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Since deadlifts do target the whole area of the body, you can specifically target the upper back portion by using rack deadlifts. Essentially you are taking the legs out of the movement and focusing more on pulling with your upper back. In this exercise you can add more weight than normal as you are starting from the middle portion of the exercise where you would be strongest compared to pulling off the floor. This is good to help build up your strength in this part of the movement when you perform it from the floor. Are they a true substitute for regular deads? No, but they can be supplemental to them.
As mentioned above, you use rack deadlifts on back day and use regular deadlifts from the floor on leg day if you prefer to do them twice a week or prefer to alternate them. As before, it depends on your training level.