Why Your Shopify Store Lost Traffic After Changing Product URLs (Pt2)

Previously we talked how Shopify merchants don't realize they're creating 404 errors until it's too late with the most common scenarios:

1. Deleting seasonal or discontinued products 

2. Changing store structure

3. Migrating from another platform

4. Theme changes that alter URLs

How to Find and Fix 404 Errors in Shopify (Step-by-Step)

Now let's get tactical. Here's exactly how to identify and fix your 404 errors.

Step 1: Discover Your 404 Pages

You can't fix what you can't see. Here are three methods to find 404 errors:

Method 1: Google Search Console (Free, but delayed)

• Go to Google Search Console
• Navigate to "Pages" in the left sidebar
• Scroll to "Why pages aren't indexed"
• Click "Not found (404)"
• Export the list of URLs

Pros: Free, shows what Google sees

Cons: Data is 2-4 weeks delayed, only shows pages Google tried to crawl

Method 2: Check server logs (Technical)

This requires access to your Shopify server logs and technical knowledge. Most merchants skip this.

Method 3: Use automated scanning tools

Apps like Tapita SEO & Speed Optimizer automatically scan your entire site for 404 errors in minutes.

Pros: Real-time detection, finds all 404s including those Google hasn't discovered yet

Cons: Requires installing an app

Step 2: Prioritize Which 404s to Fix First

Not all 404 errors are equal. Prioritize based on:

High priority (fix these first):

• Pages with external backlinks (check in Google Search Console under "Links")
• URLs that had significant traffic (check Google Analytics historical data)
• Recently broken pages (they're still fresh in Google's index)
• Product pages that rank for target keywords

Medium priority:

• Older 404s with some traffic
• Internal broken links from blog posts or pages
• Collection or category pages

Low priority:

• Old URLs with no backlinks or traffic
• Test pages or duplicates
• Typo URLs that were never valid

Pro tip: If you're using Google Search Console, check the "Coverage" report to see which 404s Google is actively trying to crawl. These should be prioritized.

Step 3: Implement Your Redirect Strategy

This is where Tapita SEO & Speed Optimizer simplifies the entire process.

Option A: Individual 301 Redirects in Tapita

Tapita automatically scans your Shopify store and presents all 404 errors in an organized dashboard.

How to set up individual redirects:

• Install Tapita SEO & Speed Optimizer from the Shopify App Store
• Navigate to the Redirects section - Tapita automatically scans your site
• Review your 404 list - All broken URLs are displayed with their current status
• Choose destination URLs - For each 404, select or enter where it should redirect:
• Type in a product URL for similar items
• Enter a collection URL for categories
• Paste any valid URL on your site
• Apply 301 redirects - Click to implement each redirect individually
• Verify - Test a few redirects to ensure they're working

Best for: Stores under 100 products, high-value pages with backlinks, detail-oriented merchants who want maximum SEO benefit

Time investment: 20-60 minutes depending on number of 404s

No limits: Create as many individual redirects as needed—there's no cap on redirect count.

Option B: Auto-Redirect in Tapita (Set It and Forget It)

For merchants who need a fast, scalable solution, Tapita's auto-redirect feature handles everything automatically.

How to set up auto-redirect:

• Install Tapita SEO & Speed Optimizer
• Navigate to the Auto-Redirect section
• Set your destination URL - Choose one strategic page:
• Recommendation: /collections/all or /collections/shop-all
• Alternative: Main category page or search page
• Enable auto-redirect
• Done - All current 404s and any future 404s redirect automatically to your chosen destination

Best for: Large catalogs, frequent product changes, stores with 100+ 404s, merchants who want to prevent future 404s automatically

Time investment: 2 minutes

Flexibility: Change your destination URL anytime—all 404s will immediately redirect to the new destination

Option C: Hybrid Approach in Tapita

Combine both features for maximum effectiveness:

Implementation steps:

• Run Tapita's 404 scan
• Export or review your 404 list
• Use Google Search Console to identify which 404s have backlinks
• Create individual 301 redirects for your top 20-30 high-value 404s in Tapita:
• Pages with backlinks
• High-traffic URLs
• Recently broken pages
• Enable auto-redirect to catch all remaining 404s
• Set your destination to /collections/all-products or similar

Result: High-value pages get targeted redirects for maximum SEO benefit, while the long tail of low-impact 404s is handled automatically. Future 404s are caught before they cause problems.

Best for: Growing stores, merchants who want 90% of the SEO benefit with 20% of the time investment

Step 4: Monitor and Maintain

Redirects aren't "set it and forget it"—they require periodic maintenance.

Monthly tasks:

• Check Google Search Console for new 404 errors

Using Tapita for maintenance:

• Rescan for 404s anytime with one click
• Update auto-redirect destination if your strategy changes
• Add new individual redirects as needed (no limits)
• All changes apply instantly

Special Cases: When You Need Custom Redirect Strategies

Most 404 fixes are straightforward, but some situations require special consideration.

