What are Redirects?
Redirects are instructions that automatically send users and search engines from one URL to another. They are essential tools in website management, especially when pages are moved, removed, or consolidated.
The two most common types are:
- 301 Redirect (Permanent): Indicates the page has permanently moved to a new URL. It passes most of the original page’s SEO value to the new destination.
- 302 Redirect (Temporary): Indicates the move is temporary. Search engines keep the original URL in the index and do not pass full SEO value to the new page.
Why Redirects Matter
Redirects help preserve SEO rankings and user experience when URLs change. Without them, visitors may land on broken pages, and search engines may drop the old URLs from the index without transferring their ranking value.
Benefits of proper redirect usage include:
- Maintaining search engine rankings during site changes
- Preserving link equity (especially with 301s)
- Avoiding broken links and 404 errors
- Guiding users to relevant content
Incorrect use of redirects, like chaining multiple redirects or using 302s when 301s are needed, can harm site performance and confuse search engines.
Example in Use
If you change a page’s URL from example.com/services to example.com/our-services, a 301 redirect ensures anyone visiting the old address is automatically taken to the new one, and that the SEO value is passed along.
302 redirects might be used for testing new pages or during short-term promotions where you plan to revert back to the original page.
Related Terms
- 404 Error
- Canonical Tag
- Link Equity
- Technical SEO
- Site Migration