Google Sheds Light on “Topic Authority”: SEO’s New Ranking System for News Sites
Google has recently shared more information about its “Topic Authority” ranking system, revealing that it favors local publications and original reporting while delivering relevant and expert content. This system, which has been in operation for several years, primarily aims to provide more local and knowledgeable content in Google Search and News for queries on specialized topics, such as health, politics, or finance.
Initially, there was some confusion in the SEO community as it was widely thought that Google was introducing a new search ranking algorithm. However, Google’s Danny Sullivan clarified via Twitter that Topic Authority is not a new system, but rather, it has been in operation for several years, and Google is now sharing more about how it works as part of their regular efforts to be more transparent about ranking operations.
The Topic Authority system operates by evaluating a few key signals to determine a publication’s expertise in specific fields. These primary signals include:
Notability for a topic or location: Google’s systems can understand if a publication is particularly relevant to specific topics or areas.
Influence and original reporting: Google’s system takes into account how other publishers cite a website’s original reporting, thus gauging its influence and authority on a topic.
Source reputation: Google assesses a source’s history of high-quality reporting and any recommendations from expert sources, such as professional societies, which serves as strong evidence of a positive reputation for news websites.
This system aims to serve more local news results and prioritize content from local and regional publications, thus providing readers with more appropriate coverage. For instance, during a local disaster, the Topic Authority signal will prioritize content from local publications that regularly cover topics in that region. Similarly, original reporting from news teams familiar with the location and topic is more likely to surface.
Google’s Topic Authority system bears similarities to its local news system, which also works to identify and surface local sources of news whenever relevant, through features like “Top stories” and “Local news”.
Google advises publishers seeking to succeed with Topic Authority to continue providing excellent coverage on the areas and topics they are well-versed in. This aligns with Google’s general guidance about creating helpful, people-first content.
The introduction of Topic Authority has made notable changes to the news discovery and distribution dynamic, leading to a renewed focus on in-depth reporting and a resurgence of specialist journalism. It is also adding another layer to the strategic mix for SEO professionals, emphasizing the importance of a publication’s expertise, influence, and reputation. This aligns with Google’s ongoing efforts to promote quality content and suggests that generic, one-size-fits-all content strategies may be less effective in the future. Publishers who invest in developing authoritative content in their areas of expertise are likely to benefit from this ranking system.
The unveiling of more details about Google’s Topic Authority system demonstrates the tech giant’s commitment to improving user experience by surfacing more relevant and authoritative content. This move is a clear signal to news publishers and SEO professionals alike that quality, relevance, and authority are paramount in the ever-evolving landscape of search engine optimization.
