SEO Infrastructure

How to Improve SEO of Ecommerce Website: The 4-Layer Build

By Matt Hyder • February 14, 2026 • 12 min read

Most ecommerce founders approach SEO backwards. They start with content, hire a writer, publish 50 blog posts, and wonder why nothing ranks. Three months later, they’re frustrated. Six months later, they’re looking for a new agency.

The problem isn’t effort. It’s architecture. You can’t build rankings on a broken foundation any more than you can build a skyscraper on sand.

Here’s what actually works: the 4-Layer SEO Foundation** — a systems approach to improving ecommerce SEO that builds from technical infrastructure to revenue conversion. Not pages. Systems.

The Problem

Most stores start with content before fixing technical SEO. That’s building backwards. Google can’t rank pages it can’t crawl, index, or understand.

The Framework

The 4-Layer Foundation: Crawlability → Indexability → Rankability → Convertibility. Each layer builds on the last. Skip one, and the whole stack collapses.

The Build Sequence

Fix technical blockers first. Then architecture. Then content systems. Then AI search signals. This order compounds. Any other order wastes time and budget.

The Result

Stores that build this way see 250% average organic traffic increases. Not from more content. From infrastructure that makes every page work harder.

Why Most Ecommerce SEO Strategies Fail

The typical ecommerce SEO playbook looks like this: hire an agency, get an audit (usually a 40-page PDF), start fixing things in random order, publish blog content, wait for rankings. Maybe you see some movement. Maybe you don’t.

The fundamental issue is sequencing. Most agencies treat SEO like a to-do list instead of a build sequence. They’ll recommend fixing canonical tags in the same breath as writing category descriptions, with no clear priority or dependency mapping.

Here’s the reality: Google can’t rank what it can’t crawl. It won’t index what it can’t understand. And it definitely won’t send revenue to pages that don’t convert.

This is why the typical ecommerce SEO audit generates lists but not results. It identifies problems without establishing the critical path to fixing them. It’s like handing a builder a list of materials without a blueprint.

The compound cost of building backwards is massive. Every month you spend optimizing content on an unindexable site is wasted. Every dollar spent on link building to pages with broken canonicals is burned. Every hour writing product descriptions for URLs Google will never crawl is gone.

This is why we built the Audit-to-Throttle Pipeline — a systematic approach that maps dependencies, establishes build order, and creates a critical path from technical foundation to revenue acceleration. It’s not about doing more SEO work. It’s about doing the right work in the right sequence.

The 4-Layer SEO Foundation Framework

The 4-Layer SEO Foundation is a dependency-mapped approach to improving ecommerce SEO. Each layer must be functional before the next layer can compound. Think of it as a stack: you can’t install the application layer before the operating system boots.

Layer 1: Crawlability

Can Google’s bots find and access your pages? This is the foundation. If crawlability is broken, nothing else matters.

robots.txt configuration — not blocking critical resources
XML sitemap structure — clean, current, submitted
Server response codes — 200s for live pages, proper 301s for redirects
JavaScript rendering — content visible to Googlebot
Crawl budget optimization — prioritizing high-value pages
Internal linking architecture — every page reachable within 3 clicks

For large catalogs (1,000+ products), crawl budget becomes critical. Google allocates a finite crawl budget based on your site’s perceived value and health. If you’re wasting that budget on faceted navigation, duplicate pages, or infinite scroll pagination, your most important pages may never get crawled.

Layer 2: Indexability

Will Google store and serve your pages in search results? Crawlability gets the bot to your door. Indexability determines if it comes inside.

Canonical tags — properly implemented, self-referencing on originals
Meta robots directives — no accidental noindex tags
Duplicate content resolution — parameter handling, variant consolidation
URL structure — clean, logical, keyword-inclusive
Pagination handling — rel=“next/prev” or View All implementation
HTTPS migration — fully secure, no mixed content

The most common indexability killer for ecommerce sites? Canonical tag chaos. We’ve audited stores with 10,000 products where 40% were canonicalized to the wrong URL, effectively telling Google “don’t index this page, index that other one instead.” That’s 4,000 pages of wasted inventory.

Layer 3: Rankability

Can your pages compete in search results? This is where most traditional ecommerce SEO services start. We start here only after Layers 1 and 2 are solid.

