301 Redirect
A 301 redirect is a permanent HTTP redirect from one URL to another. It tells browsers and search engines that the content has permanently moved, passing approximately 90–99% of the original page's link equity (PageRank) to the new URL.
Why It Matters for Shopify Stores
301 redirects are critical when you change product URLs, restructure collections, or migrate your store. Without them, anyone with the old URL — including Google, who may have indexed it — receives a 404 error, losing all ranking history. Shopify's URL redirect feature makes this straightforward. Common situations requiring 301s: changing a product handle, consolidating duplicate pages, migrating from a different platform, or fixing previously incorrect URL structures.
How to Check Your Store
After any URL change, verify the old URL redirects correctly by visiting it. In Google Search Console, check for 404 errors that may represent missing redirects from old URLs.
Use the free shopify seo score toolHow to Fix It
In Shopify admin > Online Store > Navigation > URL Redirects, add redirects for any changed URLs. Shopify automatically creates redirects when you change a product or collection handle if you check the 'Create a URL redirect' box.
Related Terms
URL Structure
SEOURL structure refers to the format and organization of a website's web addresses.
Canonical URL
SEOA canonical URL is an HTML tag (<link rel='canonical' href='.
Organic Traffic
SEOOrganic traffic refers to visitors who arrive at your store through unpaid search engine results — not via paid ads, social media, or direct visits.
Google Search Console
SEOGoogle Search Console (GSC) is a free tool from Google that shows how your website performs in Google Search.
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