Definition
A redirect is a method used to send users and search engines from one URL to another. It is commonly applied when a webpage is moved, deleted, or consolidated, ensuring that visitors reach the correct destination without encountering errors. Redirects also help preserve SEO value by passing authority from the old page to the new one.
For example, if a company changes its product URL from example.com/shoes to example.com/footwear, a redirect ensures that anyone visiting the old link is automatically taken to the updated page.
Advanced
Redirects come in different types, with the most common being 301 and 302. A 301 redirect is permanent and signals search engines to transfer ranking authority, while a 302 redirect is temporary and does not always pass full SEO value. Other types include meta refresh and JavaScript-based redirects, though these are less recommended for SEO.
Advanced strategies involve managing redirect chains, avoiding loops, and auditing redirect maps during site migrations. Tools such as Screaming Frog, Ahrefs, and Google Search Console help identify issues like broken redirects or excessive chains that can harm crawl efficiency. Redirect planning is especially important during rebranding, domain changes, and large-scale site restructuring.
Why it matters
- Preserves SEO equity when URLs change.
- Ensures a smooth user experience by avoiding dead pages.
- Prevents traffic loss during site migrations or redesigns.
- Helps consolidate duplicate or outdated content into stronger pages.
Use cases
- Moving from HTTP to HTTPS.
- Redirecting old blog posts to updated versions.
- Combining similar product pages into one consolidated page.
- Redirecting an entire domain after a rebrand.
Metrics
- Number of active redirects on the site.
- Redirect chain length and efficiency.
- Traffic and rankings retained after redirects.
- Error reports for broken or misconfigured redirects.
Issues
- Long redirect chains slowing down load times.
- Redirect loops causing pages to become inaccessible.
- Incorrect use of 302 instead of 301 leading to lost SEO value.
- Misconfigured redirects causing traffic drops after migrations.
Example
An online store migrates from example.com to examplestore.com. By setting up 301 redirects for all old URLs, the store ensures that both users and search engines are seamlessly directed to the new domain. This preserves search rankings and prevents revenue loss during the transition.