// Marketing
Topical Authority
The degree to which search engines treat a site as a trusted, comprehensive source on a specific subject area.
In depth
Topical authority is built by covering a subject in depth and breadth, e.g. every fundamental CRM concept, not just one popular keyword, and by linking those pieces together into a coherent cluster. Sites with strong topical authority in a niche often outrank larger, more generically authoritative domains on niche queries.
Related terms
Pillar Page
A broad, comprehensive page on a core topic that links out to narrower cluster content covering its subtopics.
Internal Linking
Linking between pages on the same site to help both users and search engines navigate related content.
SEO
Search Engine Optimisation, earning organic ranking on Google (and increasingly LLM answers) for target queries.