Shopify URLs: SEO Best Practices, URL Structure, and Redirects

Last Updated on 17/03/2026

If you are working on SEO for a Shopify store, understanding how Shopify URLs work is extremely important. Many store owners assume they can fully customize their URL structure, but Shopify uses a fixed system where only certain parts of the URL can be edited.

The part you can control is the handle, which is the last section of the URL, while the main folder paths, such as products, collections, pages, and blogs, stay the same.

This does not mean Shopify URLs are bad for SEO. In fact, the default structure is clean enough for most stores. The real difference comes from how you name your handles, how you manage redirects, and how consistent your URLs stay over time.

Stores that use short, readable, keyword-focused URLs usually perform better than stores that constantly change handles or use long automatic slugs.

A well-structured URL helps both users and search engines understand what a page is about before even opening it. That is why URL optimization is still an important part of Shopify SEO, even though the platform limits full customization.

Shopify URLs at a glance

Every URL in Shopify is built using a simple pattern. The URL contains your domain, followed by a predefined path, and then the handle for the specific page.

For example, Shopify normally creates URLs using structures like:

• domain.com/products/product-name
• domain.com/collections/category-name
• domain.com/pages/page-name
• domain.com/blogs/blog-name/article-name

These paths are automatically assigned depending on the type of content you create. When you add a product, Shopify puts it under the products path. When you create a collection, it goes under collections.

This system keeps the store organized and prevents routing problems, but it also means you cannot freely design any folder structure you want.

Even though the structure is fixed, the handle can be changed, and this is where most URL optimization happens.

A good URL structure helps with several important things:

• Search engines understand page topics faster
• Users trust clean links more
• Internal linking becomes easier
• Duplicate content problems are reduced
• Navigation stays consistent across the store

Poor URL structure often causes issues such as broken links, long, unreadable slugs, and unnecessary redirects, all of which can hurt SEO performance over time.

How Shopify URL structure actually works

Shopify separates content into different types, and each type has its own URL format. Understanding these formats makes it easier to plan SEO, migrations, and store organization.

Product URLs

Products always use the products path. The only editable part is the handle at the end.

Example format:

domain.com/products/product-handle

The handle is created automatically from the product title, but you can change it. This is important because automatic handles are often too long or contain unnecessary words.

Good product handles should be:

• Short
• Clear
• Keyword focused
• Easy to read

Examples of good product handles:

• running-shoes-men
• leather-wallet
• wireless-headphones

Examples of bad handles:

• product-001-final-version
• best-cheap-new-running-shoes-sale
• item12345

A clean product URL makes the page look more professional and helps search engines understand the product category.

Collection URLs

Collections act like category pages, and they always use the collections path.

Example format:

domain.com/collections/collection-handle

Collections often rank for broader keywords, so their handles should match category names.

Good collection handles:

• running-shoes
• winter-jackets
• gaming-accessories

Bad collection handles:

• all-products-collection
• collection-1
• items-sale-cheap-best

Collections should use simple category terms, not marketing phrases.

Page URLs

Pages use the pages path. These are usually informational pages,s such as about, contact, policies, and guides.

Example format:

domain.com/pages/page-handle

Good page handles:

• about-us
• shipping-policy
• return-policy
• size-guide

These pages do not need long handles. Short descriptive names are better for both users and search engines.

Blog and article URLs

Blogs use two levels in the URL. First, the blog name, then the article handle.

Example format:

domain.com/blogs/blog-name/article-name

Blog URLs should clearly describe the topic. Blog content often targets informational keywords, so the handle should match the search intent.

Good example:

• blogs/guides/how-to-clean-running-shoes

Bad example:

• blogs/blog1/post123

Readable blog URLs improve click rate and help articles rank for long search queries.

What parts of Shopify URLs can you change?

Although Shopify has fixed paths, you still have control over important parts of the URL. Most SEO improvements come from using these controls correctly.

You can change the handle.

The handle is the last part of the URL, and it can be edited for:

• Products
• Collections
• Pages
• Blog posts

Changing the handle is useful when:

• The automatic URL is too long
• The keyword is missing
• The wording is unclear
• The product name changed

Example improvement:

Before
/products/best-running-shoes-for-men-blue-color

After
/products/mens-running-shoes

Shorter handles look cleaner and are easier to understand.

You can change the domain.

You can use your own domain instead of the default store address. This changes the beginning of the URL but not the internal structure.

