How to Optimize Shopify Permalink Structure for Better SEO (2025)

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Your Shopify store’s URLs do more than just point browsers to the right page. They signal to search engines what’s actually on that page, and they help shoppers decide whether to click your result or your competitor’s.

Here’s what makes Shopify different: the platform uses a fixed URL framework where products live under /products/, collections under /collections/, blogs under /blogs/, and pages under /pages/. According to Shopify’s URL optimization documentation, you can’t remove or reorder these prefixes like you might on WordPress.

A product URL will always look like mystore.com/products/linen-shirt-white, and a blog post follows a similar pattern.

But don’t let that rigid structure fool you.

You still have complete control over the most important part: the handle (the slug after those fixed prefixes). That’s where your SEO work happens.

This guide shows you exactly how to structure Shopify permalinks for better search rankings, higher click-through rates, and fewer technical headaches. You’ll learn what you can change, what you can’t, and how to avoid the common mistakes that cost stores traffic.

What Is Shopify’s URL Structure and How Does It Work?

Shopify’s URL architecture is deliberately simple. Every content type gets its own prefix:

Products: /products/[handle]

Collections: /collections/[handle]

Blog posts: /blogs/[blog-name]/[article-handle]

Pages: /pages/[handle]

Shopify’s Help Center notes that while you can edit the handle portion, the overall structure is predefined for consistency across all stores. This is different from platforms like WordPress, where you can create custom URL patterns or remove category slugs entirely.

Here’s what a complete URL structure looks like for a typical store:

Homepage: https://yourstore.com/

Product page: https://yourstore.com/products/organic-cotton-tshirt

Collection: https://yourstore.com/collections/mens-summer-shirts

Blog article: https://yourstore.com/blogs/news/how-to-wash-organic-cotton

Static page: https://yourstore.com/pages/about-us

The handle is the part you control. It should clearly describe what’s on the page. For that organic cotton t-shirt, you could use organic-cotton-tshirt, sustainable-mens-tshirt, or eco-friendly-cotton-shirt. Each choice sends different signals to search engines and shoppers.

Why Does Shopify Use Fixed URL Prefixes?

The fixed structure isn’t a limitation. It’s a feature.

It makes Shopify stores predictable for both crawlers and shoppers. When Google sees /products/bamboo-towel, it knows exactly what type of content to expect. When a customer sees a /collections/ URL, they know they’re browsing a category.

Shopify also handles technical SEO automatically in ways that would require plugins or custom code on other platforms:

→ Canonical tags are applied to product pages so variants don’t create duplicate content issues

→ XML sitemap gets generated at /sitemap.xml with all your products, collections, and posts

→ URLs use standard characters and hyphens by default

→ HTTPS is enabled across your entire store (no mixed content warnings)

The tradeoff is you can’t create deeply nested category paths. You won’t get /collections/clothing/shirts/mens/casual/blue like you might on a custom e-commerce build. Instead, you use navigation menus, breadcrumbs, and related products to show hierarchy.

For most stores, this is fine. Flat URL structures can actually perform better in search when the slugs are descriptive and contain the right keywords.

Why Shopify URL Structure Matters for Search Rankings

Clean, well-structured URLs improve search rankings in three ways: they help search engines understand your content, they increase click-through rates in search results, and they create better user experiences.

How Search Engines Crawl and Index Shopify URLs

Google’s documentation emphasizes that store URLs should use “standard characters and a simple, readable structure.” Shopify handles this automatically, but you still need to make smart choices about what goes in each handle.

A URL like /products/organic-cotton-tshirt-white tells search engines exactly what’s on the page before they even load it. That keyword context helps Google match your page to relevant searches. It also helps the crawler understand how this page relates to others on your site.

Compare these two URLs:

URL Type	Example	SEO Impact
❌ Bad	`yourstore.com/products/sku-12847-variant-b`	Contains no keywords, provides zero context to search engines or shoppers
✅ Good	`yourstore.com/products/mens-organic-cotton-tshirt-white`	Contains target keywords (organic cotton, tshirt, mens, white), clearly describes content

The second one contains your target keywords (organic cotton, tshirt, mens, white). The first one tells search engines nothing useful.

