Topical Authority

Topical authority is the authority and credibility a website builds by creating in-depth, interlinked content within a specific topic area. A website with strong topical authority is considered by search engines and AI search engines as a trusted expert in its field, leading to better rankings and more AI citations.

Why is topical authority important for SEO and GEO?

Google's algorithms have placed increasing weight on topical authority since the 2022 Helpful Content update. Websites that demonstrate deep expertise on a topic rank better than websites that superficially cover many topics. The same principle applies to GEO. AI search engines cite websites with strong topical authority up to three times more often, because they are assessed as more reliable sources.

How do you build topical authority?

• Content clusters: Create a pillar page around your main topic with supporting articles covering subtopics in detail.
• Internal links: Systematically link between related pages to show connections.
• Glossary: Define key terms in your field to demonstrate breadth and depth.
• Regular updates: Keep content current and continuously build on your knowledge base.
• Original perspective: Include your own data, experiences, and analyses not found at competitors.

Topical authority is closely related to semantic authority and E-E-A-T. Together they form the foundation for visibility in modern search and AI systems.