Optimizing Shopify URLs for Better SEO Performance

In the world of e-commerce, every detail matters when it comes to search engine optimization (SEO). One often overlooked aspect is the structure of product URLs within Shopify stores. This article will explore the debate between using collection-based URLs versus direct product links, and how this choice can impact your store’s SEO performance.

Understanding Shopify’s URL Structure

Default URL Behavior

By default, Shopify generates product URLs that include the collection path when a product is accessed through a collection page. For example:

https://yourstore.com/collections/collection-name/products/product-name

However, products also have a direct URL without the collection path:

https://yourstore.com/products/product-name

The SEO Implications

This dual URL structure raises questions about which format is best for SEO. Let’s dive into the pros and cons of each approach.

Collection-Based URLs vs. Direct Product Links

The Case for Collection-Based URLs

Contextual Relevance

Collection-based URLs provide search engines with additional context about the product’s categorization within your store. This can potentially improve the relevance of search results for category-specific queries.

Hierarchical Structure

A URL that includes the collection path creates a clear hierarchy, which can be beneficial for both users and search engines in understanding the relationship between products and categories.

Breadcrumb Navigation

Collection-based URLs often correspond to breadcrumb navigation on the product page, which can enhance user experience and provide additional internal linking opportunities.

The Case for Direct Product Links

Simplified URL Structure

Direct product links are shorter and cleaner, which can be more user-friendly and easier to share across various platforms.

Avoiding Duplicate Content Issues

When products belong to multiple collections, using direct links eliminates the risk of creating duplicate content through multiple URLs for the same product.

Preserving Link Equity

Direct links ensure that all inbound links to a product contribute to a single URL’s authority, rather than splitting it across multiple collection-based URLs.

The Most Likely Solution: A Hybrid Approach

Implementing Canonical Tags

The most widely accepted solution to this dilemma is to use canonical tags. By setting the canonical URL to the direct product link, you can enjoy the benefits of both URL structures:

1. Allow collection-based URLs for user navigation and contextual relevance.
2. Use canonical tags to consolidate SEO value to the direct product URL.

How to Implement Canonical Tags in Shopify

Shopify automatically generates canonical tags for product pages, pointing to the direct product URL. This means that regardless of how a user accesses the product (through a collection or directly), search engines will attribute the SEO value to the canonical URL.

Advanced Customization Options

Modifying URL Structures

For those who want more control over their URL structure, Shopify allows some customization through theme editing. However, it’s important to note that fundamental URL structures are part of Shopify’s core functionality and cannot be completely overhauled.

Using Liquid to Adjust Product Links

Advanced users can modify their theme’s Liquid code to change how product URLs are generated in collection pages. For example:

{% raw %}
{{ product.url }}
{% endraw %}

This code snippet will generate direct product links even when displayed within collection pages.

Considerations for Multi-Collection Products

If your products frequently appear in multiple collections, using direct product links in your theme can help prevent dilution of link equity across various collection-based URLs.

Impact on Crawl Budget and Site Performance

Reducing Redirect Chains

By using direct product links, you can minimize the number of redirects that search engine crawlers encounter, potentially improving your site’s crawl efficiency.

Optimizing Internal Linking

A consistent use of direct product links across your site can create a more streamlined internal linking structure, making it easier for search engines to discover and index your content.

Monitoring Site Speed

Regardless of the URL structure you choose, it’s crucial to monitor your site’s loading speed. Shopify provides built-in tools to help you assess and optimize your store’s performance.

Best Practices for Shopify SEO

Consistent URL Strategy

Whichever approach you choose, maintain consistency across your store to provide clear signals to search engines and users alike.

Regular SEO Audits

Conduct regular SEO audits to ensure that your chosen URL strategy is working effectively and not causing any unforeseen issues.

Leveraging Shopify’s SEO Features

Take advantage of Shopify’s built-in SEO features, such as customizable title tags, meta descriptions, and alt text for images, to complement your URL strategy.

By carefully considering your Shopify store’s URL structure and implementing a thoughtful strategy, you can enhance your SEO efforts and provide a better user experience for your customers. Remember that while URL structure is important, it’s just one piece of the larger SEO puzzle. Continual optimization and adherence to best practices across all aspects of your online store will contribute to long-term success in search engine rankings and user satisfaction.