How URLs Affect Click-Through Rates in Search Results

URLs appear in search results. Shoppers see them, read them, and use them to decide which result to click.

Research shows that descriptive URLs can improve click-through rates because they reinforce what the page title and meta description promise. If your search result says “Organic Cotton T-Shirts” and your URL shows /collections/organic-cotton-tshirts, that consistency builds trust.

Short, readable URLs are also easier to share. They fit better in social media posts, look cleaner in email marketing campaigns, and don’t get truncated in mobile search results.

How Clean URLs Improve Checkout and Conversion Performance

Here’s where permalink structure connects to checkout performance.

When you run campaigns (email, SMS, paid ads), you’re sending traffic directly to specific pages. Clean URLs with proper attribution tracking help you understand what’s working.

This is where Checkout Links becomes valuable.

Instead of sharing messy URLs with variant parameters and session IDs, Checkout Links creates smart checkout links that prefill carts, apply discounts, and track attribution without cluttering the URL. These links maintain the clean permalink structure Shopify provides while adding powerful conversion features.

For example, you could send an abandoned cart recovery email with a clean link like yourstore.com/products/bamboo-towel that automatically:

① Prefills the customer’s previous cart items using abandonment parameters

② Applies a recovery discount (15% off) via order discounts

③ Tracks the source as “email-abandonment” with UTM tracking

④ Takes them straight to checkout

All of this happens through the link logic, not through messy URL parameters that hurt SEO.

The permalink stays clean and shareable.

What Are Shopify’s URL Limitations and How to Work Around Them?

Understanding Shopify’s constraints helps you plan around them instead of fighting them.

Can You Remove the /products/ or /collections/ Prefixes?

This is the number one question: “Can I remove /products/ from my URLs?”

The answer is no.

Shopify’s URL structure locks these prefixes in place. You can’t create /blue-tshirt at your domain root, and you can’t nest categories like /clothing/shirts/blue-tshirt.

Why this matters: If you’re migrating from WordPress or another platform where you had custom URL patterns, you’ll need to set up redirects. Your old /blue-tshirt URL needs a 301 redirect to /products/blue-tshirt.

The workaround: Use your navigation structure to show hierarchy. Breadcrumbs can display “Home > Clothing > Shirts > Blue T-Shirt” even though the URL is flat. Related product sections and collection filters give shoppers context without relying on URL depth.

What Happens When Two Products Have the Same Name?

If you create two products with the same name, Shopify appends -2 to the second one’s handle. So if you already have /products/organic-tshirt, creating another product titled “Organic T-Shirt” will generate /products/organic-tshirt-2.

Best practices suggest making each product title unique from the start. Add differentiators like color, size, or style.

Instead of two products both called “Organic T-Shirt,” use:

“Organic T-Shirt (White)”

“Organic T-Shirt (Navy)”

Or better yet, make the titles more descriptive:

“Men’s Organic Cotton T-Shirt (White)”

“Women’s Organic Cotton T-Shirt (Navy)”

This gives you clean handles like /products/mens-organic-cotton-tshirt-white and /products/womens-organic-cotton-tshirt-navy.

Both are unique, both contain good keywords, and neither gets a weird -2 suffix.

Why Tag and Filter URLs Create Duplicate Content Problems

Shopify can auto-generate URLs for tag combinations. If you tag products with colors, you might end up with /collections/shirts/red showing all red shirts. These filtered views can create hundreds of thin, duplicate pages that dilute your SEO.

Experts recommend using canonical tags on these filtered pages to point back to the main collection. Or use noindex meta tags so they don’t appear in search results at all.

In practice, focus your SEO on your main collections and products. Let the filtered views exist for user navigation, but don’t try to rank them.

Shopify generates URLs with variant parameters like /products/shoes?variant=1234567890. These are fine for internal linking (when someone selects a size from your product page), but you shouldn’t use them in marketing.

According to Shopify’s guide on URL parameters, clean URLs without query strings are preferred for SEO.

