A topic is a subject that buyers ask answer engines about. Topics control all that Genezio measures. A weak set of topics gives numbers that look good but have no meaning.

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What makes a good topic

A person really asks it. It is not a product feature and it is not an internal category name. It is sufficiently narrow to win or lose. You cannot measure “Software”. “CRM for small sales teams” has an answer, and you are in it or you are not in it. It is commercially important. Visibility on a topic that brings no sales is a vanity number.

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Where to start

Genezio proposes topics from your brand description and your website. Use these topics as a draft. Keep the topics that you know from sales calls. Get good topics from these three sources:
  • The questions that prospects really ask you. Your sales team has these questions.
  • The comparisons that you lose. If buyers compare you with a competitor, that comparison is a topic.
  • Your Search Console queries, if you connected Search Console. These queries show the real demand that you already get. Refer to Google Search Console.

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How many topics

Start with five to ten topics. This number shows the shape of your category. It is also small enough for a reliable number for each topic within your conversation budget. If you divide a small budget across forty topics, you get forty unreliable values. Add more topics later. Start with the topics that you will act on.

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What topics are not

Topics are not keywords. A keyword is a text that a person types into a search box. A topic is a subject that a person asks an assistant about. The assistant then divides it into some queries of its own. Refer to Query fanouts. Next step: Creating scenarios. Scenarios are the specific ways to ask about each topic.