A Technical SEO Guide To Redirects


Web site redirects inform browsers and search engines like google details about a URL and the place to search out the webpage.

It’s important to make use of redirects accurately as a result of they influence how web sites are crawled and listed by Google.

Whereas most individuals consider redirects as an web detour signal, there may be far more happening, and it’s surprisingly pleasant to find.

HTTP Response Standing Codes

Browsers and search engine crawlers like GoogleBot are referred to as person brokers.

When a person agent tries to entry a webpage, what occurs is that the person agent makes a request, and the web site server points a response.

The response is known as an HTTP response standing code. It gives a standing for the request for a URL.

Within the state of affairs the place a person agent like GoogleBot requests a URL, the server offers a response.

For instance, if the request for a URL is profitable, the server will present a response code of 200, which implies the request for a URL was profitable.

So if you consider a GoogleBot reaching an internet site and attempting to crawl it, what’s taking place is a collection of requests and responses.

The That means Of A Redirect

Once we speak about a redirect, what we’re speaking about is a server response. It’s a response to a request for a URL.

If the URL exists at a distinct URL (as a result of it was moved), the server tells the person agent that the URL request is being redirected to a distinct URL.

The response code for a modified URL is normally within the type of a 301 or 302 response standing code.

The complete 3xx collection of response codes talk a lot data that may optionally be acted upon by the person agent.

An instance of an motion that the person agent can take is to save lots of a cache of the brand new URL in order that the subsequent time the previous URL is requested, it is going to ask for the brand new URL as an alternative.

So, a 301 and a 302 redirect is greater than an web street signal that claims, “Go right here, not there.”

3XX Sequence Of Standing Codes

Redirects are extra than simply the 2 standing codes everyone seems to be conversant in, the 301 and 302 response codes.

There are a complete of seven official 3xx response standing codes.

These are the completely different sorts of redirects accessible to be used:

  • 300 A number of Selections.
  • 301 Moved Completely.
  • 302 Discovered.
  • 303 See Different.
  • 304 Not Modified.
  • 305 Use Proxy.
  • 306 (Unused).
  • 307 Momentary Redirect.
  • 308 Everlasting Redirect.

A few of the above standing codes haven’t been round as lengthy and won’t be used. So, earlier than utilizing any redirect code aside from 301 or 302, make sure that the supposed person agent can interpret it.

As a result of GoogleBot makes use of the newest model of Chrome (referred to as a headless browser), it’s simple to examine if a standing code is suitable by checking if Chrome acknowledges the standing code with a browser compatibility record.

For web optimization, one ought to stick with utilizing the 301 and 302 response codes except there’s a particular purpose to make use of one of many different codes.

301: Moved Completely

The 301 standing code is routinely referenced because the 301 redirect. However the official title is 301 Moved Completely.

The 301 redirect signifies to a person agent that the URL (typically known as a goal useful resource or just useful resource) was modified to a different location and that it ought to use the brand new URL for future requests.

As talked about earlier, there may be extra data as properly.

The 301 standing code additionally suggests to the person agent:

  • Future requests for the URL must be made with the brand new URL.
  • Whoever is making the request ought to replace their hyperlinks to the brand new URL.
  • Subsequent requests could be modified from GET to POST.

That final level is a technical difficulty. Based on the official requirements for the 301 standing code:

“Observe: For historic causes, a person agent MAY change the request technique from POST to GET for the following request. If this conduct is undesired, the 308 (Everlasting Redirect) standing code can be utilized as an alternative.”

For web optimization, when search engines like google see a 301 redirect, they move the previous web page’s rating to the brand new one.

Earlier than making a change, you have to be cautious when utilizing a 301 redirect. The 301 redirect should solely be used when the change to a brand new URL is everlasting.

The 301 standing code should not be used when the change is non permanent.

Moreover, if you happen to change your thoughts later and return to the previous URL, the previous URL could not rank anymore and should take time to regain the rankings.

So, the principle factor to recollect is {that a} 301 standing code will probably be used when the change is everlasting.

302: Discovered

The primary factor to know in regards to the 302 standing code is that it’s helpful for conditions the place a URL is briefly modified.

