What is topical authority?

Topical authority is the credibility a website builds by covering a subject thoroughly and coherently, rather than publishing scattered one-off articles. Search engines reward depth on a theme.

Why it matters

A site with twenty interlinked articles on one theme typically outranks a site with one strong article, because depth signals genuine expertise.

How to build it

Plan clusters of related articles around core themes, link them together deliberately and fill the gaps competitors have left shallow.

In Awareness Marketing: Awareness Marketing links every new article to related pieces you have already published. See internal linking.

Why it matters

A site with twenty interlinked articles on one theme typically outranks a site with one strong article, because depth signals genuine expertise.

How to build it

Plan clusters of related articles around core themes, link them together deliberately and fill the gaps competitors have left shallow.

In Awareness Marketing: Awareness Marketing links every new article to related pieces you have already published. See internal linking.

← Back to the glossary

Put it into practice

Run Your Content Marketing in One Place

Awareness Marketing turns these ideas into a weekly workflow: research, writing, publishing and measurement.

See How It Works

Browse the Glossary →