For example:

store.com/products/shoes
shop.store.com/products/shoes

The path remains the same, but the domain can be customized.

You can create redirects

Redirects are essential when URLs change. If you edit a handle, the old URL should redirect to the new one.

Redirects help with:

• Keeping SEO value
• Preventing 404 errors
• Preserving backlinks
• Avoiding lost traffic

Good redirect practices include:

• Always redirect the old URL to the new URL
• Avoid redirect chains
• Check redirects after changes
• Keep a list of redirects during migrations

Stores that manage redirects correctly usually keep their rankings even after major changes.

What parts of Shopify URLs can you not change easily?

One of the biggest misunderstandings about Shopify URLs is that everything can be customized. In reality, Shopify keeps certain parts fixed.

These paths are part of the system:

• /products
• /collections
• /pages
• /blogs

You cannot remove or rename these in a normal Shopify store. The platform uses them to keep routing stable and to make themes and apps work correctly.

This limitation becomes important when moving from another platform. Some systems allow deep folder structures, but Shopify uses a simpler layout.

Example from another platform:

/category/shoes/running/nike

Shopify version:

/products/nike-running-shoes

Because of this difference, migrations require careful redirect planning. Without proper redirects, rankings and traffic can drop.

Trying to force a custom structure usually creates more problems than benefits. It is better to optimize the handles within Shopify’s system instead of fighting the platform.

Shopify URL SEO best practices

Good URL optimization in Shopify is mostly about clarity and consistency. Small improvements can make a big difference over time.

Keep handles short

Short URLs are easier to read and easier to remember.

Good:

/products/black-hoodie

Bad:

/products/best-black-hoodie-for-men-winter-sale

Short handles help search engines focus on the main keyword.

Use keywords naturally

Include the main keyword once. Do not repeat it.

Good:

/collections/winter-jackets

Bad:

/collections/winter-jackets-coats-jackets-sale

Keyword stuffing in URLs does not help ranking.

Use hyphens

Use hyphens to separate words.

Correct:

running-shoes

Wrong:

running_shoes

Hyphens make URLs easier to read.

Use lowercase

Always keep URLs lowercase to avoid duplicates.

Correct:

/products/leather-bag

Wrong:

/Products/Leather-Bag

Mixed-case URLs can create indexing problems.

Remove unnecessary words

Avoid filler words such as:

• the
• and
• for
• with
• best
• cheap

Keep only the important terms.

Keep URLs stable

Changing URLs often can hurt SEO. Each change requires a redirect, and too many changes can confuse search engines.

Only change URLs when necessary.

Common Shopify URL mistakes to avoid

Many stores lose rankings because of simple URL mistakes.

Changing handles too often

Every change creates a new URL.

Too many changes can cause:

• Lost rankings
• Broken links
• Redirect chains
• Crawl issues

Keep URLs consistent whenever possible.

Forgetting redirects

If you change a URL without a redirect, the old link becomes an error.

Always:

• Create redirect
• Test redirect
• Update internal links

Using long automatic handles

Shopify creates handles from titles, but titles are often too long.

Always review the handle manually.

Duplicate URLs

Products can appear in multiple URLs through collections or filters. Too many versions of the same page can confuse search engines.

Keep one main URL for each product.

Too many filter parameters

Filters can create many extra URLs.

Examples:

• color filter
• size filter
• sort order

Too many variations can slow crawling.

Keep filtering simple when possible.

How to change Shopify URLs step by step

Changing URLs in Shopify is simple, but you should do it carefully.

For products:

• Open product
• Edit search listing
• Change handle
• Save
• Create redirect

For collections:

• Open collection
• Edit handle
• Save
• Add redirect

For pages:

• Open page
• Edit handle
• Save
• Add redirect

For blog posts:

• Open article
• Edit handle
• Save
• Redirect old URL

Always check the new URL after saving.

Final Thoughts

Shopify URLs are designed to be simple and stable. You cannot fully change the folder structure, but you can still create clean, SEO friendly URLs by choosing good handles, keeping names short, and using redirects correctly.

The biggest improvements usually come from consistency. Stores that keep URLs readable, stable, and keyword-focused perform better than stores that constantly change structure or use long automatic slugs.

Instead of trying to rebuild the Shopify URL system, focus on optimizing what you can control. Clean handles, proper redirects, and clear category names are enough to build strong SEO results.

Frequently Asked Questions