The which means of this response code is that the URL is briefly at a distinct URL, and it’s recommended to make use of the previous URL for future requests.

The 302 redirect standing code additionally comes with a technical caveat associated to GET and Publish:

“Observe: For historic causes, a person agent MAY change the request technique from POST to GET for the following request. If this conduct is undesired, the 307 (Momentary Redirect) standing code can be utilized as an alternative.”

The reference to “historic causes” could confer with previous or buggy person brokers that will change the request technique.

307: Momentary Redirect

A 307 redirect means the requested URL is briefly moved, and the person agent ought to use the unique URL for future requests.

The one distinction between a 302 and a 307 standing code is {that a} person agent should request the brand new URL with the identical HTTP request used to request the unique URL.

Meaning if the person agent requests the web page with a GET request, then the person agent is required to make use of a GET request for the brand new non permanent URL and can’t use the POST request.

The Mozilla documentation of the 307 standing code explains it extra clearly than the official documentation.

“The server sends this response to direct the shopper to get the requested useful resource at one other URI with identical technique that was used within the prior request.

This has the identical semantics because the 302 Discovered HTTP response code, with the exception that the person agent should not change the HTTP technique used: if a POST was used within the first request, a POST have to be used within the second request.”

Apart from the 307 standing code requiring subsequent requests to be of the identical type (POST or GET) and that the 302 can go both manner, every thing else is similar between the 302 and the 307 standing codes.

302 vs. 307

You could deal with a redirect by way of server config information .htaccess on Apache, instance.conf file on Nginx or by way of plugins if you’re utilizing WordPress.

In all situations, they’ve the identical syntax for writing redirect guidelines. They differ solely with instructions utilized in configuration information. For instance, a redirect on Apache will appear to be this:

Choices +FollowSymlinks
RewriteEngine on
RedirectMatch 301 ^/oldfolder/ /newfolder/

(You possibly can examine symlinks right here.)

On Nginx servers, it is going to appear to be this:

rewrite ^/oldfolder/ /newfolder/ everlasting;

The instructions used to inform the server’s standing code of redirect and the motion command differ.

For example:

  • Servers standing code of redirect: “301″ vs. “everlasting.”
  • Motion command: “RedirectMatch” vs. “rewrite”.

However the syntax of the redirect ( ^/oldfolder/ /newfolder/ ) is similar for each.

On Apache, make sure that mod_rewrite and mod_alias modules (liable for dealing with redirects) are enabled in your server.

Because the most generally unfold server kind is Apache, listed below are examples for .htaccess apache information. Guarantee that the .htaccess file has these two traces above the redirect guidelines and put the foundations under them:

Choices +FollowSymlinks
RewriteEngine on

Learn the official documentation to study extra in regards to the RewriteEngine.

To know the examples under, you could confer with the desk under on RegExp fundamentals.

* zero or extra instances
+ A number of instances
. any single character
? Zero or one time
^ Begin of the string
$ Finish of the string
a|b OR operadn “|” a or b
(z) remembers the match for use when calling $1

Redirect A Single URL

The commonest and broadly used kind of redirect is when deleting pages or altering URLs.

For example, say you modified URL from /old-page/ to /new-page/. The redirect rule could be:

RewriteRule ^old-page(/?|/.*)$ /new-page/ [R=301,L]


RedirectMatch 301 ^/old-page(/?|/.*)$ /new-page/

The one distinction between the 2 strategies is that the primary one makes use of the Apache mod_rewrite module, and the second makes use of mod_alias. It may be performed utilizing each strategies.

The common expression “^” means the URL should begin with “/old-page” whereas (/?|/.*)$ signifies that something that follows “/old-page/” with a slash “/” or with out an actual match have to be redirected to /new-page/.

We may additionally use (.*), i.e., ^/old-page(.*), however the issue is, when you’ve got one other web page with an identical URL like /old-page-other/, it is going to even be redirected once we solely need to redirect /old-page/.

