Clear definition
A redirect is a server or client instruction that sends users and search engines from one URL to another. Redirects help preserve rankings, consolidate signals, and guide crawlers to the correct version of a page.
Simple real-world explanation
When a page moves, gets renamed, or no longer exists, you don’t want users or Google to land on an error page. A redirect automatically forwards them to the correct destination URL.
For example, if a product page changes from /blue-shoes to /mens-blue-shoes, a redirect ensures visitors and search engines reach the updated page without losing traffic or link equity.
Practical example
A site migrates from HTTP to HTTPS. Every old HTTP URL redirects to its secure HTTPS version. This preserves rankings, avoids duplicate content, and ensures Google indexes the correct protocol.
Another example is consolidating two similar blog posts into one. Applying a 301 redirect from the old URL to the new canonical page transfers link equity and prevents keyword cannibalization.
Key features or components
- Redirect type (301, 302, 307, meta refresh, JavaScript redirect)
- Correct status codes for permanent or temporary moves
- Preservation of link equity through proper 301 usage
- Redirect mapping during site migrations
- Avoiding redirect chains and loops
- Monitoring for crawl errors and incorrect targets
When to use it
Use a redirect when:
- You permanently move or rename a page
- You merge duplicate pages to strengthen a single URL
- You migrate from HTTP to HTTPS
- You rebuild site structure during a redesign or CMS change
- You replace thin content with a more complete version
- You want to ensure old links pass value to the new destination
When not to use it
Avoid using redirects when:
- The destination page is irrelevant or low quality
- A 404 error is more appropriate, such as for discontinued products with no replacement
- You rely on temporary redirects for permanent changes
- The redirect causes unnecessary hops or chains
- You want to mask affiliate or tracking URLs without transparency
Common mistakes
- Creating redirect chains that slow crawling and dilute signals
- Using 302 redirects for permanent moves
- Redirecting all pages to the homepage during migrations
- Forgetting to update internal links after applying redirects
- Using JavaScript or meta refresh redirects unnecessarily
- Redirecting to pages that do not match user intent
Redirect FAQs
What is the difference between a 301 and 302 redirect?
A 301 denotes a permanent move and transfers ranking signals. A 302 indicates a temporary move and does not pass the same level of authority.
Do redirects affect SEO?
Yes. Proper redirects preserve link equity and avoid duplicate content. Poorly implemented redirects can hurt rankings, slow crawling, and confuse search engines.
How many redirects are too many?
Google can crawl multiple hops, but redirect chains should be kept minimal. Ideally, use a single hop from old URL to final destination.
Should internal links be updated after a redirect?
Yes. Internal links should point directly to the final URL to reduce crawl waste and maintain clarity of site structure.
Is JavaScript or meta refresh redirect SEO friendly?
Not unless necessary. Server-side redirects are preferred because they are reliable for both users and crawlers.
Can redirects cause indexing issues?
Yes. Redirect loops, chains, or inconsistent mappings can delay or prevent Google from indexing the correct page.