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Taking lessons from two marketing disciplines, online retailers and their web designers can build a well structured Internet store organized into themes or categories that will make it easy for shoppers and search engines alike to find important information and product pages. In this Ecommerce Know-How, I will briefly define search engine optimization (SEO) and information architecture (IA), describe one of the many places where these marketing specialties intersect, and explain how easy and natural thematic structure and linking really is. I've also included a video. I should point out that this technique is very intuitive, and many site owners or designers are probably using it to some extent naturally. We are simply putting a name to these natural tendencies.

Whether your customers are hunters (looking for something very specific), browsers (just poking around your site) or "howsers" (hunting for something but must browse to find the right product) - filtered navigation can be very useful to your site visitors. Filtered navigation: