---
title: "Shopware SEO URL patterns per shop: product URL structure with examples"
description: "Shopware SEO URL patterns per shop: how product URLs should be structured, six example patterns from category path to product number, a pattern of its own per sales channel and variant URLs."
url: https://pim-shopware.de/en/shopware-seo-url-patterns.html
language: en
---
# Shopware SEO URL patterns per shop: product URL structure with examples
With category path or short, with brand or product number, a URL of its own for every variant: in Shopware a pattern defines what product URLs look like. This page shows what makes a good product URL, which patterns suit which shop and how to set a pattern of its own per sales channel in the PIM.
5 min read For Shopware 6.6 and 6.7
- Patterns from variables: name, product number, manufacturer, EAN, category path, options, properties and more, inserted with a click.
- A pattern of its own per shop: every sales channel can get its own pattern, all others use the default pattern.
- Switch safely: preview with sample products, dry run, old URLs as 301 redirects.
- Clean slugs: umlauts are converted, duplicate separators merged, every language gets its own URL.

## What makes a good product URL
- Readable: words instead of IDs, so customers and search engines see right away what it is about.
- With the search term: the product name belongs in it, for spare parts often the product or manufacturer number too.
- Stable: if the URL changes, a redirect is needed. A pattern that shifts with every range change costs rankings.
- Unique: two products must not share a path in the same shop and language.
Whether the category path belongs in it is a trade-off: it gives context, but makes URLs longer and changes when categories are restructured. For large, stable catalogues it often works well, for shops that restructure often a short URL is more robust.

## Six patterns for typical shops
| Goal | Pattern (step 1) | Result |
| With category path, typical for B2C | {mainCategoryPath}/{name} | grills/gas-grills/gas-grill-boston-3 |
| Short and flat | {name} | gas-grill-boston-3 |
| Brand in the path | {manufacturer}/{name} | grillmaster/gas-grill-boston-3 |
| With product number, typical for B2B and spare parts | {name}-{number} | air-filter-premium-lf-2040 |
| A URL of its own per variant | {mainCategoryPath}/{name}-{options} | shirts/basic-shirt-red-xl |
| With an extension as before | {name}.html | gas-grill-boston-3.html |
The top category level, usually the home page or"Catalogue", stays out of the path as long as"Include top category level" is off. An empty {options} on the main product leaves no superfluous hyphen.

## A pattern of its own per shop
If you run several shops in one installation, they often need different URLs: the consumer shop with category path, the B2B shop short with product number. With"Custom pattern per shop" every sales channel gets its own pattern:
- Config matrix,"SEO URLs" tab: set the default pattern, for example {mainCategoryPath}/{name}.
- "Add pattern for shop": choose the sales channel and enter its pattern, for example {name}-{number}.
- Same for step 2: the Twig pattern Shopware stores as the SEO URL template also exists per shop.
Shops without a pattern of their own use the default pattern. The PIM writes the path per shop into a custom field of its own, so the shops do not get in each other's way.

## How to switch the URLs
- Step 1,"Generate URL in custom field": choose shops and languages. The pattern is resolved per product, variant and language.
- Step 2,"Generate SEO URLs": the Twig pattern reads the field and is stored as the Shopware template. A later reindex therefore produces the same URLs.
- Check the options:"Keep old URLs as 301" and"Only generate missing SEO URLs" are on by default.
- Dry run first: it shows written, unchanged and skipped URLs and conflicts without writing anything.
All variables and options: SEO URLs: guide. How Shopware builds URLs from templates: Shopware SEO URL template explained.

## Frequently asked questions

**Can I use a different URL pattern per sales channel in Shopware?**
Yes, with"Custom pattern per shop" in the PIM. Shops without a pattern of their own use the default pattern.

**Should the category path be in the product URL?**
It is a trade-off. It gives context, but makes URLs longer and changes when categories are restructured. For frequent restructuring a short URL is more robust.

**Does every variant get a URL of its own?**
Yes, with {options} in the pattern, for example {mainCategoryPath}/{name}-{options}.

**What happens to the old URLs?**
With"Keep old URLs as 301" they stay as redirects. The option is on by default.

**What if two products produce the same URL?**
The first product gets the path, the second is reported as a conflict with its product number. A pattern with {number} avoids this.

## Further reading
- Shopware SEO URL template explained: how product URLs are built
- Regenerate Shopware 6 SEO URLs: step by step
- Change a Shopware category URL: with 301 redirect
- SEO URLs: guide: all variables and options