Redirection is an HTTP response code that automatically sends users and search engines from one URL to another. Common redirects include 301 (permanent) and 302 (temporary), with proper implementation being critical for preserving search rankings during site migrations, URL changes, and consolidating duplicate content.
Preserve Rankings During Site Changes
301 redirects pass approximately 90-99% of link equity to the new URL, making them essential for maintaining search visibility during migrations or URL restructures.
Choose the Right Redirect Type
301 redirects signal permanent moves and transfer ranking power, while 302 redirects indicate temporary changes and don't pass full authority to the destination URL.
Avoid Redirect Chains
Multiple redirects in sequence slow page load times and dilute link equity. Each additional redirect in the chain reduces the ranking power passed to the final destination.
Fix Redirect Loops Immediately
Redirect loops occur when URL A redirects to URL B, which redirects back to URL A. Search engines can't crawl these pages, resulting in indexing failures and lost rankings.
Audit Redirects During Migrations
Site migrations require comprehensive redirect mapping from old URLs to relevant new URLs. Missing redirects result in 404 errors, lost traffic, and ranking drops for previously performing pages.
Monitor Redirect Performance
Regular audits using tools like Screaming Frog identify broken redirect chains, loops, and outdated temporary redirects that should be updated to permanent or removed entirely.
What's the difference between 301 and 302 redirects?
301 redirects indicate permanent URL changes and pass link equity to the new location. 302 redirects signal temporary moves and don't transfer full ranking power to the destination.
How do redirect chains hurt SEO performance?
Each redirect in a chain adds load time and reduces link equity passed to the final URL. Google may stop following chains after 3-5 hops, preventing indexing.
Should I redirect deleted product pages?
Yes, redirect discontinued products to relevant category pages or similar products. This preserves link equity and provides better user experience than 404 errors for previously indexed pages.
How long should I keep redirects in place?
Maintain 301 redirects indefinitely for important pages. Google recommends keeping redirects for at least one year, but permanent redirects should remain active to preserve accumulated link equity.
Redirect
A server instruction that automatically sends users and search engines from one URL to another. Proper redirect implementation preserves link equity, prevents broken experiences, and is essential during site migrations and URL changes.
301 Redirect
A permanent server-side redirect that passes nearly all link equity from the original URL to the destination. Essential for preserving SEO value during site migrations, URL changes, and domain consolidations.
302 Redirect
A temporary redirect indicating a page has moved temporarily. Unlike 301 redirects, search engines may continue indexing the original URL and may not transfer full link equity to the destination.
Related Glossary Terms
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