⚡ Quick Verdict:
- Pricing: MarketMuse starts at $0 (free) then $99+/month; Page Optimizer Pro starts at $40/month (Basic) up to $143/month (Teams)
- Best for: MarketMuse for content strategy and building topical authority; Page Optimizer Pro for granular on-page SEO fixes on individual pages
- Key difference: MarketMuse is strategic and holistic — it decides what to write; POP is tactical and granular — it perfects what you’ve decided to write
- Our pick: MarketMuse for content teams and strategists; Page Optimizer Pro for SEO professionals and consultants on a budget
MarketMuse vs Page Optimizer Pro is not a close race.
These two SEO tools target completely different problems in the content creation process.
MarketMuse is a content intelligence platform built for content strategy and long-term topical authority.
Page Optimizer Pro is a specialized, budget-friendly tool for granular on-page SERP auditing and keyword optimization — ideal for when you already know what to write.
Overview
This comparison covers content strategy, content briefs, on-page SEO, keyword research, AI writing, E-E-A-T, Schema, SERP monitoring, user interface, and pricing. Our sources include published documentation, G2 reviews, and direct sign-up testing.
Both tools are content optimizer tools — but they sit at opposite ends of the SEO workflow. MarketMuse helps you decide what topics to create content around; POP helps you optimize each page after you’ve written it.
By the end, you’ll know exactly which one fits your current SEO strategy.
What is MarketMuse?
Content optimization helps you cover all the topics associated with a search query — which helps MarketMuse identify content gaps and prioritize topics before your writers open a document.
MarketMuse is a content intelligence platform designed to help content teams plan, analyze, create, and optimize content at scale.
It’s an AI platform built for teams that need content strategy, topic authority, and long-term content planning at scale.
The platform uses a patented Latent Dirichlet Allocation (LDA) model — not TF-IDF — for better semantic analysis of your content.
That difference matters for search engine optimization because LDA understands topics, not just keyword frequency.
MarketMuse analyzes the competitive landscape for any target keyword and generates a topic model to evaluate your content coverage.
That model then powers its content score, keyword suggestions, and detailed content briefs.
MarketMuse
MarketMuse is best for content strategists and larger teams that publish at scale. It identifies content gaps, builds topic clusters, and generates detailed content briefs with internal linking guidelines.
MarketMuse Pricing
MarketMuse pricing plans now include a free version — something that was not available before.
The paid tiers target enterprises and large agencies, with costs from approximately $99 to over $499 per month.
| Plan | Price | Best For |
|---|---|---|
| Free | $0 | Low content volume, testing the platform |
| Optimize | Contact Us | Individual publishers with regular output |
| Research | Contact Us | Mid-sized content teams scaling output |
| Strategy | Contact Us | Large agencies and enterprise content teams |
Pricing verified May 2026.
Free trial: Yes — free plan available with 10 queries per month, no credit card required.
Money-back guarantee: Contact sales for refund policy on paid tiers.
📌 Note: MarketMuse pricing is higher than most alternatives. G2 reviews confirm content agencies with strong revenue tend to find it worth the cost.
⚠️ Warning: The free plan limits you to 10 queries per month and no content brief access. Start with the free plan to test the user interface, but don’t judge the full platform on that alone.
Key Benefits of MarketMuse
Here’s what makes MarketMuse different from other SEO tools:
- Personalized Difficulty Scores: MarketMuse provides personalized difficulty metrics predicting how hard it is for YOUR specific site to rank — not a generic score averaged across all domains.
- Content Inventory: Manage and optimize your entire content library from one dashboard — every page, every topic, every gap identified automatically.
- LDA Topic Modeling: The algorithm uses Latent Dirichlet Allocation for deeper semantic analysis, delivering better keyword suggestions and related keywords than TF-IDF tools.
- Detailed Content Briefs: Highly detailed content briefs include internal links guidance, topical guidelines, and relevant topics — giving writers everything for expert-level content creation.
- Content Score: The Content Score evaluates how well an article covers a subject by analyzing the competitive landscape and flagging content quality gaps before you publish.
- Content Clusters: Map supporting relevant topics to build topical authority — MarketMuse identifies content gaps and prioritizes topics for your overall content strategy.