They’re faster, simpler, and comply with Google’s guidelines.

When sharing product links (in emails, on social media, in ads), always use the base product URL: /products/shoes.

Shopify’s product pages let customers select variants after they land.

Best Practices for Creating SEO-Friendly Shopify URLs

Let’s get tactical. Here’s exactly how to structure your Shopify permalinks for maximum SEO benefit.

How to Write Descriptive, Keyword-Rich URL Handles

This is rule number one. Every SEO guide emphasizes including your target keyword in the URL.

Examples:

Bad Handle	Good Handle	Why It’s Better
`product-123`	`bamboo-cotton-towel`	Contains keywords, describes content
`summer-collection`	`mens-summer-linen-shirts`	More specific, targets search intent
`blog-post-5`	`how-to-wash-linen-shirts`	Matches article topic, includes long-tail keyword
`page-2`	`shipping-returns-policy`	Descriptive, helps users and crawlers

The handle should match what someone might type into Google. If people search for “organic dog treats,” your collection should be /collections/organic-dog-treats, not /collections/special-treats-for-pets.

How Short Should Your Shopify URLs Be?

Brevity wins. According to URL optimization best practices, you should drop unnecessary words (stop words and filler terms).

Instead of: /products/the-best-organic-cotton-tshirt-in-the-world

Use: /products/organic-cotton-tshirt

Or even better: /products/mens-organic-tshirt-white

The shorter version is easier to read, faster to type, and looks cleaner in search results. It still contains your keywords (organic, tshirt), but without the fluff.

A good rule: keep product URLs to 3-5 words maximum.

Why You Should Always Use Hyphens in URLs

Always use hyphens (-) to join words. Never use underscores or camelCase.

Search engines treat hyphens as word separators, so summer-sale is clearly two words. An underscore (summer_sale) might not be parsed correctly, and mixed case (SummerSale) can cause duplicate URL issues since Shopify URLs are case-sensitive.

Shopify automatically converts spaces to hyphens when you create a product. If you title your product “Bamboo Towel Set,” the handle becomes bamboo-towel-set. This is perfect. Don’t change it unless you have a strategic keyword reason.

Why Lowercase Letters Matter in Shopify URLs

URLs are case-sensitive. yourstore.com/products/Blue-Shirt and yourstore.com/products/blue-shirt are technically different URLs. This can create duplicate content issues and split your SEO value.

The solution is simple: always use lowercase in your handles. Shopify defaults to lowercase, so just don’t override it.

How to Maintain URL Consistency Across Your Store

Pick a URL style and stick with it. If you include attributes (like color or size) in some product titles, do it for all products in that category.

Inconsistent:

/products/tshirt-white

/products/blue-tshirt

/products/organic-cotton-tshirt-navy-blue-color

Consistent:

/products/tshirt-white

/products/tshirt-blue

/products/tshirt-navy

Consistency helps search engines understand your site structure. It also makes your URLs easier to manage at scale.

How to Edit URL Handles in Shopify Admin

To edit a URL handle, go to the product, collection, blog post, or page in your Shopify admin. Scroll down to the “Search engine listing preview” section and click “Edit website SEO.”

You’ll see the “URL and handle” field. Change the slug to whatever you want (keeping the best practices above in mind).

Critical step: When you save, Shopify will ask, “Do you want to create a URL redirect from the old URL to the new one?” ALWAYS check this box. It creates a 301 redirect automatically, preserving your SEO value and preventing 404 errors.

How to Optimize Blog Post and Page URLs

For blog posts, Shopify uses the structure /blogs/[blog-name]/[article-handle].

Your blog name is usually “news” or your brand name. It doesn’t change often. But the article handle should match your content. If you’re writing a guide about washing linen, use /blogs/news/how-to-wash-linen or /blogs/style-tips/linen-care-guide.

Long-tail keywords work great in blog URLs. Someone searching “how to wash linen shirts” will see your URL and immediately know it’s relevant.

For static pages (About, FAQ, Shipping), Shopify uses /pages/[handle]. Make these descriptive:

/pages/about-us

/pages/shipping-returns

/pages/size-guide

These are straightforward, keyword-appropriate, and user-friendly.

