Best URL structure for Shopify stores
URLs are one of the first things search engines evaluate when crawling your site. A well-structured URL helps Google understand your page content, improves user experience, and can directly impact your click-through rates from search results.
For Shopify stores specifically, URL structure becomes even more important because the platform has some built-in limitations and default behaviors that can create SEO issues if not addressed properly.
Good URLs are:
- Descriptive and readable
- Short and focused
- Consistent across your site
- Free of unnecessary parameters or characters
Shopify's Default URL Structure
By default, Shopify adds prefixes to certain page types. Understanding these defaults is the first step to optimizing your URL structure.
Product Pages
Default format: yourstore.com/products/product-name
The /products/ prefix is automatically added by Shopify and cannot be removed without significant workarounds or third-party apps.
Collection Pages
Default format: yourstore.com/collections/collection-name
Like product pages, the /collections/ prefix is built into Shopify's architecture.
Blog Posts
Default format: yourstore.com/blogs/blog-name/post-title
Blog URLs include both the blog handle and the post handle, creating longer URLs.
Pages
Default format: yourstore.com/pages/page-name
Standard pages include the /pages/ prefix.
Should You Keep or Remove Shopify's URL Prefixes?
This is one of the most common questions Shopify store owners face. Here's a practical breakdown:
The Case for Keeping Prefixes
Keeping Shopify's default prefixes (/products/, /collections/) has several advantages:
- No technical risk: You avoid potential issues with redirects, broken links, or app conflicts
- Clear site structure: Prefixes help both users and search engines understand page types
- Easier management: You can focus on other SEO priorities instead of fighting Shopify's architecture
Many successful Shopify stores rank well with default URL structures. The prefix itself is not a ranking penalty.
The Case for Removing Prefixes
Some store owners prefer cleaner URLs:
- Shorter URLs: Removes extra characters, making URLs more concise
- Better for branded searches: URLs look cleaner when shared on social media or in marketing materials
- Potential keyword advantage: Very minor, but shorter URLs can place keywords closer to the domain
However, removing prefixes requires technical modifications, typically through apps or custom code, and comes with maintenance overhead.
Practical Recommendation
For most Shopify stores, keeping the default prefixes is the better choice. Focus your energy on optimizing the handle portion of your URLs, which has a much bigger impact on SEO.
How to Optimize Shopify URL Handles
The handle is the customizable part of your URL that comes after the prefix. This is where you should focus your optimization efforts.
Use Descriptive, Keyword-Rich Handles
Your URL handle should clearly describe the page content and include relevant keywords.
Good example: /products/organic-cotton-t-shirt
Poor example: /products/product-12345
The good example tells users and search engines exactly what the page is about. The poor example provides no context.
Keep Handles Short and Focused
Shorter URLs are easier to read, remember, and share. Aim for 3-5 words maximum in your handle.
Good example: /products/leather-messenger-bag
Poor example: /products/premium-handcrafted-genuine-leather-messenger-bag-for-professionals
The first example is concise while still being descriptive. The second is unnecessarily long and harder to process.
Use Hyphens to Separate Words
Always use hyphens (-) to separate words in URLs, not underscores or spaces.
Good: blue-running-shoes
Bad: blue_running_shoes or bluerunningshoes
Search engines treat hyphens as word separators but treat underscores as word connectors. Hyphens also improve readability.
Avoid Special Characters and Numbers
Keep URLs clean by avoiding special characters, product IDs, or SKU numbers unless they're part of the actual product name.
Good: /products/iphone-15-case
Poor: /products/iph15-case-sku-28492
Match URL to Page Title (Loosely)
Your URL should align with your page title, but it doesn't need to be identical. The URL can be a simplified version.
Page title: "Organic Cotton T-Shirt - Sustainable & Comfortable"
URL: /products/organic-cotton-t-shirt
This creates consistency between what users see in search results and what appears in the URL bar.
Shopify URL Structure for Collections
Collection URLs follow similar principles but require additional consideration for hierarchy and organization.
Keep Collection Handles Broad
Collection URLs should reflect the category level, not be too specific.
Good: /collections/mens-shoes
Poor: /collections/mens-blue-running-shoes-size-10
The good example allows for filtering and subcategories. The poor example is too narrow and limits flexibility.
Avoid Deep Nesting
Shopify doesn't support subcollections natively, but some store owners try to create hierarchy through URL structure. Keep it simple.
Good: /collections/womens-dresses
Less ideal: /collections/womens/clothing/dresses
The simpler structure is easier to manage and avoids unnecessary URL depth.
Shopify Blog URL Best Practices
Blog URLs in Shopify include the blog handle by default: /blogs/blog-handle/post-handle
Use a Simple Blog Handle
If you only have one blog, use a simple handle like "blog" or "news".
Good: /blogs/blog/how-to-care-for-leather
Poor: /blogs/our-amazing-store-blog-2024/how-to-care-for-leather
Optimize Post Handles
Blog post handles should be descriptive and include your target keyword.
