URL Redirects For SEO: A Technical Guide


Redirects for search engine marketing ought to be used appropriately 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, far more is occurring, and it’s surprisingly gratifying to find.

Hold studying for a complete overview of redirects and the right software for technical search engine marketing.

What Is A Redirect?

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

A URL redirect includes code applied to a selected URL, or a bunch of URLs in order that the person (or search engine) is distributed to a unique web page to the precise URL that was enter or clicked.

A redirect may be set as a:

  • Short-term redirect: 302, 303, 307, 308.
  • Everlasting redirect: 301.

When To Use Redirects

The primary causes to make use of redirects are:

  • A person web page or total area has been moved (URL modified).
  • To permit the usage of URL shorteners or ‘fairly URLs.’
  • Web site migration (e.g., HTTP to HTTPS).

For search engine marketing functions, URL redirects are vital as a result of they:

  • Ahead authority of any hyperlinks pointing to a web page that has moved or been deleted.
  • Keep away from 404 web page not discovered errors (though generally it’s higher to depart a 404).

Redirects may be applied on a bunch or domain-wide foundation however typically should be set on a person foundation to keep away from points.

When utilizing RegEX for group redirects, it may possibly have sudden outcomes in case your logic isn’t flawless!

Sorts Of Redirects

There are three foremost sorts of redirects:

  • Meta Refresh redirects are set on the web page degree however are usually not really useful for search engine marketing functions. There are two sorts of meta redirect: delayed which is seen as a brief redirect, and prompt, which is seen as a everlasting redirect.
  • Javascript redirects are additionally set on the consumer facet’s web page and may trigger search engine marketing points. Google has said a choice for HTTP server-side redirects.
  • HTTP redirects are set server-side and the very best method for search engine marketing functions – we coated in-depth beneath.

What Is A HTTP Response Standing Code?

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 offers a standing for the request for a URL.

Within the scenario the place a person agent like GoogleBot requests a URL, the server provides a response.

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

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

HTTP Redirects

An HTTP redirect is a server response to request a URL.

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

The response code for a modified URL is often 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 outdated URL is requested, it’s 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 Collection Of Standing Codes

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

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

These are the totally different sorts of redirects out there 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 Short-term Redirect.
  • 308 Everlasting Redirect.

Among 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 meant person agent can interpret it.

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

For search engine marketing, one ought to keep on with utilizing the 301 and 302 response codes until there’s a particular motive to make use of one of many different codes.

301: Moved Completely

The 301 standing code is routinely referenced because the 301 redirects. However the official identify is 301 Moved Completely.

The 301 redirect signifies to a person agent that the URL (generally 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’s extra data as nicely.

The 301 standing code additionally suggests to the person agent:

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

That final level is a technical situation. In line with 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 next request. If this habits is undesired, the 308 (Everlasting Redirect) standing code can be utilized as an alternative.”

For search engine marketing, when search engines like google see a 301 redirect, they cross the outdated 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 redirects 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, in the event you change your thoughts later and return to the outdated URL, the outdated URL might not rank anymore and will take time to regain the rankings.

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

302: Discovered

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

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

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

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

The reference to “historic causes” might check with outdated or buggy person brokers which will change the request technique.

307: Short-term Redirect

A 307 redirect means the requested URL is quickly 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.

Which means if the person agent requests the web page with a GET request, then the person agent should use 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 consumer 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.”

Aside from the 307 standing code requiring subsequent requests to be of the identical variety (POST or GET) and that the 302 can go both approach, every part else is identical between the 302 and the 307 standing codes.

302 Vs. 307

It’s possible you’ll deal with a redirect by way of server config recordsdata .htaccess on Apache, instance.conf file on Nginx or by way of plugins in case you are utilizing WordPress.

In all cases, they’ve the identical syntax for writing redirect guidelines. They differ solely with instructions utilized in configuration recordsdata. For instance, a redirect on Apache will seem like this:

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

(You’ll be able to examine symlinks right here.)

On Nginx servers, it’s going to seem like 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 redirect syntax ( ^/oldfolder/ /newfolder/ ) is identical for each.

