02Our URL and Redirect Process
How to Build the Best URL Structure for SEO Without Losing Rankings
You see every old and new URL side by side before anything changes.
05Projects We've Built
Ecommerce Projects We Have Built
A selection of Shopify and ecommerce builds shipped for clients, including stores where a Shopify URL structure cleanup protected rankings.
Ready to clean up your URLs safely? ⚡ Get a free quote!
LET'S DISCUSS
We had a different kind of problem. People were visiting the store, adding products to their carts, and then disappearing before they finished the order. We had tried a few apps and made changes here and there, but nothing really seemed to solve the bigger issue. The team went through the shopping experience with us and pointed out things we hadn't really noticed ourselves. They cleaned up the cart and checkout flow, made the mobile experience much smoother, and helped us make the store feel easier to shop. I’m not going to pretend we fixed everything overnight, but it finally feels like the store is helping the sale instead of getting in the way of it.
Ethan Parker
Founder of Elite Academy
The mobile experience is probably my favourite part of the new site. We had spent a lot of time making sure the desktop version looked right, and the team kept pushing us to think about how everything would actually feel on a phone too. They were right. The navigation is clean, the interactions feel natural, and everything we’ve tested so far works exactly as it should. They also went through the links, forms, integrations, and other details more than once before launch, which I really appreciated. And even after going live, we could still reach out when something came up. The whole process felt friendly, organised, and surprisingly straightforward.
James Whitmore
Head of Marketing of Lumen Outdoor
We had a pretty specific idea of what we wanted our website to become, but I wasn’t sure how easily we could explain all of it to a development team. There were quite a few moving parts, and we were working toward a deadline, so I expected a few things to get lost along the way. That never really happened. They understood what we were trying to achieve, kept us updated throughout the process, and got everything ready within the agreed timeline. The final site feels much easier to navigate, works beautifully on mobile, and is noticeably smoother for our customers. It was a huge relief seeing the original idea actually turn into the website we had in mind.
Michael Bennett
Founder & CEO of Northbridge Consulting
07Work Culture
Why Store Owners Trust Us With Their URLs
A rushed URL change can wipe out years of rankings, so we map every old address to a new one. These are the habits we bring to URL structure for SEO.
Every URL accounted for
No old address is left without a destination.
Chains and loops removed
Redirects go straight to the final page.
Clean, readable slugs
URLs stay short and clear for shoppers and search engines.
Tested before launch
We crawl the result before and after the change.
Rankings watched
We monitor for weeks after the change goes live.
Fair, flexible pricing
A one-time fee, or included in a technical SEO retainer.
08Overview
What is the best URL structure for ecommerce SEO, and how do you map redirects safely?
Shopify locks the /products/ and /collections/ prefixes, you only control the handle after them, we optimize that. For redirects, we map every old URL to its closest live equivalent in a single hop, never chains or loops, and run an 8-point audit after launch including 404 monitoring for two weeks. Under 1,000 URLs uses Shopify's native bulk tool, larger changes use wildcard redirect apps. Starts from $999 one-time.
- Service
- SEO URL structure and redirect management (301 mapping, chain/loop fixes)
- Starting price
- From $999 one-time, or included in a technical SEO retainer
- Typical timeline
- Redirect mapping in 1-2 weeks, ranking preservation confirmed over 4-8 weeks
- Platform
- Shopify, WooCommerce, and BigCommerce
- Built with
- Redirect mapping, chain/loop audits, 404 monitoring, handle optimization
- Experience
- 10+ years and 250+ shipped projects
- Post-launch support
- One-time project or ongoing technical retainer
- Communication
- Calls in US, UK, and AU business hours
Who it's for
Stores restructuring URLs or categories
You're changing your URL structure or category names and want to protect existing rankings.
Stores with redirect chains or loops
Past changes left multi-hop redirects or loops that dilute ranking signal or break entirely.
Stores seeing 404 spikes after a change
You recently changed URLs and traffic or rankings dropped.
Stores planning a platform migration
You're moving platforms and need every old URL mapped correctly, not just some of them.
Stores unsure what they can control
You don't know which parts of your URL structure your platform actually lets you change.
Not a fit for
You're migrating platforms entirely, not just cleaning up URLs on your current one. Our SEO Migration Services page covers full-platform redirect mapping.
You want the full technical SEO picture beyond URLs and redirects. Our Technical SEO Services page covers site-wide technical work.
You want sitewide hierarchy and internal linking work, not URL structure specifically. Our Site Architecture & Internal Linking page covers that.
09Pricing
Transparent Starting Prices for URL Structure and Redirects
These are starting points in USD. Your final price depends on how much of the redirect plan is bundled in, and you get a fixed proposal after the audit.
11The Right Technology for Your Project
Technology Stack
We work in Shopify, WooCommerce, BigCommerce and Magento redirect tools, testing with crawlers and Search Console.
No tools available for the selected category.
Book Your Exclusive Strategy Session Today!
Pick a 30-minute slot that works for you. We meet on Google Meet to align on goals, scope, and the right next step.
What is the best URL structure for ecommerce SEO?
Short, readable, keyword-relevant handles with a logical hierarchy. The exact structure you can control depends on your platform, some lock certain path segments in place.
How do Shopify URLs work (collections vs products paths)?
Shopify hardcodes /products/ and /collections/ prefixes, you can't remove or rewrite them. What you do control is the handle after it, that's what we optimize for keywords and readability.
How do I map 301 redirects without losing rankings?
Every old URL should redirect in a single hop to its closest live equivalent, a parent collection or similar product, not the homepage. Under 1,000 URLs we use Shopify's native bulk tool, larger or pattern-based changes need a wildcard redirect app.
How do I fix redirect chains and loops?
We scan every redirect for chains (A to B to C) and loops (A to B, B to A) before anything goes live, and update old redirects to point directly to the current destination instead of hopping through history.
Can you change URL structure safely on a live store?
Yes, with a locked handle strategy so title edits don't silently regenerate URLs mid-migration, a full redirect map before launch, and an 8-point post-launch audit including two weeks of 404 monitoring.
How much does URL and redirect cleanup cost?
Starts from $999 as a one-time project, scoped to how many URLs need mapping, or it's included as part of our ongoing technical SEO retainer.
How do canonicals interact with URL structure?
Shopify automatically canonicals variant and filtered collection URLs back to their base pages, that's one of its genuine built-in advantages. WooCommerce and BigCommerce need this configured, which we handle as part of the same engagement.
How do you audit existing redirects?
We crawl old URLs to confirm correct 301 responses, check Search Console's coverage report for 404 spikes, verify the XML sitemap excludes redirecting URLs, and confirm no redirect chain exceeds a single hop.