What Our Team Noticed
Our writer signed up for MarketMuse and spent several sessions exploring the platform’s content research and content planning tools. Here’s what stood out:
MarketMuse Pros & Cons
✅ Pros
- Personalized difficulty scores based on your site’s actual authority
- Full site content inventory with gap identification
- Detailed content briefs with internal linking and topical guidelines
- Patented LDA topic modeling for superior semantic analysis
- Free plan now available — no credit card required
❌ Cons
- High price point — not ideal for individuals or tight budgets
- Steep learning curve; the user interface takes time to master
- Credit system can feel confusing for first-time users
- Some keyword suggestions can be off-topic
What is Page Optimizer Pro?
Page Optimizer Pro — often called POP or page optimizer — is a specialized, budget-friendly tool for granular on-page SERP auditing and keyword optimization.
It was built by Kyle Roof, one of the more data-driven SEO professionals in the industry.
POP is designed to assist web marketers in creating seo optimized content for specific pages.
The approach is different from MarketMuse: instead of strategy, POP focuses on precision execution.
It uses an advanced algorithm that considers over 400 on-page factors — including keyword density, content length, content structure, and keyword usage placement — to provide exact optimization recommendations.
Page Optimizer Pro has been reported to significantly improve the ranking of previously underperforming articles.
Page Optimizer Pro
Page Optimizer Pro is ideal for SEO professionals, consultants, and agencies focusing on boosting individual pages. It delivers actionable on-page recommendations based on over 400 SEO factors — at a fraction of MarketMuse’s cost.
Page Optimizer Pro Pricing
Page Optimizer Pro targets freelancers and small agencies with transparent, affordable pricing.
Plans start around $40/month — significantly more affordable than MarketMuse’s entry-level paid plans.
| Plan | Price | Best For |
|---|---|---|
| Basic | $40/month | Beginners, solo site owners |
| Unlimited | $72/month | SEO professionals, unlimited reports |
| Teams | $143/month | Agencies, 5 sub-accounts included |
| White Glove | $275+/month | Done-for-you on-page SEO service |
Pricing verified May 2026.
Free trial: Yes — 7-day refund guarantee on all plans, free demo available without sign-up.
Money-back guarantee: 7-day refund policy on all plans.
📌 Note: POP credits don’t expire. The Unlimited plan offers unlimited POP reports and Watchdog monitoring — the best value for active SEO efforts.
⚠️ Warning: Basic plan credits run out faster than expected if you run multiple reports. Heavy users managing several client sites should move straight to the Unlimited plan.
Key Benefits of Page Optimizer Pro
Here’s what makes Page Optimizer Pro worth considering for on page SEO:
- 400+ Ranking Factors: Analyzes over 400 on-page SEO factors — keyword density, content structure, word count, internal links — to generate the most granular optimization recommendations available.
- Edge Analysis (Not Averages): POP shows exactly where you can gain an advantage over top ranking pages, not just match them — a unique approach among content optimizer tools.
- POP Watchdog: Watchdog monitoring maintains your website’s search engine rankings as SERPs change, alerting you when competitors update pages or Google rolls out an update.
- E-E-A-T Analysis: Dedicated E-E-A-T tool with an 80-point assessment aligned with Google’s quality guidelines — shows your trust signals vs. your SERP competitors.
- AI Schema Generator: Page Optimizer Pro’s Schema Markup generator identifies competitor schemas and creates custom markup in one click with AI-powered validation built in.
- Google Docs & WordPress Plugin: Edit pages directly in Google Docs or inside WordPress — POP pushes recommendations into your editor without breaking your workflow.
What Our Team Noticed
Our writer signed up for Page Optimizer Pro and ran reports on several existing pages. Here’s what stood out from that hands-on time:
Page Optimizer Pro Pros & Cons
✅ Pros
- Much more affordable than MarketMuse for individual pages
- Checklist-driven optimization makes it clear what to fix
- Watchdog monitoring alerts you when search rankings drop
- E-E-A-T and Schema tools included on all plans
- Credits never expire; responsive customer support 19 hours/day
❌ Cons
- No site-wide content inventory or topical authority planning
- Workflow can feel score-driven — readability takes back seat
- Keyword research tools are newer and still maturing
- No personalized difficulty scores — can’t predict your site’s ranking odds
Feature Comparison
This is where the difference between MarketMuse and Page Optimizer Pro becomes clear.
