First off, this is not new news as the benefits of authority sites have been apparent for a long time now. However, does anyone else feel like making niche relevant and possibly even general topic relevant sites are completely pointless now? Last year I was of the impression that a website centralized around one specific niche or topic would theoretically rank better than a extremely broad or irrelevant site based upon the fact that it was specialized; but now I am not so sure. I constantly see examples of domains that are completely irrelevant solely seeming to outrank more topic relevant sites based on the overall sites quality signals, links, social media, ctr, etc. To give an example, I have an ecommerce site on what we'll pretend is batman wooden lunchboxes. Site name would be something brandable but relevant to the topic -- gothamboxes.com; site description = The 1# store for batman lunchboxes. Keywords I would be targeting would be very specific and hyper-relevant to overall site -- "batman crimson wooden lunchbox", "robin crimson wooden lunchbox". Yet, I seem to be getting easily outranked by pages that have terrible/worse on page seo, lower inbound links to that page (lower PA), and worse quality links to that page as well. What makes it even worse is the sites outranking me are extremely broad, such as lunchboxdepot.com or even something completely off the topic. I also want to point out that I am not referring to powerhouse authority sites like walmart but your mid-range authority sites owned by a single person; typically 40 DA range. I've recently started a new site on a broader but still targeted topic like weight loss, but I'm starting to feel as if that's likely to be a mistake as well. Perhaps I should have gone with something even broader like health in case in a few years I ever want to rank random topics outside of general weight loss for extra cash; like diabetes, herpes, or whatever. Then I'm even thinking scratch that I should just call my site something completely nonsensical like zimmera.com and just make it on self improvement in case I ever want to get into something like dating or the MMO niche in a few years too. I really feel that google should be giving some edge to a site based on it's overall specificity to the topics it's choosing to rank for. Bobsdiner.com shouldn't be on equal playing fields to rank for dumbell reviews when compared to a site like Gymfanatics.com. Anyway, point is, does anyone else feel the same way with this? That site relevance or topic specialty (even in a fairly broad sense) is entirely irrelevant now. And might as well be a jack of all trades?