Topical depth is the difference between ranking for a keyword and owning a category. Many site owners mistake high word counts for depth, but search engines define depth by how effectively a page satisfies the user’s primary intent and all subsequent logical questions. When your content lacks depth, you may see high initial impressions but stagnant click-through rates and poor conversion metrics. This happens because Google recognizes your page is relevant to the broad topic but finds it insufficient to answer the granular needs of the searcher.

Identifying a lack of depth requires moving beyond surface-level metrics. You must analyze the relationship between your rankings, your competitors' entity coverage, and the specific queries that trigger your pages in Search Console. If your site serves as a general overview while competitors provide specific data, case studies, and nuanced troubleshooting, your topical authority will eventually erode.

Diagnostic Signals in Google Search Console

The most objective way to tell if your site needs more depth is to audit your Google Search Console (GSC) data for "Ghost Impressions." This occurs when a page appears for a high volume of long-tail queries but maintains a low average position (e.g., positions 20-50) for those specific terms. It indicates that Google’s crawlers have identified your page as "topically related" but not "topically authoritative."

The Impression-to-Query Ratio

Analyze the number of unique queries a single URL ranks for. If a 2,000-word guide on "Commercial HVAC Maintenance" only ranks for three broad head terms, it is failing to address the sub-topics that professionals actually search for, such as "refrigerant pressure testing protocols" or "seasonal coil cleaning schedules." A deep page should naturally pick up hundreds of long-tail variations because the language used in the content mirrors the specific vocabulary of the industry.

High Bounce Rates on Informational Pages

While bounce rate is often a misunderstood metric, in the context of informational content, a high bounce rate combined with low time-on-page is a red flag. If a user lands on your "Ultimate Guide" and leaves within 30 seconds, your content likely failed to provide the "next step" information. Depth isn't just about the current page; it’s about whether the content satisfies the user enough to keep them on your domain or leads them to a conversion action.

Competitive Gap Analysis: Mapping Entities

Modern SEO relies heavily on entities—distinct, well-defined objects or concepts. To determine if your site lacks depth, compare your content against the top three ranking results for your primary keyword. Do not just look at their word count; look at their headers and the specific entities they mention.

• Vocabulary Density: Are competitors using technical jargon or specific industry terms that you have omitted?
• Data and Evidence: Do the top results cite original research, proprietary data, or specific legal/technical codes?
• Interactive Elements: Are they using calculators, comparison tables, or decision trees to help the user apply the information?

If your competitor’s page on "Small Business Loans" includes a current interest rate table and a repayment calculator while your page only describes "types of loans," you lack the depth required to compete in a high-intent environment. You are providing a definition; they are providing a utility.

Warning: Increasing topical depth does not mean adding "fluff" to increase word count. Adding 500 words of generic advice to a page will often dilute your keyword density and confuse search intent. Depth must be achieved through specific, verifiable information that adds new value to the reader.

The Internal Link Density Test

Topical depth is often structural. A site that is "topically deep" doesn't just have one long page; it has a cluster of interconnected pages that cover every facet of a subject. Look at your internal linking structure for your main service or product categories. If you have a "pillar" page that doesn't link out to at least 5-10 "spoke" pages covering niche sub-topics, your site is topically shallow.

Example: An e-commerce site selling "Organic Gardening Supplies" needs more depth if it only has product pages. To build depth, it needs supporting content on "Soil pH levels for Heirloom Tomatoes," "Natural Pest Control for Aphids," and "Composting for Urban Gardeners." Without these supporting nodes, the primary category page lacks the contextual "neighborhood" it needs to be seen as an authority by search algorithms.

User Intent Mismatch and "Near-Miss" Rankings

Check your rankings for "near-miss" keywords—terms where you are stuck on the bottom of page one or the top of page two. Often, these pages are stuck because they address the "What" but ignore the "How" or "Why."

If you are ranking for "Cloud Security Software" but not for "Cloud Security Implementation Challenges," you are missing a critical layer of the buyer's journey. Users searching for implementation challenges are further down the funnel and require deeper, more technical content. If you don't provide it, you lose the opportunity to capture high-intent traffic that is ready to purchase.

