Redirect

A redirect is a way to automatically send users and search engines from one URL to another. It’s commonly used when a webpage has moved, been deleted, or replaced and you want people to land on the correct version without hitting an error page.

In everyday terms:

A redirect tells browsers: “This page has moved go here instead.”

Redirects are essential for maintaining good user experience, preserving SEO value, and keeping your website structure clean.

Why Redirects Matter for SEO

Redirects do more than guide visitors they also protect your site’s rankings. When you properly redirect a page:

• Link equity (ranking power) transfers to the new URL
• Users avoid broken pages like 404 errors
• Google stays aware of your updated site structure
• Old backlinks still count, because they route users correctly

Without redirects, you risk losing traffic, confusing search engines, and damaging your site’s authority.

Types of Redirects (and When to Use Each)

1. 301 Redirect (Permanent)

The most important redirect in SEO.

• Tells search engines the page has moved forever
• Passes most ranking signals to the new URL
• Best for site migrations, URL changes, consolidating content, and fixing outdated pages

Example:
/old-page → /new-page

2. 302 Redirect (Temporary)

Indicates a page has moved temporarily.

• Google doesn’t fully transfer SEO strength
• Use when you plan to restore the original URL

Use cases:

• A seasonal product page
• A temporary promotion
• Short-term A/B testing

3. 307 Redirect (Temporary – HTTP/1.1)

Similar to a 302 but more technically precise.

Mostly used by servers or browsers automatically rather than for SEO.

4. Meta Refresh Redirect

A slower redirect that occurs within the HTML, often showing a message like:

“You will be redirected in 5 seconds…”

Not recommended for SEO due to delayed transitions and potential indexing issues.

5. JavaScript Redirect

Triggered by JavaScript.
Search engines can process them, but they’re less reliable than server-level redirects. Use only if you have no other option.

Common Reasons to Use Redirects

✔ Changing URL Structure

Rewriting messy URLs into clean, SEO-friendly versions.

✔ Deleting or Merging Content

When combining duplicate or thin pages into a stronger resource.

✔ Website Migration

Moving from:

• HTTP → HTTPS
• old domain → new domain
• subdomain → root domain

✔ Fixing Broken Links and 404 Errors

Redirecting removed pages to the best alternative.

✔ Canonicalizing Variations

Standardizing URLs like:

• www vs. non-www
• Trailing slash vs. non-trailing slash
• Uppercase vs. lowercase

How Redirects Affect SEO

Preserves Page Authority

A proper 301 redirect typically passes the majority of link equity to the final destination.

Prevents Duplicate Content

Redirecting alternate versions keeps your site clean.

Improves User Experience

Users get where they want to go, instead of hitting dead ends.

Helps Google Map Your Site Structure

When redirects are logical, Google understands how your content is organized.

How to Implement Redirects

Apache (.htaccess) Example:

Redirect 301 /old-page https://example.com/new-page

NGINX Example:

return 301 https://example.com/new-page;

WordPress Plugins (No Code):

• Rank Math
• Yoast SEO
• Redirection plugin

JavaScript Redirect (Not Ideal):

window.location.href = "https://example.com/new-page";

Common Redirect Mistakes to Avoid

Redirect Chains

A → B → C → D
Too many hops slow down performance and weaken SEO signals.

Redirect Loops

A → B → A
A broken configuration that makes pages unreachable.

Redirecting to Irrelevant Pages

Redirects must lead to a relevant destination or Google may treat it as soft-404.

Using 302s Instead of 301s for Permanent Moves

This causes ranking power to remain split.

Failing to Update Internal Links

Your own site should point to the final URL not the old one.

Redirect FAQs