How to Keep URLs Clean Without Messy Parameters

This is where checkout optimization ties back to URL structure.

Shopify’s product pages can generate URLs with variant parameters (?variant=12345) or tracking codes (?ref=email). These are fine for internal use, but they should never be the links you share publicly.

Why? Parameters make URLs longer, harder to read, and less trustworthy. Google itself advocates for shorter, parameter-free URLs.

Solution: Use clean product URLs when you share links. If you need cart prefill, discount logic, or attribution tracking, Checkout Links handles this through link configuration instead of messy URL parameters.

For example, instead of sharing:

yourstore.com/products/towel?variant=123&discount=SAVE15&ref=email

You’d share:

yourstore.com/products/towel (with the discount and tracking handled by the smart link logic)

The result is a clean, shareable URL that doesn’t hurt SEO or scare customers.

How Canonical Tags Prevent Duplicate Content Issues

If similar content exists at multiple URLs (like a product in multiple collections), make sure the canonical version is clear.

Good news: Shopify automatically sets canonical tags on product pages. Even if someone accesses /collections/summer/products/towel, the canonical tag points to /products/towel. This tells Google which URL to index.

You should also ensure unique titles for all products and posts. If you do have intentional duplicates (like two very similar product variants), set canonical tags in your theme code or use a Shopify SEO app.

How to Remove Unnecessary Pages That Hurt SEO

Shopify’s sitemap automatically includes all products, collections, and blog posts.

That’s great, but it also means any page you create will be discoverable by search engines.

Regularly audit your store and:

→ Delete outdated products or collections

→ Noindex tag-filtered pages that don’t add value

→ Remove old blog posts that are no longer accurate

→ Consolidate duplicate pages where possible

A lean, focused site structure is easier to maintain and ranks better than one cluttered with thin or outdated pages.

Why 301 Redirects Are Critical for URL Changes

Once a URL is public, changing it without a redirect breaks links. You’ll get 404 errors, lose SEO value, and frustrate customers who bookmarked the old URL.

Shopify’s redirect tool makes this easy. When you edit a handle in the admin, check the “Create URL redirect” box. Shopify automatically creates a 301 redirect from the old URL to the new one.

For bulk redirects (like after a site migration), go to Online Store > Navigation > URL Redirects. You can manually add redirects or import them via CSV.

Rule of thumb: Treat published URLs as permanent. If you must change one, always redirect.

How to Change Shopify URLs Without Losing SEO Rankings

Let’s walk through the exact process for changing a Shopify URL safely.

Decision flowchart for evaluating when to change Shopify URLs

① How to Decide if a URL Change Is Worth the Risk

Changing URLs has a cost.

Even with proper redirects, you risk temporary ranking fluctuations while Google re-indexes the new URL.

Only change a URL if:

The current handle is generic or keyword-poor (e.g., product-123)

You’re rebranding or restructuring your store

You made a spelling mistake or have duplicate names

The handle doesn’t match the updated content

If the URL is already good, leave it alone.

② How to Edit URL Handles in Shopify

Go to the product, collection, page, or blog post you want to change. Scroll to “Search engine listing preview” and click “Edit website SEO.”

In the “URL and handle” field, enter your new slug.

Follow the best practices:

→ Include target keywords

→ Use hyphens, not spaces or underscores

→ Keep it short (3-5 words)

→ Use all lowercase

③ How to Set Up Automatic Redirects in Shopify

Before you click “Save,” make sure the “Create a URL redirect from your old web address?” checkbox is enabled. This is critical.

When you save, Shopify creates a 301 redirect automatically. Anyone visiting the old URL gets seamlessly redirected to the new one. Search engines follow the redirect and transfer ranking signals to the new URL.

④ How to Verify Your URL Redirect Works

After saving, test it. Open a new browser window (or incognito tab) and type in the old URL. You should be redirected to the new one instantly.

