About | HeinOnline Law Journal Library | HeinOnline Law Journal Library | HeinOnline

LOG IN
LOG IN


2025 EUFIRE Conf. Proc. Series 339 (2025)
Authority vs. Topical Authority (Relevancy) in the World of AI

handle is hein.intyb/eufcfernce2025 and id is 339 raw text is: DOI: 10.47743/eufire-2025-1-27 AUTHORITY VS. TOPICAL AUTHORITY (RELEVANCY) IN THE WORLD OF Al MIRCEA-ALEXANDRU ROSU Alexandru Joan Cuza University ofIasi Iasi, Romania mircea.roshu@gmail.com Abstract This article examines the distinctions between relevance, authority, and topical authority in SEO, with a focus on how artificial intelligence (AI) is reshaping content strategy and ranking dynamics. While topical authority is often treated as a novel ranking factor, the paper argues it is more accurately viewed as a structured extension of relevance rather than a separate algorithmic signal. Through a two-phase model - relevance filtering followed by authority-based sorting - the article clarifies how search engines evaluate and rank content. It challenges common misconceptions, such as the overemphasis on content quality alone, and underscores the continued importance of external trust signals like backlinks and brand recognition. The paper also analyzes AI's role in expanding semantic coverage and scaling content production, while highlighting its limitations in generating true authority. The conclusion advocates for a hybrid SEO strategy that leverages AI for relevance optimization while relying on human expertise and relationship-building to earn authority. In an age of automated content, long-term visibility still depends on authentic credibility and experiential knowledge. Keywords: SEO; topical authority; authority; relevance; digital marketing, JEL Classification: M31. 1. INTRODUCTION In the rapidly evolving industry of Search Engine Optimization (SEO), few terms have garnered as much attention - and confusion - as topical authority. Over the past several years, the phrase has become a mainstay in the SEO discussion, used by marketers, influencers, and course creators alike. It is frequently portrayed as a distinct and critical ranking factor, one that content strategists must urgently master if they aim to have their content show up on the first page of search engines (also referred to as SERPs). However, this widespread enthusiasm for the term has given rise to a conceptual ambiguity that threatens to obscure the actual mechanics behind how search engines evaluate and rank web content. We could even go as far as saying that topical authority has become a buzzword that is generally used 339