One helps you decide what to write to win a niche. The other helps you tune what you’ve already decided to write.
| Feature | MarketMuse | Page Optimizer Pro |
|---|---|---|
| Starting Price | $0 (Free) / $99+ paid | $40/month |
| Content Strategy | ✅ | ❌ |
| Content Score | ✅ | ✅ |
| Detailed Content Briefs | ✅ (9 types) | ✅ (page-focused) |
| Keyword Research Tool | ✅ | ✅ (newer) |
| Natural Language Processing | ✅ (LDA) | ✅ (Google NLP API) |
| E-E-A-T Analysis | ❌ | ✅ |
| Schema Generator | ❌ | ✅ |
| SERP Monitoring (Watchdog) | ❌ | ✅ |
| Google Docs / WordPress Plugin | ❌ | ✅ |
| Best For | Content teams, strategists | SEO professionals, consultants |
1. Content Strategy & Planning
MarketMuse: Content strategy and content planning are MarketMuse’s core strength. It scans your entire site through its Content Inventory feature, maps every page against relevant topics, and shows exactly where your content gaps are. MarketMuse then helps prioritize which topics to create next, giving your SEO strategy direction based on actual data points from your domain’s authority.
Page Optimizer Pro: POP doesn’t offer site-wide content planning. It focuses on individual page optimization — not deciding what to write next. For SEO professionals who already know their target keyword, that narrow focus is a feature, not a flaw.
2. Content Briefs
MarketMuse: MarketMuse generates highly detailed content briefs that go far beyond keyword lists. Each brief includes internal links recommendations, topical guidelines, related keywords to cover, expected word count ranges, and suggested content structure. These detailed content briefs give writers instructions for producing expert-level content that fully addresses search intent. Nine brief types are available: Article, Comparison, FAQ, Guide, How-to, Listicle, Local, News, and Product Review.
Page Optimizer Pro: POP Content Briefs focus on on-page optimization rather than research depth. You get target keyword placement, word count recommendations, heading structure, and keyword variations to use. The POP brief is more of a page-level checklist than a research document. It tells you what the content structure should look like for your target keyword — not what topics to cover across a cluster.
3. On-Page SEO & Content Score
MarketMuse: The Optimize application focuses on Content Score, word count, and related topics to improve content quality. The Content Score evaluates how well an article covers a subject by analyzing the competitive landscape and comparing it against top ranking pages. MarketMuse’s score tells you when your content is ready to outrank competitors — and identifies the relevant topics still missing.
Page Optimizer Pro: POP’s on-page analysis is extremely granular. The tool offers detailed reports guiding users on exactly where and how to optimize their content — from keyword placement in the title tag to LSI terms in the body copy. You get specific counts for how many times to use exact keywords versus variations. The checklist-based approach for on page SEO makes it clear exactly what to fix and in what order.
💡 Key Distinction: MarketMuse’s content score measures topical depth. POP’s content score measures on-page keyword alignment. Both matter for search engine optimization — but they measure different things.
4. Keyword Research & Keyword Suggestions
MarketMuse: As a keyword research tool, MarketMuse works through topic modeling rather than volume data. It surfaces related keywords and relevant topics tied to any target keyword using its LDA model. The personalized difficulty metrics predict how hard ranking for that keyword will be for your specific site — making keyword research more strategic than volume-chasing. Content optimization tools that use averages can’t match this level of personalization.
Page Optimizer Pro: POP recently added a Keyword Research Tool suite — Keyword Strategy (clusters from Google Suggest and People Also Ask), Keyword Insights (volume, difficulty, ranking data), and Keyword Tracking for up to 500 keywords. The tools are newer but solid for on page seo keyword optimization workflows.
5. Natural Language Processing & AI Writing
MarketMuse: MarketMuse’s natural language processing relies on the LDA model — which the platform says outperforms TF-IDF for semantic understanding. The AI writing feature generates drafts based on the topic model, helping create seo friendly content that scores well from the start. The content creation process is tied to the platform’s competitive analysis data, so every suggestion is grounded in what top ranking pages actually cover.
Page Optimizer Pro: POP uses Google’s NLP API to surface entities and categories Google identifies for your content and competitors. The Google NLP dashboard shows what Google’s natural language processing reads in your page — giving direct insight into how the search engine interprets your content. POP AI Writer generates seo optimized content aligned with on-page recommendations. You can bring your own GPT-4 API key to reduce credit costs.