Executing a Topical Expansion Plan

Once you have identified the gaps, the solution is a systematic expansion of your content footprint. This involves more than just writing new blog posts; it requires a structural commitment to becoming the primary resource for your niche. Focus on these three areas to build immediate depth:

1. Vertical Expansion: Take your highest-performing pages and break their sub-headings into dedicated standalone articles. Link these new pages back to the original pillar. This signals to Google that you have a comprehensive understanding of the nuances within that topic.

2. Technical Integration: Incorporate technical specifications, API documentation, or step-by-step workflows. This type of "hard" information is difficult to replicate and immediately separates your site from AI-generated or surface-level content.

3. Periodic Updates: Topical depth is perishable. In industries like finance, tech, or healthcare, depth is tied to accuracy and recency. If your "deep dive" into tax laws is two years old, it is no longer deep—it is obsolete. Audit your core topics every six months to ensure the data points remain the gold standard for the industry.

Frequently Asked Questions

Does topical depth mean I need longer articles?
Not necessarily. Depth is about the density of information and the coverage of sub-topics. A 1,000-word article filled with data, expert quotes, and specific examples is deeper than a 3,000-word article filled with repetitive generalizations. Focus on "information gain"—providing facts the user hasn't already seen on five other websites.

How do I find the sub-topics I'm missing?
Use the "People Also Ask" (PAA) boxes in Google search results and look at the "Related Searches" at the bottom of the page. These are direct indicators of what Google considers to be the logical next steps for a user interested in your primary topic. If your site doesn't answer those PAA questions, you have a depth gap.

Can I have too much topical depth?
Only if you sacrifice user experience. If you bury the answer to a simple question under 5,000 words of technical history, you will frustrate users. The key is to use a "hub and spoke" model: keep the main page accessible and concise, then link to deep-dive articles for users who need the granular details.

How long does it take to see results from adding depth?
Content updates typically see movement in rankings within 3 to 6 weeks, depending on your site's crawl frequency. However, the true benefit of topical depth is long-term stability. Deep sites are much more resilient to core algorithm updates because they provide the comprehensive utility that search engines aim to reward.

Low-traffic pages are often treated as invisible assets during a standard SEO check, yet they frequently represent the highest risk to a site’s overall crawl efficiency and topical authority. While high-performing pages drive the bulk of conversions, a bloated inventory of "zombie pages"—those receiving fewer than ten visits a month—can dilute link equity and signal to search engines that a domain lacks depth or relevance. Reviewing these pages isn't about mass deletion; it is about determining whether a URL requires a surgical update, a strategic consolidation, or a total removal from the index.

Establishing a Data-Driven Threshold for Low Performance

Before taking action, you must define what "low traffic" means within the context of your specific domain. For a high-volume e-commerce site, a page with 50 visits a month might be an underperformer. For a niche B2B service provider, five visits from highly qualified leads might be a success. Use Google Search Console (GSC) to pull a performance report covering the last six months. Export all URLs with fewer than 20 clicks and cross-reference this list with your backlink profile. A page with zero clicks but ten high-quality referring domains is not a candidate for deletion; it is a candidate for a structural pivot.

Best for: Identifying technical debt and improving sitewide "Quality Score" signals that Google uses to evaluate domain-level authority.

Diagnosing the Cause of Stagnant Traffic

A page fails to attract traffic for three primary reasons: lack of demand, poor visibility, or internal competition. You must categorize every low-traffic URL into one of these buckets before deciding its fate.

• Lack of Search Demand: The page targets keywords with zero monthly search volume or covers a topic that is no longer relevant to the industry.
• Technical Obstacles: The page is orphaned (zero internal links), blocked by robots.txt, or suffers from excessive load times that trigger high bounce rates.
• Content Cannibalization: Multiple pages on your site are targeting the same primary keyword, causing Google to fluctuate between them or suppress both in favor of a more focused competitor.
• Misaligned Intent: The content is a long-form guide for a keyword that now triggers a purely transactional search result (e.g., product grids).

The Decision Matrix: Keep, Kill, Combine, or Improve

Every URL identified in your audit must be assigned one of four specific actions. This prevents the "analysis paralysis" that often stalls SEO audits. Focus on the commercial value of the page rather than just the raw traffic numbers.

When to Keep (and Noindex)

Some pages are necessary for the user journey but offer no SEO value. Privacy policies, login screens, and "Thank You" pages fall into this category. These should remain on the site but be set to noindex, follow. This preserves the user experience while preventing search engine bots from wasting crawl budget on non-competitive content.

