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Aivaras, Where to start??? First,  Also you are correct about the issues with top stores and top coupons pages, we still didn't rectified the issue with these pages but they are not very important at the moment. I don't see how two of your top three pages being 404 responses can NOT be very important at the moment? You want to rank for these pages and yet if I link to top stores, the link has ZERO value. The fix is fairly simple, why would you not just fix it? Now, as to business model comment, I would agree that there are a ton of affiliate sites that are based on promos and coupons and that the content is thin, thin, thin. But here is your question: How near to reality this can be? Since we offer good savings content for people who are looking to save money which I consider a very healthy and good niche for consumer. My opinion on this is not an SEO opinion but a business opinion based on having owned a few businesses in my life. My answer to what you say is, "so what?" lots of businesses offer consumers savings and while it may be "healthy" or "good niche for consumer," the real question is: Is it a good business for the business? Restaurants are the business with the highest failure rate. They start with a premise of: We offer great food to people at a fair price which we consider a very healthy and good niche for the consumer. They still fail due to high competition, poor management, and lack of adequate capital among other reasons. I would suggest reading a highly valuable book that speaks to what you are doing in a very competitive, older vertical: Blue Ocean Strategy by Renee Maurbogne and W. Chan Kim.  I hope you find something that will assist you in what I have provided. Robert

I think it depends on motive and scale.  If your intention was to show Google keywords that aren't on the page the user sees then that's not good.  But if it's an honest mistake with zero intention to improve SEO then it's not a big deal.