The next URLs will match and be directed to a brand new web page:

/old-page/ /new-page/
/old-page /new-page/
/old-page/?utm_source=fb.com /new-page/?utm_source=fb.com
/old-page/child-page/ /new-page/

It’s going to redirect any variation of the web page URL to a brand new one. If we use redirect within the following type:

Redirect 301 /old-page/ /new-page/

…with out common expressions, all URLs with UTM question string, e.g., /old-page?utm_source=fb.com (which is widespread since URLs are was shared over a social community) would find yourself as 404s.

Even /old-page and not using a trailing slash “/” would find yourself as a 404.

Redirect All Besides

Let’s say we’ve bunch of URLs like /class/old-subcategory-1/, /class/old-subcategory-2/, /class/final-subcategory/ and need to merge all subcategories into /class/final-subcategory/. We’d like the “all besides” rule right here.

RewriteCond %{REQUEST_URI} !/class/final-subcategory/
RewriteCond %{REQUEST_FILENAME} !-f
RewriteRule ^(class/). /class/final-subcategory/ [R=301,L]

Right here, we need to redirect all underneath /class/ on the third line besides whether it is /class/final-subcategory/ on the fourth line. We even have the “!-f” rule on the second line, ignoring any file like pictures, CSS, or JavaScript information.

In any other case, if we’ve some belongings like “/class/picture.jpg,” it is going to even be redirected to “/final-subcategory/” and trigger a picture break.

Listing Change

For those who did a class restructuring and need to transfer every thing from the previous listing to the brand new one, you should utilize the rule under.

RewriteRule ^old-directory$ /new-directory/ [R=301,NC,L]
RewriteRule ^old-directory/(.*)$ /new-directory/$1 [R=301,NC,L]

I used $1 within the goal to inform the server that it ought to keep in mind every thing within the URL that follows /old-directory/ (i.e., /old-directory/subdirectory/) and move it (i.e., “/subdirectory/”) onto the vacation spot. Because of this, will probably be redirected to /new-directory/subdirectory/.

I used two guidelines: one case with no trailing slash on the finish and the opposite one with a trailing slash.

I may mix them into one rule utilizing (/?|.*)$ RegExp on the finish, however it will trigger issues and add a “//” slash to the top of the URL when the requested URL with no trailing slash has a question string (i.e., “/old-directory?utm_source=fb” could be redirected to “/new-directory//?utm_source=fb”).

Take away A Phrase From URL

Let’s say you could have 100 URLs in your web site with town title “chicago” and need to take away them.

For the URL http://yourwebiste.com/example-chicago-event/, the redirect rule could be:

RewriteRule ^(.*)-chicago-(.*) http://%{SERVER_NAME}/$1-$2 [NC,R=301,L]

If the instance URL is within the type http:// yourwebiste.com/instance/chicago/occasion/, then the redirect could be:

RewriteRule ^(.*)/chicago/(.*) http://%{SERVER_NAME}/$1/$2 [NC,R=301,L]


Having canonical URLs is crucial a part of web optimization.

If lacking, you may endanger your web site with duplicate content material points as a result of search engines like google deal with URLs with “www” and “non-www” variations as completely different pages with the identical content material.

Due to this fact, it’s essential to make sure you run the web site solely with one model you select.

If you wish to run your web site with the “www” model, use this rule:

RewriteCond %{HTTP_HOST} ^yourwebsite.com [NC]
RewriteRule ^(.*)$ http://www.yourwebsite.com/$1 [L,R=301]

For a “non-www” model:

RewriteCond %{HTTP_HOST} ^www.yourwebsite.com [NC]
RewriteRule ^(.*)$ http://yourwebsite.com/$1 [L,R=301]

Trailing slash can also be a part of canonicalization since URLs with a slash on the finish or with out are additionally handled in another way.

RewriteCond %{REQUEST_FILENAME} !-f
RewriteRule ^(.*[^/])$ /$1/ [L,R=301]

This may be sure /example-page is redirected to /example-page/. You could select to take away the slash as an alternative of including then you will have the opposite rule under:

RewriteCond %{REQUEST_FILENAME} !-d
RewriteRule ^(.*)/$ /$1 [L,R=301]

HTTP To HTTPS Redirect

After Google’s initiative to encourage web site homeowners to make use of SSL, migrating to HTTPS is without doubt one of the generally used redirects that nearly each web site has.

The rewrite rule under can be utilized to drive HTTPS on each web site.

