Why do some websites effortlessly rule the search results while others can’t seem to get noticed? And that’s exactly where topical authority makes all the difference.
Domain authority isn’t the only factor. It involves demonstrating to users and search engines that your content is the most comprehensive, reliable, and relevant source available on a given topic.
But how to measure topical authority? Let’s dive in detail to figure it out.
Topical Authority: A Quick Breakdown
The extent to which Google trusts your website as an expert in a specific subject is known as Topical Authority. It’s built by consistently publishing high-quality, in-depth content around a core topic and interlinking related pages.
Consider it this way: Your website is packed with valuable, well-organized content on SaaS marketing. Then you are more likely to be regarded by Google as an authority for that topic.
Your chances of ranking higher increase with the strength of your topical authority – even against bigger sites with higher Domain Authority.
What happens if you lack Topical Authority?
It gets difficult to rank for competitive keywords if your website lacks Topical Authority. You are not regarded as a reliable source by Google. So it’s difficult for your content to show up on the first page, regardless of how well-written it is.
If your website lacks significant topical authority, it could:
- Perform worse than competitors who discuss the topic in greater detail.
- Search engines don’t recognize your expertise, thus you struggle to get organic traffic.
- Lose conversions since people are more likely to trust authoritative sources.
The good news? By creating deep, interconnected content in your niche and proving to Google that you are the real deal, you can increase topical authority.
How to measure Topical Authority?
Writing a few blog posts isn’t enough to establish topical authority. It’s about making yourself the authority on a topic in the eyes of users and search engines.
However, how can you tell if your efforts are having an impact? Let’s break it down step by step.
1.Content Depth and Coverage
Consider writing about “SaaS SEO”. One blog post explaining “What is SaaS SEO?” is insufficient. Your site needs to cover the topic comprehensively to build topical authority.
How to measure it?
- Check whether you have pillar content (broad, in-depth articles) and supporting articles (narrower, detailed posts) covering all related subtopics.
- To identify content gaps and make sure you’re addressing all the essential points, use keyword research tools such as Ahrefs or Semrush.
- Compare your content structure with competitors and analyze if they have more detailed guides or cover aspects you haven’t touched on yet?
Doing a Google site search (e.g., site:yourdomain.com “SaaS SEO”) is a great approach to test this.
It’s time to increase the scope of your content strategy if you only have one or two pages on the subject!
2.Internal Linking Structure
Consider internal links as the glue that holds your topical authority together. Search engines are better able to comprehend the relationships between different pieces of content when an internal linking strategy is well-structured.
How to measure it?
- Verify whether your pillar pages and supporting content are linked to each other.
- To audit your internal linking structure, use tools such as Google Search Console or Screaming Frog.
- Don’t let important page turn into an Orphan Page. Verify it has internal links pointing to it from relevant parts of your site.
If you’re writing about “SEO for SaaS”, make sure your guide on “SaaS Keyword Research” links back to it. This tells Google your content is interconnected and builds topic relevance.
3.E-E-A-T (Experience, Expertise, Authority, Trustworthiness)
Topical authority is greatly influenced by Google’s E-E-A-T guidelines. For your content to rank well, it must be credible, trustworthy, and backed by experience, even if it is extensive.
How to measure it?
- Look at the author bios—are they highlighting real expertise in the subject?
- Add indicators of trust, such as case studies, expert quotes, or customer testimonials.
- Make sure your writing is thoroughly researched and fact-checked; don’t make generic claims without supporting data.
- Examine your Google Search Console performance. If your content is well optimized but not being ranked by Google, it will be due to a weak E-E-A-T.
For Example, Google will expect content written by medical professionals or sources from reputable institutions, if you run a healthcare website.
Google may look for insights from SEO professionals or agencies with proven expertise for SaaS SEO.
4.Backlink Profile
One of the strongest signals of authority and trustworthiness is still backlinks. But it’s more than just numbers. You require relevant, high-quality backlinks from reliable sources.
How to measure it?
- To examine your backlink profile, make use of tools like Ahrefs, Moz, or Semrush.
- Verify the linking sites’ Domain Authority (DA) and relevancy.
- Check to see how many of your backlinks originate from sites that are topically relevant to your content. e.g., if you write about SaaS SEO, are marketing or SaaS industry blogs linking to you?
Ten links from random, low-authority blogs are not nearly as valuable as a backlink from HubSpot or Moz.
By creating original research, data-driven content, and expert insights, focus on earning editorial backlinks.
5.User Engagement Metrics
Content that users find valuable is what search engines want to rank. Low engagement is indicated if visitors arrive at your page and depart right away. This undermines your topical authority.
How to measure it?
- Time on Page – Are visitors spending several minutes reading your content?
- Bounce Rate – Are they leaving without interacting with other pages?
- Social Shares & Comments – Are people sharing, commenting, or discussing your content?
- Pages Per Session – Are users clicking on related articles or exploring your site further?
Make sure internal links direct users to other useful pages and enhance content formatting (e.g., add subheadings, bullet points, and visuals) if your bounce rate is high.