Schema markup — Product, Offer, Review, Breadcrumb, Organization
Core Web Vitals — LCP, INP, CLS optimized
Mobile-first indexing — responsive design, mobile UX parity
Content quality — unique product descriptions, category content
Keyword mapping — strategic targeting across product and category pages
Internal linking strategy — topic clustering, authority flow
Entity signals — brand mentions, E-E-A-T establishment

Rankability is where SEO infrastructure meets content systems. It’s not enough to have great product descriptions if your site loads in 8 seconds or your schema markup is broken. Both sides of the equation must work.

Layer 4: Convertibility

Do your rankings drive revenue? This is the layer most SEO agencies ignore entirely. They’ll get you traffic and call it a win, even if that traffic bounces at 80% and converts at 0.3%.

Conversion path optimization — clear CTAs, friction reduction
Trust signals — reviews, security badges, return policies
Rich results optimization — star ratings, price, availability in SERPs
AI search presence — featured in AI Overviews and LLM citations
Revenue attribution — tracking organic revenue by keyword and page
CRO integration — A/B testing on high-traffic landing pages

We’ve seen stores with 100,000 monthly organic sessions generating less revenue than stores with 10,000 sessions. The difference? Convertibility infrastructure. The second store built for revenue, not vanity metrics.

The Compound Effect: When all four layers are functional, SEO compounds. Each new page you publish inherits the foundation. Each piece of content you create ranks faster. Each link you earn distributes authority more efficiently. This is how you go from linear growth to exponential growth.

Site Architecture That Scales

Site architecture is the skeleton of ecommerce SEO. Get it right, and everything else becomes easier. Get it wrong, and you’re fighting uphill forever.

Most ecommerce platforms (Shopify, WooCommerce, BigCommerce) ship with default URL structures that are… fine. Not optimized. Not strategic. Just functional. That’s a problem when you’re trying to compete with brands that have invested in technical SEO for ecommerce.

URL Structure and Hierarchy

Your URL structure should mirror your business logic and keyword strategy. Here’s the hierarchy that scales:

Page Type URL Structure Purpose

Homepage / Brand authority, navigation hub

Top Category /category-name/ High-volume keyword targeting

Subcategory /category/subcategory/ Mid-tail keyword targeting

Product /category/product-name/ Long-tail, transactional intent

Content /blog/topic/ Informational, top-of-funnel

Notice what’s missing? Date stamps in URLs. Product IDs. Random parameters. Session tokens. Anything that doesn’t serve the user or the search engine gets cut.

The goal is a URL structure that’s both human-readable and machine-parseable. /mens-running-shoes/nike-pegasus-40/ tells Google (and users) exactly where they are in your catalog. /products/p-12847?variant=blue tells them nothing.

Internal Linking Systems

Internal linking is not “related products” widgets and footer links. That’s random linking. Internal linking is a system — a deliberate architecture that flows authority, distributes crawl budget, and reinforces topical relevance.

Here’s the framework we install for every ecommerce client:

Hub-and-Spoke Model: Category pages are hubs. Product pages are spokes. Every product links back to its parent category. Every category links to strategic subcategories and featured products.
Topic Clusters: Group related products and content by topic. Link within clusters aggressively. Link between clusters sparingly and strategically.
Authority Flow: High-authority pages (homepage, top categories) should link to pages you want to rank. Don’t waste that authority on your privacy policy.
Contextual Relevance: Links from related content carry more weight than navigational links. A link from “Best Running Shoes 2026” to a specific running shoe product is worth more than a breadcrumb link.

This is why we built internal linking into our ecommerce SEO checklist as a core infrastructure element, not an afterthought. It’s not content work. It’s architecture work.

Crawl Budget Optimization

If you’re running a store with 500+ products, crawl budget matters. If you’re running a store with 5,000+ products, it’s critical. If you’re running a store with 50,000+ products, it’s the difference between ranking and invisibility.

Google allocates crawl budget based on two factors: crawl demand (how often your content changes and how important Google thinks your site is) and crawl health (how fast and clean your server responses are).