You can also check your redirect list:

Go to Online Store > Navigation

Click “URL Redirects”

Find your redirect in the list

It should show: Redirect from: /products/old-handleRedirect to: /products/new-handle

⑤ How to Update Internal Links After URL Changes

Shopify handles the redirect, but it’s still good practice to update any hardcoded links in your theme, blog posts, or navigation menus. This reduces unnecessary redirect hops and keeps your site fast.

Use Shopify’s built-in search (or a site crawler) to find pages linking to the old URL. Update them to point directly to the new one.

⑥ How to Monitor URL Changes in Google Search Console

After a URL change, check Google Search Console to make sure Google discovers and re-indexes the new URL.

Go to URL Inspection

Enter the new URL

Click “Request Indexing” if it hasn’t been crawled yet

Also check the Coverage report for any 404 errors. If you see the old URL causing errors, double-check that your redirect is working.

How to Set Up Bulk Redirects for Site Migrations

If you’re migrating from another platform or restructuring many URLs at once, use Shopify’s bulk redirect import feature.

Go to Online Store > Navigation > URL Redirects

Click “Import”

Upload a CSV with two columns: Redirect from and Redirect to

Shopify processes the file and creates all redirects

This is faster and less error-prone than creating hundreds of redirects manually.

What Tools Help Manage URL Changes in Shopify?

Several Shopify apps help with URL management:

Tool	Key Features
Plug in SEO	Scans for broken links, missing redirects, and duplicate content
SEO Manager	Provides redirect management and keyword tracking
Tiny SEO	Includes redirect audits and URL optimization tips

These tools complement Shopify’s built-in features and are worth considering if you manage a large catalog or frequently update your URL structure.

How Clean URLs Power Better Checkout Conversion Rates

Here’s where permalink strategy meets checkout optimization. Clean URLs aren’t just for SEO. They’re also critical for conversion-focused campaigns like email recovery, VIP offers, and product launches.

Why Traditional Shopify Campaign Links Look Messy

When you run a marketing campaign, you need to:

① Direct shoppers to specific products (or prefilled carts)

② Apply discounts automatically

③ Track where the traffic came from (UTM parameters)

④ Personalize the experience for known customers

Traditional approaches involve messy URLs like:

yourstore.com/cart/12345:2?discount=SAVE15&utm_source=email&ref=abandonment

These URLs are long, confusing, and look suspicious to customers. They also clutter your analytics and make links hard to share on social media.

How Smart Checkout Links Keep URLs Clean

Checkout Links is a Shopify app (Built for Shopify, 2025 Build Award winner) that creates smart checkout URLs.

Each link can prefill carts, apply discounts, enforce usage limits, and track attribution without messy parameters.

Instead of the ugly URL above, you get:

yourstore.com/products/bamboo-towel

The link looks clean and professional.

But when a customer clicks it:

→ Their cart is prefilled with the right products and quantities

→ A 15% discount is applied automatically via discount codes or order discounts

→ The source is tagged as “email-abandonment” in Shopify analytics

→ If it’s a VIP link, their previous purchases or abandoned items load instantly

All of this happens through the link’s configuration in Checkout Links, not through URL parameters.

Real-World Use Cases for Clean Checkout URLs

① Abandoned Cart Recovery

Create a link with abandonment prefill enabled. Add a 10% discount or free shipping offer. Drop the link into your Klaviyo or Omnisend recovery email.

The URL stays clean: /products/organic-cotton-towel

But the customer’s abandoned items load automatically, the discount applies at checkout, and Shopify’s analytics attribute the sale to “email-recovery.”

② One-Click Reorders for VIP Customers

Use Checkout Links’ customer parameter (?c=customer_id) to prefill their last purchase. Add a VIP discount (like 20% off). Set a usage limit of “once per customer” to prevent abuse.

Send the link via SMS: “Restock your favorites in one click.”

The URL: /products/organic-dog-treats

When the customer clicks, their previous order loads, the discount applies, and checkout is two taps away.

③ Product Launch Drops

Build a link that goes live at a specific time (scheduled launch). Include threshold-based free gifts: “Spend $100, get a free tote bag.”

Share the link on Instagram, email, and SMS. Use UTM tags to see which channel drives the most sales.