Tools and Techniques for Assessment
So, you want to measure topical authority. However, where do you even start?
The good news is that you can evaluate where you stand and identify areas for improvement with the aid of some excellent tools and techniques.
Let’s divide it into three main approaches:
- Using SEO tools,
- Conducting manual audits, and
- Performing competitor analysis.
1.SEO Tools
SEO tools like Ahrefs and Semrush are your best friends if you’re looking for a data-driven method of measuring topical authority.
They give insights about your backlink profile, content gaps, and keyword rankings. These factors contribute to how authoritative Google thinks you are on a topic.
How to use SEO tools for topical authority assessment?
1.Track Keyword Rankings
To find out which keywords your content is ranking for, use Semrush’s Organic Research tool or Ahrefs’ Site Explorer. Verify that your pages are ranking for a variety of related keywords rather than just one or two. Google probably considers you an authority in that niche if they are.
2.Identify Content Gaps
You can use Semrush’s Content Gap tool to enter your domain and see which keywords your competitors rank for but you don’t.
Similar to this, Ahrefs’ Content Gap feature indicates that it’s time to broaden your content if your rivals have comprehensive guides on subtopics that you haven’t addressed.
3.Check Backlink Profile
Credibility is increased by high-quality backlinks from authoritative and topic-relevant sites. To find out which websites are linking to you more than your competitors, use Ahrefs’ Backlink Checker.
Consider reaching out to industry blogs and news websites if they are providing links to them.
If your content on “SaaS SEO” ranks for terms like “best SaaS keyword strategy” and “B2B SaaS content marketing,” it’s a good sign that Google sees you as an authority.
2.Manual Audits
Manual content audits help you understand why some pages aren’t performing as expected, while SEO tools provide you with numbers.
This means rolling up your sleeves and evaluating your content depth, structure, and internal linking.
How to conduct a manual audit for topical authority?
1.Check Topic Coverage
Look at your content and ask: Does it comprehensively cover all aspects of the topic?
A strong topic cluster should have a pillar page (e.g., “Complete Guide to SaaS SEO”) and several supporting pages (e.g., “Keyword Research for SaaS,” “SaaS Link Building Strategies,” etc.).
2.Review Internal Linking Structure
Ensure that the supporting content on your main topic pages is appropriately linked to it. Google may not identify your important pages as key authority pages if there aren’t enough internal links pointing to them.
3.Evaluate Content Quality
Verify that your content satisfies Google’s E-E-A-T (Experience, Expertise, Authority, Trustworthiness) requirements.
Are your blog posts backed by credible sources, industry stats, and expert insights? If not, consider adding references to improve trustworthiness.
If your pillar page on “SaaS SEO” isn’t linking to your post on “SaaS Keyword Research”, fix that ASAP. It strengthens your site’s topical authority.
3.Competitor Analysis
Comparing yourself to competitors is one of the simplest ways to determine where you stand. There must be a reason why they are receiving more traffic and ranking higher, so let’s find it!
How to perform competitor analysis for topical authority?
1.Analyze Their Top-Ranking Pages
Examine the top-performing pages of your competitors using Semrush’s Organic Research tool or Ahrefs’ Site Explorer.
What kind of content are they creating? Are they using long-form guides, case studies, or research-backed insights?
2.Check Their Content Structure
Check out their topic clusters on their website. Do they link content more effectively than you do? Have you not yet put their pillar + cluster strategy into practice?
3.Look at Their Backlink Strategy
Examine their source if they have high-authority backlinks.
Find out which websites link to them but not to you by using Ahrefs’ Link Intersect tool. Those could be possible backlink opportunities.
If your competitor has an in-depth “Ultimate Guide to B2B SaaS SEO” and you only have short blog posts, you might need to expand your content strategy to compete.
Future of Topical Authority & AI Search (SGE)
AI-powered search is developing efficiently. Particularly with the Search Generative Experience (SGE) offered by Google, our understanding of Topical Authority is also changing.
In the past, ranking based on keywords and backlinks. In order to determine authority, Google’s AI is now paying greater attention to context, expertise, and content depth.
So, what does this mean for your website?
- Well-structured and in-depth content will be given precedence over thin and keyword-stuffed articles in AI-driven search.
- It will be much more important to interlink pillar pages, blog clusters, and related resources in order to demonstrate authority.
- Rankings will be more heavily influenced by metrics like time on page, user involvement, and search intent match.
- For a more engaging user experience, AI search might give preference to pages with a mix of text, video, infographics, and interactive elements.
Websites that develop real expertise and strong topical authority will have a significant advantage as SGE reshapes SEO. The secret? Creating high-value, well-connected content that not only ranks but also answers users’ queries better than AI-generated summaries.
Final Thoughts
Measuring and improving topical authority is not a one-time effort. It’s a continuous tactic.
In your niche, you can establish your website as a reliable resource by using AI techniques, evaluating your Topical Authority Score, and adhering to a structured content strategy.
Now that you know how to measure topical authority, it’s time to take action. Put these tactics into practice today, and see how your ranks rise!
