Here is what I am going to ask our programmer to do: 1. Rewrite all dynamic URLs to get rid of variable characters 2. Redirect the old version to the new version Are there any looping issues I need to be concerned with? Is it even necessary to do a 301 on the old URL if I am rewriting it before it even hits the server? Details: IIS Server using ISAPI for rewrites MS Commerce platform SQL database Thousands of product and category pages Thousands of pages indexed Thousands of incoming links Poor rankings