The URL: /collections/new-arrivals

Shoppers land on the collection page, see the banner about the free gift offer, and convert at a higher rate because the experience is seamless.

④ Offline-to-Online with QR Codes

Generate a QR code for a checkout-ready bundle (like a “starter kit” with 3 products). Put the QR code on packaging, event signage, or direct mail.

When someone scans it, they land on a clean URL like /products/starter-kit-bundle.

Their cart is prefilled, a discount is applied, and you track the offline source with UTM tags.

All of this preserves Shopify’s clean permalink structure. The URLs you share publicly are SEO-friendly, shareable, and trustworthy. The conversion logic happens behind the scenes.

How This Works with Shopify’s Permalink System

Checkout Links works with Shopify’s URL structure, not against it.

You’re not creating new, non-standard URLs. You’re enhancing the existing permalinks with smart link behavior.

This means:

→ Your product URLs (/products/your-product) remain unchanged for SEO

→ Collection URLs (/collections/your-collection) still rank normally

→ Internal linking isn’t affected

→ Customers see familiar, trustworthy Shopify URLs

The only difference is what happens when someone clicks the link.

Instead of landing on an empty product page, they land with a prefilled cart and personalized offer.

It’s the best of both worlds: clean URLs for SEO, powerful features for conversion.

7 Common Shopify URL Mistakes and How to Fix Them

Even with Shopify’s simple URL system, stores make predictable mistakes. Here’s how to avoid them.

Mistake #1: Using Underscores Instead of Hyphens

The mistake: Creating handles like summer_sale or organic_cotton_tshirt.

Why it’s bad: Search engines don’t always parse underscores as word separators. Hyphens are the standard.

The fix: Use hyphens. If you already have underscore URLs, change them (with redirects) or leave them if they’re already ranking well.

Mistake #2: Creating Duplicate Product Names

The issue: Naming two products “Organic T-Shirt” and letting Shopify suffix one with -2.

Impact on SEO: You split SEO value between /products/organic-tshirt and /products/organic-tshirt-2. The -2 URL looks unprofessional and dilutes your keyword strength.

Problem URL	Better URL	Benefit
`/products/organic-tshirt`	`/products/mens-organic-tshirt-white`	Unique, descriptive, contains more keywords
`/products/organic-tshirt-2`	`/products/womens-organic-tshirt-navy`	No suffix, stands alone, targets specific audience

The fix: Make every product title unique from the start. Add attributes like color, size, or style to differentiate them.

The golden rule: Never promote /products/shoes?variant=1234567890 in ads or emails. Parameter URLs are longer, less trustworthy, and harder to track.

The fix: Always share the base product URL (/products/shoes). Let customers select variants on the product page, or use a tool like Checkout Links for cart prefill.

Mistake #4: Changing URLs Without Setting Up Redirects

The mistake: Editing a URL handle and unchecking the “Create redirect” box.

The consequences:

① The old URL returns a 404 error

② You lose ranking

③ Backlinks break

④ Customers can’t find the page

The fix (simple 3-step process):

Step	Action
Step 1	Always create a 301 redirect when changing a live URL
Step 2	Check the box in Shopify admin or manually add the redirect
Step 3	Verify the redirect works by testing the old URL

Mistake #5: Not Canonicalizing Tag and Filter Pages

The scenario: Letting Shopify auto-generate hundreds of filtered URLs (like /collections/shirts/red, /collections/shirts/large) and indexing them all.

Why this dilutes your SEO: You create thin, duplicate pages that compete with your main collection for rankings.

Smart fix: Use canonical tags or noindex meta tags on filtered pages. Focus SEO on the main collection URL. Think of filtered views as navigation tools, not ranking assets.

Mistake #6: Creating URLs That Don’t Work on Mobile

The mistake: Creating long, complex URLs that get truncated on mobile search results.

Why it matters: 67% of e-commerce traffic comes from mobile devices. If shoppers can’t read your URL, they won’t click.

The mobile-first fix: Keep URLs under 60 characters (ideal). Test how they look on mobile search using Google’s Mobile-Friendly Test tool.

