Definition
A 302 redirect is a temporary redirect that sends users and search engines from one URL to another. Unlike a 301 redirect, which is permanent, a 302 redirect signals that the original URL is expected to return and that search engines should not transfer SEO value to the new page.
302 redirects are commonly used for short-term website changes, such as seasonal promotions, temporary page moves, or A/B testing. They provide flexibility while ensuring that visitors are automatically directed to the correct page during the temporary change.
Advanced
A 302 redirect is an HTTP status code response that tells browsers and search engines the requested resource is temporarily available at a different URL. The original URL should continue to be indexed, while the redirected URL is treated as temporary.
302 redirects can be configured via server files like .htaccess (Apache), web.config (IIS), or Nginx configuration. Advanced applications include geotargeting, device-specific content delivery, and marketing experiments. Proper implementation ensures usability without unintended SEO impacts.
Why it matters
- Preserves the original page’s SEO ranking and authority.
- Ensures users are directed to relevant temporary content.
- Supports flexibility for marketing campaigns and testing.
- Prevents permanent SEO changes when pages are expected to return.
- Improves user experience during temporary site adjustments.
Use cases
- A retailer redirecting visitors to a seasonal holiday landing page.
- A company testing different versions of a webpage for conversion optimization.
- A news site redirecting traffic during a temporary server migration.
- A brand redirecting traffic to an event registration page for a limited time.
Metrics
- Traffic volume to temporary redirected pages.
- Engagement and conversion rates on redirected content.
- Impact on SEO indexing of the original URL.
- Redirect response time and server performance.
- Bounce rate for redirected visitors.
Issues
- Misusing 302 instead of 301 may cause SEO value loss.
- Long-term reliance on 302 redirects may confuse search engines.
- Improper configuration can lead to redirect loops.
- Inconsistent handling across browsers or crawlers may affect visibility.
Example
A fashion retailer used a 302 redirect to temporarily send visitors from its main homepage to a holiday sale page. After the promotion ended, the redirect was removed, and the homepage remained indexed with no loss in SEO authority.