When to Kill (410 or 301 Redirect)

If a page has no traffic, no backlinks, and no strategic value, it should be removed. Use a 410 (Gone) status code if the content is completely irrelevant. If the page has a handful of quality backlinks but the content is unsalvageable, use a 301 redirect to point that link equity to a relevant, high-performing category page or a related blog post.

Warning: Never bulk-redirect low-traffic pages to your homepage. Google often treats these as "Soft 404s," effectively neutralizing any link equity you hoped to transfer. Always redirect to the most relevant topical equivalent.

When to Combine (The Content Merger)

This is the most effective strategy for solving cannibalization. If you have three thin articles about "SEO for Plumbers," "Marketing for Plumbers," and "Plumbing Lead Gen," merge them into one authoritative "Ultimate Guide to Plumbing Marketing." Redirect the two weakest URLs to the new powerhouse URL. This consolidates link equity and signals to Google that you have a single, definitive answer for the query.

When to Improve (Content Refresh)

If a page targets a high-volume keyword but sits on page three of the SERPs, it requires an optimization overhaul. This involves updating outdated statistics, adding multimedia elements, improving the meta description for higher CTR, and strengthening internal linking from your top-performing pages.

Auditing Internal Link Distribution

Low traffic is frequently a symptom of poor site architecture. If a page is buried four or five clicks deep from the homepage, search engine spiders rarely reach it, and users never will. During your SEO check, use a crawling tool to map the "Crawl Depth" of your underperforming pages. Any page with a depth of 4+ is effectively invisible. Moving these pages up in the hierarchy by linking to them from your main navigation or high-traffic "hub" pages can often result in an immediate traffic lift without changing a single word of the content.

Measuring the Success of Your Cleanup

The goal of reviewing low-traffic pages is not just to see those specific URLs grow, but to see the aggregate health of the domain improve. After pruning or consolidating content, monitor your "Average Position" and "Crawl Rate" in GSC. A leaner, more relevant site typically sees an increase in crawl frequency for its most important pages, as the bot is no longer distracted by low-value URLs. Track the performance of consolidated pages over a 60-day window to ensure the new "master" page is outperforming the combined previous totals of the individual URLs.

Next Steps for Stagnant Content

Once you have identified and categorized your low-traffic pages, execute the changes in batches rather than all at once. Start with the most egregious examples of thin content to see how the site reacts. Update your XML sitemap immediately after deleting or redirecting pages to ensure search engines are notified of the structural changes. Finally, document every change in an SEO changelog; if a 301 redirect causes an unexpected drop in a related keyword, you need to be able to trace the action back to the specific URL modification.

Frequently Asked Questions

How long should I wait before deciding a page has "low traffic"?
Wait at least six months for new content. SEO takes time to mature, and seasonal fluctuations can skew data. If a page has been live for a year and still sees fewer than 10 visits despite being indexed, it is time for an audit.

Is zero traffic always a sign that a page should be deleted?
No. A page might have zero search traffic but high conversion rates from social media or email marketing. Always check your referral traffic in Google Analytics 4 (GA4) before deleting a URL based solely on search performance.

Can low-traffic pages hurt my rankings for other pages?
Yes. Large amounts of low-quality, low-traffic content can lower the overall "perceived quality" of your site in the eyes of search algorithms. This can lead to slower indexing of new content and lower rankings for your primary keywords due to a lack of topical focus.

Does every low-traffic page need a 301 redirect?
Only if it has external backlinks or significant internal link equity. If a page is truly a "zombie" with no links and no traffic, a 410 status code is cleaner and tells Google the page is intentionally removed, which can help speed up the de-indexing process.

Category pages, often referred to as Product Listing Pages (PLPs) in e-commerce or Archive pages in publishing, are the strategic hubs of a website. While individual product pages or blog posts target specific, long-tail queries, category pages capture broad, high-volume "head" terms. If a category page is underperforming, the site loses its primary mechanism for capturing middle-of-the-funnel traffic. Auditing these pages requires a shift from basic keyword density to a focus on crawl equity, internal link distribution, and user intent alignment.

Technical Integrity: Faceted Navigation and Indexation Control

The most common failure point for category page SEO is faceted navigation. Filters for size, color, price, and brand can generate millions of unique URLs, many of which provide no unique value to search engines. Without strict control, these pages create massive duplicate content issues and waste crawl budget.

