# What is Topical authority?

Topical authority is the depth and breadth of a brand's content across a subject area, which signals to search and AI systems that it is a credible source on that topic and makes it more likely to be cited for questions within it.

## How it works

You build it by covering a topic comprehensively, with interlinked content that addresses the core question and its adjacent ones, rather than a single shallow page. Generative engines weigh this depth when deciding whom to trust on a subject.

The practical structure is a cluster: [a hub on the core topic plus connected entries on the sub-questions around it](/blogs/topical-authority-cluster-ai-shortlists), linked together so the engine reads a coherent body of expertise rather than isolated articles.

## Topical authority vs domain authority

Domain authority is a site-wide score driven largely by backlinks. Topical authority is subject-specific depth. A site can have high domain authority overall and still lack topical authority on a given subject, which is why niche specialists often out-cite larger generalists.

## Why it matters for B2B

AI engines recommend sources they read as expert on the specific question asked. Concentrated topical authority is how a focused B2B brand becomes that source, even against bigger competitors with broader but shallower coverage.

**Example**

A cluster, not a page: one hub on the core topic plus linked entries on each sub-question, so the engine reads one coherent body of expertise. This glossary is built that way, a hub plus 32 connected entries, each linking to the deeper article behind it.

*Source: https://rawmktg.com/glossary/topical-authority · rawmktg. by Vinayak Ravi*