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If you go to Amazon.com and look for a product in any category, you’ll discover that their navigation taxonomy is quite robust. You can search the site by keyword to find the product you want. Usually, you’ll get a list of products that match your search criteria, then you’ll be given a list of navigation options (usually in the sidebar) that allow you to narrow your search to name brands, sizes, prices, types of products, etc.

So you want to duplicate this type of sophisticated navigation system on your own website. That’s good. Amazon is definitely the model to follow. But there is one big issue to think about as you build your e-commerce website.

First, nix the dynamic URL parameters. They aren’t going to help you. Each product on your website should have a keyword-based URL, and that goes for the categories and specific page navigation options too.

For instance, if your customer comes to your website searching for socks, your search page should have the word “socks” in its URL. Giving the customer the option to click-through to pages for “tube socks,” “athletic socks,” and “ankle socks” without including those descriptors in your URLs could lead to duplicate content issues, especially if your customers can arrive on any product or category page from multiple locations on your website.

Every page on your website should have a single URL before you start adding dynamic parameters and session IDs. Otherwise, you’ll have navigation issues.

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