Want better SEO and user experience for your Shopify store? Start with your URLs.
Shopify's default URL structure often creates long, cluttered links that can harm your search rankings and confuse users. Here's how to fix that:
- Keep URLs short and clear: Remove unnecessary details like size, color, or SKUs.
- Use keywords wisely: Include relevant terms at the start of your URLs.
-
Simplify collections: Create logical hierarchies like
/collections/womens-dressesinstead of vague or cluttered paths. - Set up 301 redirects: Avoid broken links when updating URLs.
- Use canonical tags: Consolidate SEO value for product variants and collections.
These steps improve your store's visibility, navigation, and technical SEO. Ready to optimize? Let’s dive in.
Shopify's Default URL Structure
Shopify automatically creates URLs, but these may not align with SEO best practices. Here's a breakdown of the default setups:
Standard URL Patterns
Shopify uses these formats for its URLs:
| Page Type | Default URL Structure | Example |
|---|---|---|
| Products | /products/product-title | yourdomain.com/products/mens-blue-cotton-t-shirt-size-large |
| Collections | /collections/collection-name | yourdomain.com/collections/summer-sale-items-2025 |
| Collection + Product | /collections/collection-name/products/product-title | yourdomain.com/collections/mens-clothing/products/mens-blue-cotton-t-shirt-size-large |
These URLs often include full product names, attributes, and other details that might not work well for an SEO-focused approach.
SEO Impact of URL Structure
The default structure can negatively impact search rankings in several ways:
-
Keyword Dilution: Long URLs packed with unnecessary details can weaken keyword focus. For example:
/products/mens-blue-cotton-t-shirt-size-large-spring-collection-2025. - User Experience: Overly complex URLs can deter clicks in search results. Simpler, cleaner URLs are easier for users to engage with.
- Crawl Efficiency: Duplicate paths to the same product confuse search engines, making it harder to identify the primary version.
- Mobile Display: On smaller screens, shorter URLs ensure key terms are visible without being cut off.
Fortunately, Shopify allows you to address these issues. In the next section, we'll cover strategies for optimizing product and collection page URLs.
Product URL Optimization Tips
Writing Clear, Brief URLs
Short and straightforward product URLs improve both SEO and user experience. Stick to the essentials and remove anything unnecessary:
| URL Element | Action | Example |
|---|---|---|
| Product Name | Keep (simplified) |
/blue-t-shirt (avoid long descriptors) |
| Size/Color | Remove | /leather-wallet |
| SKU/Model Numbers | Remove | /airpods-pro |
| Collection Names | Remove | /hiking-boots |
Once refined, make sure to include relevant keywords to boost visibility.
Using SEO Keywords in URLs
- Start URLs with your primary keyword for better ranking.
- Use hyphens (
-) to separate words for readability. - Leave out stop words like "a", "the", "and", or "or."
- Aim to keep URLs under 50-60 characters for simplicity.
For example, change:
yourdomain.com/products/the-best-organic-green-tea-from-japan-50g-package
to:
yourdomain.com/products/organic-green-tea
If your product comes in different options, handle variants without cluttering the URL.
Managing Product Variants
When dealing with product variants, it's important to maintain a clean and organized URL structure. Use one main product URL for all variations, adding query parameters to specify options:
yourdomain.com/products/classic-cotton-tshirt?color=blue&size=large
To avoid duplicate content issues, use canonical tags to point all variant URLs back to the main product page. This setup keeps your URLs tidy, helps search engines understand your site structure, and ensures all SEO value is consolidated effectively.
Collection URL Optimization Tips
Just like product URLs, collection URLs should be clear, concise, and keyword-rich to improve SEO and user experience.
Organizing Collection Structure
Your collection structure should align with your store's navigation. Here's a simple breakdown:
| Collection Level | URL Structure | Example |
|---|---|---|
| Main Collection | /collections/category |
/collections/womens-clothing |
| Subcategory | /collections/category-type |
/collections/womens-dresses |
| Specific Line | /collections/category-type-style |
/collections/womens-dresses-casual |
Stick to 2-3 levels in your collection paths. This keeps navigation simple and helps search engines better understand your site.
Collection URL Keywords
Use keywords that reflect common search terms and clearly describe the collection. Avoid vague or overly generic terms. For instance, opt for /collections/spring-dresses instead of something like /collections/ss2025-new-arrivals.
This approach ensures your URLs make sense to both users and search engines.
Subcollection URL Setup
-
Create Logical Hierarchies
Ensure your URL structure is easy to follow. For example, a women's clothing store might use:
/collections/womens-clothing/dresses/maxi-dresses -
Incorporate Keywords at Every Level
Each part of the URL should include relevant keywords to clarify the hierarchy. Compare these examples:
| Poor URL Structure | Optimized URL Structure |
|---|---|
/c/w/d/m |
/collections/womens/dresses/maxi |
/collections/cat-123/subcat-456 |
/collections/shoes/athletic/running |
/spring-summer/new/hot |
/collections/shoes/sandals/womens |
Finally, clean up your URLs by removing special characters, accents, and unnecessary punctuation. Use hyphens to replace spaces, ensuring compatibility across platforms while maintaining SEO effectiveness.
sbb-itb-ef7f41b
Technical URL Requirements
Proper URL setup improves both SEO and user experience. Here's a breakdown of key technical practices:
Setting Up 301 Redirects
A 301 redirect is essential when updating URLs to avoid broken links and retain SEO value.
| URL Change Scenario | Redirect Implementation | SEO Impact |
|---|---|---|
| Product URL Update | Use Shopify's built-in URL redirect tool | Retains link equity |
| Collection Restructure | Create bulk redirects via CSV import | Keeps category authority |
| Domain Change | Set up store-wide 301 redirects | Transfers domain authority |
Tip: Always test redirects after setting them up to ensure they work as expected.
