority really is—and how to build it.
Ever feel like your brand is drowning in a sea of online chatter? With an estimated 5.45 billion internet users out there, simply popping up on Google isn’t enough. The real trick is getting recognised and trusted by both your audience and search engines.
One often overlooked key to achieving this is topical authority. By covering every aspect of a particular subject, you are essentially telling Google (and your visitors)that you are the go-to resource. As a reward, Google tends to give you a nudge up the rankings. Curious about how this works and how to get started? Keep reading for the inside scoop on what topical authority really is—and how to build it.
What is topical authority in SEO?
What is topical authority in SEO?
In the SEO community, topical authority is all about a website’s perceived expertise and credibility on a specific subject. It’s not just about cramming keywords into blog posts; it’s about building a coherent, in-depth library of relevant articles that demonstrate your knowledge on a topic. Stronger topical authority is equal to ranking higher than competitors with patchy content.
For example, if you aim to rank for “digital marketing,” tossing out one or two articles on the subject won’t cut it. The subject is vast, covering everything from the basics and importance of digital marketing to subtopics like strategy frameworks, types of digital marketing, and recommended tools. A single post can’t possibly do it justice.

To show search engines you are the real deal for “digital marketing,” you’ll want to explore aspects like:
“What is digital marketing?”
“Why is digital marketing important?”
“How to create a digital marketing strategy”
“Popular digital marketing channels”
“Recommended digital marketing tools”
“Digital marketing for startups”
Only by producing a comprehensive content lineup will your site appear to be a true authority rather than a surface-level resource.
In the SEO community, topical authority is all about a website’s perceived expertise and credibility on a specific subject. It’s not just about cramming keywords into blog posts; it’s about building a coherent, in-depth library of relevant articles that demonstrate your knowledge on a topic. Stronger topical authority is equal to ranking higher than competitors with patchy content.
For example, if you aim to rank for “digital marketing,” tossing out one or two articles on the subject won’t cut it. The subject is vast, covering everything from the basics and importance of digital marketing to subtopics like strategy frameworks, types of digital marketing, and recommended tools. A single post can’t possibly do it justice.

To show search engines you are the real deal for “digital marketing,” you’ll want to explore aspects like:
“What is digital marketing?”
“Why is digital marketing important?”
“How to create a digital marketing strategy”
“Popular digital marketing channels”
“Recommended digital marketing tools”
“Digital marketing for startups”
Only by producing a comprehensive content lineup will your site appear to be a true authority rather than a surface-level resource.
How does topical authority work?
Topical authority rose to prominence after Google’s Hummingbird update in 2013. That algorithm shift changed how Google interpreted content, moving away from simplistic keyword matching towards a deeper understanding of user intent.
Pre-Hummingbird: Google relied heavily on keywords, backlinks, and a few other signals. It struggled to “get” context or nuance behind a query.
Post-Hummingbird: Google became more adept at gauging semantic relationships between words and spotting content that thoroughly addresses a user’s needs.
If your site explores a topic thoroughly—rather than producing a scattergun set of disconnected posts—Google sees you as a more reliable, context-rich source. This method demands unique, high-quality content that proves you have a grasp of the broader subject matter.

Topical authority rose to prominence after Google’s Hummingbird update in 2013. That algorithm shift changed how Google interpreted content, moving away from simplistic keyword matching towards a deeper understanding of user intent.
Pre-Hummingbird: Google relied heavily on keywords, backlinks, and a few other signals. It struggled to “get” context or nuance behind a query.
Post-Hummingbird: Google became more adept at gauging semantic relationships between words and spotting content that thoroughly addresses a user’s needs.
If your site explores a topic thoroughly—rather than producing a scattergun set of disconnected posts—Google sees you as a more reliable, context-rich source. This method demands unique, high-quality content that proves you have a grasp of the broader subject matter.

Why is topical authority important for SEO?
A strong topical authority has the potential to improve search performance because Google trusts authoritative sources and ranks them higher in its SERPs. Though it is great for SEO, it also helps achieve broader marketing goals.

Builds trust with search engines and users
When your site offers extensive, in-depth content about a single topic, it signals to Google that you are not messing around. This also benefits your human visitors, as they’ll see your brand as knowledgeable. For example, Google typically trusts an e-commerce giant like Amazon or Shopify on issues relating to online selling—thanks to the wide scope of content each site provides.
Supports natural link-building
If your articles genuinely help people, you are more likely to earn links from other websites (sometimes known as “citations” or references). More links can bring more traffic—plus, Google sees backlinks as endorsements, which can lead to higher rankings.
Reduces marketing spend
Authoritative content doesn’t just boost search rankings—it can also cut advertising costs in the long run. If you outrank a deep-pocketed competitor simply by being the best resource out there, you save on paid ads while reaping organic traction.
Higher click-through rates
Sites that have established themselves as authorities generally see better click-through rates. Why? Because people become familiar with your brand name. When they spot your link in search results, they’re likelier to trust it over less familiar contenders.
A strong topical authority has the potential to improve search performance because Google trusts authoritative sources and ranks them higher in its SERPs. Though it is great for SEO, it also helps achieve broader marketing goals.

