Shopify URL Structure and Slug Optimisation

URL structure is one of the most overlooked aspects of Shopify SEO, yet it plays a significant role in how search engines crawl and rank your site. A clean and logical URL not only improves visibility but also makes it easier for customers to understand and trust the page they are visiting. Shopify provides a default URL structure, but it is not always ideal for SEO and often needs adjusting. This article explores how Shopify URLs are structured, why slugs matter, and how to optimise them for stronger rankings and better user experience.

How Shopify URL Structure Works

Shopify generates URLs automatically when you create products, collections, or pages. For example, product URLs typically look like “/products/product-name,” while collections use “/collections/collection-name.” Blogs are placed under “/blogs/blog-name.” While this structure is fixed in terms of the main directories, store owners can edit the slugs, which are the customisable part of the URL that comes after the slash. These slugs are the key to optimising Shopify URLs for both users and search engines.

Why URL Slugs Are Important for SEO

A slug is the part of a URL that defines a page’s unique address. Search engines use slugs to understand the content of a page, and users rely on them for clarity and trust. A messy or irrelevant slug can confuse both audiences, while a clear, keyword-friendly slug improves rankings and click-through rates. For example, “/products/mens-running-shoes” is much more effective than “/products/item12345.” In competitive UK markets, where buyers compare multiple options, optimised slugs can make your store stand out.

Best Practices for Shopify Slugs

Optimising slugs begins with keeping them short, clear, and descriptive. Avoid unnecessary words, filler terms, or random characters. Focus on primary keywords that reflect what the page is about. Hyphens should separate words for readability, and slugs should always use lowercase letters. For instance, “/collections/womens-leather-bags” is better than “/collections/Best-Women’s-Bag-Collection.” Store owners should also avoid repeating words that are already present in the directory, since Shopify already adds “/products/” or “/collections/.”

Product Page Slug Optimisation

Products are the backbone of Shopify stores, and their slugs should be optimised carefully. A good product slug should include the product’s main keyword and defining features. For example, “/products/black-leather-wallet” is better than “/products/wallet1.” If multiple variants exist, avoid creating separate URLs for each unless absolutely necessary. Instead, keep one primary product slug and manage variants within that page. This avoids duplication and ensures that link equity is not diluted across multiple URLs.

Collection Page Slug Optimisation

Collections are powerful for SEO because they group related products together. A collection slug should describe the product category clearly and include relevant keywords. For instance, “/collections/mens-trainers” is stronger than “/collections/shoes1.” Collections often rank for broader terms than product pages, so they should target category-level keywords. Optimised collection slugs also help search engines understand site hierarchy, supporting crawl efficiency.

Blog and Content Page Slugs

Shopify blogs use the “/blogs/” directory, but the slug that follows can be optimised for keywords and clarity. For example, “/blogs/news/how-to-clean-leather-bags” is more effective than “/blogs/news/blogpost123.” Blog slugs should be concise but include the target keyword. Since content marketing plays an important role in Shopify SEO, optimising these slugs supports visibility for informational queries that bring potential buyers into the funnel.

Handling Redirects When Changing Slugs

When slugs are updated, the old URL should be redirected to the new one to preserve SEO value. Shopify makes this easy by automatically offering to create a redirect when a slug is changed. However, store owners should always verify that redirects are set correctly to avoid broken links. Monitoring Search Console for crawl errors after slug updates ensures smooth transitions and maintains organic performance.

Common Mistakes in Shopify URL Optimisation

Many store owners leave Shopify’s auto-generated slugs in place, resulting in long, unfriendly URLs. Others stuff slugs with too many keywords, which looks spammy and may harm rankings. Another mistake is changing slugs too frequently, which can create redirect chains and confuse search engines. Some stores also forget to update internal links after a slug change, leading to inconsistent navigation. Avoiding these errors is key to keeping the site clean and search-friendly.

Tools to Support URL Optimisation

Shopify’s built-in URL editor is the starting point, but SEO tools can provide extra support. Google Search Console highlights crawl errors caused by broken or duplicate URLs. Platforms like Ahrefs or Semrush can reveal underperforming URLs that may need optimisation. Screaming Frog is also useful for running site crawls and checking for duplicate or overly long slugs. For UK merchants managing large catalogues, these tools make slug management more efficient.

Future Outlook for Shopify URL Optimisation

As search engines continue to refine their algorithms, user-friendly URLs will remain an important ranking signal. With voice and conversational search on the rise, descriptive slugs that mirror natural queries will become even more valuable. Shopify is likely to continue improving its SEO functionality, but merchants who take control of their slugs now will be better positioned for future competition.

Conclusion

Shopify’s default URL structure provides a solid foundation, but optimising slugs is essential for maximising SEO impact. Clean, keyword-focused slugs help search engines and customers understand your content, boost rankings, and improve click-through rates. By carefully managing product, collection, and blog slugs, and by avoiding common mistakes, Shopify store owners in the UK can strengthen their online visibility and create a more professional user experience.