Want better SEO for your Shopify store? Start with your product page URLs.
Here’s a quick guide to optimising Shopify URLs for search engines and users:
- Keep URLs short and descriptive: Use only the product name, avoid unnecessary words, and aim for 50–60 characters.
- Add keywords strategically: Include the main product category and type to match search behaviour.
- Use proper formatting: Stick to lowercase letters, hyphens (not underscores), and avoid special characters.
- Avoid duplicate URLs: Use canonical tags to consolidate variants (e.g., size/colour) under one main URL.
- Set up 301 redirects: Redirect old URLs to new ones when making changes to maintain SEO value.
Example of a good URL:
yourstorename.com/products/organic-cotton-t-shirt
Example of a bad URL:
yourstorename.com/products/item-5847-tee-org-cot-v2
Tools to help you optimise Shopify URLs:
- Shopify’s built-in tools (Bulk Editor, Redirect Manager)
- Google Search Console (URL inspection, performance tracking)
- SEO tools (URL structure checkers, redirect scanners)
Why it matters:
Optimised URLs improve search rankings, boost click-through rates, and make navigation easier for users. Start by auditing your current URLs, updating them in Shopify’s admin, and setting up redirects to avoid broken links.
URL Structure Guidelines for Shopify Products
Creating well-organised URLs for your Shopify product pages plays a key role in improving SEO and enhancing user experience. Shopify’s built-in URL system provides a solid foundation, but applying these tips can make a big difference.
Keep URLs Simple and Descriptive
Short and clear URLs are easier to understand and share. Stick to these tips:
- Include the product name only.
- Aim for 50–60 characters in length.
- Skip unnecessary words.
- Avoid using product SKUs or internal codes.
For example, instead of this long, cluttered URL:
yourstorename.com/products/the-new-2025-premium-womens-running-shoes-with-comfort-technology-black-size-8
Go with something like:
yourstorename.com/products/womens-running-shoes-black
Add Keywords Strategically
Incorporate keywords right after /products/ to boost SEO and match customer search behaviour. Focus on terms your customers are likely to use:
- Include the main product category.
- Specify the product type.
- Add unique features only if they’re frequently searched.
Good example:
yourstorename.com/products/organic-cotton-t-shirt
Bad example:
yourstorename.com/products/item-5847-tee-org-cot-v2
Follow Proper URL Formatting
A well-formatted URL helps both users and search engines understand your page. Stick to these rules:
- Separate words with hyphens (-).
- Avoid using underscores, spaces, or special characters.
- Use lowercase letters only.
- Remove accents (e.g., é → e).
- Skip punctuation and extra words.
Avoid Duplicate URLs
Duplicate URLs can confuse search engines and weaken your SEO. After formatting your URLs, ensure each one is unique.
1. Use Canonical Tags
Canonical tags help search engines identify the main version of a product page. These are especially useful for:
- Different colour options
- Various sizes
- Regional versions of the same product
2. Consolidate Product Variants
Keep all product variants (like colours or sizes) under the main product URL using parameters or on-page selectors.
Example of a main product URL:
yourstorename.com/products/leather-wallet
3. Manage URL Updates
When changing URLs, set up 301 redirects, update internal links, and monitor crawl reports to ensure everything runs smoothly.
How to Change Shopify Product URLs
When updating product URLs in Shopify, it’s crucial to follow a structured process to maintain SEO value and avoid disruptions.
Update URLs in Shopify Admin
Here’s how to update your product URLs in the Shopify admin panel:
- Access Product Settings
Go to Products > All Products, select the product you want to update, and scroll down to the “Search engine listing preview” section. Click “Edit website SEO”. - Modify the URL Handle
Adjust the URL handle (the part after/products/) by including your target keyword and removing any special characters. - Save and Review
Save the changes and test the new URL in an incognito browser window to ensure the product details load as expected.
Once this is done, the next step is to set up redirects to ensure a smooth transition.
Set Up URL Redirects
To preserve SEO value, create 301 redirects for any updated URLs:
- Create the Redirect
Go to Online Store > Navigation, then click “URL Redirects”. Select “Create URL Redirect”, enter the old URL path under “Redirect from” and the new URL path under “Redirect to”. Save the redirect. - Verify Redirect Function
Test the redirect by accessing the old URL. Make sure it forwards immediately to the new URL without any redirect chains or loops.
Key Points to Remember
- Always set up 301 redirects immediately after changing a URL.
- Update any internal links that point to the old URL.
- Keep a record of all changes and redirects for future reference.
URL Mistakes to Avoid
Skipping proper URL redirects can seriously hurt both your SEO performance and user experience. Here’s what can happen when redirects are ignored:
- Loss of link equity from existing backlinks.
- Higher bounce rates due to users running into 404 errors.
- Lower search engine rankings are caused by broken links.
- Frustration for users who encounter dead ends on your site.
Handling redirects correctly helps maintain your SEO strength and improves site navigation, which is crucial for managing URLs effectively in your Shopify store.
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URL Optimisation Tools
Improve your Shopify URLs with these must-have tools.
Shopify URL Tools
Shopify offers built-in features to help manage your URLs effectively:
- Bulk Editor: Update multiple product URLs in one go.
- URL Redirect Manager: Manage redirects from a single dashboard.
- URL Handle Customisation: Adjust product URL handles when creating or editing listings.
These tools help maintain a clean URL structure without needing extra plugins.
