---
title: "Topical authority"
url: https://marketingsignals.com/glossary/topical-authority
type: Page
---

# Topical authority

Topical authority explained: how Google's topic authority system works for news, what it means for other websites and how to build expertise on a subject.

SEO glossary

## Topical authority

Topical authority is how far search engines treat a website as an expert source on a subject, judged by how thoroughly it covers that subject and how often others cite it. Google runs a system called topic authority for news; for other sites, topical authority is an industry term rather than a named Google signal.

## Does Google use topical authority?

For news, yes. On 23 May 2023 Google described a system called topic authority, which helps it decide which expert sources are useful for newsy queries in specialised areas such as health, politics or finance. Google named its most prominent signals.

- How notable a source is for a topic or location
- Influence and original reporting, judged by how often other publishers cite a source's stories
- Source reputation, such as a history of original reporting, journalism awards or recommendations from professional societies

## What about sites that are not news publishers?

Google hasn't named an equivalent signal for other sites. Its guidance on helpful content asks whether a site has a primary purpose or focus, and whether its content shows first-hand expertise and depth of knowledge. A site that covers one subject in depth, and is cited for it, answers yes to both.

## How to build topical authority

- Map the questions buyers ask about the subject, from basics to the final decision
- Answer each on its own page rather than in one thin page for everything
- Link pages on the same subject to each other and to a hub page
- Publish original data or first-hand evidence that other sites will cite
- Earn coverage on publications already known for the subject

## Example

A pension adviser with one page on pension transfers competes with sites that have dozens. Separate guides on transfer values, defined benefit schemes, tax charges and when advice is legally required, all linked to each other and to a hub page, give the site coverage of the subject instead of a single entry point.

## Related terms

- [E-E-A-T (EEAT)](https://marketingsignals.com/glossary/e-e-a-t)
- [Internal linking](https://marketingsignals.com/glossary/internal-linking)
- [Entity SEO](https://marketingsignals.com/glossary/entity-seo)
- [Search intent](https://marketingsignals.com/glossary/search-intent)

## Further reading

- [How to Write Content for SEO That Converts and Ranks](https://marketingsignals.com/insights/how-to-write-content-for-seo-that-converts-and-ranks)
- [A Visibility Playbook for B2B Lead Generation](https://marketingsignals.com/playbooks/the-visibility-playbook-for-b2b-lead-generation)

Our [Organic Search](https://marketingsignals.com/service/organic-search) service puts this into practice for brands in the UK and US.

## Sources

- [Understanding news topic authority, Google Search Central (23 May 2023)](https://developers.google.com/search/blog/2023/05/understanding-news-topic-authority)
- [Creating helpful, reliable, people-first content, Google Search Central](https://developers.google.com/search/docs/fundamentals/creating-helpful-content)

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