Best for: E-commerce sites with more than 500 SKUs.

To check for quality, examine how your site handles parameters. High-quality category pages use canonical tags to point filtered variations back to the primary category URL unless those filters target a specific high-volume keyword (e.g., "Men’s Blue Running Shoes"). If your filters are generating indexable URLs for every possible combination, you are diluting your ranking power. Check your robots.txt and Google Search Console "Pages" report to ensure that unnecessary parameter strings are not being indexed.

Managing Pagination and Crawl Depth

Pagination is a technical necessity that often degrades SEO quality. In the past, rel="next" and rel="prev" were the standard, but Google now treats paginated series as individual pages. To maintain quality, ensure that your pagination does not create a "crawl trap."

• Infinite Scroll vs. Load More: If using infinite scroll, ensure there is a fallback "Load More" button or standard pagination links for crawlers to follow. Search bots do not "scroll" to trigger JavaScript events.
• Canonicalization: Paginated pages (e.g., /category?page=2) should canonicalize to themselves, not to the first page of the category. Canonicalizing all pages to page one prevents Google from indexing the products or posts found on deeper pages.
• Crawl Depth: Use a crawler to measure how many clicks it takes to reach a product from the home page. If your category pagination forces a depth of 10+, you are losing link equity.

Warning: Avoid using "noindex" on paginated pages (page 2, 3, etc.) while keeping the first page indexed. This can eventually lead Google to stop crawling the links on those pages altogether, effectively orphaning the products or articles listed there.

On-Page Content: Balancing Utility and Keyword Density

A high-quality category page must satisfy both the user's need for browsing and the search engine's need for context. The "SEO text" trap—dumping 1,000 words of generic copy at the bottom of the page—is increasingly ineffective. Modern SEO requires content that provides "information gain."

Analyze the placement of your text. Content placed above the product grid should be concise, focusing on the primary intent. Detailed buying guides or FAQs are better suited for the bottom of the page. However, ensure this content is not hidden behind "Read More" buttons that require a click to reveal; while Google can index this text, it may assign it less weight if it is deemed non-visible to the user by default.

The Problem with Bottom-Heavy SEO Text

If your category page only ranks because of a block of text at the footer, your rankings are fragile. Quality is defined by the relevance of the products or posts themselves. Ensure that the H2 and H3 tags within the product grid (usually product titles) contain relevant keywords. For example, on a "Leather Jackets" category page, the product titles should ideally include "Leather Jacket" rather than just the model name like "The Maverick."

Internal Link Distribution and Breadcrumb Logic

Category pages act as the primary distributors of PageRank. A quality check must include an audit of how link equity flows into and out of these pages. Breadcrumbs are non-negotiable for category SEO. They provide clear paths for crawlers and create highly relevant internal links using optimized anchor text.

Best for: Sites with hierarchical taxonomies.

Check your breadcrumb schema markup. It should be valid and reflect the actual site structure. Beyond breadcrumbs, look for "cross-linking" opportunities. A high-quality category page will link to related sub-categories or complementary categories. For instance, a "Tents" category should link to "Sleeping Bags" and "Camping Stoves." This creates a topical silo that signals authority to search engines.

Performance Metrics for Product Listing Pages

Category pages are often heavy. They load dozens of images, scripts for filters, and dynamic pricing data. SEO quality is now inextricably linked to Core Web Vitals, specifically Cumulative Layout Shift (CLS) and Largest Contentful Paint (LCP).

When checking for quality, look for layout shifts that occur as product images load. If the product grid "jumps" after the page appears to be loaded, your CLS score will suffer, negatively impacting rankings. Furthermore, ensure that images are lazy-loaded but that the first two to four images in the grid are excluded from lazy-loading to optimize the LCP. Use WebP or Avif formats to keep the payload light without sacrificing visual quality.

Actionable Category Page Audit Checklist

To verify the SEO health of your category pages, run through this specific sequence of checks:

• URL Structure: Is the URL clean and descriptive (e.g., /mens-footwear/running-shoes) rather than parameter-heavy?
• H1 Alignment: Does the primary heading match the user's search intent and the title tag?
• Self-Canonicalization: Does the main category page point to itself, and do filtered versions point back to the main page?
• Product Density: Are there enough items on the page to satisfy the "browsing" intent? Too few items can signal a "thin content" issue.
• Mobile Interstitials: Are there pop-ups or banners obscuring the product grid on mobile devices?
• Schema Markup: Is the "ItemList" schema implemented to help Google understand the collection of products on the page?

