Can reworking product URLs improve SEO for my online store?

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Topic summary

Improving Shopify product URLs for SEO is the main issue, specifically whether changing from a longer structure like /collections/.../products/...?...variant= to a cleaner format such as /products/[brand]-[product-name]-[color] would help search visibility.

Key points raised:

  • The store owner compares their current Shopify URL format with Gymshark’s shorter, branded product URLs.
  • They want a scalable method to update all product URLs in bulk, including adding color variants at the end.
  • The goal is automation through a rule or code, not manual edits page by page.

Suggested approach:

  • Export the product sheet.
  • Duplicate it and generate new handles with spreadsheet formulas (for example, concatenation).
  • Re-upload the edited sheet, then set old products/URLs to draft if needed.
  • Shopify’s Bulk Editor was also mentioned as another option.

Current status:

  • No clear answer was given on whether this URL change would materially improve SEO.
  • No fully automated rule-based or code-based solution was provided.
  • The discussion remains open, centered on finding an efficient mass-update method.
Summarized with AI on March 6. AI used: gpt-5.4.
1

Hi there,

I’m trying to improve SEO for my shopify store. I’m wondering if re-working on URL for my product page will help improve SEO.

For example, this is one of my product URL: https://cozydeliver.com/collections/tanks/products/pride-sqaure-neck-tanktop?variant=40074768777378

For Gymshark, this is their product URL: https://www.gymshark.com/products/gymshark-jammer-swim-shorts-black

Their product URL structure is [www.gymshark.com/products/[brand]-[product_name]-product_color]

Anyone knows if there is easy to way mass update all product URL to the above structure?

Comments and insights will be much appreciated. Thanks

1 Like
2

Hi,

This is Puneet from unbundl.

One of the easiest way would be to create new links altogether:

  • Export product sheet
  • Create duplicate of sheet
  • Create new handles using concatenate and other rules
  • Upload the new sheet
  • upload old sheet and make them draft

Other method would be strategically use Bulk Editor.

These might not be easy methods and would require little bit of work.

3

@puneet_unbundl thanks for your reply.

That might seem work for historical URL link. However, for prospecting product URL, manually changing one-by-one is time consuming. Especially the color variant also needs to be in the end of URL.

I’m more looking for a rule or code that I can write once and can apply the rule to all product pages..