How Topic Authority Impacts SEO

Topic authority is recognized expertise on a given subject. A company, publication, or person can possess it.

In May, Google published an article in its Search Central Blog titled “Understanding news topic authority.” The article explains how Google assesses expertise for responding to News and Search queries.

Here’s what we know about topic authority and its impact on rankings.

Topic Authority, per Google

The May article listed Google’s prominent signals for topic authority:

• How notable a source is for a topic or location. 
• How original reporting is cited by other publishers.
• A source’s history of high-quality reporting or recommendations from expert sources, such as professional societies.

In other words, the primary signals are:

• A source’s location (e.g., a local news site) or evidence of expertise (a knowledge panel).
• Links from other trusted publications.
• Connection to other trusted entities — awards, professional associations, more.

Google’s Nov. 2023 edition of Search Quality Rater Guidelines (PDF) refers repeatedly to topic authority. For example, the Guidelines explain why “Marriott” ranks prominently for a query of “hotels”:

Page Quality. The Marriott website gives information on Marriott Hotels, a popular chain. Marriott has a good reputation and is an expert on hotels, making the information on this page highly authoritative. High+ to Highest is an appropriate rating.

The Guidelines also suggest checking the backlinks of higher-ranking pages.

Thus the Search Central Blog article and Quality Rater Guidelines both suggest Google’s requirements for top rankings:

• Reputation as a trusted resource,
• Recognizable brand or entity within that niche,
• References (links) from trusted sources such as Wikipedia, professional news outlets, more.

In 2013 Google obtained a U.S. patent (PDF) called “System and method for determining topic authority.” It identifies key factors of any web page for assigning expertise on a…