What is Redirect?
Redirects are server instructions that automatically send users and search engines from one URL to another. They transfer search rankings and preserve user experience when pages move, get removed, or need consolidation, making them essential for maintaining SEO value during site changes.
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What You Need to Know about Redirect
301 Redirects Transfer Full SEO Value
Permanent 301 redirects pass nearly all link equity to the destination URL. They’re the standard choice for moved content, ensuring search engines update their index and maintain your rankings.
302 Redirects Signal Temporary Changes
Temporary 302 redirects tell search engines the original URL will return. Use them for A/B testing or seasonal content moves where the original page needs to retain its ranking position.
Redirect Chains Kill Performance and Rankings
Multiple redirects in sequence slow page load times and dilute ranking signals. Each additional hop reduces transferred equity and creates indexing delays that hurt competitive rankings.
Strategic Redirects Consolidate Ranking Power
Redirecting duplicate or thin content to stronger pages concentrates authority. This tactic improves rankings by eliminating competing pages and strengthening your best-performing content.
Server-Side Redirects Outperform JavaScript
Search engines process server-level redirects faster and more reliably than JavaScript or meta refresh redirects. For ecommerce sites, this speed difference directly impacts crawl efficiency and indexing.
Redirect Mapping Prevents Lost Traffic
Before site migrations, map old URLs to new destinations to preserve existing rankings. Missing or incorrect redirects during launches cause traffic drops that take months to recover.
Frequently Asked Questions about Redirect
1. When should I use a 301 vs 302 redirect?
Use 301 redirects for permanent changes like discontinued products or consolidated content. Choose 302 redirects only when the original URL will return, such as temporary maintenance or limited-time promotions.
2. How do redirect chains affect SEO?
Redirect chains force search engines through multiple hops, slowing crawling and diluting link equity with each step. Sites with chains often see slower indexing and weaker rankings compared to direct redirects.
3. Do redirects hurt page speed?
Single redirects add minimal delay, but chains significantly slow load times. For ecommerce sites competing on Core Web Vitals, eliminating unnecessary redirects improves both user experience and search performance.
4. Can I redirect multiple old URLs to one new page?
Yes, redirecting similar content to one authoritative page consolidates ranking signals. This works well for discontinued product variations or duplicate category pages, strengthening the destination URL’s competitive position.
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