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I'm trying to optimise my ecommerce site's category/navigation structure so that it is: Intuitive for human users Keyword optimised, and Minimises duplicate content penalties Here is my dilemma. Let's say my site sells widgets. Some people search for widgets according to size (big widgets, medium widgets) while others search according to colour (green widgets, blue widgets). My keyword research suggests that I should target some keywords that relate to size, others that relate to colour, yet others relating to material, etc. I figured that I'd use one of these taxonomies as a category system, then set the others as filter elements. So my site's main navigation would say "Big Widgets | Medium Widgets | Small Widgets". If you click on any of them, or if you click on the "Widgets" supercategory, you'd reach a filter function allowing you to see only green widgets, or only plastic widgets, etc. So far so good - from a user perspective. The problem with this method is that Google isn't going to index my filter results. So someone Googling "green widgets" or "plastic widgets" is unlikely to find my site, even though I have plenty of green/plastic widgets that they could have filtered for. My next thought was to add some of these filter urls to my main navigation so they will be crawled. My filter mod generates urls for each filter (eg mysite.com/category?filter=k39;w24). So now I have a flashier navigation menu where clicking "Widgets" will pop out a panel allowing you to browse by size or by colour. I don't know whether users will find this helpful or redundant/confusing, but at least Google can see my filter urls. But I've run into two more problems. My filter results aren't really pages, so I can't set things like H1s, meta descriptions and so on. There's very little I can do to keyword optimise them. Further, I now have duplicate content, because the same widget can show up under multiple filter urls. And so I'm stuck here. I've thought about creating custom pages for each target keyword and manually listing products that pertain to each keyword. This will allow me to optimise the pages, but it's a lot of ongoing work (I have to update them whenever I get new stock), and I'm not sure my visitors will appreciate this - I suspect they would rather just browse/filter/search through my site than have to click through pages of manual curated content. I'd appreciate any thoughts or advice on figuring out my category and navigation system!