Shopify URL Optimization: Product and Collection Slug Guide

Boost your Shopify store's SEO performance. Make a difference in your e-commerce SEO with product URLs, collection pages, and handle editing tips.

Understanding Shopify URL Structure

In Shopify, URLs are called "handles". Each product, collection, and page has its own unique handle. Shopify's default URL structure is:

store.myshopify.com/products/product-handle
store.myshopify.com/collections/collection-handle
store.myshopify.com/pages/page-handle
store.myshopify.com/blogs/blog-name/post-handle

Shopify URL Limitations

It's important to know Shopify's URL restrictions:

• /products/ prefix required: Cannot be removed from product URLs
• /collections/ prefix required: Cannot be removed from collection URLs
• Handle changes are limited: Changing after publishing requires redirects
• No hierarchy: Cannot create nested URLs for subcategories

Optimizing Product Handles

When Adding New Products

1. Shopify Admin > Products > Add product
2. Enter product title
3. Expand "Search engine listing preview" section
4. Click "Edit website SEO" button
5. Edit handle in "URL and handle" field

Changing Existing Product Handle

1. Products > Select product
2. Go to "Search engine listing" section at bottom
3. Click "Edit" button
4. Update URL handle
5. Create redirect for old URL

Good Product Handle Examples

✓ /products/nike-air-max-90-white
✓ /products/iphone-15-pro-256gb-black
✓ /products/organic-olive-oil-500ml

✗ /products/product-12345
✗ /products/nike-air-max-90-white-mens-sport-shoes-running-walking-fitness
✗ /products/NIKE-Air-Max-90

Collection URL Optimization

Collection Handles

✓ /collections/mens-shoes
✓ /collections/summer-collection-2025
✓ /collections/sale-items

✗ /collections/collection-1
✗ /collections/mens-shoes-sport-running-walking-sneaker

Collection + Product URLs

Accessing products through collections in Shopify:

/collections/mens-shoes/products/nike-air-max-90

This URL format is recommended for SEO as it provides category context.

Creating URL Redirects

From Shopify Admin

1. Settings > Apps and sales channels > Online Store > Navigation
2. Click "View URL redirects" button
3. Click "Create URL redirect" button
4. Enter old and new URLs

Bulk Redirects (CSV)

Redirect from,Redirect to
/products/old-product-name,/products/new-product-name
/collections/old-collection,/collections/new-collection

Shopify SEO Apps

Recommended Apps

• Plug in SEO: Automatic SEO auditing
• Smart SEO: Meta tag and JSON-LD automation
• SEO Manager: Advanced URL management
• Bulk URL Redirects: Bulk redirect management

Shopify Plus URL Features

If using Shopify Plus, additional features:

• Custom URL structure (with Script Editor)
• Advanced redirect rules
• Multi-store URL management
• Bulk handle updates via API

For International Stores

Shopify Markets URL Structure

store.com/en/products/product-name (English)
store.com/de/products/produkt-name (German)
store.com/fr/products/nom-produit (French)

Translated Handles

With Shopify Markets, you can define different handles for each language.

Common Mistakes and Solutions

1. Duplicate Content

Problem: Same product accessible from different URLs.

Solution: Check canonical tags, Shopify handles this automatically.

2. Long Handles

Problem: Shopify auto-generates handles from titles.

Solution: Manually shorten, don't exceed 60 characters.

3. Special Characters

Problem: Non-ASCII characters can cause URL issues.

Solution: Convert to ASCII using tools like SlugURL.

Conclusion

Although Shopify's URL structure is limited, you can significantly improve your SEO performance by optimizing handles. Use keyword-focused, short, and descriptive handles.