# How Brief Topics Are Chosen | Opportunities

> Topics come from what buyers ask for, not from keyword volume: enquiries received, product pages read, repeat questions and public retail evidence.

Source: https://luressource.com/opportunities/topic-selection/

Write what buyers ask for, not what a keyword tool suggests. The difference shows up in whether the page ever converts. The signals we use, in the order we trust them. Signal Where it comes from What it decides Enquiries received What buyers actually ask us for The strongest signal there is, and the one a keyword tool cannot see Product pages read Which families are being compared right now Which existing record to deepen first Repeat questions The same question from three different buyers A brief that is already overdue Public retail and media evidence Sell-outs, press coverage, fast copying Opportunities with a window, and a clock on them Each brief names the signal it came from. If it came from public evidence rather than from our own enquiry data, the brief says so - as the sea urchin brief does. The queue this produces is published openly on the queued topics page .