RewriteCond %{HTTP_HOST} ^yourwebsite.com [NC,OR]
RewriteCond %{HTTP_HOST} ^www.yourwebsite.com [NC]
RewriteRule ^(.*)$ https://www.yourwebsite.com/$1 [L,R=301,NC]

Utilizing this, you possibly can mix a www or non-www model redirect into one HTTPS redirect rule.

Redirect From Previous Area To New

That is additionally one of the used redirects if you resolve to rebrand and wish to vary your area. The rule under redirects old-domain.com to new-domain.com.

RewriteCond %{HTTP_HOST} ^old-domain.com$ [OR]
RewriteCond %{HTTP_HOST} ^www.old-domain.com$
RewriteRule (.*)$ http://www.new-domain.com/$1 [R=301,L]

It makes use of two circumstances: one with the “www” model of URLs and one other “non-www” as a result of any web page for historic causes could have incoming hyperlinks to each variations.

Most web site homeowners use WordPress and should not want a .htaccess file for redirects however use a plugin as an alternative.

Dealing with redirects utilizing plugins could also be barely completely different from what we mentioned above. You could must learn their documentation to deal with RegExp accurately for the particular plugin.

From the present ones, I’d advocate a free plugin referred to as Redirection, which has many parameters to regulate redirect guidelines and plenty of helpful docs.

Redirect Dangerous Practices

1. Redirecting All 404 Damaged URLs To The Homepage

This case usually occurs when you find yourself lazy to research your whole 404 URLs and map them to the suitable touchdown web page.

Based on Google, they’re nonetheless all handled as 404s.

When you have too many pages like this, you need to think about creating stunning 404 pages and fascinating customers to browse additional or discover one thing aside from what they have been on the lookout for by displaying a search possibility.

It’s strongly beneficial by Google that redirected web page content material must be equal to the previous web page. In any other case, such a redirect could also be thought-about a mushy 404, and you’ll lose the rank of that web page.

2. Fallacious Cellular Web page-Particular Redirects

When you have completely different URLs for desktop and cell web sites (i.e., “instance.com” for desktop and “m.instance.com” for cell), you need to be sure to redirect customers to the suitable web page of the cell model.

Appropriate: “instance.com/sport/” to “m.instance.com/sport/”
Fallacious: “instance.com/sport/” to “m.instance.com”

Additionally, it’s a must to make sure that if one web page is 404 on desktop, it must also be 404 on cell.

When you have no cell model for a web page, you possibly can keep away from redirecting to the cell model and maintain them on the desktop web page.

3. Utilizing Meta Refresh

It’s attainable to do a redirect utilizing a meta refresh tag like the instance under:

<meta http-equiv=”refresh” content material=”0;url=http://instance.com/new-page/” />

For those who insert this tag in /old-page/, it is going to redirect the person instantly to /new-page/.

Google doesn’t prohibit this redirect, however it doesn’t advocate utilizing it.

Based on John Mueller, search engines like google could not have the ability to acknowledge that kind of redirect correctly. The identical can also be true about JavaScript redirects.

4. Too Many Redirects

This message shows when you could have a improper common expression setup and results in an infinite loop.

This page isn't workingScreenshot by creator, September 2022

Normally, this occurs when you could have a redirect chain.

Let’s say you redirected web page 1 to web page 2 a very long time in the past. You might need forgotten that web page 1 is redirected and determined to redirect web page 2 to web page 1 once more.

Because of this, you’ll find yourself with a rule like this:

RewriteRule ^page1 /page2 [R=301,NC,L]
RewriteRule ^page2 /page1 [R=301,NC,L]

This may create an infinite loop and produce the error proven above.


Figuring out what redirects are and which state of affairs requires a particular standing code is key to optimizing webpages correctly. It’s a core a part of understanding web optimization.

Many conditions require exact information of redirects, resembling migrating an internet site to a brand new area or creating a brief holding web page URL for a webpage that may return underneath its regular URL.

Whereas a lot is feasible with a plugin, plugins could be misused with out correctly understanding when and why to make use of a specific form of redirect.

Featured Picture: Paulo Bobita/Search Engine Journal


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