Redirects: How To Use, SEO Impact & Types

Clicking on a link but being taken to a different page is quite a familiar scenario. Or you may have noticed that some websites have URLs with strange characters or long strings of text. These are all signs that you’ve encountered redirects. In websites, redirects guide users and search engines from outdated or non-existent links to the current, relevant ones. 

Redirects also greatly impact SEO, so understanding them can give your website a competitive edge. This blog will help you understand the term “redirects” in detail. You’ll get to know how they work, the different types, their impact on SEO, and the best practices to implement them.

What Are Redirects?

A redirect is a way of instructing a web browser or search engine to send a user from one URL (the old address) to a different URL (the new address). When a user clicks on a link that has a redirect, they’re automatically sent to the new URL without even realizing it. This creates a smooth user experience, even if the original URL is inactive. Different types of redirects have different purposes, but they all share the common goal of getting users to the right destination online.

Purpose of Redirection

Redirection can be done for various purposes to benefit both users and search engines. These could be for:

• Maintaining User Experience: 

When a web page moves to a new location, redirects don’t let users encounter a frustrating “404 Not Found” error. Instead, they are directed to the updated URL. This keeps their browsing experience smooth and systematic.

• Preserving Link Equity:

Link equity or “link juice” is the SEO value a webpage receives from other sites linking to it. Redirects, particularly 301 redirects, systematically transfer this link juice to the new location. This helps maintain the SEO strength of your content, even after a URL change.

• Cleaning Up Your Website Structure:

As your business grows, your website can also evolve. Pages get deleted, merged, or restructured. Redirects prevent these changes from creating a mess of broken links. You keep your website organized and user-friendly by redirecting users to the most relevant replacement content.

• A/B Testing and Maintenance:

Redirects also come in handy for temporary situations. During website maintenance or A/B testing of different page versions, redirects can guide users to continue accessing the intended content without disruption. This flexibility allows you to optimize your website for better performance without compromising user experience.

• Managing Multiple Domains:

If multiple websites or domains point to the same content, redirects can help consolidate your online presence. They can direct users to the preferred location and maintain a consistent brand experience.

Types of Redirects

There are different types of redirects, each with a distinct purpose and impact on SEO. Choosing the right one depends on why you’re redirecting and how long you want the redirection to be in place. 

Let’s understand the different redirect types: 

301 Redirects

301 redirects are also known as permanent redirects. They inform users and search engines that a webpage has been permanently relocated to a new address. When users encounter a 301 redirect, they’re automatically sent to the new URL while search engines update their records to reflect the change. 

This type of redirect automatically passes on link juice or SEO value from the old page to the new one. This helps the new page get the ranking of the old page so it can maintain or improve its position in search results. 

When a user requests a URL that’s been permanently moved, the server responds with a 301 code. This triggers two actions:

• Redirection: The user’s browser is automatically forwarded to the new URL for a better and smooth transition. 

• SEO Signal: Google considers the 301 as a transfer of authority. They understand the old page is no longer relevant and shift their ranking power (link juice/SEO value) to the new location. This is important for maintaining your website’s SEO performance.

301 redirects are a great choice for situations like:

• When you’ve revamped your website and have a new URL structure.
• When you’ve deleted a page but want to send users to a relevant replacement page.
• When you’ve merged two pages into one.

302 Redirects

The 302 redirect, also known as the “Found” status code, is a temporary redirection of a resource. It informs users and search engines that the requested URL has been relocated only temporarily. Unlike the permanent 301, the 302 suggests the original URL might return in the future.

Here’s how 302 redirects work:

• Temporary Relocation: When a user tries to access a URL that’s been temporarily moved, the server responds with a 302 code. The user’s browser interprets the code and automatically redirects them to the new, temporary location. This creates a smooth user experience despite the temporary change. 

• SEO Impact: Search engines typically don’t pass on as much SEO value with 302s compared to 301s. They understand the original URL might become relevant again.