Builds trust with search engines and users
When your site offers extensive, in-depth content about a single topic, it signals to Google that you are not messing around. This also benefits your human visitors, as they’ll see your brand as knowledgeable. For example, Google typically trusts an e-commerce giant like Amazon or Shopify on issues relating to online selling—thanks to the wide scope of content each site provides.
Supports natural link-building
If your articles genuinely help people, you are more likely to earn links from other websites (sometimes known as “citations” or references). More links can bring more traffic—plus, Google sees backlinks as endorsements, which can lead to higher rankings.
Reduces marketing spend
Authoritative content doesn’t just boost search rankings—it can also cut advertising costs in the long run. If you outrank a deep-pocketed competitor simply by being the best resource out there, you save on paid ads while reaping organic traction.
Higher click-through rates
Sites that have established themselves as authorities generally see better click-through rates. Why? Because people become familiar with your brand name. When they spot your link in search results, they’re likelier to trust it over less familiar contenders.
How to measure topical authority?
Unlike a simple metric like “page views,” there’s no single scoreboard for topical authority. Instead, look for clues:
Higher rankings and traffic: If you notice your site steadily climbing for multiple keywords within a topic, it’s a good sign.
Domain strength: Domain rating, domain authority, and internal link quality might show that your site is well-established.
Keyword spread: If you rank for a broad array of phrases within one topic (rather than just a handful), you are probably building good authority.
Tools like Semrush’s Topical Authority metric or Ahrefs can offer a proxy measure, but they’re not the ultimate truth. Ultimately, watch how your content performs—if users keep coming back and referencing your work, you are on the right track.

Unlike a simple metric like “page views,” there’s no single scoreboard for topical authority. Instead, look for clues:
Higher rankings and traffic: If you notice your site steadily climbing for multiple keywords within a topic, it’s a good sign.
Domain strength: Domain rating, domain authority, and internal link quality might show that your site is well-established.
Keyword spread: If you rank for a broad array of phrases within one topic (rather than just a handful), you are probably building good authority.
Tools like Semrush’s Topical Authority metric or Ahrefs can offer a proxy measure, but they’re not the ultimate truth. Ultimately, watch how your content performs—if users keep coming back and referencing your work, you are on the right track.

How to build topical authority?
Everyone wants to be an authority, but not everyone’s sure how. Below are strategies to develop a robust topical authority that will pay off in higher rankings, user trust, and brand prestige.