Domain Migration: When You're Changing Your Store URL

The scenario: Moving from oldstore.com to newstore.com or mystore.myshopify.com to mystore.com

Why this is different: You're redirecting your entire site, not just a few broken URLs. This is high-stakes—poor execution can tank your traffic for months.

Critical rule: You must use individual 301 redirects for domain migrations. Auto-redirect to one destination won't work here.

The process:

• Map old URLs to new URLs before migration:
• Create a spreadsheet with old URL → new URL pairs
• Include all products, collections, blog posts, and important pages
• Ensure URL structure is preserved when possible
• Implement 301 redirects before switching domains:
• Use Tapita to create individual redirects for each URL mapping
• Test in staging environment if available
• Verify redirects work before changing DNS
• Monitor closely post-migration:
• Watch Google Search Console for crawl errors
• Check traffic daily for first two weeks
• Be ready to fix any missed redirects quickly

Expected timeline: According to Google, domain migrations with proper 301 redirects typically take 4-8 weeks for rankings to stabilize and 3-6 months to recover 90-95% of organic traffic.

Warning: Auto-redirect isn't suitable for migrations because it would send all your old URLs to one new page, losing all page-specific SEO value.

Seasonal Product Deletions: Should You Even Redirect?

The scenario: Holiday items, summer collections, or limited-edition products that won't return

The decision framework:

Redirect if:

• The product page has backlinks (check Google Search Console)
• It had significant traffic before deletion
• You have a similar replacement product
• The URL is less than 6 months old

Consider letting 404 if:

• It's a truly one-time seasonal item with no similar products
• No external backlinks exist
• Minimal traffic before deletion
• You clearly communicate "seasonal" or "limited edition" in product description

Best redirect destinations for seasonal items:

• Next season's version - "2024 Holiday Ornament Set" → "2025 Holiday Ornament Set"
• Same category - "Summer Beach Towel" → "Beach Towels" collection
• Shop all page - Better than 404, but less targeted

Using Tapita: Set up individual redirects for high-value seasonal items, let auto-redirect catch the rest

Store Restructuring: Moving Products Between Collections

The scenario: You're reorganizing your site architecture, moving products to different collections, or renaming categories

Why it matters: Collection URLs often rank independently for category keywords. Changing them without redirects loses that SEO value.

Best practices:

• Plan before executing:
• Document current collection URLs
• Map to new collection URLs
• Identify which collections have backlinks or rankings
• Implement redirects proactively:
• Set up 301 redirects before making changes
• Test that new structure works
• Then make the changes
• Preserve URL structure when possible:
• If /collections/summer-dresses ranks well, keep it
• Instead of changing URL, update collection name and description
• Only change URLs if necessary for site architecture

Using Tapita: Create individual 301 redirects from old collection URLs to new collection URLs to preserve category SEO value

Your 404 & Redirect Health Checklist

Use these checklists to maintain a healthy redirect strategy:

Monthly Maintenance (15 minutes)

• Check Google Search Console "Coverage" report for new 404 errors
• Scan for any customer-reported broken links
• Verify that your auto-redirect destination is still appropriate
• Review any high-traffic 404s that might need individual redirects
• Spot-check 3-5 random old redirects to ensure they still work

Quarterly Audit (30-60 minutes)

• Run full 404 scan in Tapita
• Cross-reference with Google Search Console data
• Identify any new 404s with backlinks (prioritize for individual redirects)
• Review whether auto-redirect destination needs updating
• Check if any seasonal changes require redirect updates
• Audit redirect performance: Are destinations still relevant?

Before Major Site Changes (Plan ahead)

• Document current URL structure
• Map old URLs to new URLs for any changes
• Create redirect implementation plan
• Set up redirects before making changes when possible
• Test redirects in staging environment
• Monitor closely for 2 weeks post-implementation

After Deleting Products (Immediate)

• Decide: Individual redirect or let auto-redirect catch it?
• If high-value product: Create individual 301 redirect to similar product or category
• If low-value product: Auto-redirect will handle it automatically
• Verify redirect is working correctly

Domain Migration Checklist (Critical)

• Create complete URL mapping (old → new)
• Implement all individual 301 redirects
• Test every redirect before switching domains
• Set up Google Search Console for new domain
• Monitor daily for first 2 weeks
• Fix any missed redirects immediately
• Track traffic recovery over 3-6 months

Frequently Asked Questions About Redirects

Should I redirect to the homepage or a category page?