Here are some scenarios where 302s come in handy:

• When you’re running maintenance on a page, you need to redirect users temporarily.
• When you’re A/B testing different versions of a page.
• When you want to direct users to temporary promotions or landing pages.

307 Redirects

302 and 307 redirects might seem similar because they both indicate temporary URL changes. They guide users and search engines to the current location of a resource. However, there’s a subtle difference between them: how they handle the HTTP request method (GET or POST).

GET requests are typically used to retrieve information, but POST requests are used to submit data like forms. 302 redirects are flexible when it comes to request methods. If a user requests a page with a GET method and encounters a 302 redirect, the browser might switch to a GET request for the new location, regardless of the original process. 

On the other hand, 307 redirects are the stricter enforcement. They require the browser to maintain the original HTTP request method when accessing the temporary location. So, if the user submitted a form with a POST request and encountered a 307, the browser must also use a POST request to access the new temporary URL. 

Although 302s are generally sufficient for temporary redirects, 307s offer a specific advantage. When the original request involves submitting form data (POST method), a 307 ensures that data isn’t lost or misinterpreted during the redirection.

Here are some scenarios where a 307 redirect might be the preferred method:

• If a form submission triggers a temporary redirection (e.g., after successful submission). 
• During login or authentication flows where the initial request might involve submitting login credentials (POST).

Meta Refresh Redirects

Meta refresh redirects are a type of client-side redirect. This means the redirect happens within the user’s browser rather than on the server side. Meta refreshes require the entire page to load before initiating the redirect. It creates a sluggish user experience. 

The search engine generally dislikes meta refreshes. While they might pass some link juice or SEO value, it’s less effective than server-side redirects. Even though they are technically redirects, they’re not always recommended for SEO purposes.

JavaScript Redirects

JavaScript redirects offer a way to reroute users using code within the webpage itself. These redirects might seem convenient, but their limitations make them less desirable than server-side redirects. 

JavaScript redirects rely on the user’s browser to execute the JavaScript code. This means the redirect won’t occur if JavaScript is disabled or encounters errors. Google renders a page’s initial HTML content for indexing. JavaScript redirects might not be factored into their understanding of the URL structure, which can possibly impact SEO. 

Just like meta refreshers, JavaScript redirects can cause a slight delay as the page loads before the redirect executes. This can be frustrating for users.

Even though they are not ideal for most redirects, these redirects can be useful for client-side routing. JavaScript frameworks like React or Angular usually leverage JavaScript for internal routing within a single-page application.

How to Implement Redirects

Thankfully, redirects can be implemented in several ways, depending on your website’s setup. 

Using .htaccess (Apache)

The .htaccess file works as a configuration tool for Apache web services. It allows you to implement different directives, including redirects. 

Some common .htaccess redirect scenarios:

1. Redirecting an Entire Domain:

Maybe you’ve moved your website to a new domain. To perfectly transfer users and SEO value to the new location, you can use a 301 redirect in your .htaccess file. 

For example:

Redirect 301 / http://www.example.com/

Replace “http://www.example.com/” with your new website’s URL. This will redirect all pages on your old domain to the corresponding pages on the new one. 

2.Redirecting a Single Page:

If you are revamping your website structure and an old page has a new address, a simple .htaccess redirect can handle this:

Redirect 301 /oldpage/ http://www.example.com/newpage/

Replace “/oldpage/” with the URL of the old page and “/newpage/” with the new location.

3.Advanced Redirects with mod_rewrite:

Apache’s mod-rewrite module allows for more complex redirects. For example, you can use it to redirect all non-www traffic to a new www subdomain automatically. 

Example:

RewriteEngine on

RewriteBase /

RewriteCond %{http_host} ^domain.com [nc]

Rewriterule ^(.*)$ http://www.domain.com/$1 [r=301,nc]

Configuring Nginx Redirects

Nginx is another popular server. It uses its own configuration syntax for redirects. Here’s a basic example:

server {

listen 80;

server_name yourdomain.com;

location /oldpage {

rewrite ^ /newpage permanent;

}

}

This code redirects “oldpage” to “newpage” with a permanent (301) status code.

