Given the importance of understanding your users, you’re probably wondering where you can learn what they want. Michael MacMillan from MacMillan Search believes sales conversations are the place to look.

Michael says: “Avoid ultra-competitive topics with limited intent by mining sales conversations for bottom-of-funnel content.”

What are examples of ultra-competitive topics?

“Project management is a big one. Right now, monday.com ranks for ‘project management’, but there’s mixed intent around that query. There are people looking to become project managers and people trying to understand what project management is, and they’ve got a strong position there."

Read the full transcript of Crystal's interview at https://majestic.com/seo-in-2025/michael-macmillan