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Topical authority
Topical authority refers to a site's expertise and credibility within a specific topic, subject or category of content. It is built over time by developing an extensive catalog of high-quality, original information and resources about the topic. This includes in-depth guides, case studies, reports, industry insights and more to position the site as a leader and go-to source. Consistency in coverage and frequent updates maintain topical relevance. Internal linking connects the topic-related pages to fully map out the on-site authority. Topical authority is indicated by social shares, backlinks, citations and references to the site from other credible sources on that topic.
Establishing topical authority improves search rankings for related keywords beyond just branded terms. As a topic expert site, the content carries more weight and justifies higher positions. It also draws relevant links from other high quality sources eager to associate with the authoritative content. However, topics that are too broad dilute specialization. Instead, focused coverage of well-researched micro-niches enables deeper topical authority.
Topical authority develops over many months and years of populating the site with outstanding materials to entrench the site as a thought-leader. But slacking on updates, poor quality additions or switching focus to new topics can undermine credibility quickly if not managed carefully. Topics also require watching for changes in trends or terminology.
Regular assessment ensures authority remains rigorously earned over the long-term to satisfy search engines and draw high-intent users through authoritative expertise online.