How are topics chosen?
Direct answer
A topic has to be wanted, not merely searchable.
Key facts
- Enquiries received are the strongest signal, and the one a keyword tool cannot see.
- Repeat questions from different buyers are treated as a brief waiting to be written.
- A product that is sold out at retail, covered by the press and already being copied is a sourcing opportunity with a clock on it.
Write what buyers ask for, not what a keyword tool suggests. The difference shows up in whether the page ever converts.
| 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.