www vs non-www: how to make your store open at one address
If your store opens at both www and non-www addresses, search engines may treat them as two sites. Redirect one to the other and keep a single version.
2 min read
Area
Store discovery
Severity
Low
Fix effort
Small
Stores failing
9%
Of 32 stores we scanned where this check applies, 9% fail it and 91% pass. See all benchmarks.
A store can often be reached at both www.example.com and example.com. If both load without redirecting, search engines may treat them as two copies and split the ranking between them. One address should redirect to the other, permanently.
Why it matters
Duplicate versions of a site dilute links and confuse analytics. A shopper may share the version you did not intend, and each copy collects its own history. It is a one-time setup that most platforms offer, and it takes minutes to check.
What the audit looks at
The audit requests both versions of your address and checks that one redirects to the other with a permanent redirect.
What usually causes it
- A domain connected without choosing a primary version
- A redirect set at the registrar and again in the platform, conflicting
- A temporary redirect where a permanent one is needed
- A subdomain still serving an old copy of the store
How to fix it
Pick one address (with or without www) and redirect the other to it permanently. The effort is small, usually a setting or a paste and under 30 minutes.
- Set a 301 redirect from the version you do not use to the one you do.
- Use the chosen version everywhere: canonical tags, sitemap and social profiles.
On Shopify
- Settings > Domains: set your preferred domain as primary and tick "Redirect all traffic to this domain".
On WooCommerce
- Settings > General: make WordPress Address and Site Address the same version, then add a 301 rule for the other in your host or caching plugin.
How to check it yourself
- Type both versions into a browser and see which one the address bar settles on.
- Use a redirect checker to confirm the status code is 301 or 308.
- Check your platform domain settings for a primary domain option.
Frequently asked questions
Which version should I choose?
Either works. Pick one, redirect the other, and use it consistently in links, sitemaps and ads.
Is a 302 redirect wrong here?
A 302 means temporary. For a permanent move between versions use 301 or 308, so search engines transfer the history.
Related checks
Check your own store
See whether your store passes this check
Paste your store URL. The audit loads your pages in a real browser and shows the result for this check with the evidence behind it.