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HI Don I like you answer and I was wondering if you could give me some advice also? I am doing the SEO for a Shopify site www.neweyeco.net. They want to be found for prescription sports glasses and other key words related to that such as prescription sport glasses. But the other keywords we want to get a ranking for are keywords related to specific sports under "collections" are  eg cycling glasses, golf glasses, fishing sunglasses etc - not necessarily prescription. And also under features they want to rank for "blue mirror sunglasses, clear glasses, yellow lens sunglasses etc How would you recommend they be set up to avoid cannibalization or over optimization as I have run into issues with the Alexa rank zooming up to 16.8mill from 500K in January!! Any advice would be very welcome. Kind regards Sarah