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Thanks for your input Gianluca, The ecommerce ( http://www.fiberscope.net/ ) doesn't seem big compare to bigger fishes. What do you think, are we on the right path with the current structure?

sure!

I see this image in the third row: http://static.fiberscope.net/media/infoblock/default/_IGP0894-copy_1.png on Google Image Search for "boroscope" and I see your site above the fold for Google web search, same keyword. I don't see that there is any problem.