Common crawl budget killers:

Faceted navigation: Creating thousands of filtered URLs that are essentially duplicates
Session IDs in URLs: Every visitor gets a unique URL, wasting crawl budget on duplicates
Infinite scroll or “Load More” buttons: Making Googlebot work harder to reach deep catalog pages
Slow server response times: Google crawls slower if your server is slow
Broken links and 404s: Wasting crawl budget on dead ends

The fix? Parameter handling in Google Search Console, strategic use of noindex on filter pages, pagination best practices, and server optimization. This is core advanced ecommerce SEO work that most agencies skip.

Technical SEO Infrastructure

Technical SEO is the engine room. Users never see it. Google absolutely does. And when it’s broken, everything else stalls.

Core Web Vitals and Performance

Core Web Vitals are Google’s performance metrics: Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS). They’re not just ranking factors — they’re user experience proxies. Slow sites lose rankings and conversions simultaneously.

The benchmarks:

LCP (Largest Contentful Paint): Under 2.5 seconds. This measures how long it takes for your main content to load. Hero images, product images, and above-the-fold content all impact LCP.
INP (Interaction to Next Paint): Under 200ms. This replaced FID in 2024 and measures how quickly your site responds to user interactions. Heavy JavaScript kills INP.
CLS (Cumulative Layout Shift): Under 0.1. This measures visual stability. If your page layout shifts as images load or ads inject, you’re penalized.

For ecommerce, the biggest performance killers are:

Unoptimized product images (3MB hero images loading on mobile)
Third-party scripts (analytics, chat widgets, review apps, Facebook Pixel)
Render-blocking CSS and JavaScript
Lack of lazy loading on below-the-fold content
Slow server response times (TTFB over 600ms)

The fix is systematic: image optimization (WebP format, proper sizing, lazy loading), script management (defer non-critical JS, async loading), CDN implementation, and server-side performance tuning. This is why our website design and build service is performance-first from day one — fixing performance after launch is 10x harder than building it in from the start.

Schema Markup for Ecommerce

Schema markup is structured data that tells Google exactly what your content represents. For ecommerce, this is non-negotiable. Without schema, you’re asking Google to guess what your page is about. With schema, you’re handing Google a labeled dataset.

Critical schema types for ecommerce:

Product schema: Name, image, description, SKU, brand, price, availability, reviews
Offer schema: Price, currency, availability, seller information
AggregateRating schema: Star ratings that show in search results
Review schema: Individual customer reviews
Breadcrumb schema: Navigation path for better SERP display
Organization schema: Brand identity, logo, social profiles

Properly implemented schema unlocks rich results: star ratings in SERPs, price and availability information, breadcrumb navigation, and (critically) better AI search visibility. Google’s AI Overviews and LLMs like ChatGPT and Perplexity prioritize structured data when generating answers.

This is where on-page SEO for ecommerce intersects with AI search optimization. The same schema that gets you rich results in Google also gets you cited in AI-generated answers.

Mobile-First Indexing

Google indexes the mobile version of your site first. If your mobile site is broken, slow, or missing content that exists on desktop, you’re not ranking.

Mobile-first indexing requirements:

Content parity: Mobile and desktop must have the same content. Don’t hide content in accordions or tabs that Googlebot can’t access.
Structured data parity: Schema markup must be identical on mobile and desktop.
Metadata parity: Title tags, meta descriptions, and headers must match.
Mobile UX: Touch targets, readable font sizes, no horizontal scrolling, fast load times.
Mobile performance: Core Web Vitals on mobile often lag desktop by 2-3x. Optimize aggressively.

The most common mobile-first indexing mistake? Hiding content to “improve mobile UX.” Google can’t rank content it can’t see. If it’s important enough to show on desktop, it’s important enough to show on mobile — just design it better.

Content Systems for Ecommerce

Content is not blog posts. Content is every page on your site: product pages, category pages, landing pages, guides, FAQs. All of it is content. All of it needs a system.

Product Page Optimization

Product pages are your revenue pages. They need to rank for transactional keywords (high commercial intent, high conversion rate) and convert visitors into customers.

The anatomy of a high-performing product page:

Unique product descriptions: Not manufacturer descriptions. Not AI-generated fluff. Actual value-add content that answers buyer questions.
Keyword-optimized titles: Include the product name, brand, and primary keyword. “Nike Pegasus 40 Running Shoes - Men’s” beats “Pegasus 40.”
High-quality images: Multiple angles, zoom functionality, lifestyle shots. Optimized for performance (WebP, lazy loading).
Product schema markup: Price, availability, reviews, SKU, brand — all marked up.
Customer reviews: Social proof and fresh content. Marked up with Review schema.
Related products and upsells: Internal linking that keeps users on-site and flows authority.
Clear CTAs: “Add to Cart” above the fold, prominent, high-contrast.