6. Competitive Analysis
MarketMuse: Competitive analysis in MarketMuse happens at the topic level. It analyzes the competitive landscape for a given topic and generates a topic model to evaluate content coverage. The competitive content quality analysis helps you identify gaps in topical coverage — showing which subtopics your competitors cover that you don’t. This site heatmap view makes content research efficient for large teams.
Page Optimizer Pro: Competitor analysis in POP operates at the page level. It pulls your direct SERP competitors for a target keyword and analyzes every on-page SEO factor across those pages. You see exactly what the top ranking pages do differently — from keyword density to content length to the number of internal links and heading tags. This is the most granular competitor analysis available for individual page optimization.
7. E-E-A-T Analysis & Schema
MarketMuse: MarketMuse does not include dedicated E-E-A-T or Schema tools. The platform focuses on topical authority through content depth rather than technical SEO signals. If E-E-A-T improvement is a priority for your website optimization plan, you’ll need a separate tool.
Page Optimizer Pro: POP features technical SEO tools like a Schema Markup generator and E-E-A-T analysis that are unique in the market. The NextGen E-E-A-T uses AI and an 80-point system based on Google’s own quality rater guidelines to evaluate content quality. The Schema tool identifies competitor schemas and generates custom schema markup in a single click — with AI validation built in.
8. SERP Monitoring & Search Rankings
MarketMuse: MarketMuse tracks content performance through its inventory dashboard and provides data points on which pages are gaining or losing in search results. However, there is no real-time SERP monitoring or alert system for drops in search rankings. You’d need to integrate Google Analytics for ongoing performance tracking.
Page Optimizer Pro: POP Watchdog is built specifically to maintain your website’s search engine rankings as SERPs change. It monitors your pages and alerts you when competitors update content or when Google algorithm changes affect your positions. This keeps your SEO efforts from stagnating after initial optimization. The Unlimited plan includes unlimited Watchdog reports for full coverage.
9. User Interface & Ease of Use
MarketMuse: The MarketMuse user interface is powerful but not user friendly for beginners. G2 reviews consistently flag the steep learning curve — even experienced users sometimes find the platform’s features non-intuitive. That said, the documentation is thorough and the onboarding for higher tiers is structured. Once your team masters the workflow, the time saved on content research is significant.
Page Optimizer Pro: POP has a more user friendly interface for day-to-day use. The checklist approach makes it obvious what to do next. The WordPress plugin and Google Docs integration put recommendations directly in your editing environment. Weekly live workshops train users in advanced techniques. Responsive customer support is available 19 hours per day, Monday to Friday.
10. Pricing & Value for SEO Efforts
| Plan | MarketMuse | Page Optimizer Pro |
|---|---|---|
| Entry | $0 (Free) / ~$99 paid | $40/month (Basic) |
| Mid-tier | ~$400/month (Research) | $72/month (Unlimited) |
| Team/Agency | $499+/month (Strategy) | $143/month (Teams) |
| Free Access | Yes — free plan | 7-day refund guarantee |
MarketMuse: MarketMuse pricing is higher than most alternatives — but G2 reviews note it’s worth it for content agencies and profitable businesses with a serious content creation process. The pricing targets enterprises and large agencies that need long-term content planning at scale. The free plan lets you start without cost and test whether the platform fits your workflow.
Page Optimizer Pro: POP is the budget-friendly optimization tool for on page seo. The Unlimited plan delivers unlimited reports, Watchdog monitoring, E-E-A-T, Schema, and relevant keywords tracking — all for $72/month. Credits don’t expire, and consultants managing multiple sites benefit most from optimizing content at scale without a heavy budget commitment.
💡 Bottom Line: Neither is a comprehensive tool that covers every SEO need — but using both together is how top content teams run their workflow. MarketMuse for strategy, POP for page-level execution.
