ChatGPT Search & RRF: Skyrocketing SEO Success with Topical Authority

The emergence of AI-driven search platforms such as ChatGPT Search is causing a profound change in the search engine optimisation (SEO) landscape. Reciprocal Rank Fusion (RRF) is used in ChatGPT Search's ranking and citation retrieval process, according to a recent analysis by Metehan Yeşilyurt, a Growth Marketing Manager at AppSamurai and a well-known SEO thought leader.

For digital marketers looking to optimise content for AI-driven search, this discovery-described in Yeşilyurt's article on metehan.ai-offers vital insights. Through the use of RRF, ChatGPT Search gives topical authority top priority and rewards websites that provide thorough, multifaceted content. We examine RRF, its mathematical underpinnings, and its consequences for SEO tactics below.

Reciprocal Rank Fusion (RRF): What is it?
Cormack, Clarke, and Büttcher initially described the rank aggregation technique known as Reciprocal Rank Fusion (RRF) in a 2009 paper. It highlights documents that routinely rank highly across various search queries by combining the results of several queries into a single, cohesive ranking. RRF employs rank positions to produce a strong, relevance-driven ranking without the need for significant tuning, in contrast to conventional search algorithms that depend on a single query or score normalisation.

The RRF formula is simple but effective:

RRF Score (d) = Σ (1 / (k + rank(q, d)))
Where:

d is a document (e.g., a web page).
q represents each query in a set of queries.
rank(q, d) is the document's rank in the result set of query q (starting from 1).
k is a constant (typically set to 60) that smooths the score, ensuring lower-ranked documents have diminishing influence.
For example, if a document ranks 1st, 3rd, and 10th across three queries with k=60:

Score = (1/(1+60)) + (1/(3+60)) + (1/(10+60)) ≈ 0.0164 + 0.0159 + 0.0143 ≈ 0.0466.
Because they exhibit constant relevance across several queries, documents with higher RRF scores are ranked higher in the final list. Without requiring the normalisation of incompatible score scales, this method makes RRF robust, scalable, and efficient for combining various relevance signals, such as keyword-based and semantic searches.

Yeşilyurt's Finding: ChatGPT Search's RRF
Yeşilyurt's investigation, which involved inspecting Chrome DevTools while using ChatGPT Search, uncovered backend configurations that confirm RRF (Reciprocal Rank Fusion) is actively used in the ranking process. He found specific parameters in the developer console, such as:

To view this in action, open Chrome DevTools, go to the Network tab, and inspect the background fetch requests triggered by ChatGPT Search. Inside the response payloads or request headers, you may find keys like:

{
"ranking_method": "reciprocal_rank_fusion",
...
}
This proves that the system uses RRF in its server-side ranking pipeline.

These parameters reflect a standard RRF setup, where multiple queries are merged to produce a unified ranking based on how consistently a document performs across them.

This means that ChatGPT Search doesn't just respond to the exact query entered. For a phrase like "best coffee makers", it may run related searches in the background - such as "coffee machine reviews", "home espresso machines", and "top drip coffee makers" - and combine the results using RRF.

Let's look at a simplified RRF score comparison to understand the impact:

Page A ranks:
1st for "coffee makers",
10th for "best espresso machines",
20th for "coffee machine reviews"

Page B ranks:
4th for all three queries

Assuming k = 60:

RRF Score for Page A:
(1 / 61) + (1 / 70) + (1 / 80) ≈ 0.0164 + 0.0143 + 0.0125 = 0.0432

RRF Score for Page B:
(1 / 64) * 3 ≈ 0.0156 * 3 = 0.0468

👉 Even though Page A ranked 1st in one query, Page B is more consistently relevant and receives a higher final score. This illustrates how RRF mathematically favours topical depth and authority across related queries.

As Yeşilyurt puts it:

"RRF mathematically proves why topical authority and topic clusters work so well."

Why Being a 'Topic Expert' Is Your New SEO Superpower
B If you were exceptionally skilled at one thing, you could make it in the early days of Google. You were in business if you had the best page for the precise term "coffee makers."

However, things have changed since the advent of AI search (such as in ChatGPT or Google's new features). The AI searches for more than one keyword. It seeks to identify the real authority on a given subject.

Let's Break It Down with an Example:

Imagine two websites:

Website A is ranked #2 for the search "coffee makers." That's it. It's a one-trick pony.
Website B is ranked a little lower, at #5 for "coffee makers." But, it's also #3 for "coffee maker reviews" and #7 for "best home coffee makers."
Who does the AI think is the real expert?

Website B, by a landslide.

The AI sees that Website B knows about the entire world of coffee makers-the reviews, the types, everything. It adds up all those little wins. Website A might be great at one thing, but Website B is the go-to source for the whole subject.

So, How Do You Become a Topic Expert?
It's pretty simple. Stop thinking about single keywords and start thinking about covering a whole topic.