The hierarchy of redirect destinations (from best to worst):

• Similar or replacement product - Maintains user intent perfectly
• Example: Discontinued product → Newer version of same product
• Relevant category/collection page - User can browse similar items
• Example: Deleted "Blue Running Shoes" → "Running Shoes" collection
• Site search with relevant query - Proactive help finding alternatives
• Example: /search?q=running+shoes
• Shop all / Products page - At least they see available inventory
• Example: /collections/all
• Homepage - Least helpful, use only as last resort
• User has to navigate to find what they want

Recommendation: Use auto-redirect to /collections/all or a main category page rather than homepage. It's still generic but at least shows products.

How many 404 pages are too many?

Even 10 active 404 errors can hurt you. More than 50 is a serious problem.

Bottom line: Don't worry about the exact number. Focus on fixing them systematically using the strategies in this guide.

Can I remove redirects after some time?

Sometimes yes, but usually no. It depends on the specific redirect.

Before removing any redirect, check:

• Google Search Console → Links → Top linking sites (for that URL)
• Google Analytics → Traffic to the destination URL (filter by referral from old URL)
• Google Search → Check if old URL still appears in results

If any of these show activity, keep the redirect.

What if I have hundreds of 404 errors?

Don't panic—this is more common than you think.

Your action plan for hundreds of 404s:

Phase 1: Stop the bleeding (5 minutes)

• Set up auto-redirect in Tapita to /collections/all-products

Phase 2: Strategic upgrades (30-60 minutes)

• Use Google Search Console to identify which 404s have backlinks
• Check which 404s had historical traffic (Google Analytics)
• Create individual 301 redirects for the top 20-30 high-value URLs
• Map them to similar products, categories, or relevant pages

Phase 3: Maintain going forward

• Keep auto-redirect active to catch new 404s automatically
• Monthly: Check for any new high-value 404s worth individual redirects
• Gradually upgrade more 404s to individual redirects as time allows

Do redirects slow down my Shopify store?

Redirects add minimal load time—and the alternative (404 errors) is far worse.

Proper 301 redirects have negligible performance impact. The SEO benefits and user experience improvements far outweigh the minimal speed cost.

Tapita's approach: All redirects in Tapita are server-side 301 redirects (the fastest type), and the app monitors for redirect chains to prevent performance issues.

What's the difference between Shopify's built-in redirects and Tapita?

Shopify Native Redirects:

What it offers:

• Manual redirect creation (one at a time)
• Basic redirect management
• 301 and 302 redirect options
• Free (included with Shopify)

What it lacks:

• No automatic 404 detection
• No bulk operations
• No scanning of existing 404s
• Manual only (you must know which URLs are broken)
• No ongoing monitoring
• No auto-redirect feature

Best for: Small stores with occasional redirect needs, merchants who already know which URLs need redirecting

Tapita SEO & Speed Optimizer:

What it offers:

• Automatic 404 detection - Scans your entire site automatically
• Manual redirect creation - Choose specific destinations for each 404
• Auto-redirect feature - Catch all 404s automatically with one destination
• Unlimited redirects - No caps on how many you can create
• Flexible destinations - Change auto-redirect destination anytime
• Ongoing monitoring - Continuous 404 detection
• Fast implementation - Fix hundreds of 404s in minutes
• Hybrid approach support - Use both manual and auto-redirect together 

Best for: Growing stores, merchants with many 404s, stores that frequently add/remove products, anyone who wants automated 404 protection

When you need both:

Many merchants use Shopify's native redirects for critical, permanent redirects (like domain migrations), and Tapita for ongoing 404 management and auto-redirect protection.

The complementary approach:

• Shopify native: Critical permanent redirects you want Shopify to handle
• Tapita: Automated 404 detection, bulk redirect needs, auto-redirect for future protection

There's no conflict—you can use both simultaneously for a comprehensive redirect strategy.

Conclusion: Fix 404s Now, Thank Yourself Later

Let's bring it all together with one clear message: Every 404 error on your Shopify store is bleeding traffic, damaging your SEO, and costing you sales.

The good news? Fixing 404s is one of the highest-ROI SEO tasks you can do. Unlike building backlinks or creating content, redirect fixes work immediately.

The numbers don't lie:

• Stores with proper redirect strategies maintain 90-95% of their organic traffic during URL changes
• Sites with 50+ unfixed 404s lose an average of 18% of their organic traffic
• Proper 301 redirects pass 90-99% of link equity to new URLs
• The average Shopify store generates 15-30 new 404 errors per month from normal operations

Take action now:

Your 404 errors aren't going to fix themselves. In fact, they're multiplying right now as products get deleted, URLs change, and your site evolves.

The question isn't whether you need a redirect strategy—it's which strategy you'll implement today.

• Need a quick win? → Set up auto-redirect in 2 minutes
• Have time for strategic SEO? → Create individual redirects for high-value pages
• Want the best of both? → Hybrid approach in 30 minutes

Your future self will thank you when rankings hold steady, customers find what they need, and traffic keeps flowing instead of draining away to broken links.