Mistake #7: Using Mixed Case or Special Characters

Examples of what NOT to do: - /Products/Blue-Shirt (mixed case) - /products/tshirt's (apostrophe) - /products/shirts&accessories (ampersand)

Why these break things:

Issue	Problem	Result
Case-sensitive URLs	Creates duplicates	SEO value splits between versions
Special characters	Get URL-encoded	Looks messy: `tshirt%27s` instead of clean slug

The simple fix: Stick to lowercase letters, numbers, and hyphens. Nothing else.

Mistake #8: Including Stop Words and Filler

Bad example: /products/the-very-best-organic-tshirt-in-the-world

Why it’s bad: Stop words (“the,” “a,” “an,” “very,” “best”) add length without value. They dilute keyword focus and make URLs harder to scan.

Before → After transformation:

/products/the-best-organic-tshirt → /products/organic-tshirt

/products/a-guide-to-linen-care → /products/linen-care-guide

The fix: Remove filler words. Keep it concise and keyword-focused.

How to Monitor and Maintain Your Shopify URL Structure

Setting up good URLs is the first step. Maintaining them requires ongoing monitoring and occasional cleanup.

How to Use Google Search Console for URL Monitoring

This is your primary SEO monitoring tool.

After you install Shopify’s Google channel or manually verify your domain, you get access to:

Coverage Report:

Shows which URLs Google has indexed, which are excluded, and which have errors. If you changed a URL and forgot the redirect, the old one will appear here with a 404 error.

URL Inspection Tool:

Enter any URL to see how Google sees it. Check if the canonical tag is correct, if the page is indexable, and when it was last crawled. If you changed a URL, use “Request Indexing” to speed up Google’s discovery.

Performance Report:

Track which URLs are getting impressions and clicks in search results. If a keyword-rich URL isn’t getting clicks despite ranking, maybe the title or meta description needs work.

What Shopify SEO Apps Can Help?

Several apps help maintain URL health:

App	Key Features
Plug in SEO	Scans for broken links, missing alt text, duplicate meta descriptions, and redirect issues
SEO Manager	Redirect management, bulk URL editing, and keyword tracking
Tiny SEO (TinyIMG)	URL audits, image optimization, and JSON-LD schema management

These apps complement Shopify’s built-in SEO and are particularly useful for large catalogs (500+ products) or stores with frequent changes.

How to Run Quarterly URL Audits

Set a quarterly reminder to audit your URL structure:

① Crawl your site with a tool like Screaming Frog or the Shopify SEO apps.

Look for:

Broken links (404 errors)

Redirect chains (a redirect that points to another redirect)

Duplicate content (same product in multiple collections without canonicals)

Long or messy URLs

② Check your sitemap:

Go to yourstore.com/sitemap.xml and make sure it includes only the pages you want indexed. Remove outdated products, empty collections, or test pages.

③ Review your redirects:

Go to Online Store > Navigation > URL Redirects. Delete any redirects that point to deleted pages. Clean up duplicates or incorrect entries.

④ Track CTR improvements:

In Google Search Console, compare CTR (click-through rate) before and after URL optimizations. If you changed /products/sku-123 to /products/organic-dog-treats, you should see an increase in clicks over the following weeks.

What Third-Party Tools Provide Advanced URL Analysis?

Tools like Ahrefs and SEMrush integrate with Shopify and offer advanced URL analysis:

→ Keyword rankings for specific URLs

→ Backlink profiles (which URLs have the most inbound links)

→ Competitor URL analysis

→ Site structure visualization

These are overkill for small stores, but if you’re scaling or competing in a crowded niche, they provide deeper insights than free tools.

Why You Should Keep URLs Stable Once They Rank

The best URL strategy is the one you don’t have to keep changing. Once a URL starts ranking and accumulating backlinks, leave it alone unless there’s a compelling reason to change it.

If you do change it, make sure the redirect is permanent (301, not 302) and monitor Google Search Console to confirm the new URL gets indexed without issues.

