Shopify URL Structure and Slug Optimisation

At Lillian Purge, we specialise in Ecommerce SEO Services and have developed comprehensive guidance on Shopify URL structure explained: how to optimise slugs.

Shopify automatically generates URLs based on the type of content you create. Each page, collection, product, and blog post sits within a defined structure that helps both users and search engines identify what the page contains. The standard Shopify URL paths are:

• Products: /products/product-name

• Collections: /collections/collection-name

• Pages: /pages/page-name

• Blog articles: /blogs/blog-name/article-name

While this structure keeps things consistent, it also limits how much you can customise the core paths. You can edit the “slug” (the text after the final forward slash), but not the parent folders like “/products/” or “/collections/”. This is an important distinction for SEO planning.

Why Shopify’s URL Structure Matters for SEO

Search engines rely on URLs to understand page hierarchy and content relevance. A clear, descriptive URL can increase your chances of ranking for specific keywords and improve click-through rates. For users, short and readable URLs inspire trust and help them navigate your store more easily.

For example, compare these two URLs:

• /products/sku12345

• /products/black-leather-handbag

The second is far more descriptive, helping both customers and search engines understand what to expect before clicking.

How Shopify Handles URLs and Redirects

Whenever you change a URL slug in Shopify, the platform automatically creates a 301 redirect from the old address to the new one. This preserves SEO equity and ensures that existing links continue working. However, if you make frequent or unnecessary changes, too many redirects can slow down your site and confuse crawlers.

It’s best to plan your URL strategy early in your store’s setup, ensuring that slugs are consistent, keyword-rich, and aligned with your long-term SEO structure.

Best Practices for Optimising Shopify Slugs

1. Keep URLs Short and Descriptive

Aim for short, easy-to-read slugs that reflect what the page is about. Avoid filler words like “and”, “the”, or “of”. For example, instead of “/products/the-best-handmade-leather-wallet-in-london”, use “/products/handmade-leather-wallet”.

Shorter URLs are easier to share, look cleaner in search results, and are quicker for users to understand.

2. Include Target Keywords Naturally

Incorporate your primary keyword in the slug, but only if it fits naturally. If your product is a “red cotton dress”, use “/products/red-cotton-dress”. Avoid stuffing multiple keywords into one slug, as this looks unnatural and can be flagged as spammy.

Keywords in URLs reinforce topical relevance, particularly for ecommerce sites where product and category names matter for search intent.

3. Use Hyphens to Separate Words

Shopify automatically uses hyphens to separate words in slugs, which is good practice. Google reads hyphens as spaces, making URLs easier to interpret. Avoid underscores or other characters, as they don’t carry the same clarity for search engines.

4. Remove Stop Words Where Possible

Words like “and”, “with”, “from”, and “the” rarely add SEO value. Removing them makes URLs more concise and focused. For example, “/products/t-shirt-with-logo” can become “/products/logo-tshirt”.

5. Maintain Consistency Across Your Site

Consistent formatting across all URLs improves user experience and helps search engines understand your site’s hierarchy. For example, if you use lowercase letters and hyphens for products, apply the same approach for collections and pages. Avoid capital letters, spaces, or unnecessary punctuation.

6. Avoid Repetition and Duplication

Each slug must be unique. If you sell similar products, differentiate them by colour, size, or variant rather than reusing the same name. Duplicate URLs confuse search engines and can lead to indexation issues.

Example:

• Good: /products/leather-wallet-black and /products/leather-wallet-brown

• Bad: /products/leather-wallet for multiple variations

7. Optimise Collection and Blog URLs Too

Collections and blogs play a big role in internal linking. Make sure their slugs are equally optimised. For example, use “/collections/mens-shoes” instead of “/collections/all-products”. For blogs, choose slugs that summarise the topic clearly, like “/blogs/style-guides/how-to-choose-running-shoes”.

8. Avoid Changing URLs After Launch

Once your site is live and indexed, try not to change slugs unless absolutely necessary. Frequent URL updates can break links, disrupt analytics tracking, and harm existing rankings. If you must make changes, always verify that Shopify has applied the proper 301 redirect.

9. Use Canonical Tags for Similar Content

Shopify automatically applies canonical tags to help search engines understand which page is the preferred version when duplicate content exists. This is especially useful for product variants or collections that share similar content. Always ensure canonical tags point to the main version of your URL.

10. Use Internal Linking to Strengthen URL Relevance

Internal links help Google understand the relationship between different pages. When linking to products or collections within your site, use descriptive anchor text that matches your slugs. For instance, link “shop our leather wallet collection” to “/collections/leather-wallets”.

Advanced URL Optimisation Strategies for Shopify

For larger or more complex stores, URL optimisation becomes part of a wider technical SEO plan. Here are some deeper techniques to consider:

• Structure your content logically: Group products within relevant collections that mirror your keyword strategy.

• Add breadcrumbs: Shopify themes that include breadcrumb navigation reinforce hierarchy and improve crawlability.

• Minimise query parameters: Avoid URLs with tracking codes or filters in the main index. Use canonical URLs to prevent duplicates.

• Submit updated sitemaps: Whenever you launch new products or collections, resubmit your sitemap in Google Search Console to ensure they’re crawled quickly.

How URL Structure Affects User Experience

A clear URL structure not only supports SEO but also helps customers find what they’re looking for more easily. Descriptive URLs give users confidence about where they’ll land. They’re also more memorable, which supports brand trust and repeat visits.

For example, when users see “/collections/womens-boots”, they immediately know what category it represents. This level of clarity reduces bounce rates and encourages deeper browsing.

Common Shopify URL Mistakes to Avoid

1. Creating slugs longer than 60 characters.

2. Changing URLs after publishing without setting redirects.

3. Using vague terms like “/products/item1”.

4. Forgetting to include keywords related to search intent.

5. Ignoring duplicate URLs for product variants.

Each of these mistakes can reduce visibility, harm user experience, and create unnecessary redirect chains.

SEO Benefits of a Well-Optimised Shopify URL Structure

When implemented correctly, optimised slugs can:

• Increase organic search rankings for key product terms.

• Improve click-through rates in Google results.

• Strengthen internal linking and crawl efficiency.

• Enhance user trust and engagement.

In short, a clear, keyword-rich URL structure supports every aspect of your ecommerce SEO strategy.

Final Thoughts

Shopify’s URL structure might seem restrictive at first, but with careful planning, you can still build a clean and search-friendly architecture. Focus on creating concise, keyword-aligned slugs and maintaining consistency across all pages.

When your URLs clearly communicate purpose and hierarchy, they make life easier for both customers and search engines, boosting long-term visibility and conversion performance.

We have also written in depth articles on Image optimisation tips for Shopify SEO and The importance of internal linking in Shopify SEO as well as our Shopify Hub to give you further guidance.