Optimizing the Category Lifecycle

Category page SEO is not a one-time setup. It requires ongoing maintenance, particularly regarding "Out of Stock" products and seasonal shifts. A high-quality category page manages its inventory dynamically. If a category has zero products in stock, it should either 301 redirect to the nearest parent category or return a 404/410 status code if the category is permanently retired. Leaving empty category pages live creates "soft 404" errors and provides a poor user experience, which eventually leads to a loss of keyword rankings. Regularly monitor your "Zero Result" pages to ensure your category hubs remain valuable destinations for both users and search bots.

Frequently Asked Questions

Should I put SEO text at the top or bottom of a category page?
Place a short, intent-focused summary (1-2 sentences) at the top to provide immediate context. Place longer, more detailed content like buying guides or FAQs at the bottom to avoid pushing the product grid below the fold, which can hurt conversion rates and user experience signals.

How do I handle category pages for seasonal products?
Never delete seasonal category pages (e.g., "Black Friday Deals" or "Christmas Gifts"). Keep them live year-round with a "coming soon" message or links to current top-selling products. This allows the page to maintain its backlink equity and authority so it doesn't have to start from scratch every year.

What is the ideal number of products to show on a category page?
There is no fixed number, but 24 to 60 products is generally the sweet spot. Too few products can look like thin content to Google, while too many can significantly slow down page load times. Use a "Load More" button to balance crawlability with performance.

Do I need unique content for every sub-category?
Yes. If two categories are so similar that they don't require unique descriptions, they should probably be merged. Duplicate or near-duplicate content across category pages leads to keyword cannibalization, where Google struggles to decide which page is the most relevant for a query.

Content decay is a silent margin killer. When a blog post that once drove consistent leads or ad revenue slips from the first page, it isn't just a vanity metric problem; it is a signal that your domain authority is being diluted by outdated information or misaligned intent. Maintaining a high-ranking blog requires a cold-blooded assessment of every URL. If a post no longer serves the user or the search engine's current understanding of a topic, it is dead weight.

Deciding whether to salvage, redirect, or delete a post depends on three specific variables: historical performance, current SERP intent, and the competitive gap. This guide outlines the technical and editorial audit process required to determine if your content still earns its place in the index.

Quantifying Performance Decay in Google Search Console

The first step is a data-driven autopsy. Open Google Search Console and set the date range to compare the last six months against the previous six months. You are looking for a specific pattern: a steady decline in clicks despite a relatively stable impression count. This suggests that while your page is still appearing in searches, users find the competing results more relevant or the metadata (titles and descriptions) less compelling.

Key Metric: If impressions have dropped alongside clicks, the issue is likely deeper than a bad title tag. This indicates a loss of keyword rankings, often caused by a "freshness" penalty or a shift in how Google categorizes the topic. Use the "Pages" tab to isolate the specific URL and look at the "Queries" it used to rank for. If you see your average position for primary keywords sliding from 3.2 to 8.5, the page is officially in decay.

Identifying Keyword Cannibalization

Sometimes a post stops ranking because you have inadvertently launched a newer, better version of the same topic. Search your own site for the primary keyword. If two or more URLs are competing for the same search intent, Google may suppress both or alternate between them, preventing either from gaining significant authority. In this scenario, the older post does not deserve to rank independently; it should be used to fuel the newer one.

Assessing Search Intent Evolution

Search intent is not static. A query that demanded a long-form guide three years ago might now be served by a concise listicle or a video carousel. If your post is a 3,000-word deep dive but the current top three results are short "how-to" snippets with heavy visual aids, your content format is the barrier to ranking.

Analyze the current SERP for your target keywords. Look for these specific shifts:

• Commerciality: Has the SERP moved from informational blog posts to product category pages?
• Granularity: Is Google now favoring niche, specific answers over broad, "ultimate guide" style content?
• Multimedia: Are the top results dominated by YouTube embeds or proprietary data visualizations?

If the intent has shifted and your content cannot be easily restructured to match it, the post no longer deserves its rank. Forcing an outdated format on a modern SERP is a waste of crawl budget.

