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Shopify 301 Redirects: How to Redirect Old URLs Without Losing Rankings

A 301 redirect sends visitors and search engines from an old URL to a new one. Here is how to set them up in Shopify, in bulk, and avoid the usual mistakes.

Zohanify Team Updated 3 min read
Shopify 301 redirects cover illustration with a large 301 and an old page to new page redirect

A 301 redirect tells browsers and search engines that a page has moved permanently. In Shopify they are essential whenever a URL changes: after a migration, a product handle change, or a page you delete. Without them, visitors land on a 404 and the ranking that old page earned is wasted.

When you need a redirect

  • You migrated from another platform and URLs changed.
  • You renamed a product, collection, page or blog post and its handle changed.
  • You deleted a page that still has traffic or backlinks.
  • You merged two collections or products into one.

How to add a single redirect

  1. In Shopify admin, go to Online Store โ†’ Navigation.
  2. Open URL Redirects.
  3. Click Create URL redirect.
  4. Enter the old path (for example /old-page) and the new path or full URL.
  5. Save.

Shopify also offers to create a redirect automatically when you change a handle and tick the redirect option. Use it; it is the easiest way to avoid mistakes.

How to add many redirects at once

For a migration you may have hundreds. In the URL Redirects screen use Import and upload a CSV with two columns: Redirect from and Redirect to. Build the file from your old sitemap and your Google Search Console data, and prioritise the URLs that get traffic or have backlinks.

Example CSV for bulk importing Shopify URL redirects with redirect from and redirect to columns
Bulk-import redirects with a two-column CSV file.

Common mistakes

  • Redirecting everything to the homepage. Search engines treat this like a missing page. Send each old URL to the most relevant new one.
  • Redirect chains. A โ†’ B โ†’ C slows pages and dilutes signals. Point A straight to C.
  • Redirecting to a page that does not exist yet. Check the destination first.
  • Forgetting to test. After launch, click through your top old URLs and confirm each one lands where it should.
  • Not watching Search Console. Check the Pages report for 404s in the weeks after a change.
Diagram of one old URL redirected with a 301 to one new Shopify URL, with common mistakes listed
One old URL, one new URL, and the mistakes to avoid.

Redirects are one part of SEO safety

If you are planning a move, read our migration checklist. If you would rather have it handled, our migration service includes redirect mapping, and our Shopify SEO service can audit an existing store for broken or chained redirects.

Related services

Topics:GuidesShopify SEOStore Migration
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