The biggest mistake? Treating product descriptions as an afterthought. “It’s just a t-shirt, what is there to say?” There’s plenty to say if you understand search intent. Someone searching “moisture-wicking running shirt” has different questions than someone searching “cotton graphic tee.” Answer those questions, and you rank.

Category Page Strategy

Category pages are your authority pages. They target high-volume keywords (“running shoes,” “men’s jackets,” “organic coffee beans”) and serve as hubs in your internal linking architecture.

Most ecommerce platforms treat category pages as product grids with a heading. That’s not enough. Category pages need content — real, substantive, keyword-targeted content that establishes topical authority.

The framework:

Intro content (150-300 words): Above the product grid. Explains what the category is, who it’s for, and why someone should buy from you. Includes primary keyword naturally.
Product grid: Your actual products, with filters and sorting options.
Deep content (500-1000 words): Below the product grid or in a tabbed section. Buying guides, feature comparisons, FAQs, related topics. This is where you target long-tail keywords and build topical depth.
Internal links: To subcategories, related categories, and top-performing products.
Schema markup: Breadcrumb schema, Organization schema, and (if applicable) FAQPage schema for the FAQ section.

This approach turns category pages into ranking machines. They compete for high-volume head terms while also capturing long-tail traffic through the deep content section. This is a core element of our ecommerce SEO strategy framework.

Programmatic SEO for Scale

If you have a large catalog (1,000+ products) or operate in multiple locations, programmatic SEO is how you scale without hiring 50 writers.

Programmatic SEO is template-based content generation driven by structured data. You build one template, populate it with data from your product database or CMS, and generate hundreds or thousands of unique pages.

Use cases:

Location pages: “Running Shoes in Denver,” “Running Shoes in Boulder,” etc.
Product comparison pages: “Nike Pegasus 40 vs. Adidas Ultraboost 23”
Attribute-based landing pages: “Waterproof Running Shoes,” “Vegan Running Shoes”
Size and color variants: If you sell the same product in 20 colors, you can programmatically generate optimized pages for each variant

The key is quality control. Programmatic doesn’t mean spammy. Each page must offer unique value, target real search intent, and avoid thin content penalties. Done right, programmatic SEO is a force multiplier. Done wrong, it’s a one-way ticket to a manual action from Google.

AI Search Optimization Layer

AI search is not the future. It’s the present. Google’s AI Overviews, ChatGPT’s SearchGPT, Perplexity, Claude — all of them are changing how users find and consume information. And most ecommerce brands are completely invisible in these systems.

Why? Because AI search prioritizes structured data, entity signals, and authoritative sources. If your site is a pile of unstructured HTML with no schema markup and weak brand signals, LLMs have no reason to cite you.

This is where our AI Search Optimization service comes in. We engineer the signals that make your brand visible to AI systems.

Structured Data for LLMs

Large language models don’t “read” your website the way humans do. They parse structured data, extract entities, and build knowledge graphs. If your content isn’t structured, it’s invisible.

Critical structured data for AI search:

Product schema: The same schema that gets you rich results in Google also feeds LLMs product data
Organization schema: Establishes your brand as an entity with a knowledge graph presence
FAQ schema: Positions your content as authoritative answers to common questions
HowTo schema: Structures instructional content in a machine-readable format
Review schema: Social proof signals that LLMs factor into recommendations

The difference between being cited in an AI Overview and being ignored often comes down to whether your content is marked up. Two sites with identical content quality — the one with proper schema gets the citation.

Entity and Knowledge Graph Signals

Google’s Knowledge Graph is a database of entities (people, places, brands, products, concepts) and their relationships. Being recognized as an entity in the Knowledge Graph dramatically improves your visibility in both traditional search and AI search.

