One of my clients has a standalone site and Shopify site at different sub-domains. I want to consolidate these sites under Shopify with a single consistent theme for maintenance. This would involve migrating and creating around 50 pages in Shopify.
When I started making these pages I noticed Shopify forces a URL path of "/pages/page-name". I have not used "/pages/" as a URL path since the early 2000s as it is not instructive and ends up with a folder potentially having hundreds of pages. This is not SEO friendly and specifically uses an unrelated keyword in the URL structure. For SEO, shorter URLs are better. There is also the fact that someone typing in the URL has to type in "/pages/", not user-friendly. For products, it makes more sense but it's really poor for "pages". I'm really disappointed at how this works at Shopify and we have no ability to perform URL rewrites.
There are many other Shopify customers asking for this as well. Given that this is really an SEO issue, I thought I'd create another thread in the e-commerce marketing forum. Here is another thread on Shopify Discussions: https://ecommerce.shopify.com/accounts/reset?token=84772a2f1b927c1b33f4460a20f7f9ea
So... a few questions:
I consider it a very small SEO issue. Search engines look at a lot of things, and an extra word in the URLs is not going to be important. It may even help them group related pages.
I'd focus on what would really effect what they think your pages are about, and thats the content.
In reply to @Derek:
@Tony - Ok but that's kind of like saying the page name or that title tags are a very small issue. These things add up and honestly, it's not a best practice for certain types of content. The grouping may go either way. When I have 50 "pages" it's really not grouped well all under /pages. On that note, there isn't an effective way to create sub categories/groups for pages. Consider how Wordpress allows pages to have parents and children.
I do hate the fact there is no real category structure available.
Search engines use link structure as the main grouping mechanism. Folders may be considerred, but links indicate the true intent of a websites structure.
We are all guessing at what matters. Sometimes educated, and sometimes from rumours. From my time in the industry I have not seen any considerable benefit come from SEO freindly URLs. But I have seen major gains from well written title tags, relevant content and backlinks.
As you say, every little bit helps. That's why SEO has Optimisation in it. And ideally, I would go for the shortest URL with only words that relate to the page in it. But at times we have to chose our battles. And I say fix what has the most influence and least work, and leave the hard to fix low influencers till last. I put removing a word from URLs in the latter.
Fixing something that has been the core part of a design is most likely not trivial. I bet large parts of the system depends on the URL structure they chose. Most likely the folder for a URL triggers what part the the CMS deals with it. Drop that folder and they will have to totally re-invent how to detect if it's a page, product or collection. Their system probably does this using URL rewrites. Letting shop owners fiddle with that is a recipie for disaster. But, then, more work for me in fixing things 😉
I'd prefer that they work on a category strucuture than work on slightly altering how URLs look.
They also have to consider the effect on exising stores if they do change the URL structure. They could kill traffic to 1,000s of stores in one swoop. Do they auto redirect, make it a manual option to switch on, or only let new stores use the new structures.
Good points Tony!
Search engines also provide some rank benefits for pages closer to the root, which is part of the reason I don't like the /pages structure. It's not a relevant keyword and pushes the /pages/ further from the root. True, it's not as important as title, content and quality backlinks but it is a best practice.
Many product pages are also not the best place for some inbound marketing content, so this makes the /pages more important. For me, the URL structure makes sense for /products, /blog, etc. but not for /pages. When I started designing websites almost 20 years ago I put all the pages in one /pages subfolder and it was a standard practice. SEO and the SE algorithms have evolved and this structure at Shopify feels like a step backward.
In my opinion, giving advanced users URL rewrite options or the ability to remove the /pages structure would be beneficial. The URL rewrites could be a relatively easy solution. I'm not suggesting this should be done for all stores, but that it could be done if an advanced user wants to.
I would greatly appreciate a better category structure as well. At the same time, if it only provides more sub-folders under /pages, it would only push the pages further from the root.
"Search engines also provide some rank benefits for pages closer to the root, which is part of the reason I don't like the /pages structure"
This is a common misunderstanding. Being close to the root is about how many clicks it takes to get from the home page to the page in question. It's not about folders.
I agree that pages should and can be used for writing ever green (valuable for life) content. I see many websites focusing on blogging when they haven't got their core content sorted out. Get them up to scratch first.
A Googler on keywords in the URL: https://www.seroundtable.com/google-keywords-in-urls-a-small-ranking-factor-21577.html
Good points again Tony!
