You can do that several ways, depending on what you really need :

• set redirections or url rewriting in your web server (like apache or nginx), this can be generic

• write a small module with a controler that change the url, can be generic too

• use the available Odoo feature : first activate debug mode, then you will see a Redirects entry in Website/Settings menu, open it and you will be able to rewrite every url, at the cost of not being generic.

However, this will not help at all in SEO as shop is well understood by Google and others. If you need SEO help, I wrote several freely available modules that can help you. But there is no magic in SEO : content is king and that need a lot of work.