How to build entity signals:

Consistent NAP (Name, Address, Phone): Across your website, Google Business Profile, social profiles, and third-party directories
Wikipedia presence: If your brand is notable enough, a Wikipedia page is the strongest entity signal possible
Brand mentions: Unlinked mentions of your brand across the web (news sites, industry publications, forums) build entity strength
Wikidata entry: Structured data repository that feeds Google’s Knowledge Graph
Social profiles: Verified profiles on major platforms (LinkedIn, Twitter, Instagram, Facebook) linked from your website
Founder/executive profiles: Personal brands that connect to the company entity

This is E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) in practice. Google and LLMs prioritize content from recognized entities with established authority. If you’re an unknown brand with no entity signals, you’re fighting uphill.

AI Overview Citation Optimization

Google’s AI Overviews appear at the top of search results for many queries, summarizing information from multiple sources. Getting cited in an AI Overview is like owning position zero — massive visibility, high click-through rates, strong brand authority.

What gets cited in AI Overviews:

Authoritative sources: Brands with strong entity signals and domain authority
Structured content: Lists, tables, step-by-step guides, FAQs — anything that’s easy to parse and summarize
Direct answers: Content that clearly and concisely answers the query
Recent content: AI Overviews favor fresh information, especially for time-sensitive queries
Schema markup: Structured data that makes it easy for AI to extract and attribute information

The optimization strategy: identify queries where AI Overviews appear, analyze which sources are being cited, reverse-engineer the content structure and signals, then build content that matches or exceeds the quality and structure of current citations. This is part of our ecommerce SEO best practices framework.

Implementation Blueprint

Strategy without execution is useless. Here’s how to actually implement the 4-Layer SEO Foundation in a systematic, prioritized sequence.

The 30-Day Sprint Framework

We don’t do retainers. We do focused 30-day sprints. Each sprint has a specific objective, a defined scope, and measurable outcomes. This is the Audit-to-Throttle Pipeline in action.

Sprint 1: Foundation Audit and Technical Fixes

Week 1: Comprehensive technical audit — crawlability, indexability, Core Web Vitals, schema, mobile-first indexing
Week 2: Fix critical blockers — robots.txt issues, broken canonicals, indexation problems, server errors
Week 3: Performance optimization — image optimization, script management, CDN setup, TTFB improvements
Week 4: Validation and monitoring — re-crawl, test in Google Search Console, establish baseline metrics

Sprint 2: Architecture and Schema Implementation

Week 1: URL structure audit and optimization — category hierarchy, product URLs, redirect mapping
Week 2: Internal linking architecture — hub-and-spoke model, topic clusters, authority flow
Week 3: Schema markup implementation — Product, Offer, Review, Breadcrumb, Organization, FAQ
Week 4: Rich results testing and validation — Google Rich Results Test, live SERP monitoring

Sprint 3: Content Systems and AI Search

Week 1: Keyword mapping and content templates — product page template, category page template, programmatic templates
Week 2: Category page content build — intro content, deep content, FAQs, internal links
Week 3: AI search optimization — entity signal building, structured data enhancement, citation targeting
Week 4: Distribution and monitoring — Google Search Console setup, AI search tracking, ranking velocity analysis

Each sprint builds on the last. You can’t skip Sprint 1 and jump to Sprint 3. The dependencies matter. This is why our ecommerce SEO pricing is sprint-based, not retainer-based. You pay for outcomes, not hours.

Measurement and Monitoring

What you measure determines what you optimize. Most ecommerce brands track the wrong metrics: total traffic, total keywords, domain authority. Those are vanity metrics. What actually matters:

Metric Why It Matters Tool

Organic Revenue The only metric that pays the bills Google Analytics 4

Ranking Velocity How fast are you gaining rankings? Ahrefs, SEMrush

Indexation Rate % of pages actually indexed Google Search Console

Core Web Vitals Performance impacts rankings and conversions PageSpeed Insights, CrUX

Click-Through Rate Are your titles and descriptions compelling? Google Search Console

Conversion Rate (Organic) Traffic quality and page optimization Google Analytics 4

Set up a dashboard that tracks these metrics weekly. When you see ranking velocity slow, you know you need to build more content or acquire more authority. When you see conversion rate drop, you know you have a UX or trust signal problem. When you see indexation rate decline, you know you have a technical issue.

This is systems thinking applied to measurement. You’re not just collecting data — you’re building feedback loops that inform your next sprint.

When to Scale, When to Pause

Not every brand should be in growth mode 24/7. Sometimes the right move is to pause, let the infrastructure compound, and monitor results before investing in the next layer.