Different Scenarios
| If You Need… | Choose | Why |
|---|---|---|
| Content strategy & planning | MarketMuse | Full inventory, clusters, gaps |
| Tight budget under $100/month | Page Optimizer Pro | Starts at $40/month |
| Granular on-page SEO fixes | Page Optimizer Pro | 400+ factor checklist |
| Building topical authority | MarketMuse | LDA topic clusters |
| E-E-A-T and Schema tools | Page Optimizer Pro | Dedicated tools included |
| SERP monitoring & alerts | Page Optimizer Pro | Watchdog feature |
| Enterprise content teams | MarketMuse | Multi-user workflows |
💰 Your Budget
Page Optimizer Pro starts at $40/month with solid seo features. MarketMuse’s paid plans start at roughly $99/month and rise steeply for research and strategy tiers. If budget is a constraint, POP delivers stronger value per dollar for on-page work.
🔌 Your Tech Stack
POP integrates directly with WordPress via a WordPress plugin and works inside Google Docs and 20+ editors via Chrome extension. MarketMuse is a standalone content optimization platform — you’ll export and paste rather than edit in-context. If your team lives in Google Docs or WordPress, POP fits more naturally.
📝 Your Content Creation Process
MarketMuse is better when you need to decide what to write and build a long-term content strategy. POP is better when you already know your target keyword and want to create seo friendly content that ranks faster. Strategy first, then execution.
🎓 Your Experience Level
POP’s checklist approach works well for SEO beginners — the user interface makes it clear what action to take next. MarketMuse suits experienced content strategists who understand how to act on inventory insights and data points from competitive analysis reports.
🆓 Free Trials and Demos
MarketMuse offers a free plan with 10 queries per month — test content research and the optimize application before committing. POP offers a 7-day refund guarantee and a free demo with no sign-up needed. Try both before deciding.
🛟 Support Options
POP offers responsive customer support 19 hours per day on weekdays plus weekly live workshops. MarketMuse provides structured onboarding and premium support on higher tiers. Both have detailed documentation and knowledge bases.
Switching Guide
Already using one of these tools? Here’s what to expect if you switch.
🔄 Switching from MarketMuse to Page Optimizer Pro?
✅ What you’ll gain:
- Significant cost savings — POP can be $60-400+ cheaper per month
- E-E-A-T analysis and AI Schema generator not available in MarketMuse
- Watchdog monitoring for maintaining search rankings automatically
❌ What you’ll lose:
- Site-wide content inventory and content gap analysis
- Personalized difficulty scores for smarter topic selection
- Content cluster planning for building topical authority
📋 How to switch:
- Export your topic inventory and content plans from MarketMuse before canceling
- Sign up for POP and run free demo reports on your priority target keyword pages
- Start with the Unlimited plan if you manage more than 10 active pages
🔄 Switching from Page Optimizer Pro to MarketMuse?
✅ What you’ll gain:
- Full site content inventory showing every page and topic gap
- Personalized difficulty scores tailored to your domain’s authority
- Content cluster planning to build lasting topical authority
❌ What you’ll lose:
- E-E-A-T analysis and competitor trust signal comparison
- AI-powered Schema markup generator
- Watchdog SERP monitoring and ranking drop alerts
📋 How to switch:
- Download and save all existing POP reports for reference during the transition
- Create a MarketMuse free account and let the platform inventory your site
- Start with content research on your top three topics before building full clusters
What Our Review Didn’t Cover
This comparison focused on individual users, consultants, and small content teams — not enterprise multi-site workflows. Our observations reflect May 2026 platform versions; if you manage 20+ sites or operate in a highly regulated industry, your priorities may differ.
Final Verdict
| Category | Winner |
|---|---|
| 💰 Pricing | Page Optimizer Pro |
| 📋 Content Strategy | MarketMuse |
| 📄 Content Briefs | MarketMuse |
| 🔧 On-Page SEO | Page Optimizer Pro |
| 🧠 Natural Language Processing | MarketMuse (LDA) |
| 🛡️ E-E-A-T & Schema | Page Optimizer Pro |
| 📊 SERP Monitoring | Page Optimizer Pro |
| 🏗️ Topical Authority Building | MarketMuse |
| 🏆 Overall Winner | MarketMuse |
🏆 WINNER: MarketMuse
MarketMuse wins 5 out of 9 categories.
Best for: Content teams, content strategists, enterprise-level content planning, building topical authority
MarketMuse and Page Optimizer Pro sit at different points in the SEO workflow.
MarketMuse is a content intelligence platform — strategic and holistic.
It helps you figure out what to create for better search engine rankings over time.
Page Optimizer Pro is tactical and granular — perfect for tuning pages you’ve already committed to writing.
