A method and apparatus for optimizing content on a topic page includes receiving a query for a topic at a topic page on a client and transmitting the query from the topic page on the client to a web application on a server. The web application includes algorithm to analyze the query to identify a plurality of content modules that match the query. The content modules are identified from anyone of a branded source or an un-branded source. One or more module performance indicators are computed for each of the identified content modules. An aggregate module performance indicator for each of the plurality of content modules is generated from the one or more computed module performance indicators. One or more content modules from the identified plurality of content modules are automatically selected for rendering on the topic page based on the aggregate module performance indicator associated with each of the identified content modules. The resulting topic page includes content modules from just the branded source, just the un-branded source or an aggregate of content modules from both branded source and un-branded source providing optimal content that is most relevant to the query.