Shopify URL Structure and SEO: Best Practices to Optimize Your Website


Shopify is a popular e-commerce platform that enables businesses to create and manage their online stores. When it comes to optimizing your Shopify store for search engines, one important aspect to consider is the URL structure. A well-structured URL can enhance your website’s SEO and improve your overall online visibility.

Here are some best practices for optimizing your website’s URL structure on Shopify:

1. Use Keywords: Including relevant keywords in your URLs can help search engines understand the content of your web pages. Ensure that your URLs accurately describe the page’s content and include target keywords that you want to rank for. For instance, instead of a generic URL like “,” use a keyword-rich URL like “”

2. Use Hyphens: To improve readability and keyword visibility, it’s recommended to separate words in your URL structure using hyphens (-) rather than underscores (_). Search engines consider hyphens as word separators, making it easier for them to parse the keywords in your URL.

3. Keep It Short and Descriptive: A concise and descriptive URL is not only easier for users to understand but also for search engines to crawl and index. Avoid using lengthy URLs that contain unnecessary information or parameters. Keep it simple, relevant, and focused on the main content of the page.

4. Optimize Category Page URLs: When setting up your Shopify store, you’ll likely have category pages that group similar products together. It’s crucial to optimize these URLs to improve your SEO. Consider including relevant category-specific keywords within the URL to communicate the page’s content clearly. For example, “” is more descriptive than “”

5. Use Canonical URLs: In some cases, you may have similar or duplicate content across different URLs. This can dilute your SEO efforts and confuse search engines. By implementing canonical URLs, you indicate the preferred version of a page that should be indexed. Shopify automatically handles canonicalization for most duplicate content issues.

6. Avoid Dynamic URL Parameters: Dynamic parameters, such as session IDs or tracking codes, can result in messy URLs that are difficult for both users and search engines to interpret. Whenever possible, remove unnecessary parameters from your URLs to create cleaner and more SEO-friendly links.

7. Implement HTTPS: Security has become an important ranking factor for search engines. To ensure the safety of users’ data, it’s essential to migrate your Shopify store to HTTPS. A secure website with an SSL certificate not only protects your customers’ information but also improves your SEO rankings.

8. Use 301 Redirects: If you need to change an existing URL, implementing a 301 redirect is crucial to preserve your SEO rankings. Setting up proper redirects ensures that search engines and users are automatically redirected to the new URL, avoiding any broken links or loss of traffic.

9. Avoid URL Changes: Consistency in URL structure is vital for SEO. Frequent URL changes can confuse search engines and push your website down in rankings. Therefore, it’s recommended to plan and finalize your URL structure during the initial stages of building your Shopify store.

By following these best practices, you can optimize your Shopify website’s URL structure for better SEO performance. Remember that a well-structured URL not only helps search engines understand your content but also enhances user experience, resulting in improved visibility and increased organic traffic to your online store.