The Competitive Gap: Why Others Are Winning

Rankings are relative. You don't rank in a vacuum; you rank against nine other results. When a post slips, it is often because a competitor has provided more "E-E-A-T" (Experience, Expertise, Authoritativeness, and Trustworthiness). Open the current top-ranking pages and perform a side-by-side comparison with your own.

Check for "Information Gain." Google’s patents suggest a preference for content that adds new information to the index rather than simply regurgitating existing points. If your post is a summary of other people's ideas, and a competitor publishes a post with original case studies, proprietary data, or unique interviews, they will eventually displace you. To deserve the rank, your content must offer something the current top three do not.

Warning: Never delete a decaying post without checking its backlink profile first. Even if a post has zero traffic, it may hold significant "link juice" from high-authority domains. Deleting it without a 301 redirect to a relevant, high-performing page will cause a permanent loss of domain authority.

The Decision Matrix: Keep, Refresh, or Prune

Once the data is gathered, every audited post must fall into one of three categories. This prevents "analysis paralysis" and ensures the editorial team has clear marching orders.

Category 1: Refresh (The Salvageable Asset)
This applies to posts that still have a strong backlink profile and are sitting on page two (positions 11-20). These pages deserve to rank but need a technical or editorial boost.
Action: Update the statistics, replace broken links, optimize for "People Also Ask" questions, and improve the internal linking structure pointing to this page.

Category 2: Consolidate (The Cannibal)
This applies to posts that are too thin to rank on their own or are competing with better content on your site.
Action: Take the unique insights or valuable sections from the decaying post, move them into the primary "pillar" post, and 301 redirect the old URL to the new one.

Category 3: Prune (The Liability)
This applies to posts on topics that are no longer relevant to your business, have zero backlinks, and have seen no organic traffic for over 12 months.
Action: Delete the post and return a 410 (Gone) or 404 (Not Found) status code. This tells Google to stop crawling the page, allowing it to focus its resources on your high-value content.

Auditing Technical Health and User Experience

Sometimes a post deserves to rank based on its text, but its technical performance is disqualifying it. High bounce rates are often a symptom, not the cause. If a page takes four seconds to load on a mobile device, or if a giant "Subscribe" pop-up obscures the main content immediately upon entry, your engagement metrics will crater.

Check the Core Web Vitals for the specific URL. A "Poor" rating in Largest Contentful Paint (LCP) or Cumulative Layout Shift (CLS) can be the deciding factor in a competitive niche. If the content is excellent but the technical delivery is flawed, the post deserves to rank—but only after a developer or editor fixes the UX bottlenecks.

Executing Your Content Maintenance Schedule

Content auditing should not be a once-a-year event. For sites with over 500 pages, a rolling audit is necessary. Assign your team to review one content silo per month. This ensures that no single URL is left to decay for years, and it keeps your site's overall "quality score" high in the eyes of search algorithms.

Prioritize pages that are "striking distance" keywords—those ranking in positions 4 through 12. These represent the highest ROI for your time. Moving a post from position 7 to position 2 can result in a 200-300% increase in traffic, whereas trying to revive a post that has fallen to page five is often a lost cause better handled by a complete rewrite or a redirect.

Frequently Asked Questions

How long should I wait before deciding a post is a failure?
For a new post, allow 6 to 9 months to settle into the index and gain traction. For an established post that has started to drop, wait for at least three months of consistent decline before taking drastic action like pruning or redirecting, as SERP volatility can cause temporary dips.

Does deleting content actually help SEO?
Yes, in many cases. By removing low-quality or irrelevant "zombie" pages, you improve the average quality of your site. This helps search engines crawl your site more efficiently and can lead to higher rankings for your remaining, high-quality pages.

Should I change the URL when I update an old post?
Generally, no. Changing the URL creates a redirect chain and can temporarily reset the page's authority. Keep the original URL unless it is objectively misleading or contains an outdated date (e.g., /best-tools-2019/). If you must change it, ensure a 1-to-1 301 redirect is implemented immediately.

What is the best way to handle "seasonal" content that doesn't rank off-season?
Do not prune seasonal content. Instead, keep the URL evergreen (e.g., /black-friday-deals/ instead of /black-friday-deals-2023/) and update the content annually. This allows the page to build backlink equity year over year.