You can manage these redirects directly in your Shopify admin by navigating to Settings > Navigation > URL Redirects.
Using Canonical Tags
Shopify automatically generates canonical tags, but it's important to confirm their correct setup:
- Product Pages: Make sure all product variants point to the main product URL.
- Collection Pages: Check that filtered views link back to the main collection URL.
- Pagination: Ensure paginated pages mark the first page as canonical.
These steps prevent duplicate content issues and help search engines understand the preferred URL.
Changing URL Prefixes
Shopify assigns fixed URL prefixes, like /products/ for product pages and /collections/ for collection pages. While these prefixes can't be changed, you can optimize the customizable part of your URL (the handle) by including relevant SEO keywords. If you update a URL handle, remember to:
- Set up a 301 redirect for the old URL.
- Update all internal links to the new URL.
For stores targeting multiple regions, maintain consistent URL structures and use hreflang tags to direct users to the appropriate domain. This ensures a smooth experience for international visitors.
URL Maintenance Guide
Keeping URLs in good shape is just as important as crafting them for long-term SEO success.
URL Health Checks
Regularly review your URLs to avoid SEO problems. Use these tools and checks:
| Check Type | Tool | Purpose |
|---|---|---|
| Broken Links | Google Search Console | Spot 404 errors and server-related issues |
| Redirect Chains | Screaming Frog | Find multiple redirects that can slow pages |
Key areas to monitor:
- Product URLs after inventory updates
- Collection URLs following category changes
- Navigation links when menus are modified
- Internal links in blog posts and landing pages
Once you've identified issues, address them quickly to maintain a smooth user experience and SEO performance.
Fixing URL Problems
Act fast to fix any URL issues and protect your SEO value:
-
Broken Links
Go to Shopify Navigation > URL Redirects to repair broken links, fix internal navigation, and update collection handles. -
Redirect Optimization
Cut down on unnecessary redirects by pointing directly to the final URL. -
Simplify URL Structure
Eliminate extra parameters. For example:
/collections/winter-sale/products/wool-sweater?variant=12345
can be simplified to:
/products/wool-sweater
After making these changes, test your URLs to ensure they're performing as expected.
Measuring URL Success
Use Google Analytics and Search Console to track how your URLs are doing. Keep an eye on:
- Click-through rates
- Bounce rates
- Page load times
- Search rankings
If performance dips, revisit and tweak redirects, internal links, sitemaps, and canonical tags. Set up custom alerts to catch and fix sudden performance issues right away.
UltraLabs SEO Services
Optimized URLs are crucial, but expert services can take your Shopify store's performance to the next level.
Store Development
UltraLabs creates Shopify stores designed for peak performance, with a strong focus on SEO-friendly URLs. Here's what they offer:
- Shopify store designs tailored for better conversions
- SEO-focused URL structures to improve search rankings
- Platform migrations for seamless transitions
For instance, UltraLabs managed the migration of Aqua Training Bag from BigCommerce to Shopify, achieving a 40% increase in conversions through effective URL and redirect management.
SEO Services
UltraLabs specializes in Shopify URL optimization as part of a broader SEO strategy. Their services include:
| Service Component | Focus Area |
|---|---|
| URL Structure Analysis | Evaluating existing URLs for SEO performance |
| Redirect Mapping | Setting up clean 301 redirects to retain link equity |
| Canonical Tag Setup | Ensuring proper canonical tags for product variants |
| URL Monitoring | Tracking performance and visibility in search results |
"Ultralabs transformed our Shopify store. Their hands-on experience as brand owners made all the difference." - Sarah J., Cheshire Cheesecakes
In addition to technical SEO work, UltraLabs offers tailored business consulting services.
Business Consulting
UltraLabs goes beyond optimization by providing strategic advice to help you maintain strong URL structures as your store grows. Their consulting services include:
- URL strategies for launching new products
- Collection structure planning to support growth
- Regular URL health assessments
- Performance tracking with actionable recommendations
"Working with Ultralabs felt like having a partner who genuinely cared about our success." - Tom R., Made4Fighters
Their consulting combines practical advice with real-world insight, ensuring your URL strategies align with your broader business goals and support long-term growth.
Summary
Here's a quick recap to help you fine-tune your approach.
Optimizing Shopify URLs improves both search rankings and the shopping experience by creating a clean, consistent structure that works well for search engines and customers alike.
Key tips for URL optimization:
- Use clear, logical URL structures
- Set up 301 redirects and canonical tags
- Perform regular URL audits to keep SEO on track
A well-optimized URL structure brings several advantages:
| Advantage | What It Does |
|---|---|
| Better Search Visibility | Boosts rankings and click-through rates |
| Enhanced User Experience | Makes navigation and product discovery easier |
| Stronger Technical SEO | Reduces duplicate content and improves link equity |
| Supports Store Growth | Prepares your site for catalog expansion |
Regular audits and updates are essential for keeping your store's SEO in top shape. For advanced stores looking to scale, teaming up with specialists like UltraLabs can refine your URL strategy and strengthen your overall SEO performance.
Start applying these strategies to build a stronger SEO foundation and grow your store effectively.