1. Do thorough keyword research
Creating authoritative content requires covering all relevant subtopics. A well-planned keyword research phase can unearth essential angles, from high-level definitions to more detailed issues.
Seed keywords: Choose a good seed keyword as it sets the foundation of your topical research. It is better to select seed keywords that represent an entity in Google's Knowledge Graph. You can do it by simply going to Google Images, dropping in a broad topic, and checking out the image filters.
Expand and refine: Use Ahrefs’ Keyword Explorer to get an overview of the topic. Move to the top-ranking page for the target keyword. You will see the number of keywords this single page is ranking for. You can use those keywords as key subtopics you can cover directly or at least provide an indication of.
Questions around the topic: On the Overview panel, you can also see the top questions being asked around the topic. And if you want to get more SEO data, you can find it on SERPs. You can expand the list further to see the top 100 ranking pages and pick low DR sites ranking for a good number of keywords.
You should also check the report traffic shared by domains to find domains with the most organic traffic based on the input of your seed keyword. You can also see your major competitors. Once you have a list of topic keywords, you can arrange keyword data.
2. Create topic clusters
Topic clusters give a clear indication to search engines that there is useful content for searchers on specific topics. They also indicate that your content is more authoritative than your competitors. These are usually interlinked pages about the same subject, grouping relevant content together to make it easier for users and Google to find it.
Along with your keyword research, organise a list of terms into clusters based on search intent. You should also consider traffic potential, which should be good and have informational intent.
Choose a topic relevant to your site's target for your cluster or pillar page that has sufficient depth to explore through subtopics. Once you have done this, you will need to select the most suitable content format to create for the cluster.
You can go for guides that are an evergreen format of content that fully covers a specific topic, or what or how to format it. Make sure to structure these pages properly with enough data to be valid as stand-alone articles and link to more detailed articles within the topic.
After nailing down your topic pillar, go to “more niche” to see more potential subtopics to target. Try to keep these pages comprehensive, link to other topic pages and cluster content for topical authority. Doing this will prove advantageous for building a semantic relationship between those URLs that will show Google that these pages are topically related.
3. Write authoritative content that matches search intent
You can use your keyword research and topic cluster to create some high-quality content to establish topical authority. It'd be better to start with your main pillar content pieces.
Pinpoint the purpose: You can have a pillar page for every type of service or product you provide, or you can choose a main area of the subject on which you want to be seen as an authority.
Match your format: Focus topics should be broad enough to have subcategories to target. It should also be specific enough that a visitor landing on your page will find it relevant. Writing about a general topic is not wise, but being specific will be more rewarding. Also, the supporting pages should perfectly match user intent.
Keep an eye on E-A-T: To create authoritative content, always consider E.A.T guidelines, cover as many topics and subtopics as possible, internally link to different topics, and update it continuously over time.
4. Plan your link-building strategy
Though you can't fully control who links to your content, you can gain quality backlinks using some simple techniques.
Outreach: You can use outreach to contact relevant websites and request links to your website. To create an impactful pitch, elaborate on what makes your proposed content unique and valuable. Make sure to be specific, as you might want those site owners to clearly see what benefits they will get by linking to you.
Broken link building: It involves finding broken external links on other websites and offering them working links from your site as alternatives. As dead links halt the user experience, many website owners prefer to replace them.
Unlinked mentions: You can also try an unlinked brand mention tactic, which is when a website mentions the name of your brand without including a link to your website. It sometimes happens because the writer forgets to add one. You can contact them and explain the benefits of linking to your content for amendment.
5. Update content regularly
You might not want old and outdated content on your website, as it will just look like mouldy bread on your website. Google prioritises fresh, updated information, and your users also want that type of content. Using Google Search Console, you can find old content and fix it. Visit the Performance section to find Search Results and compare the last six months to the previous six. While doing this, also turn on Position, Clicks, and Impressions. Then switch to Pages view and sort by Position Difference to find pages lagging behind. Search for high-performance but low-click ones, and add new information, sections, stats, visuals, and insights to update content. You can also rewrite titles and descriptions and monitor content after a month to see the improvements in results.
Everyone wants to be an authority, but not everyone’s sure how. Below are strategies to develop a robust topical authority that will pay off in higher rankings, user trust, and brand prestige.

1. Do thorough keyword research
Creating authoritative content requires covering all relevant subtopics. A well-planned keyword research phase can unearth essential angles, from high-level definitions to more detailed issues.
Seed keywords: Choose a good seed keyword as it sets the foundation of your topical research. It is better to select seed keywords that represent an entity in Google's Knowledge Graph. You can do it by simply going to Google Images, dropping in a broad topic, and checking out the image filters.
Expand and refine: Use Ahrefs’ Keyword Explorer to get an overview of the topic. Move to the top-ranking page for the target keyword. You will see the number of keywords this single page is ranking for. You can use those keywords as key subtopics you can cover directly or at least provide an indication of.
Questions around the topic: On the Overview panel, you can also see the top questions being asked around the topic. And if you want to get more SEO data, you can find it on SERPs. You can expand the list further to see the top 100 ranking pages and pick low DR sites ranking for a good number of keywords.
You should also check the report traffic shared by domains to find domains with the most organic traffic based on the input of your seed keyword. You can also see your major competitors. Once you have a list of topic keywords, you can arrange keyword data.
2. Create topic clusters
Topic clusters give a clear indication to search engines that there is useful content for searchers on specific topics. They also indicate that your content is more authoritative than your competitors. These are usually interlinked pages about the same subject, grouping relevant content together to make it easier for users and Google to find it.
Along with your keyword research, organise a list of terms into clusters based on search intent. You should also consider traffic potential, which should be good and have informational intent.
Choose a topic relevant to your site's target for your cluster or pillar page that has sufficient depth to explore through subtopics. Once you have done this, you will need to select the most suitable content format to create for the cluster.
You can go for guides that are an evergreen format of content that fully covers a specific topic, or what or how to format it. Make sure to structure these pages properly with enough data to be valid as stand-alone articles and link to more detailed articles within the topic.
After nailing down your topic pillar, go to “more niche” to see more potential subtopics to target. Try to keep these pages comprehensive, link to other topic pages and cluster content for topical authority. Doing this will prove advantageous for building a semantic relationship between those URLs that will show Google that these pages are topically related.
3. Write authoritative content that matches search intent
You can use your keyword research and topic cluster to create some high-quality content to establish topical authority. It'd be better to start with your main pillar content pieces.
Pinpoint the purpose: You can have a pillar page for every type of service or product you provide, or you can choose a main area of the subject on which you want to be seen as an authority.
Match your format: Focus topics should be broad enough to have subcategories to target. It should also be specific enough that a visitor landing on your page will find it relevant. Writing about a general topic is not wise, but being specific will be more rewarding. Also, the supporting pages should perfectly match user intent.
Keep an eye on E-A-T: To create authoritative content, always consider E.A.T guidelines, cover as many topics and subtopics as possible, internally link to different topics, and update it continuously over time.
4. Plan your link-building strategy
Though you can't fully control who links to your content, you can gain quality backlinks using some simple techniques.
Outreach: You can use outreach to contact relevant websites and request links to your website. To create an impactful pitch, elaborate on what makes your proposed content unique and valuable. Make sure to be specific, as you might want those site owners to clearly see what benefits they will get by linking to you.
Broken link building: It involves finding broken external links on other websites and offering them working links from your site as alternatives. As dead links halt the user experience, many website owners prefer to replace them.
Unlinked mentions: You can also try an unlinked brand mention tactic, which is when a website mentions the name of your brand without including a link to your website. It sometimes happens because the writer forgets to add one. You can contact them and explain the benefits of linking to your content for amendment.
5. Update content regularly
You might not want old and outdated content on your website, as it will just look like mouldy bread on your website. Google prioritises fresh, updated information, and your users also want that type of content. Using Google Search Console, you can find old content and fix it. Visit the Performance section to find Search Results and compare the last six months to the previous six. While doing this, also turn on Position, Clicks, and Impressions. Then switch to Pages view and sort by Position Difference to find pages lagging behind. Search for high-performance but low-click ones, and add new information, sections, stats, visuals, and insights to update content. You can also rewrite titles and descriptions and monitor content after a month to see the improvements in results.
Frequently Asked Questions
What is a topical authority map?
It’s a plan for how you’ll group and structure your site’s content around specific themes. Think of it as a blueprint of your “content real estate,” ensuring each article or page fits into a cohesive topic cluster.
How many posts are required to achieve topical authority?
Hard to say—usually more than one or two. By grouping multiple long-tail keywords within a cluster, you’ll start to appear as a genuine expert rather than a casual observer.
How long does it take to build topical authority?
Typically anywhere from a few months to a year—sometimes more. You’ll need that time to produce a range of content, attract backlinks, and deepen engagement.
What is the difference between topical authority and domain authority?
Topical authority is about how well you cover a particular subject; domain authority is broader, measuring the overall strength and credibility of your entire domain. Both matter for SEO, but they’re not interchangeable.
Final Thoughts
Topical authority is a brilliant way to cut through the noise in saturated niches—but it’s no quick fix. You’ll need consistent, high-calibre content, strong internal link structures, and genuine user engagement (plus a splash of patience). Over time, this kind of strategy can mean the difference between an occasional rank on page two and a more permanent slot at the top.
If you want to develop your brand’s authority, it starts with understanding your audience’s real concerns and covering those angles in depth. Pair that with an ongoing commitment to keep content fresh, and you’ll stay ahead in the long run.
Frequently Asked Questions
What is a topical authority map?
It’s a plan for how you’ll group and structure your site’s content around specific themes. Think of it as a blueprint of your “content real estate,” ensuring each article or page fits into a cohesive topic cluster.
How many posts are required to achieve topical authority?
Hard to say—usually more than one or two. By grouping multiple long-tail keywords within a cluster, you’ll start to appear as a genuine expert rather than a casual observer.
How long does it take to build topical authority?
Typically anywhere from a few months to a year—sometimes more. You’ll need that time to produce a range of content, attract backlinks, and deepen engagement.
What is the difference between topical authority and domain authority?
Topical authority is about how well you cover a particular subject; domain authority is broader, measuring the overall strength and credibility of your entire domain. Both matter for SEO, but they’re not interchangeable.
Final Thoughts
Topical authority is a brilliant way to cut through the noise in saturated niches—but it’s no quick fix. You’ll need consistent, high-calibre content, strong internal link structures, and genuine user engagement (plus a splash of patience). Over time, this kind of strategy can mean the difference between an occasional rank on page two and a more permanent slot at the top.
If you want to develop your brand’s authority, it starts with understanding your audience’s real concerns and covering those angles in depth. Pair that with an ongoing commitment to keep content fresh, and you’ll stay ahead in the long run.
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
- FOR® Brand. FOR® Future.
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
info@for.fi
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®
Work with us
Click to copy
work@for.co
We’re remote-first — with strategic global hubs
Click to copy
Helsinki, FIN
hel@for.co
Click to copy
New York, NY
ny@for.co
Click to copy
Miami, FL
mia@for.co
Click to copy
Dubai, UAE
uae@for.co
Click to copy
Kyiv, UA
kyiv@for.co
Click to copy
Lagos, NG
lagos@for.ng
Copyright © 2024 FOR®