On Apache, be certain that mod_rewrite and mod_alias modules (chargeable 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 recordsdata.

Guarantee that the .htaccess file has these two traces above the redirect guidelines and put the foundations beneath them:

Choices +FollowSymlinks
RewriteEngine on

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

To know the examples beneath, you could check with the desk beneath on RegExp fundamentals.

* zero or extra occasions
+ A number of occasions
. 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

How To Create Redirects

How To Create A Redirect For A Single URL

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

For example, say you modified the 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 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 might additionally use (.*), i.e., ^/old-page(.*), however the issue is, if in case you have one other web page with the same URL like /old-page-other/, it’s going to even be redirected after we solely wish 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 is 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 with no trailing slash “/” would find yourself as a 404.

Redirect All Besides

Let’s say we’ve a bunch of URLs like /class/old-subcategory-1/, /class/old-subcategory-2/, /class/final-subcategory/ and wish 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 wish 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 photos, CSS, or JavaScript recordsdata.

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

Listing Change

You should utilize the rule beneath in the event you did a class restructuring and wish to transfer every part from the outdated listing to the brand new one.

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 part within the URL that follows /old-directory/ (i.e., /old-directory/subdirectory/) and cross it (i.e., “/subdirectory/”) onto the vacation spot. Consequently, it is going to 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 might mix them into one rule utilizing (/?|.*)$ RegExp on the finish, however it could 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 will have 100 URLs in your web site with the town identify “Chicago” and wish 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]

Set A Canonical URL

Having canonical URLs is a very powerful a part of search engine marketing.

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 totally different pages with the identical content material.

Subsequently, you could 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 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]

It will be sure the /example-page is redirected to /example-page/. It’s possible you’ll select to take away the slash as an alternative of including then you have to the opposite rule beneath:

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 among the generally used redirects that nearly each web site has.

The rewrite rule beneath 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’ll be able to mix a www or non-www model redirect into one HTTPS redirect rule.

Redirect From Outdated Area To New

That is additionally one of the crucial used redirects if you determine to rebrand and wish to alter your area. The rule beneath 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 might have incoming hyperlinks to each variations.

Most website homeowners use WordPress and will not want a .htaccess file for redirects however use a plugin as an alternative.

Dealing with redirects utilizing plugins could also be barely totally different from what we mentioned above. It’s possible you’ll must learn their documentation to deal with RegExp appropriately 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 lots of helpful docs.

Redirect Greatest Practices

1. Don’t Redirect All 404 Damaged URLs To The Homepage

This case typically occurs if you end up too lazy to analyze your 404 URLs and map them to the suitable touchdown web page.

In line with Google, they’re nonetheless all handled as 404s.

If in case you have too many pages like this, you must think about creating lovely 404 pages and fascinating customers to browse additional or discover one thing aside from what they have been searching for by displaying a search possibility.

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

2. Get Cell Web page-Particular Redirects Proper

If in case you have totally different URLs for desktop and cellular web sites (i.e., “instance.com” for desktop and “m.instance.com” for cellular), you must be sure to redirect customers to the suitable web page of the cellular model.

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

Additionally, it’s important to be certain that if one web page is 404 on the desktop, it also needs to be 404 on cellular.

If in case you have no cellular model for a web page, you’ll be able to keep away from redirecting to the cellular model and hold them on the desktop web page.

3. How To Use Meta Refresh

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

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

Should you insert this tag in /old-page/, it’s going to redirect the person instantly to /new-page/.

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

In line with John Mueller, search engines like google might not be capable to acknowledge that kind of redirect correctly. The identical can be true about JavaScript redirects.

4. Keep away from Redirect Chains

This message shows when you will have a fallacious common expression setup and leads to an infinite loop.

This page isn't workingScreenshot by creator, December 2022

Often, this occurs when you will 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.

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

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

It will create an infinite loop and produce the error proven above.


Figuring out what redirects are and which scenario requires a selected standing code is key to optimizing webpages correctly. It’s a core a part of understanding search engine marketing.

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 can return underneath its regular URL.

Whereas a lot is feasible with a plugin, plugins may be misused with out correctly understanding when and why to make use of a selected type of redirect.

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