Google has released new information about a ranking system called Topic Authority.

The goal of this system is to provide more relevant, expert, and knowledgeable content on Google Search and Google News for queries on specific topics.

Why Topic Authority?

The introduction of Topic Authority is an attempt to address a common challenge Google users face when seeking reliable coverage of specific topics.

For example, users looking for expert commentary on an economic report or local news on a disaster in their area will often find a mix of general coverage that may obscure more scholarly work with publications with specific expertise in those areas.

The Topic Authority system allows Google to provide more local news results. It helps Google prioritize content from local and regional publications and provide readers with more relevant coverage.

For example, if there is a flood in a user’s area, the Topic Authority signal will prioritize content from local publications that regularly cover topics in that area.

Additionally, the emphasis on topic authority means there’s a greater likelihood of original reports from news teams familiar with the location and topic appearing.

Google says Local publishers get increased visibility for news events in their region.

Publishers with specific expertise can expect the same when its content is relevant to a news story about a subject.

Although it doesn’t have its own entry in the official Google guide to ranking systems, the company is Search Liaison says Topic Authority has been used for several years.

Unpack how Topic Authority works

The Topic Authority system uses a number of signals to measure a publication’s expertise in specific areas. Primary signals include:

1. Awareness of a topic or place: Google’s systems can recognize whether a publication is relevant to certain topics or areas.
2. Influence and original reporting: Google’s system takes into account how other publishers cite a site’s original reports.
3. Source reputation: Google evaluates the history of high-quality reports and recommendations from a source from expert sources such as professional societies.

Recommendations for publishers

Google recommends that publishers who want to be successful with Topic Authority continue to provide excellent coverage in the areas and topics they know well.

As topic authority affects search results, it was interesting to observe changes in the dynamics of news discovery and distribution.

With an emphasis on local and expert reporting, Topic Authority has led to a renewed focus on in-depth reporting and a resurgence in specialist journalism.

The potential impact on SEO strategies

Topic Authority adds another layer to the strategic mix for SEO professionals.

It emphasizes the importance of a publication’s expertise, influence and reputation and is consistent with Google’s ongoing efforts to promote quality content.

It is clear that the days of general, unified content strategies are numbered and those investing in developing authoritative content in their fields are well positioned to reap the benefits of this new ranking system.

source: Google

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