Good: /blogs/blog/shopify-seo-guide
Poor: /blogs/blog/post-march-2024
Avoid Dates in URLs
Don't include dates in your blog post URLs. They make content appear outdated and limit evergreen potential.
Good: /blogs/blog/email-marketing-tips
Poor: /blogs/blog/2024-01-15-email-marketing-tips
Common Shopify URL Mistakes to Avoid
Changing URLs After Publication
Once a URL is live and indexed, changing it creates a 301 redirect. While redirects preserve some SEO value, they're not ideal.
Get your URLs right before publishing. If you must change a URL, ensure proper redirects are in place.
Duplicate Content from URL Variations
Shopify can create duplicate content issues through URL parameters and sorting options.
Example:
/collections/mens-shoes
/collections/mens-shoes?sort_by=price-ascending
Use canonical tags to tell search engines which version is the main one. Shopify handles this automatically in most cases, but verify your implementation.
Using Auto-Generated Handles
When you create a product or page, Shopify generates a handle based on the title. These auto-generated handles often need editing.
Auto-generated: /products/amazing-super-comfortable-shoes-best-price
Optimized: /products/comfortable-running-shoes
Always review and edit handles before publishing.
Inconsistent Naming Conventions
Maintain consistency across your URL structure.
Consistent:
/products/mens-leather-jacket
/products/mens-denim-jacket
Inconsistent:
/products/mens-leather-jacket
/products/denim-jacket-for-men
Pick a convention and stick with it across all products, collections, and pages.
How to Change URLs in Shopify (When Necessary)
If you need to change a URL, follow this process to minimize SEO impact:
- Navigate to the product, collection, or page in your Shopify admin
- Find the "Search engine listing preview" section
- Click "Edit website SEO"
- Modify the URL handle
- Save your changes
- Set up a URL redirect from the old URL to the new one
To create redirects:
- Go to Online Store in the left navigation
- Click Navigation
- Click "URL Redirects"
- Click "Create URL redirect"
- Enter the old URL path in "Redirect from"
- Enter the new URL path in "Redirect to"
- Save the redirect
Shopify automatically creates 301 redirects, which is the correct redirect type for permanently moved content.
Technical Considerations for Shopify URLs
HTTPS and SSL
All Shopify stores use HTTPS by default, which is essential for both security and SEO. Ensure your SSL certificate is active and your site loads on HTTPS.
URL Parameters
Shopify adds parameters for filtering, sorting, and pagination. Most of these are handled correctly by default, but monitor Google Search Console for any parameter-related issues.
Canonical Tags
Shopify automatically adds canonical tags to prevent duplicate content issues. These tags tell search engines which version of a URL is the primary one.
Verify canonical tags are present by viewing your page source and looking for:
<link rel="canonical" href="<https://yourstore.com/products/product-name>" />
XML Sitemap
Shopify automatically generates an XML sitemap at yourstore.com/sitemap.xml. This sitemap includes all your products, collections, pages, and blog posts with their correct URLs.
Submit this sitemap to Google Search Console to help search engines discover and crawl your URLs efficiently.
URL Structure for International Shopify Stores
If you sell in multiple countries or languages, URL structure becomes more complex.
Shopify Markets
Shopify Markets uses subfolders for international versions:
yourstore.com/en-us/products/product-name
yourstore.com/fr-ca/products/product-name
This structure is SEO-friendly and clearly separates different market versions of your store.
Hreflang Tags
For international stores, ensure hreflang tags are properly implemented to tell search engines which language and regional version to show users.
Shopify Markets handles this automatically, but verify implementation if you're using custom solutions.
Measuring URL Structure Success
After optimizing your URLs, track these metrics to measure impact:
Organic Traffic
Monitor overall organic traffic in Google Analytics. Good URL structure should contribute to steady traffic growth over time.
Click-Through Rate (CTR)
Check Google Search Console for CTR improvements. Better URLs often lead to higher click-through rates from search results.
Page Rankings
Track keyword rankings for important product and collection pages. Optimized URLs can help pages rank for more relevant terms.
Crawl Efficiency
Monitor crawl stats in Google Search Console. Clean URL structures help search engines crawl your site more efficiently.
Yes, but it's not ideal. Changing a URL creates a 301 redirect, which can temporarily affect rankings. If you must change it, set up proper redirects immediately and expect a brief adjustment period.
Keep the handle portion between 3-5 words when possible. The full URL (including domain and prefix) should ideally be under 60-70 characters for optimal display in search results.
Include relevant keywords naturally in your URL handles, but don't force them. The URL should be descriptive and readable first, keyword-optimized second.
Shopify uses canonical tags to address this automatically. Verify that canonical tags are present on your pages and point to the correct primary URL version.
No. Avoid dates in URLs as they make content appear outdated and reduce evergreen value. Use descriptive, keyword-focused handles instead.
Changing your domain requires careful migration with proper 301 redirects. All existing URLs must redirect to their new equivalents. This is a significant change that can temporarily impact rankings.
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