Scale when:

Your technical foundation is solid (all 4 layers functional)
You’re seeing consistent ranking velocity (new keywords ranking weekly)
Your conversion rate is stable or improving
You have budget and bandwidth to execute the next sprint

Pause when:

You’re seeing indexation issues or ranking drops (fix the foundation first)
Your conversion rate is declining (optimize existing traffic before adding more)
You’re resource-constrained (better to do one sprint well than three sprints poorly)
You’re in a seasonal business and it’s off-season (build during downtime, harvest during peak)

This is the Audit-to-Throttle mindset: build the infrastructure, turn on the traffic, monitor the results, then decide whether to throttle up or optimize what you have. It’s not always-on retainer work. It’s strategic, sequenced, outcome-focused execution.

Frequently Asked Questions

How long does it take to see results from ecommerce SEO? +

Technical fixes (Layer 1 and 2) can show results in 2-4 weeks — you’ll see indexation improve and crawl errors drop. Ranking improvements (Layer 3) typically take 8-12 weeks as Google re-crawls and re-evaluates your pages. Revenue impact (Layer 4) compounds over 3-6 months as rankings stabilize and conversion optimization kicks in. The key is building the foundation first — trying to skip to rankings without fixing technical issues just delays results.

What’s the difference between ecommerce SEO and regular SEO? +

Ecommerce SEO deals with unique challenges: large product catalogs (indexation and crawl budget issues), duplicate content (same product, multiple variants), transactional intent (optimizing for buyers, not browsers), and conversion optimization (traffic that doesn’t convert is worthless). You also need product schema markup, review systems, and inventory management that doesn’t create SEO problems. Standard SEO practices apply, but the execution is completely different.

Do I need to hire an agency or can I do ecommerce SEO myself? +

You can absolutely do the basics yourself if you’re technical and have time. Use our ecommerce SEO checklist to audit your site and fix obvious issues. But if you’re running a store doing $500K+ in revenue, your time is worth more than DIY SEO. The opportunity cost of spending 20 hours/week on SEO instead of product development or customer acquisition is massive. That’s when you need expert execution — someone who can build the infrastructure in 30 days instead of 6 months.

How much should I budget for ecommerce SEO? +

It depends on your revenue and growth goals. For stores doing $0-$500K/year, expect $3K-$8K for a comprehensive technical foundation sprint. For stores doing $500K-$3M/year, budget $8K-$20K for a full infrastructure build (technical + content + AI search). For stores doing $3M+/year, you’re looking at $20K-$50K for ongoing optimization and scale. The ROI is typically 5-10x within 12 months if the foundation is solid. Check our detailed breakdown on ecommerce SEO pricing.

What’s the most important ranking factor for ecommerce sites? +

There’s no single factor — it’s a stack. But if forced to pick one, it’s indexability. You can have the best content, fastest site, and perfect schema markup, but if Google isn’t indexing your pages (or is indexing the wrong versions due to canonical issues), none of it matters. Fix indexation first. Then focus on Core Web Vitals, schema markup, and content quality in that order. This is why the 4-Layer Foundation starts with crawlability and indexability — everything else builds on that base.

How do I optimize for AI search and Google AI Overviews? +

AI search prioritizes structured data, entity signals, and authoritative sources. Implement comprehensive schema markup (Product, Organization, FAQ, HowTo), build entity signals through brand mentions and knowledge graph presence, create content that directly answers common questions in a clear, structured format, and establish E-E-A-T through reviews, expert content, and industry recognition. Our AI Search Optimization service builds all of these signals systematically.

Should I focus on product pages or category pages for SEO? +

Both, but with different strategies. Category pages target high-volume, high-intent keywords and serve as authority hubs in your internal linking architecture. Product pages target long-tail, transactional keywords and are your conversion pages. The mistake is optimizing one and ignoring the other. Build category pages as content-rich landing pages that rank for broad terms, then optimize product pages to rank for specific product searches and convert visitors. They work together as a system.

What’s the ROI of investing in technical SEO vs. content? +

Technical SEO has a higher ROI in the short term because it unlocks your existing content. If you have 1,000 products but only 400 are indexed due to technical issues, fixing those issues can double your indexed pages in weeks. Content has a higher