Search engines like Google reward websites with in-depth content about industry-relevant topics. Because these sites have established expertise in their fields, they rank higher for relevant search queries.

This expertise is known as topical authority, and strong, future-proofed search engine optimization (SEO) strategies prioritize it. By focusing on becoming a subject matter expert, you ensure your site will have the detail and credibility search engines favor, boosting your ranking.

Read on to understand how topical authority works and why it’s an essential part of creating content.

Understanding topical authority for SEO

Topical authority in SEO is a website’s ability to demonstrate an understanding of a specific subject. Search engines use this authority to determine how reliable your site is within your industry, which leads to higher search engine results page (SERP) rankings.

Sites that consistently post high-quality, in-depth content typically earn topical authority. This is especially true when the site answers popular search queries in a cohesive structure. Organizing your content logically helps search engines understand how your topics are related by showing that you thoroughly cover everything about the subject.

Say your website focuses on project management software. To build topical authority, you wouldn’t write a single article titled “What’s project management?” Instead, you’d create an extensive library of interlinked content covering all aspects of this niche, such as:

• Beginner guides: “Organizing your first project” and “Lean vs. Agile project management styles”
• How-tos: “How to choose the right project management software” and “How to use kanban boards and Gantt charts”
• Advanced topics: “Effectively allocating resources,” “Automating your project workflow,” and “Top predictive analysis techniques”
• Related topics: “Managing remote teams” and “Why communication is key in project management”

This network of articles tells search engines that your website is a definitive source on project management. By creating a comprehensive library of content, your site will rank better for broad terms like “Agile method” as well as more specific queries like “best practices for improving team efficiency.”

Why is topical authority important for SEO?

Here’s why it’s so important to prioritize topical authority in your SEO strategy:

• Improves rankings. Search engines prioritize websites that provide well-structured, thorough content on specific topics. By building topical authority, your site will likely rank higher for main and related keywords on SERPs.
• Increases organic traffic. Search engines favor websites with rich, interconnected content because it’s easier for people to find your pages through multiple search queries. This leads to higher rankings, which means more visibility and clicks. Over time, the compounding effect grows your audience.
• Enhances credibility. Topical authority positions your site as a reliable source of information. When people repeatedly find accurate, detailed answers on your website, they’ll see your brand as trustworthy, boosting your reputation within your industry. And people are more likely to take action — be it by signing up for a newsletter, requesting a consultation, or buying a product — with a brand they trust. So enhancing credibility might also lead to increased conversion rates.

How to measure topical authority

There isn’t a universally accepted formula for measuring topical authority, but the following methods and tools can help you evaluate it.

Assess topical depth

SEO tools like Ahrefs and Semrush check your content coverage — the breadth of a specific topic. They assess whether your articles and site thoroughly cover relevant subtopics and keywords.

Using these platforms, you can create a checklist of questions or subtopics related to your niche and ensure your website addresses each with high-quality content.

Analyze internal linking strength

Internal links lead to other content published on your website. By strategically connecting related pieces of content, you’ll help search engines understand your site’s depth. The better the connections, the easier it is for search engines to navigate your site and recognize your authority.

Monitor keyword rankings

Platforms like Google Search Console and Semrush show you how high your site ranks on the SERP when people search for specific keywords and long-tail queries. If your website consistently ranks for a range of keywords within your niche, it signals to search engines that your site is an authoritative source. As a result, their algorithms will push your website further up in the SERPs, no matter what keywords people use to search for your content.

Check your content clusters

The more in-depth you go with a topic, the bigger its cluster becomes. Think of your content cluster as a tree. The health of the branches (supporting pages) directly impacts the strength of the trunk (pillar page).

Measure your topic clusters’ performance by analyzing traffic, engagement, and conversions for pillar and supporting content pages. If they effectively attract traffic and backlinks, Google likely sees you as a credible source.

Best practices to build your website’s topical authority

Establishing topical authority requires a carefully thought out plan so your new content fits seamlessly into your website’s larger theme. Here are a few best practices to keep in mind.

Choose topics that align with your product

The first step is focusing on topics that align with your products or services. This positions you as an expert in subjects directly related to what you offer. And when your content addresses your product’s niche, site visitors are more likely to be interested in your offerings, which can boost conversions.

To find high-demand topics within your industry, use tools like Google Keyword Planner and Ahrefs. For example, project management software providers could focus on phrases like “project tracking tools” and “free project planning software.”

Create topic clusters

Topic clusters organize your content around a central pillar page, which is an in-depth guide on a topic. Supporting pages dive deeper into subtopics, and they should all be interlinked for better navigation.

First, choose a broad topic for your pillar page, like “Best project management software in 2025.” Then, create supporting content like “Management tools for remote teams” and “How to build a project plan.” Use internal links to connect these pages, reinforcing their relevance to the main subject.

Topic clusters tell search engines that your site covers a subject comprehensively, thus improving your rankings for related keywords. They also give visitors an intuitive browsing experience, which keeps them on your site longer.

Understand user intent

Creating content that directly addresses user intent builds trust while satisfying search engine algorithms. There are three types of user intent: informational (seeking knowledge), navigational (finding a specific page), and transactional (ready to take action).

Before creating content, research keywords to understand the intent behind queries. For instance, if people search “how to make work breakdown structure diagrams,” they want an informational guide. Create your content accordingly so it meets their expectations. When it does, you’ll see improvements in engagement, lower bounce rates, and higher rankings on SERPs.

Keep updating your content

Stale content hurts your site’s authority and credibility because outdated pages tell people you don’t have access to the latest industry insights.

To identify posts that need updates, audit your content library periodically. Add new statistics, replace broken links, and incorporate recent developments in your field.

Up-to-date content informs search engines that your site is active and reliable. It also keeps your audience coming back for fresh, relevant information.

Elevate your SEO strategy and topical authority with Webflow

Building topical authority starts with creating a well-structured, user-friendly website. With Webflow’s SEO tools, you can implement best practices to improve your topical authority and search rankings.

Features like customizable meta tags, automatic sitemaps, and a built-in content management system help you organize your content and effectively target relevant keywords. Webflow helps your team design visually stunning websites that are optimized for search engines — with or without developers.

Take the first step toward improving your search visibility with Webflow.