SEO Redirect
An SEO redirect is a URL forwarding rule that sends users and search engines from an old URL to a new, more relevant URL, usually to preserve visibility when pages move or change.
Key takeaways
- Redirects preserve rankings, link equity, and traffic when URLs change.
- Use 301 for permanent moves; 302 or 307 for temporary ones.
- Always redirect to the most relevant destination page, not the homepage.
- Avoid redirect chains and loops to maintain crawl efficiency.
- Test redirects after implementation to confirm correct status code and landing page.
Redirects are a fundamental tool for maintaining SEO value when URLs change.
Example: Moving a Product Page
You change your e-commerce site structure from /product?id=123 to /product/blue-widget. Without a redirect, anyone visiting the old URL gets a 404. By setting a 301 redirect from the old URL to the new one, users and Google are automatically forwarded. The new page inherits most of the old page's link equity, preserving rankings and traffic.
Quick Start: Set Up a Redirect
- Identify old URLs – List all URLs that will change (e.g., from a site migration or content consolidation).
- Map to new URLs – For each old URL, decide the most relevant new destination. Avoid sending everything to the homepage.
- Choose the redirect type – Use 301 for permanent moves, 302 or 307 for temporary ones.
- Implement the redirect – Add rules in your server config (e.g.,.htaccess for Apache), CMS plugin (e.g., Yoast SEO), or CDN settings.
- Test each redirect – Use a browser or tool like Screaming Frog to verify the status code and final landing page.
- Monitor after launch – Resubmit your sitemap and check Google Search Console for crawl errors or unexpected 404s.
How to Judge a Good Redirect
- Relevance – The destination page should be the closest match to the original content.
- Status code – Confirm it's a 301 (permanent) or appropriate temporary code.
- No chains – The old URL should redirect directly to the final URL, not through intermediate redirects.
- No loops – Ensure the redirect doesn't point back to itself or create a cycle.
- Crawlable – The destination URL should be indexable and not blocked by robots.txt or noindex.
Common Mistakes
- Using a 302 redirect when the move is permanent (dilutes link equity).
- Redirecting many old URLs to the homepage instead of the closest relevant page.
- Creating redirect chains (e.g., A → B → C) instead of pointing A directly to C.
- Leaving conflicting rules in the CMS, server, or CDN, causing inconsistent behavior.
- Forgetting to test after implementation, leading to broken redirects or loops.
Next step
FAQ
What is the difference between a 301 and 302 redirect?
A 301 redirect is permanent and passes most link equity; a 302 is temporary and does not transfer equity. Use 301 for permanent moves, 302 for temporary ones.
Can I redirect all old URLs to the homepage?
No. Redirect each old URL to the closest relevant page to preserve user experience and rankings. Redirecting everything to the homepage is a common mistake.
How do I test if a redirect is working?
Use a browser or tool like Screaming Frog to check the HTTP status code (301, 302, etc.) and the final destination URL.
Related topics
Sources
- Google Search Central — Primary guidance on redirects and how Google Search treats moved URLs.
- Google Search Central — Helpful for understanding crawl behavior and why clean URL handling matters.
- Moz Learn SEO — Well-known practitioner reference covering redirect types and common SEO use cases.
- SEO Clarity — Concise technical overview with practical guidance on relevance and avoiding chains.
Reviewed by Lucía Marín, Founding editor.