URL structure

Technical Q&A
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Topic summary

Shopify enforces a rigid URL structure that prevents customization of page hierarchies, forcing all pages under fixed prefixes like /pages/, /products/, /collections/, and /blogs/. This limitation contrasts sharply with platforms like WordPress, where users can create parent/child URL structures (e.g., parent-keyword/long-tail-keyword) that can improve SEO rankings.

Key concerns raised:

  • Unable to organize content under main topic folders despite having 5 distinct topics requiring separate ranking strategies
  • Previous experience shows moving blog posts under parent folders significantly improved rankings
  • Theme-level Liquid edits cannot fundamentally change Shopify’s server-enforced URL structure

Confirmed limitations:

  • No access to .htaccess or URL rewrite capabilities
  • Custom themes can modify breadcrumb displays but not actual URLs
  • This is a platform-wide SaaS architecture constraint

Suggested workarounds:

  • Leverage canonical tags to signal preferred URLs
  • Use strategic internal linking to establish content hierarchy
  • Rely on Shopify’s other SEO strengths (speed, structured data)

The discussion confirms this is an unresolved platform limitation with no complete solution available.

Summarized with AI on October 30. AI used: claude-sonnet-4-5-20250929.
1

I have several years of experience with SEO and especially the new era of SEO focusing on optimization and UX.
I cannot for the LIFE OF ME understand why in shopify you cant modify URL structure.
I have worked in a project where it had serious impact on our ranking that we moved (in wordpress) our blog posts underneath our parent folder.
You will always have a main keyword with the highest search volume. So: Parent KW/long-tail-kw is an obvious url structure and better ranking long tail kw pages boosts the parent KW page. Yet this is not possible to create in Shopify? Instead every single page is forced to be located individually under /pages.

Is this truly correct or can someone comment on where I am failing to set up SEO content underneath each of my main topics? (I have 5 distinct different topics on my website that I need to rank for)

Is there a specific theme perhaps that has written code to get around it? I’ve seen forum replies suggestion edit to .liquid files to remove collection, however I cant seem to find this in the Trade theme, and it more importantly still wouldnt fix the creation of parent pages etc.

…I am aware of the /collections /products as well which is equally hideous.

2

You’re absolutely right—Shopify has a very rigid URL structure, and it does not allow full customization of the URL hierarchy like WordPress does. Shopify forces specific URL prefixes such as:

  • /pages/ for static pages

  • /products/ for products

  • /collections/ for collections

  • /blogs/ for blog posts

Why Does Shopify Restrict URL Structure?

Shopify is built as a SaaS platform with a predefined URL structure to ensure consistency across all stores. Unlike WordPress, which allows full control over permalinks, Shopify does not give direct access to the .htaccess file or URL rewrites.

SEO Impact & Workarounds1. Canonical Tags & Internal Linking

  • Since you can’t change the URLs, use canonical tags to signal preferred URLs to Google.

  • Proper internal linking helps search engines understand hierarchy even if the URL structure isn’t perfect.

  1. Custom Themes & Workarounds
    Some themes or custom Liquid code allow tweaking certain aspects, but they cannot fundamentally change Shopify’s enforced URL structure. Editing server.liquid or theme.liquid can modify paths displayed in breadcrumbs or navigation, but not the actual URL.

Final Verdict

Unfortunately, you cannot fully customize Shopify’s URL structure the way you can in WordPress. Shopify’s SEO strengths come from speed, structured data, and ease of use, but URL structure is a major limitation.