Redirects
Server-level instructions that automatically send users and search engine bots from one URL to another, preserving or transferring link equity depending on the redirect type.
Simple Explanation
A redirect is a way to forward both users and search engines from one URL to another automatically. The most common type is a 301 redirect (permanent), which tells Google 'this page has moved permanently to a new address — please update your records and pass all the ranking credit to the new URL.' A 302 redirect says 'this is a temporary move — keep the old URL in your index.' Redirects are essential when you delete pages, restructure your site, migrate to a new domain, or clean up old URLs. Without them, any links pointing to the old URL become broken links.
Advanced SEO Explanation
HTTP redirect status codes relevant to SEO: 301 (Moved Permanently — passes ~95-99% of link equity to destination), 302 (Found/Temporary Redirect — Google typically does not transfer link equity, keeps original URL indexed), 307 (Temporary Redirect — same as 302 but HTTP method-preserving), 308 (Permanent Redirect — HTTP method-preserving equivalent of 301). Redirect chains (A→B→C→D) dilute link equity at each hop and slow Googlebot — Google may stop following chains beyond 4-5 hops. Redirect loops (A→B→A) cause crawl errors and browser failures. JavaScript redirects (using window.location or meta refresh) are crawled but processed more slowly than server-side redirects. For site migrations, a redirect map (old URL → new URL for every changed URL) is essential to preserve rankings.
Why Redirects Matters for Rankings
Preserves link equity after URL changes
A 301 redirect transfers ranking power from the old URL to the new one, preventing loss of accumulated backlink value.
Prevents broken links after site migrations
Without redirects, every external backlink pointing to old URLs becomes a broken link — potentially destroying years of SEO work.
Consolidates duplicate content
Redirecting non-www to www (or HTTP to HTTPS) eliminates URL duplication and consolidates all signals into one version.
Maintains user experience during restructures
Bookmarks, shared links, and external citations all continue working after a URL change if proper redirects are in place.
Real-World SEO Examples
301 vs 302: when to use each
Using the wrong redirect type can leave the original URL indexed indefinitely.
302 redirect for a permanently moved page → Google keeps the old URL indexed → Link equity does NOT fully transfer → Two versions compete in search results
301 redirect for all permanent URL changes, site migrations, HTTP→HTTPS, www→non-www, and deleted page consolidation 302 redirect ONLY for: A/B testing, temporary promotions, seasonal redirects where original URL will return
Fixing a redirect chain
Each hop in a chain loses a small amount of link equity. Always redirect to the final destination.
/old-url → /intermediate-1 → /intermediate-2 → /final-page (3 hops, equity lost at each step)
/old-url → /final-page (1 hop, near-full equity transfer)
Apache .htaccess redirect examples
Common redirect implementations.
Code Example
# 301 redirect single page
Redirect 301 /old-page/ https://example.com/new-page/
# Redirect entire HTTP to HTTPS
RewriteEngine On
RewriteCond %{HTTPS} off
RewriteRule ^(.*)$ https://%{HTTP_HOST}%{REQUEST_URI} [L,R=301]
# Redirect non-www to www
RewriteCond %{HTTP_HOST} !^www. [NC]
RewriteRule ^(.*)$ https://www.%{HTTP_HOST}%{REQUEST_URI} [R=301,L]Common Redirects Mistakes
✗ Mistake
Using 302 instead of 301 for permanent moves
✓ The Fix
Always use 301 for permanent URL changes. 302 tells Google the move is temporary and prevents link equity transfer.
✗ Mistake
Creating redirect chains instead of direct redirects
✓ The Fix
When setting up a new redirect, always check if the destination already redirects somewhere else. Redirect to the final URL directly.
✗ Mistake
Not setting up redirects during site migrations
✓ The Fix
Create a complete redirect map before any migration. Map every old URL to its new equivalent and implement all redirects before switching DNS.
✗ Mistake
Meta refresh redirects instead of server-side
✓ The Fix
Use 301 server-side redirects. Meta refresh tags delay the redirect, create a poor user experience, and are slower for Googlebot to process.
✗ Mistake
Redirect loops
✓ The Fix
Test every redirect with curl or browser developer tools before deployment. A→B→A loops cause browser and crawler failures.
Free Tools for Redirects
Related Articles
Redirects FAQs
Frequently Asked Questions
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Continue Learning: Next Terms
Broken Links
Hyperlinks that lead to pages returning an error (typically 404 Not Found), whether internal links between your own pages or external links pointing to pages that no longer exist.
Beginner⚙️Canonical Tag
An HTML element that signals to search engines which URL is the preferred, authoritative version of a page when similar content exists at multiple URLs.
Intermediate⚙️URL Parameters
Query string variables appended to URLs (after a ? symbol) that pass information to web servers, often creating duplicate content and crawl budget issues when not managed properly.
Intermediate📄Canonicalization
The process of selecting the single preferred URL when multiple URLs display the same or nearly identical content, to consolidate ranking signals and prevent duplicate content issues.
Intermediate