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1. 'Will this get me into trouble creating duplicate content with the main category page? Should I only have  the main category indexed and "no-index, follow" all the product attribute pages? ' I don't feel that you have anything to worry about here, however having an extra element of descriptive text would help on the sub category pages ie. on chainsofgold.co.uk/earrings/studs/   etc.. 2. 'Can I link to those product attribute pages without the risk of getting accused of creating duplicate content?' Linking is fine however to ensure the search engines do not consider those extra parameters you should filter them via robots.txt ie Disallow: /?filter_gold-type OR Disallow: /?filter_* (if all your filters begin with '?filter_') You should also link your sitemap from your robots.txt file