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Topical Authority
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ARTICLE #117
Topical authority in SEO: What is it and how to build it?
Topical Authority
SEO Strategy
SEO Ranking
Authority Building
SEO Tips
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 demonstrates your knowledge on a topic.
Stronger topical authority = You’ll likely rank 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 demonstrates your knowledge on a topic.
Stronger topical authority = You’ll likely rank 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: Start with a broad concept. If your brand revolves around “digital marketing,” that’s your seed.
Expand and refine: Use tools like Ahrefs, Semrush, or Google’s own suggestions to find queries people type in when seeking info.
Identify subtopics: Are users asking for beginner’s guides, advanced how-tos, or tool comparisons?
These subtopics eventually form your content plan, ensuring you don’t overlook any crucial angles.
2. Create topic clusters
Topic clusters are a staple of building authority, rather than random posts scattered all over, group articles around a key pillar page. For example, your main “digital marketing” pillar might link out to deeper articles on strategy, channels, tools, or case studies.
This architecture shows search engines (and readers) that your coverage is cohesive, not haphazard. It also makes internal linking more intuitive, letting users navigate from broad subjects to detailed specifics.
3. Write authority content that matches search intent
Even if your piece is thoroughly researched, it can flop if it doesn’t satisfy user intent. So:
Pinpoint the purpose: Are searchers looking for quick solutions, definitions, or in-depth tutorials?
Match your format: Offer how-to guides if people want step-by-step instructions. Provide comparisons if they’re looking for best-in-class solutions.
Keep an eye on E-A-T: Google’s guidelines emphasise Expertise, Authoritativeness, and Trustworthiness. Cite reputable sources, mention relevant data, and ensure your writing is up to snuff.
4. Plan your link-building strategy
While you can’t fully control who links to your content, you can encourage it:
Outreach: Identify related websites or bloggers and politely pitch them.
Broken link building: Find broken outbound links on reputable sites and suggest your content as a fix.
Unlinked mentions: If someone references your brand without linking, reach out. A quick message can turn that mention into a backlink.
5. Update content regularly
Even the best content can grow stale. Over time, your older articles might drop in rankings if they’re not updated with current data or best practices.
Use search console: Identify pages that once ranked well but have slipped. Then refresh them with new stats, updated images, or refined steps.
Check for outdated info: If your piece references a 2018 study, see if a more current one is available.
Keep titles and meta descriptions fresh: A small tweak can sometimes breathe new life into a post.
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: Start with a broad concept. If your brand revolves around “digital marketing,” that’s your seed.
Expand and refine: Use tools like Ahrefs, Semrush, or Google’s own suggestions to find queries people type in when seeking info.
Identify subtopics: Are users asking for beginner’s guides, advanced how-tos, or tool comparisons?
These subtopics eventually form your content plan, ensuring you don’t overlook any crucial angles.
2. Create topic clusters
Topic clusters are a staple of building authority, rather than random posts scattered all over, group articles around a key pillar page. For example, your main “digital marketing” pillar might link out to deeper articles on strategy, channels, tools, or case studies.
This architecture shows search engines (and readers) that your coverage is cohesive, not haphazard. It also makes internal linking more intuitive, letting users navigate from broad subjects to detailed specifics.
3. Write authority content that matches search intent
Even if your piece is thoroughly researched, it can flop if it doesn’t satisfy user intent. So:
Pinpoint the purpose: Are searchers looking for quick solutions, definitions, or in-depth tutorials?
Match your format: Offer how-to guides if people want step-by-step instructions. Provide comparisons if they’re looking for best-in-class solutions.
Keep an eye on E-A-T: Google’s guidelines emphasise Expertise, Authoritativeness, and Trustworthiness. Cite reputable sources, mention relevant data, and ensure your writing is up to snuff.
4. Plan your link-building strategy
While you can’t fully control who links to your content, you can encourage it:
Outreach: Identify related websites or bloggers and politely pitch them.
Broken link building: Find broken outbound links on reputable sites and suggest your content as a fix.
Unlinked mentions: If someone references your brand without linking, reach out. A quick message can turn that mention into a backlink.
5. Update content regularly
Even the best content can grow stale. Over time, your older articles might drop in rankings if they’re not updated with current data or best practices.
Use search console: Identify pages that once ranked well but have slipped. Then refresh them with new stats, updated images, or refined steps.
Check for outdated info: If your piece references a 2018 study, see if a more current one is available.
Keep titles and meta descriptions fresh: A small tweak can sometimes breathe new life into a post.
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.
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We’re remote-first — with strategic global hubs
Click to copy
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Click to copy
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Click to copy
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Click to copy
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Click to copy
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Copyright © 2024 FOR®