1. Build a "Library" of Content

Think of your main topic as the big, central book in a library (e.g., "The Ultimate Guide to Coffee Makers"). Then, write smaller articles that link back to it, like individual chapters or pamphlets on specific things:

"Best Drip Coffee Makers Under $100"
"How to Clean Your Espresso Machine"
"French Press vs. Drip: What's the Difference?"
When you link them all together, you're showing the AI that you haven't just written one article-you've built a complete resource.

2. Cover All the Angles

People search in weird ways. They might look for "best coffee machine" or "top-rated coffee makers," or ask, "What coffee maker should I buy?"

Use keyword tools to find these different questions and phrases. Sprinkle them naturally into your articles. This shows you understand what people are asking, no matter how they phrase it.

3. Connect Your Dots

Don't just let your articles sit there alone. Link them together! When you mention "espresso machines" in one article, link to your other article that's all about them.

This builds a web of information on your site, making it easy for the AI to see how all your knowledge is connected.

4. Go Deep, Not Just Wide

Forget about writing short, 300-word articles that barely scratch the surface. That's not what an expert does.

Instead, write one amazing, detailed guide that answers every possible question someone might have. A single, high-quality, long article is worth more than ten flimsy ones.

The bottom line? The game has changed. To win with AI search, you have to stop trying to trick a robot and start acting like a genuine, helpful expert.

SEO in the Age of AI: What's Next?

Yeşilyurt summarizes it well:

"This is about getting ready for a world where search is AI-native and content authority triumphs over keyword stuffing; it's not just about ChatGPT."

This change is reflected in Google's June 2025 core update, which gives content trustworthiness and relevance more weight than backlinks or keyword density.

You can increase your audience's value and rank higher on AI search by coordinating your SEO efforts with RRF-friendly strategies, such as semantic depth, structured content, and broad topical coverage.

Final Thoughts

As AI search platforms continue to evolve, Reciprocal Rank Fusion (RRF) is becoming a critical concept for modern SEO. It rewards holistic, authoritative content and penalizes narrow, keyword-only strategies.

To thrive in this new landscape, marketers must think beyond traditional keyword SEO and embrace content strategies that mirror how AI understands and ranks relevance.

Stay tuned to NewsPR Today for deep insights into the future of SEO, content strategy, and AI-driven digital marketing.

Indra Nagar Colony, Block 5
160/8, Fifth Floor
Lakhimpur Kheri, Uttar Pradesh
India

We at NewsPR Today are your go-to resource for learning how to navigate the ever-changing landscape of digital innovation. We are a specialised resource created to provide you with concise, useful insights in an age of information overload, far from being just another news source. Our goal is to provide you with straightforward, actionable advice on the subjects that are most important to your success in the digital world:

Google Algorithm Updates: We dissect intricate modifications, outline their effects, and offer tips for maximising your online visibility.
AI Trends and Tools: We highlight state-of-the-art AI developments and tools, highlighting their usefulness for both individuals and enterprises.
SEO Best Practices: Our knowledgeable analysis focusses on tried-and-true methods to increase exposure and produce long-lasting effects.
Modern Digital Marketing: We discuss creative ways to engage with today's audiences, from social media trends to content strategies.
Our Mission
Our mission is to simplify the complexities of the digital world, making it accessible to everyone-from seasoned marketers to curious Our goal is to make the digital world understandable to everyone, from seasoned marketers to inquisitive newcomers, by demythologising its complexity. We do more than simply report on changes; we also assess their importance and give you the information you need to make wise, calculated choices. We assist you in confidently staying ahead of the curve by condensing complex technical advancements into clear, succinct guidance.

Our Values
Clarity Over Complexity: We favour direct communication that is devoid of sensationalism or technical terms, so you can get the information you require without being distracted.
Actionable Insights: Our material is made to be instantly useful, enabling you to put plans into action that produce tangible outcomes.
Focus on the Community: We're creating a thriving network of experts, businesspeople, and enthusiasts who are all passionate about becoming proficient in the digital world.
Integrity and Trust: We place a high value on correctness and dependability, providing you with information you can rely on to guide your choices.
Our Expertise
With years of practical experience, our team consists of SEO experts, digital marketing strategists, AI enthusiasts, and veterans of the industry. We combine extensive technical expertise with a dedication to useful, user-centred solutions. Our professionals are available to offer authoritative and approachable advice on anything from figuring out the most recent change in the Google algorithm to investigating new AI tools.

Why Pick NewsPR Today Now?

We are your partner in navigating the digital frontier, not just a resource. NewsPR Today is here to help, whether you're a marketer looking for creative approaches, a business owner hoping to increase your online presence, or a person interested in the direction of technology. Our content is designed to meet you where you are, providing both advanced insights for seasoned professionals and explanations that are easy enough for beginners to understand.

We're committed to fostering a community that thrives on shared knowledge and collaboration. Through our in-depth articles, practical guides, and real-time updates, we aim to equip you with the tools and confidence to excel in a rapidly evolving digital world.

Join Us: NewsPR Today is your home for staying informed, inspired, and empowered. Whether you're adapting to the latest tech trends or building a robust digital strategy, we're here to guide you every step of the way. Welcome to a community that's ready to shape the future of the digital landscape-together.

This release was published on openPR.