What is a specialized authority?

Topic authority or theme authority is a term that is cropping up more and more in the world of search engine optimization. In this blog post, we'll take a look at what exactly this means. And how you can apply this tactic to your website to rank better in both search engines and AI.

Topic authority simply means that your website is seen as a reliable and knowledgeable source on a particular topic. For example, if you regularly publish in-depth, well-written and relevant content on a particular topic, search engines (and AI) will view your website as an authority on the subject.

There are many different techniques and tricks you can use to rank higher in search results, but the general conclusion from 2025 is that content is most important. But content that is written with:

- Well researched and elaborated information

- Coming from own experience and expertise, backed up with evidence, own images etc.

- You know who is behind the content, author profile

- (Relevant & reliable) links from external sources

- Use of multimedia

Multimedia

The use of media is not only relevant for readers, but is increasingly becoming a factor to consider. As it is increasingly possible to identify what an image is about and whether it is relevant and useful, more and more value is being placed on it. So use your own high quality images, and ones that are related to the topic. The example we're using in this article is weed control, so in this case go out and take some photos of weeds occurring in the garden rather than downloading a stock image from the internet. This way, you'll add authenticity to your website and it won't be filled with generic and irrelevant images just to add more images to your content.

As well as images, video is also an important medium and you can host it externally on a platform like YouTube and then embed it into the content. This also gives you access to visitors who are already on YouTube. In this way, you can ensure that both videos and content on your website generate more interaction.

The data points in your content can also be presented in charts and tables, so that people can see at a glance which is the best remedy for a particular weed. Such content can in turn be shared on social media and in many cases achieve better results than a written post. And can therefore have a supportive effect.

Finally, audio versions or additions to a website are also relevant as you then also ensure that your website is more accessible to people with visual impairments.

How do you build authority?

The idea behind building authority with supporting content on a particular topic is that you have a landing page or main article and write several articles behind it that also link back to that main article. This will ensure that more value is placed on the article and you can add value to your landing page by linking additional and related information to it.

Let's take the main term or keyword gardening as an example. Many other terms and search queries can be linked to it, and subtopics can also be developed for each topic that falls under it. Weed control, for example, can be further unpacked into: Tackling dandelions, combating goutweed or cocksfoot, removing moss from lawns. And so on.

Write a separate blog post for each of these topics in which you:

- Expand on the topic in question

- Include internal links to the main page (and possibly other subtopics)

Make sure that each sub-article links to the main article. And vice versa. This helps search engines make connections between articles and adds value to your main topic. AI search tools like ChatGPT and Google's AI ratings analyze content for reliability and expertise. By structuring your content and making it strong, you increase the chances of your articles being cited or highlighted in AI results.

Topic authority is the way to rank higher in search engines and build more trust with your visitors. With a smart content strategy, you not only make your website more valuable, but also more future-proof.

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