As always, I like to be clear on what the key word in the question means.
Authority is a trust signal inferred over time, not something assigned or scored in isolation. And search engines and AI platforms infer authority by observing patterns across many signals.
Those patterns include:
• Depth and consistency of coverage around a topic
• Repeated association between your brand and specific concepts
• External references that reinforce that association
• Long term performance stability in search results
• Signals that correlate with trust and usefulness
SEO tools try to approximate these signals and search engines infer them directly by observing behaviour and outcomes at scale.
The three types of authority that matter in B2B
To make authority actionable, I think it helps to separate it into three layers:
Domain authority
Overall trust in your site and brand. This affects how easily new pages can rank at all.
Topical authority
How strongly your site is associated with a specific subject. In B2B, this is usually the most important layer.
Brand authority
Whether buyers and the wider market recognise your name in connection with a problem or solution, independent of your website.
Most B2B teams struggle because they chase domain authority when what they actually need is topical and brand authority first. Hopefully you just experienced a lightbulb moment.
How search engines infer topical authority
This is where hopefully we can stop being abstract.
Search engines infer topical authority by looking for reinforcement across multiple related signals, not a single page.
These include
• The breadth of related queries your site ranks for
• Consistent internal linking between pages on the same theme
• Semantic overlap across content answering adjacent questions
• External references that mention your brand in topical context
• Stable visibility across related searches over time
So basically, one good page can get you noticed whilst a connected set of good pages tells search engines you know the subject. And it’s safe to infer that isolated content rarely builds lasting authority.
Why most B2B content does not build authority
Publishing content does not automatically build authority. Some many companies pump out volumes of ‘stuff’ and look extremely busy but, to a critical eye, it’s riddled with missteps.
Common mistakes include:
• Writing across too many topics with no depth
• Publishing content to satisfy keyword lists rather than buyer questions
• Treating each page as an isolated SEO asset
• Constantly switching focus before authority compounds
• Producing content sales teams never use
Authority comes from coherence and repetition, not volume.
Authority is built outside SEO before it shows up in SEO
This is an uncomfortable truth:
In B2B, authority usually forms first through
• Sales conversations and lived experience
• Thought leadership in trusted environments
• Partnerships, associations and ecosystems
• Analyst, peer and industry recognition
SEO becomes effective when it reflects something that already exists and rarely creates authority on its own.
How to build topical authority deliberately
Topical authority is the most controllable form of authority for B2B marketers.
A deliberate approach could look like this:
• Choose a small number of problems you want to be known for solving
• Map the full set of buyer questions around those problems
• Get the team creating content that answers those questions clearly and consistently
• Reinforce those ideas through intentional internal linking
• Maintain focus long enough for patterns to emerge
For me, with tenures so low in B2B marketing, I always think of ‘plant trees whose shade you know you may never sit in’. The results will come but how fast only the Google Gods know.
Why backlinks still matter
Some people like to think of backlinks as 'up votes' but they are closer to contextual endorsements.
In B2B, the links that matter most:
• Sit within relevant editorial or industry context
• Reinforce your association with a topic
• Come from sources buyers already trust
• Accumulate naturally over time
Search engines also appear to observe repeated brand mentions and citations, especially when they reinforce topical relevance.
How authority changes SERP behaviour
This is a critical but often missed point.
As authority increases, you will see:
• New pages ranking faster with less optimisation
• Pages entering more competitive Search Engine Results Pages (SERPs)
• Rankings becoming more stable, not volatile
• Google favouring your pages over technically similar competitors
How sales accelerate authority if you let it
Talking with actual clients and directly with sales teams always surfaces the strongest authority signals available. I get so frustrated when marketers do not take the path of least resistance to driving context, speak to clients. It makes our lives so much easier.
Repeated objections, explanations and buyer questions show exactly where trust needs to be built. So, as marketers, if we can turn that into clear explanations, confident points of view and practical guidance, content becomes powerful proof. When sales actually use that content in prospecting and live deals, marketing benefits from authority uplifts and everything compounds faster.
How to tell authority is growing before rankings move
Better experts than I say that they can see authority groing before seeing the impact in rankings.
Early signals include:
• Ranking for a wider range of related queries
• Rising impressions without major optimisation changes
• Gradual, stable ranking improvements rather than spikes
• Stronger internal linking impact
• Content being referenced in sales conversations
So we can be confident that rankings lag authority. Waiting for position one in Google rankings to validate progress is a mistake… and its important for us to be able to articulate this point to any dismissive internal stakeholders.
The simple rule to remember
SEO rewards authority.
Authority is inferred from consistent, credible presence.
Presence is earned by being genuinely useful.
If you want to win harder keywords, we need to build the reputation that deserves them first.
Tools that actually help with authority building
Tools do not create authority, but they can help you observe signals, spot patterns, and avoid guessing. Used properly, they support judgement rather than replace it.
Google Search Console
Essential for understanding query breadth, impression growth, and early authority signals before rankings move.
Ahrefs or Semrush
Useful for analysing topical coverage, competitor visibility, and how authority distributes across pages rather than chasing single keywords.
Screaming Frog or similar crawlers
Helps diagnose internal linking strength and whether your content structure actually reinforces topical authority.
Brand monitoring tools
Useful for spotting mentions, citations and external references that reinforce authority beyond links.
The rule with tools is simple. If they help you see patterns, use them. If they push you toward volume and vanity metrics, have some discipline and hold yourself back.
Call to action
If you are serious about winning the keywords that matter in B2B, stop asking what to publish next and start asking what you want to be known for.
Write down the problems your best buyers trust you to help them solve. Then look honestly at your content, your sales conversations and your external presence. Because if those things are fragmented, authority will be too.
Focus on fewer topics. Go deeper. Reinforce your point of view everywhere it matters.
If you want help turning this into a deliberate authority building strategy that supports SEO, sales and long-term growth, get in touch and we will introduce you to people who genuinely know what good looks like
