Companies naturally organise themselves around departments, products and internal terminology. Customers do not. When that internal logic becomes the website architecture, users must understand the company before they can find the solution
A Dominant Competitor Does Not Eliminate Opportunity. It Changes Where You Should Look for It
A market leader can be expensive to challenge on the dimensions they already dominate. That does not make the market unattractive. It changes the question from how to catch them to where valuable demand remains underserved
Low Search Volume Does Not Mean Low Commercial Value
High-volume traffic can be commercially weak, while a small number of high-intent searches can represent substantial contract value. Demand should be evaluated by the economics behind the query, not volume alone