Common Questions About Shopify Permalink Structure

Can I remove /products/ or /collections/ from my Shopify URLs?

No. Shopify locks these prefixes in place. You can only edit the handle portion after them. If you’re migrating from another platform where you had custom patterns, you’ll need to set up 301 redirects from your old URLs to the new Shopify structure.

What happens if two products have the same name?

Shopify automatically appends -2 to the second product’s handle. To avoid this, make each product title unique. Add attributes like color, size, or style to differentiate them.

Should I use tag/filter URLs for SEO?

No. Shopify can generate URLs like /collections/shirts/red for tagged filters. These create thin, duplicate pages that dilute SEO. Use canonical tags or noindex meta tags on filtered pages. Focus your SEO efforts on the main collection URL.

Does Shopify handle anything automatically for SEO?

Yes. Shopify generates a sitemap at /sitemap.xml, applies canonical tags to product pages, and provides HTTPS by default. URLs use standard characters and hyphens. This covers the technical basics, but you still need to optimize the handle portion for keywords.

Will changing my domain affect SEO?

Yes. Changing from yourstore.myshopify.com to a custom domain (or switching domains) requires 301 redirects for every page. Using a custom primary domain instead of the default myshopify.com builds trust and brand consistency. Just make sure you update Google Search Console and set up redirects correctly.

What about SSL and HTTPS?

Shopify provides HTTPS by default for all stores. Always use https:// in your URLs. It’s a ranking factor and a security standard. You don’t need to do anything extra – Shopify handles it.

How do I fix broken URLs after a migration?

Use Shopify’s redirect tool (Online Store > Navigation > URL Redirects). Import a CSV with your old URLs and new URLs. Shopify creates 301 redirects automatically. Also check Google Search Console’s Coverage report for any 404 errors you missed.

Can I create custom URL structures with Shopify apps?

Not really. Apps can create links or landing pages, but they can’t override Shopify’s core URL prefixes. You can use apps to generate smart links (like Checkout Links) that enhance functionality, but the underlying permalink structure stays the same.

How long does it take for URL changes to affect rankings?

It depends on how often Google crawls your site. For most Shopify stores, you’ll see the new URL indexed within 1-4 weeks. Use the URL Inspection tool in Search Console to request faster indexing. Rankings may fluctuate temporarily, but with proper 301 redirects, they should stabilize.

Should I include my brand name in product URLs?

Only if it’s part of the natural product name. For example, if you sell “Nike Air Max Shoes,” including “Nike” makes sense. But don’t force your brand into every URL. /products/yourbrand-organic-tshirt is redundant (your domain already shows the brand).

Focus on keywords that match search intent instead.

Key Takeaways: Shopify Permalink Structure for Better SEO

Shopify’s permalink structure is simpler than most platforms, and that’s a good thing.

You can’t create custom URL hierarchies or remove the fixed prefixes, but you don’t need to. What matters is making smart choices about the parts you can control: the handles.

Here’s the recap:

Best Practice	Action
Keyword-rich handles	Use descriptive handles for products, collections, and blog posts
Clean formatting	Keep URLs short, lowercase, and hyphen-separated
Safe URL changes	Always create 301 redirects when changing URLs
No messy parameters	Use smart checkout links instead of query strings
Duplicate prevention	Canonicalize duplicate content and noindex tag-filtered pages
Ongoing monitoring	Use Google Search Console and SEO apps
URL stability	Keep URLs stable once they start ranking

Shopify gives you the technical foundation (HTTPS, sitemaps, canonical tags).

Your job is to layer on keyword strategy, consistent naming conventions, and a bit of ongoing maintenance.

And when you need to turn those clean URLs into high-converting checkout experiences for campaigns, Checkout Links bridges the gap between SEO-friendly structure and conversion-focused functionality.

Start with your top-performing products and collections. Audit their URLs using the best practices above. Make changes (with redirects), monitor the impact, and iterate. Over time, a well-structured URL framework becomes one of your store’s most reliable SEO assets.

Ready to enhance your Shopify URLs with smart checkout links? Get started with Checkout Links and see how clean URLs drive both SEO and conversions.