Using Google Search Console
Google Search Console is a powerful resource for evaluating how your Shopify URLs perform in search results:
- URL Inspection Tool: See how Google views and indexes your product pages.
- Performance Reports: Analyse click-through rates for specific URLs.
- Coverage Reports: Detect and fix common URL problems, such as:
- Broken links
- Duplicate content
- Crawl errors
- Mobile usability issues
SEO Analysis Tools
Specialised tools can take your Shopify URL optimisation to the next level:
| Tool Type | What It Does | Why It Helps |
|---|---|---|
| URL Structure Checker | Reviews URL format and length | Creates SEO-friendly URLs |
| Keyword Position Tracker | Tracks rankings for specific keywords | Measures optimisation impact |
| Redirect Scanner | Finds redirect chains and errors | Protects link authority |
These tools provide actionable insights to improve search rankings and enhance user experience.
Benefits of Better URLs
Improving your URLs doesn’t just help with indexing; it also boosts your store’s performance in several ways.
Better Search Rankings
Well-structured Shopify product URLs make it easier for search engines to understand and rank your pages.
Here’s how:
- Keyword placement: Including target keywords in URLs helps identify what the page is about.
- Logical paths: Organised URL structures indicate how your content is arranged.
- Content alignment: URLs that match page content improve relevance and authority.
More Clicks from Search
Clear and concise URLs can improve click-through rates (CTR) by building trust and setting clear expectations.
| URL Type | Example | CTR Impact |
|---|---|---|
| Optimised | /products/mens-leather-wallet | Builds trust, clear content expectations |
| Poor Structure | /products/p123?variant=456789 | Reduces trust, unclear content |
| Too Long | /collections/accessories/subcategory/wallets/mens/leather/brown/handmade | Confusing, discourages clicks |
Structured URLs don’t just attract clicks – they also make navigating your site easier.
Better Site Navigation
Clear URLs improve the browsing experience for your Shopify store visitors.
How They Help:
- Visitors can easily figure out where they are and navigate your store without confusion.
- Clear pathways encourage users to explore more, reducing bounce rates.
Example of a Clean Navigation Structure:
yourdomain.com.au/collections/mens-accessories
yourdomain.com.au/collections/mens-accessories/leather-wallets
yourdomain.com.au/products/brown-leather-bifold-wallet
This hierarchy makes it easy for shoppers to see how pages and products are connected.
Alinga’s Shopify SEO Services
Alinga specialises in improving Shopify store SEO, focusing on strategies that enhance your store’s visibility and performance. We fine-tune Shopify product URLs and SEO specifically for Australian eCommerce businesses, applying best practices to help increase organic traffic and improve rankings.
SEO for Australian Stores
Our services include:
| Component | Purpose | Advantage |
|---|---|---|
| URL Structure Analysis | Examine your current product URL setup | Spot areas for improvement |
| Local SEO Integration | Customise URLs for Australian relevance | Boost local search visibility |
| Technical Optimisation | Manage URL redirects and canonical tags | Avoid duplicate content issues |
We collaborate with businesses in the Gold Coast, Brisbane, and Byron Bay to ensure Shopify URLs align with search engine standards while staying user-friendly. This approach ensures your URLs are optimised for current SEO trends.
These targeted services are part of our broader store support, designed to deliver ongoing SEO success.
Full Store Support
Our Shopify store support goes beyond SEO to help you maximise your eCommerce potential.
Technical SEO Services:
- Design and refine site architecture for better URL performance
- Manage URL redirects and structure over time
- Ensure mobile-friendly optimisation
- Monitor site performance regularly
Ongoing Support Features:
- Conduct regular SEO performance checks
- Provide expert Shopify developer assistance
- Address technical issues related to URLs promptly
“As Shopify Plus Partners with expert-level accreditation, we believe in creating beautiful, high-converting Shopify eCommerce experiences.”
With two decades of experience, we offer scalable solutions that help Australian eCommerce businesses achieve consistent organic growth.
Summary
Main URL Guidelines
Improving your Shopify product URLs is all about sticking to a clear structure that boosts both search rankings and user experience. Here are some key tips:
| URL Element | Best Practice | SEO Impact |
|---|---|---|
| Length | Keep URLs short | Makes them easier to read and can improve click-through rates |
| Keywords | Add your main product keyword | Helps search engines understand what the page is about |
| Format | Use hyphens to separate words | Makes URLs clearer for users and search engines |
| Duplication | Remove extra parameters to avoid duplicates | Simplifies structure and prevents duplicate content problems |
Think of this table as your checklist for crafting better URLs.
Getting Started
Here’s how to get started with optimising Shopify product URLs:
- Audit your current URLs: Look for areas to improve and create a consistent format.
- Use 301 redirects: If you update URLs, set up 301 redirects to preserve your SEO rankings.
Track how your changes perform using tools like Google Search Console. For Australian eCommerce stores, having a clean and relevant URL structure can also improve your visibility in local searches. Follow these steps to build a solid foundation for your Shopify store’s URLs.
Are you thinking about transitioning to Shopify? Alinga makes transferring effortless, safe, and easy. We manage every aspect, from data and product transfers to design copy and SEO maintenance, so your store operates seamlessly. Don’t allow your fear of technology to restrict you. You can have confidence in Alinga to offer an effortless transition to Shopify and to prepare your business for significant growth. To start the transformation, contact us right away!
