The best URL structure for Shopify stores is clean, descriptive, keyword-rich, and organised hierarchically to reflect your site architecture. Shopify automatically generates URLs based on page titles, but editing URL handles during creation ensures optimal structure. For tailored guidance on getting this right, working with an SEO agency in London can help fashion brands build a solid technical foundation from the outset.
Product URL best practices create clean addresses. Edit the URL handle when creating products to be concise and keyword-focused. For example, “yourdomain.com/products/black-leather-ankle-boots” works better than “yourdomain.com/products/womens-classic-black-premium-italian-leather-ankle-boots-with-side-zip.” Include primary keywords whilst keeping URLs readable and shareable.
Collection URLs organise products logically. Structure collections hierarchically when possible, though Shopify’s flat URL structure limits this somewhat. Use clear, descriptive collection handles like “yourdomain.com/collections/sustainable-dresses” rather than generic terms. Collections should reflect how customers think about and search for products.
Blog post URLs support content discovery. Edit blog post handles to be keyword-rich and descriptive. For example, “yourdomain.com/blogs/news/how-to-care-for-cashmere” clearly indicates content while incorporating target keywords. Avoid date-based URL structures that make content appear outdated.
Avoid changing URLs after publication. URL changes require 301 redirects to preserve link equity and prevent broken links. Plan URLs carefully during initial creation. If you must change URLs, implement redirects immediately through Shopify’s URL Redirects feature under Online Store > Navigation.
Shopify’s structural limitations require acceptance. The platform automatically includes “/products/” for products, “/collections/” for collections, and “/blogs/blog-name/” for blog posts. These prefixes cannot be removed on standard Shopify. Whilst not ideal from a pure SEO perspective, they rarely prevent strong rankings when overall optimisation is solid.
Hyphens separate words for readability. Use hyphens rather than underscores in URL handles. Search engines read hyphens as spaces, improving readability for both users and algorithms.