CMS Specific Instructions

Many modern content management systems (CMS) have built-in redirect functionalities or plugins to simplify the process. These tools allow you to configure redirects through a user-friendly interface and reduce the need for code manipulation.

WordPress

WordPress has multiple ways to manage redirects, depending on your comfort level. Some of the most common methods are:

1.Using Plugins:

Plugins like Redirection or Yoast SEO offer user-friendly interfaces for managing redirects. You can specify the old and new URLs, choose the redirect type (301 or 302), and save the changes. These plugins also have features like bulk redirects and redirection logs.

2.Editing the .htaccess File:

You can edit the .htaccess file directly from your WordPress root. However, this approach required caution and basic coding knowledge. Follow the example mentioned in the previous section.

Joomla

Joomla provides built-in functionalities for managing redirects:

1.Using Global Configuration:

Go to System > Global Configuration. Under the “SEO Settings” tab, locate the “Redirect” section. Here, you can choose the type of redirect (301 or 302) and specify the old and new URLs.

2.Using the Redirect Component:

Joomla comes with a pre-installed component called “Redirects.” You can access it by going to Components > Redirects > Manager. This interface allows you to manage redirects more thoroughly, including specifying source paths and regular expressions for complex redirect rules.

Drupal

Similar to Joomla, Drupal offers built-in options for managing redirects:

1.Using the Path Alias Module:

This module is pre-installed with Drupal, and you can easily create redirects by specifying the old and new path aliases. Go to Configuration > Search and Metadata > Path Alias to access it. 

2.Using the Redirect Module:

Drupal also has the more powerful Redirect module. It is also available for download. This module allows advanced redirect configuration like regular expressions and specifying HTTP status codes.

SEO Impact of Redirects

When implemented correctly, redirects can be a powerful tool for maintaining a healthy website and a strong SEO presence. However, misusing them can have a negative impact. 

Positive SEO Impacts

Search engines consider backlinks a sign of authority and relevance. When you use a 301 redirect for a permanently moved URL, the link equity from the old page is transferred to the new one. So you don’t lose your SEO value accumulated over time.

Search engines also prioritize websites that offer a smooth user experience. Properly implemented redirects help users land on the intended page quickly, avoiding frustration and potential bouncebacks. This positive user experience can indirectly signal value to search engines. 

Redirects can help maintain your website’s ranking in search results, even after URL changes. Properly redirecting old URLs means you are preventing search engines from encountering broken links or displaying outdated content, which could negatively impact your ranking. 

Redirects can also streamline your website’s structure and improve crawlability for search engines. For example, you can use redirects to consolidate duplicate content onto a single page so search engines don’t penalize you for duplicate content issues.

Negative SEO Impacts

Improper redirect implementation can have negative consequences. For example, using the wrong redirect type (e.g., 302 instead of 301 for permanent changes) can confuse search engines and potentially harm your SEO. 

Also, a chain of redirects where one redirect leads to another can slow down website loading times and negatively affect user experience. Search engines might also penalize websites with excessive redirect chains.

Redirects that lead to non-existent URLs (404 errors) can harm your SEO. Search engines can penalize such websites, too, if they encounter too many broken links. Users can also be frustrated and possibly bounce back.

On the other hand, unethical SEO practices like cloaking can result in several penalties from seach engines. In such practices, a different page is shown to search engines than users can see. Even though technically you are using redirects, cloaking is a black-hat SEO tactic.

Common Mistakes and How to Avoid Them

Redirects are good for maintaining a smooth user experience and healthy SEO for your website. But even the best tools can be unused. Here are three common redirect mistals to be aware of and strategies to avoid them.

Redirect Chains

This is when a user clicks a link and is redirected to another page, then another, and the loop continues. This frustrating chain reaction is known as a redirect chain. They can slow down website loading times, which eventually frustrates users and results in search engine penalties.

