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Rewrite URL

Rewrite URL is where you tell your storefront that an old address should lead to a new one. Every time you rename a product, restructure a category, or move to a new domain, the old links live on in emails, adverts and other people's websites - and this page keeps them working.

Menu path: Website > Rewrite URL

What a rule contains

FieldPurpose
Request pathThe old address a visitor arrives at
Target pathThe address they should end up at
TypeThe kind of thing being redirected - a product, a category, a page, or a custom path
ItemThe specific record, where the redirect points at one
Redirect typePermanent or temporary
StoreWhich storefront the rule applies to
DescriptionWhy the rule exists

Redirect type is the field with real consequences. A permanent redirect tells search engines the move is final and transfers the accumulated ranking to the new address. A temporary one says the old address will return, and ranking stays where it was. Choose permanent for renames and restructures; temporary only for something genuinely coming back, like a page down for a seasonal campaign.

Redirect an old address

  1. Note the exact old address before you change anything. Once the slug is changed, recovering what it used to be means reading a search console or a log.
  2. Create the rule with the old address as the Request path and the new one as the Target path.
  3. Set the type and, where relevant, the specific item.
  4. Choose Permanent unless the old address will genuinely be used again.
  5. Save, then visit the old address in a browser and confirm you land on the new page.
Tip: Redirect to the closest equivalent page, not to your home page. A customer who clicks a link for a discontinued product and lands on a similar product may still buy; one who lands on the home page usually leaves.
Warning: Do not chain redirects. An old address pointing at a second old address that points at the current page is slow and loses ranking at each hop - point every old address directly at the final destination.
Note: Rules are per store, so a multi-store setup needs the redirect on the store where the old address was published.

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