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Using Topic Navigator

Here are the highlights of Topic Navigator and its four components — Topic Model, Keywords, Questions, and Reflect.

Topic Model

  • Our patented topic modeling technology creates a topic model based on our analysis of hundreds of pages on whatever subject you’re researching. We return a list of the 50-most semantically relevant concepts that experts discuss when writing about the subject.
  • Beside each topic is a plus sign coloured green (if it’s in your inventory) or gray (if it’s not). Clicking on the plus sign adds it to your topics inventory and allows you to get personalized insights.
  • Click on the checkbox for multiple topics and then click “+ Add to Inventory” to add multiple topics at once.
  • Adding a topic to inventory also creates a plan with today’s date so you can always keep track of what you’ve added.
  • For each topic we also show Volume, CPC (cost per click), and Trend to help you decide whether to add the term to your inventory.
  • If variations of the term are available, click on the Variants button to see them. For the focus topic of your site, variants can help understand the buyer journey and what searchers are looking for when researching the subject.
  • Mentions is the recommended times that you should use a particular term — based on our analysis of the hundreds of documents we reviewed when creating the topic model. It’s not a ranking factor (keyword density is not a thing anymore) but provides an understanding as to how deep you need to explore a topic.
  • If you included an optional URL, we’ll show you how many times a topic is mentioned on that page.
  • Mentions are shown in ranges as opposed to exact numbers as it’s more writer-friendly. But you can change this in Settings if you wish.
  • You can export the entire view or the selected topics.


  • Get up to 1,000 keywords related to the subject you’re researching. Like variants, these can be helpful for understanding the buyer journey and what else searchers are looking for that relate to the subject. For each topic we also show Volume, CPC (cost per click), and Trend to help you decide whether to add the term to your inventory.
  • Filter on Volume and/or CPC if the list is large and you require something more manageable.


  • Questions are what people are asking when research this subject. Aim to address the most relevant ones in your content.
  • Questions with a high volume/CPC should have their own section within the current page and link to a page specifically addressing that topic.


  • Together, the Topic Model, Variants, Keywords, and Questions form a topic universe. They’re the important topics related to your subject that should be addressed through multiple pages on your site.
  • From that universe, Reflect takes all the topics in your inventory and maps against your website to determine existing coverage.
  • A healthy topic cluster is one where Reflect shows lots of results and a variety of pages that rank high.
  • Use the filter to create a shortlist of quick wins (based on ranking) with high-potential (based on Personalized Difficulty and Topic Authority). If the topic matches what the page is really about, then update it. Otherwise create a new page to capitalize on your existing authority.
Updated on August 9, 2023

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