If your goal is building topical authority and long-term organic traffic, MarketMuse is the better pick. If you’re a consultant focused on boosting individual pages affordably, Page Optimizer Pro wins.
The best SEO strategy uses both — MarketMuse to create content plans and build topical clusters, POP to refine each page to high quality content standards before publishing.
More of MarketMuse Compared
How MarketMuse compares to its closest alternatives:
MarketMuse vs Surfer SEO
MarketMuse wins on: Personalized difficulty metrics, full content inventory, topic cluster planning, and LDA-based topic modeling
Surfer SEO wins on: Real-time content optimization suggestions based on top-ranking pages, lower price, easier user interface for beginners
MarketMuse vs Frase
MarketMuse wins on: Site-wide content inventory, personalized difficulty scores, topical authority building for larger content teams
Frase wins on: AI-generated content briefs aligned with search intent and user intent, faster workflow, more affordable pricing
MarketMuse vs Scalenut
MarketMuse wins on: Competitive content quality analysis, topic gap identification, enterprise-level content planning for large teams
Scalenut wins on: All-in-one SEO platform features, AI writing, more accessible pricing for growing teams
MarketMuse vs Outranking
MarketMuse wins on: Content strategy depth, LDA topic modeling, site-wide inventory and content planning workflows
Outranking wins on: Scaling content production, AI-driven content creation process, content ROI tracking
MarketMuse vs SE Ranking
MarketMuse wins on: Topic-level competitive analysis, content intelligence, building better search engine rankings through topical authority
SE Ranking wins on: Rank tracking, backlink analysis, all-in-one SEO platform breadth
More of Page Optimizer Pro Compared
How Page Optimizer Pro compares to its closest alternatives:
Page Optimizer Pro vs Surfer SEO
Page Optimizer Pro wins on: Edge analysis vs averages, dedicated E-E-A-T tool, AI Schema generator, Watchdog ranking monitoring
Surfer SEO wins on: Real-time SERP analysis for keyword research, content editor UX, broader integrations
Page Optimizer Pro vs Frase
Page Optimizer Pro wins on: Granular on-page recommendations, E-E-A-T analysis, Watchdog SERP monitoring, 400+ ranking factors
Frase wins on: Search intent alignment, auto-generated content briefs, faster content creation process
Page Optimizer Pro vs Rankability
Page Optimizer Pro wins on: Established track record, E-E-A-T tool, Schema generator, Watchdog monitoring for search rankings
Rankability wins on: Growing NLP accuracy, simpler interface for newer SEO professionals, competitive pricing
Page Optimizer Pro vs WriterZen
Page Optimizer Pro wins on: On-page precision, Watchdog monitoring, E-E-A-T signals analysis for website optimization
WriterZen wins on: Topic discovery, keyword golden ratio research, creating seo friendly content workflows
Page Optimizer Pro vs Scalenut
Page Optimizer Pro wins on: On-page SEO granularity, 400+ factor algorithm, E-E-A-T and Schema tools for technical SEO
Scalenut wins on: All-in-one content research and creation, keyword research tool depth, broader keyword suggestions
Frequently Asked Questions
What is MarketMuse used for?
MarketMuse is a content intelligence platform used for content strategy, content planning, and identifying content gaps. It helps content teams build topical authority and achieve better search engine rankings over time.
What is Page Optimizer Pro?
Page Optimizer Pro is a specialized on-page SEO tool that analyzes over 400 ranking factors to give exact optimization recommendations for individual pages. It’s budget-friendly and ideal for SEO professionals and consultants.
How does MarketMuse vs Page Optimizer Pro compare for content briefs?
MarketMuse generates detailed content briefs with internal links, topical guidelines, and 9 brief types. POP briefs cover on-page keyword placement and content structure. MarketMuse is deeper for research; POP is faster for page execution.
Is MarketMuse or Page Optimizer Pro better for SEO professionals on a budget?
Page Optimizer Pro is the better choice at $40/month versus MarketMuse’s $99+ entry price. POP includes E-E-A-T analysis, Schema tools, and Watchdog monitoring — strong seo features for the cost.
Which is the best content optimization tool for building topical authority?
MarketMuse is better for topical authority. It maps content gaps, builds content clusters, and provides personalized difficulty scores. Page Optimizer Pro excels at page-level optimization after topics are chosen.
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