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Say I have a site which sells widgets. Site structure is as follows: Home Widgets Blue Widgets Green Widgets Red Widgets About Us Contact Us I know the money term is "blue widgets".  Not "widgets" (as this is too generic, and blue/red/green widgets are only a subset of the whole 'widget' universe). How do I prevent the site from cannibalising this keyword?  Do I only try to make www.mywidgetsshop.com/blue-widgets the main page for blue widgets or do I try and make the home page rank for this phrase?