I agree that the closeness of the page to the root benefit is debatable and could be misunderstood. There is also advice that shorter URLs and fewer folders are generally better.
All of these things can boost authority but to what extent is questionable. It's also possible the recommendations for these ranking factors will change.
The fact is, we are limited in our ability to optimize the Shopify site URLs for the ever changing SEO best practices or personal preferences. If Shopify said, "sorry this is not something we can do based on limitations in their system" it's something I could decide to accept or not. But I have not seen them actually address this in a clear manner. Otherwise, if they can make this improvement, why not?
Good article reference Derek. Rand has some good points especially those covering secondary effects of a URL structure.
I'd still say adding 6 characters to URLs in a system that never goes past the one folder is not a major panic situation. Nice to not have them, but not the end of the world.
I'm curious why this seems to be anathema for you. I've seen you defending the /pages URL path on many other forum threads where other Shopify owners dislike it
Fair enough. It is like this. It does not matter. Saying it matters with no evidence but your gut feelings, or because a blog post or ten exist that say otherwise is not evidence. Most people dislike this URL structure out of some weird sense of esthetics rather than any technical knowledge. That is where I find my energy.
Only if Google, Bing or heck any other search engine explicitely said that it was wrong would I re-consider. And they never have.
I love how Tony sums this up perfectly. Focus on your content and miraculously your products will be found and bought. This is the art of SEO & selling products and so all this effort, energy and pouting over URL structure is like being in the operating room full of doctors with patients that need their tonsils pulled out, and they are standing around argueing about whether the nurses on the second floor should wear blue or cobalt scrubs. Just operate on the patients and move on. Do the work at hand. And no, it does not matter what colour scrubs they wear to work.
I'm with Hunky Bill on this one.
We've done dozens of migrations now over different platforms for some quite big brands and URL structure doesn't matter in itself one jot in SEO.
What does matter (and coming back to the original question) is trying to match URL structure during a migration to Shopify and doing 301 redirects correctly.
Most people mess that up and hence run into SEO issues on Shopify and blame the platform.
A 301 redirect to exactly the same content (e.g. from /blah-blah to /something-weird/blah-blah) - would not cause an SEO position drop (we've tested this with our own keywords which rank nicely on page one). Assuming markup, handle, content and links stays the same (those things do matter).
What we've done in some cases is some pre-prepping of the content to be migrated - so that it fits with Shopify's URL structure (which isn't going to change).
e.g. if old content is on WP - you can slowly and easily start to change existing content URL structure on WP to match what it will be on Shopify and monitor positions. That way when you make the move - nothing changes with URL structure (which does help in narrowing down any problems).
We are also facing same problem with Shopify theme regarding to remove "/pages" from some simple pages as shown below.. We need solution on it.
How to Remove "/pages" from below Shopify pages URL:
Any help appreciated.. thanks.
It is not a problem with the theme, Robert. Read thread. That is by default and unchangable across all Shopify accounts.
In reply to the instant stores that would be affected i disagree, they could just include an option for rewrite the url on the SEO editing page, without making changes to or deleting the "/pages" subdirectory.
That said, my page organization is a mess, I really need a folder structure to organize my content and landing pages. And I dislike the forced URL pattern Shopify enforces, but that's more about my own OCD rather than real world impact which, luckily, the world seems to agree is mostly negligible. So yeah, folder structure would be very welcome.
Hey there, I am a professional SEO consultant and have been for the last 15 years. This Page setup is really not optimized for SEO. And as with many of Google's own suggestions, many things I read here are true.
Pages do not need to be closer to the root to rank better. That can be taken as 'true', a point proven over time to be improve rankings. How ever, when you can actually build a proper 'content hub' where you can structure content within subdirectories, then you can optimize the 'closest to the root' page a whole lot better. So when for instance you'd be able to make /music-instruments/new-instruments-april-2021 and would start adding such a page to /music-instruments/ every month, where you properly optimize the links from the subdirectory to the directory. You will have a lot of benefit for the 'closest to the root' URL. So yes, just closer to the root doesn't make a lot of difference, but with proper structuring, it does!
Actually, this is one of my bigger SEO issues on my list on why one should go for WordPress and not Shopify. That SEO limitations list is unfortunately rather long.
10 years running this way? Great; 10 years of limited SEO functionality. Come on Shopify, get with the program. People build online stores to sell stuff, and organic search is usually the main traffic driver. So not being able to optimize SEO properly is just a bad business practice.
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