Topical Authority
Topical Authority
used extensively by Jason Barnard since 2021.
Description
Topical Authority is the algorithmic trust granted to a recognized entity (a brand, website, or person), confirming it as an expert and comprehensive source of information on a specific subject.
The Topical Authority definition
Jason Barnard explains that a comprehensive body of work is essential for Topical Authority, but it is meaningless without a critical prerequisite: entity understanding. Before algorithms can evaluate a brand's expertise on a topic, they must first know with confidence who the brand is. Without a clear, understood entity anchor, even the best content is just authorless information in the "mind" of a machine. Therefore, Topical Authority is not a measure of content in isolation; it is the result of a trusted, recognized entity producing a deep and interconnected body of work. The algorithm's confidence in the entity acts as a powerful amplifier, giving significantly more weight to the content and cementing the brand's position as the definitive source.
How Jason Barnard uses Topical Authority definition
At Kalicube, building Topical Authority is a sequential outcome of The Kalicube Process, Kalicube's proprietary methodology for implementing a holistic, brand-first digital marketing strategy. We first dedicate our efforts to Phase 1, Understandability, to ensure machines develop a high-confidence understanding of the client's entity. Only with that foundation in place do we focus on Phase 2, Credibility, where we build the body of work that demonstrates expertise. The confidence established in the first phase acts as a powerful amplifier for the authority generated by the content in the second. This ensures that when we reach the Deliverability phase, AI Assistive Engines don't just find the content; they trust the entity behind it and confidently recommend it.
Why Topical Authority matters to digital marketers
Marcus Sheridan's "They Ask, You Answer" brilliantly teaches businesses what to say to build human trust: answer every customer question. Jason Barnard's work provides the critical next step for the AI era: ensuring the algorithm first trusts who is speaking. Topical Authority is the result of merging these two philosophies. The Kalicube Process provides the technical framework to first establish the brand as an understood and trusted entity, which then amplifies the value of every answer it provides. In a world where AI Assistive Engines act as gatekeepers, they prioritize answers from credible sources; if they don't have confidence in you as the speaker, they will never trust what you have to say.
Posts tagged with Topical Authority
SEO in the Age of AI: Becoming the Trusted Answer
SEO in the Age of AI: Becoming the Trusted Answer Published on Search Engine Land September 05, 2025 by Jason Barnard Educate AI engines with clarity, credibility, and consistency, build...
Entity and search/AI glossary: Jason Barnard’s foundational lexicon for the new digital (AI) era
I’m Jason Barnard. I started working on Brand SERPs and the Knowledge Graph in 2012 - before most marketers had even heard the word “entity.” Before AI, before ChatGPT, before...
Topical Authority in SEO: What You Need To Know
What Is Topical Authority in SEO? Topical authority in Search Engine Optimisation (SEO) refers to a demonstrated level of expertise and knowledge in a particular field or topic. It is...
Managing the Elements of a Knowledge Panel – the Evolution of a Knowledge Panel
What You Will Learn In this article, I show the evolution of my Knowledge Panel over the years. The evolution is in reverse order, starting with what we have now,...
How to Get Recommended by ChatGPT, Perplexity and Other AI Assistants: The Future of Personal Branding Is Now
If you’re building your personal brand to grow your business, close deals, or attract opportunities, there’s a fundamental shift you need to understand:Google is no longer your only gatekeeper –...
SEO Reality Check: 13 Hard-Hitting Truths You Need to Hear
Published on Search Engine Land (Jason Barnard) Insights into today’s SEO landscape, from the value of brand authority to the SERPs’ evolution and why AI-powered search demands new skills. SEO is far...
Google Recognizes Content Creators: A Breakthrough for E-E-A-T and SEO
Published on Search Engine Land (Jason Barnard) This article was featured in Search Engine Land’s Top 10 SEO Expert Columns of 2024 Google now highlights content creators as trusted sources in...
Entity SEO & The Future of The SERPs – Jason Barnard Interview
In this interview I sat down with Jason Barnard, the literal writer of the book on Entity SEO – We had a long discussion about entities, topical authority, AI and...
Killer Whale Update e E.E.A.T com Jason Barnard (The Brand SERP Guy)
Saiba tudo sobre a Killer Whale Update e N.E.E.A.T.T, a evolução do E.E.A.T com um dos maiores experts no assunto, Jason Barnard (The Brand SERP Guy®). A Killer Whale Update...
10 Simple Steps to Analyze Your Brand SERP and Build an Effective Digital Strategy
Published on Search Engine Land (Jason Barnard) Learn the key parts of a brand SERP and ways to guide Google to show the information you want your audience to see. A brand...
Kalicube Tuesdays
Digital Marketing Livestream Event Series “Kalicube® Tuesdays” is a popular series of digital marketing events that livestream to YouTube, Twitter, LinkedIn and Facebook. It is organised by Kalicube® and hosted...
The Knowledge Panel Course: Educating the Child That Is Google
Jason Barnard speaking: Hi, and welcome. Google is a child thirsty for knowledge, and you need to educate it. In the introduction to this course, I talked about this idea very...
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