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Stone & Water

Generate and change Shopware SEO URLs

Create speaking product URLs with the full category path for all shops and languages - with preview, redirects for old addresses and a conflict check.

Key facts
  • A URL pattern built from variables such as {mainCategoryPath}/{name} creates the paths, with a preview on a sample product.
  • A separate pattern per sales channel is possible; generation runs per shop and language.
  • Old addresses can be kept as a 301 redirect.
  • Duplicate paths are reported as a conflict instead of being overwritten.

SEO URLs in standard Shopware

Shopware creates product URLs from a Twig template that you store per sales channel under Settings → SEO. If you want a different structure, such as the full category path in front of the product name, you need your own Twig logic and only see the result after indexing. Then there is legacy from migrations: shops coming from another system often carry grown URLs that should be preserved, while new products are already named according to the new scheme.

Generating Shopware SEO URLs with the PIM

The SEO URL function lives in the config matrix in the "SEO URLs" tab and works in two steps.

Step 1: generate the URL in a custom field

From a token pattern the PIM builds the path and writes it per shop into a custom field on the product, precise per variant and language. Available variables include {name}, {number}, {manufacturer}, {manufacturerNumber}, {ean}, {metaTitle}, {category}, {categoryPath}, {mainCategory}, {mainCategoryPath}, {properties}, {options} and {tags}. You set whether the category path comes from the channel's SEO main category or from the first assigned category. Further settings are separator, lower case, including the top category level and converting umlauts (ä becomes ae). Optionally a meta title pattern also writes the meta title during generation.

Step 2: generate SEO URLs

A Twig pattern reads the custom fields, also with a fallback to a migrated field, and writes the result into Shopware's SEO URL table. Splitting the work into two steps has an advantage: you can check the calculated paths in the custom fields first, before they become visible in the shop. In the dialog you choose shops and languages as well as the options "Keep old URLs as 301", "Only generate missing SEO URLs" or "Remove all product URLs (reset)".

Step by step: rebuilding SEO URLs

  1. Check SEO main categories: filter the product list for products without a main category and set it in bulk via bulk edit in the SEO area if needed.
  2. Define the pattern: enter the token pattern in the "SEO URLs" tab and watch the preview on the sample product, also in other languages.
  3. Add shop patterns: if a sales channel needs a different structure, enable "Custom pattern per shop" and store the deviating pattern there.
  4. Fill the custom fields: start "Generate URL in custom field" and select the shops and languages.
  5. Write the URLs: start "Generate SEO URLs", choose the options and review reported path conflicts.
  6. Check in the shop: open a few old and new addresses and verify the redirects.
See it in context: the section Config matrix on the feature overview shows this function with screenshots from the Shopware admin.

Tips from practice

  • Protect migrated URLs: with "Only generate missing SEO URLs" only new products get the pattern. Grown addresses with rankings stay as they are.
  • Reset with care: "Remove all product URLs" first deletes all SEO URLs of the selected channels and languages, including redirects. Only use it when you deliberately start over.
  • Changes in bulk: in bulk edit you set SEO URL, meta title and meta description templates with variables and preview for a selection, plus the main category per channel and the canonical variant.
  • Single cases directly: with "Use Shopware standard SEO URL" you edit the native URL on the product. The two generator steps are then disabled.
  • Automate: the console command staw:pim:seo:generate creates URLs for a sales channel, with --dry-run as a simulation first.
  • Do not forget categories: category URLs are maintained in category management as a separate slug per channel and language.

Frequently asked questions

Do old URLs stay reachable when I regenerate SEO URLs?

With the option "Keep old URLs as 301" the old address remains as a redirect when the path changes. If you switch it off, the URL is replaced outright.

Can I generate only missing SEO URLs?

Yes. "Only generate missing SEO URLs" leaves existing URLs, including migrated or manually set ones, untouched and only gives products without a URL the pattern.

What happens with duplicate paths?

If two products resolve to the same path within the same shop and language, they are skipped and reported as a path conflict.

Can the generation be automated?

Yes, via the console command staw:pim:seo:generate with options such as --sales-channel, --language, --dry-run, --overwrite, --no-redirects and --keep-modified.

Can I also change single URLs by hand?

Yes. With "Use Shopware standard SEO URL" you edit the native Shopware SEO URL directly in the detail view, optionally also in the variant dialog and the quickview.

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Try PIM for Shopware

All licence models and terms are listed on the pricing page. Want to know up front whether the PIM fits your shop and your processes? Get in touch via the contact form - we answer personally.

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