1. A computer-implemented method for identifying and managing topical content for a website, the method comprising: determining a set of topics at a first level of popularity; determining a set of topics at a second level of popularity, the geographic of scope of the first level of popularity encompassing the geographic scope of the second level of popularity; discounting, using one or more processors, the set of topics at the second level of popularity based on the set of topics at the first level of popularity to determine a revised set of topics for the second level of popularity; managing the topical content based on the revised set of topics for the second level of popularity; and serving, using the one or more processors, one or more pieces of the managed topical content for presentation on the website.