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Tuesday, May 23, 2023
Major news events are often covered by a wide array of news sites. This can present a challenge
for Google users who are looking for publications with a particular expertise on a
topic—such as a finance outlet for a query about the impact of an economic report or a local
publication reporting on a disaster in their area. Such knowledgeable and helpful work can be
overtaken among more general coverage.
To better surface relevant, expert, and knowledgeable content in Google Search and News, Google
developed a system called topic authority that helps determine which expert sources are helpful to
someone’s newsy query in certain specialized topic areas, such as health, politics, or finance.
How topic authority works
The topic authority system looks at a variety of signals to understand the degree of expertise a
publication has in particular areas. A few of the most prominent signals are:
How notable a source is for a topic or location: Our systems understand
publications that seem especially relevant to topics or locations. For example, they can tell
that people looking for news on Nashville high school football often turn to a publication like
The Tennessean for local
coverage.
Influence and original reporting: Our system looks at how original reporting
(for example the publisher that first broke a story) is cited by other publishers to understand
how a publication is influential and authoritative on a topic. In 2022, we added the
Highly Cited
label to give people an easier way to identify stories that have been frequently cited by other
news organizations.
Source reputation: Our system also looks at a source’s history of high-quality
reporting, or recommendations from expert sources, such as professional societies. For example,
a publication’s history doing original reporting or their journalistic awards are strong
evidence of positive reputation for news websites.
How topic authority helps with news searches
Topic authority has been an important signal to better serve local news queries—giving
readers around the world more helpful local and regional content in both Top Stories and other
news features.
Here’s one way topic authority can help in a search: say, for example, there was a flood where you
lived. The topic authority signal helps us identify content from publications in that region that
regularly cover topics in your city or town and surface them towards the top of your search
results. These are likely familiar publications that are trusted voices in the community, even
though larger national outlets may be covering the flood as well.
Our emphasis on topic authority means that we’re also able to serve original reporting from the
news teams that are intimately familiar with the location and topic. Local publishers are more
likely to show up more often for news events they cover in their area. Publishers with a specific
expertise are more likely to surface when their content is most helpful to understand a news story
about a specific topic or field.
Publishers looking for success with topic authority should do exactly what their publications
would normally do: provide great coverage about the areas and topics they know well. Such work
should naturally align with what our topic authority system measures and with our general guidance
about creating
helpful, people-first content.
Posted by Jen Granito, Group Product Manager,
Search
[[["Easy to understand","easyToUnderstand","thumb-up"],["Solved my problem","solvedMyProblem","thumb-up"],["Other","otherUp","thumb-up"]],[["Missing the information I need","missingTheInformationINeed","thumb-down"],["Too complicated / too many steps","tooComplicatedTooManySteps","thumb-down"],["Out of date","outOfDate","thumb-down"],["Samples / code issue","samplesCodeIssue","thumb-down"],["Other","otherDown","thumb-down"]],[],[[["\u003cp\u003eGoogle's topic authority system prioritizes relevant and expert content in Search and News by identifying publications with specialized knowledge in specific areas like health, politics, or finance.\u003c/p\u003e\n"],["\u003cp\u003eThis system considers factors such as a source's relevance to a topic or location, influence and original reporting, and reputation to determine their authority.\u003c/p\u003e\n"],["\u003cp\u003eTopic authority particularly improves local news searches by surfacing content from trusted regional publications familiar with the community, even for events covered by larger national outlets.\u003c/p\u003e\n"],["\u003cp\u003ePublications naturally enhance their topic authority by providing high-quality coverage in their areas of expertise, aligning with Google's guidance on creating helpful, people-first content.\u003c/p\u003e\n"]]],["Google developed \"topic authority\" to highlight expert news sources in search results. This system identifies a publication's expertise through signals like its notability in a topic or location, influence from original reporting citations, and source reputation, such as journalistic awards. Topic authority prioritizes local news and specialized reporting, ensuring that relevant, expert content surfaces, particularly during events like natural disasters. Publishers should focus on high-quality, expert coverage to align with this system.\n"],null,["Tuesday, May 23, 2023\n\n\nMajor news events are often covered by a wide array of news sites. This can present a challenge\nfor Google users who are looking for publications with a particular expertise on a\ntopic---such as a finance outlet for a query about the impact of an economic report or a local\npublication reporting on a disaster in their area. Such knowledgeable and helpful work can be\novertaken among more general coverage.\n\n\nTo better surface relevant, expert, and knowledgeable content in Google Search and News, Google\ndeveloped a system called topic authority that helps determine which expert sources are helpful to\nsomeone's newsy query in certain specialized topic areas, such as health, politics, or finance.\n\nHow topic authority works\n\n\nThe topic authority system looks at a variety of signals to understand the degree of expertise a\npublication has in particular areas. A few of the most prominent signals are:\n\n- **How notable a source is for a topic or location:** Our systems understand publications that seem especially relevant to topics or locations. For example, they can tell that people looking for news on Nashville high school football often turn to a publication like [The Tennessean](https://www.tennessean.com/) for local coverage.\n- **Influence and original reporting** : Our system looks at how original reporting (for example the publisher that first broke a story) is cited by other publishers to understand how a publication is influential and authoritative on a topic. In 2022, we added the [Highly Cited](https://blog.google/products/news/fact-checking-misinformation-google-features/) label to give people an easier way to identify stories that have been frequently cited by other news organizations.\n- **Source reputation**: Our system also looks at a source's history of high-quality reporting, or recommendations from expert sources, such as professional societies. For example, a publication's history doing original reporting or their journalistic awards are strong evidence of positive reputation for news websites.\n\nHow topic authority helps with news searches\n\n\nTopic authority has been an important signal to better serve local news queries---giving\nreaders around the world more helpful local and regional content in both Top Stories and other\nnews features.\n\n\nHere's one way topic authority can help in a search: say, for example, there was a flood where you\nlived. The topic authority signal helps us identify content from publications in that region that\nregularly cover topics in your city or town and surface them towards the top of your search\nresults. These are likely familiar publications that are trusted voices in the community, even\nthough larger national outlets may be covering the flood as well.\n\n\nOur emphasis on topic authority means that we're also able to serve original reporting from the\nnews teams that are intimately familiar with the location and topic. Local publishers are more\nlikely to show up more often for news events they cover in their area. Publishers with a specific\nexpertise are more likely to surface when their content is most helpful to understand a news story\nabout a specific topic or field.\n\n\nPublishers looking for success with topic authority should do exactly what their publications\nwould normally do: provide great coverage about the areas and topics they know well. Such work\nshould naturally align with what our topic authority system measures and with our general guidance\nabout creating\n[helpful, people-first content](/search/docs/fundamentals/creating-helpful-content).\n\n\nPosted by [Jen Granito](/search/blog/authors/jennifer-granito), Group Product Manager,\nSearch"]]