To Avoid:

• Before implementing redirects, map out the flow and make sure each URL leads directly to its final destination.
• Use online redirect checkers or test redirects manually to identify any chains.
• If you find a redirect chain, break it down into 301 redirects from each URL to the final destination. 

Redirect Loops

A redirect loop occurs when two or more redirects point to each other and create an infinite loop. Users and search engines get stuck in this redirection cycle and never reach the intended destination. These loops can be caused by configuration errors or typos in your redirect rules. This can severely damage user experience and signal errors to search engines, which affects SEO.

To Avoid:

• As with redirect chains, thorough testing is necessary. Identify any redirects that point back to themselves or create a circular flow.
• Regularly review your redirects to identify any loops that might develop over time.
• Give your redirects descriptive names that indicate their purpose. This helps you visualize the redirect flow and avoid accidental loops.

Misuse of 302 Instead of 301

A 301 redirect marks a permanent URL change, but a 302 indicates a temporary one. Using a 302 for a permanent change can create confusion for search engines and impact SEO. Search engines might not transfer complete link equity to the new URL with a 302 redirect, which can harm your ranking potential.

To Avoid:

• Understand if the URL change is actually permanent or temporary before implementing redirects. 
• If the URL change is permanent, use a 301 redirect to transfer link equity and SEO benefits in the right direction.
• Keep a record of your redirects, including the reason for each one and the redirect type used to maintain clarity and avoid future misuse.

Tools for Managing Redirects

Managing redirects can be difficult with large websites. Several tools can help you manage the process and maintain your redirect’s functionality. We’ll explore two different categories of tools: online redirect checkers and browser extensions.

Online Redirect Checkers

Online redirect checkers are the most convenient way to test and analyze your website’s redirects. They can reveal any chains or loops that might be impacting user experience and SEO and confirm whether your redirects are using the appropriate code for the intended purpose. Some checkers also allow you to test redirects from different geographical locations to check global functionality. You can even upload a list of URLs and test them in bulk. 

Popular Online Redirect Checkers:

• Redirect Checker by Small SEO Tool
• Hubspot CRM 
• Screaming Frog
• SiteAnalyzer
• Sure Oak Redirect Checker

These user-friendly tools allow you to check if your redirects are working as intended quickly. Simply enter the URL you want to test, and the tool will show you the redirect chain, status code, and final destination.

Benefits:

• Online checkers offer a fast and hassle-free way to verify your redirects.
• They can help you identify broken redirects, redirect chains, and other potential issues. 
• Several reputable free redirect checkers are available online. 

Limitations:

• Free options limit the number of redirects you can check or the level of detail provided.
• Batch testing a large number of redirects might require paid upgrades on some platforms.

Browser Extensions

Browser extensions add redirect management ability directly to your browsing experience. With these extensions, you can test redirects directly on your live website as you browse. Some extensions show redirected links on a webpage, which makes it easier to identify and manage. They can display detailed information about a redirect, including the source URL, target URL, and HTTP status code. 

Popular Browser Extensions:

• Check Redirect: This Chrome extension offers a simple and practical way to check redirects directly from your browser. Just right-click on any web page and select “Check Redirect” to analyze the redirect chain. 

• Redirect Path: This extension is available for Chrome and Firefox. It allows you to identify redirect chains, analyze HTTP headers, and debug redirects.

Benefits:

• Some extensions provide detailed information about redirects, including HTTP headers and response times.
• Developers and SEO professionals can use these extensions for quick troubleshooting and redirect analysis. 

Limitations:

• These tools only work within the specific browser they’re installed on. 
• Free versions of some extensions might have limited functionalities compared to paid options.

Conclusion

Redirects are a convenient way to help users find the most relevant content, even if the URLs have changed. The key is planning your redirects, using the right types, and avoiding common mistakes like redirect chains and loops. A well-executed redirect strategy can allow you to create a smooth user experience, maintain strong SEO performance, and keep your website on the path to success.