Most web site homeowners need to cope with redirects at one level or one other. Redirects assist maintain issues accessible for customers and serps whenever you rebrand, merge a number of web sites, delete a web page, or just transfer a web page to a brand new location.

Nonetheless, the world of redirects is a murky one, as various kinds of redirects exist for totally different eventualities. So it’s essential to grasp the variations between them.

On this information, you’ll study:

  • What redirects are
  • Why use redirects
  • When you must use redirects
  • Sorts of redirects 
  • Greatest practices for redirects

Redirects are a strategy to ahead customers (and bots) to a URL apart from the one they requested. 

There are two explanation why you must use redirects when transferring content material: 

  • Higher consumer expertise for guests – You don’t need guests to get hit with a “page not found” warning once they’re making an attempt to entry a web page that’s moved. Redirects clear up this downside by seamlessly sending guests to the content material’s new location.
  • Assist serps perceive your website – Redirects inform serps the place content material has moved and whether or not the transfer is everlasting or short-term. This impacts if and the way the pages seem of their search outcomes. 

You must use redirects whenever you transfer content material from one URL to a different and, sometimes, whenever you delete content material. Let’s take a fast have a look at a couple of frequent eventualities the place you’ll need to use them.

When transferring domains

When you’re rebranding and transferring from one area to a different, you’ll must completely redirect all of the pages on the outdated area to their areas on the brand new area.

When merging web sites

When you’re merging a number of web sites into one, you’ll must completely redirect outdated URLs to new URLs.

When switching to HTTPS

When you’re switching from HTTP to HTTPS (strongly really useful), you’ll must completely redirect each unsecure (HTTP) web page and useful resource to its safe (HTTPS) location.

When working a promotion

When you’re working a short lived promotion and need to ship guests from, say, to, you’ll want to make use of a short lived redirect. 

When deleting pages

When you’re eradicating content material out of your website, you must completely redirect its URL to a related, comparable web page the place potential. This helps to make sure that any backlinks to the outdated web page nonetheless depend for search engine optimization functions. It additionally ensures that any bookmarks or inner hyperlinks nonetheless work.

Redirects are break up into two teams: server-side redirects and client-side redirects. Every group accommodates various redirects that serps view as both short-term or everlasting. So that you’ll want to make use of the proper redirect for the duty at hand to keep away from potential search engine optimization points. 

Server-side redirects

A server-side redirect is one the place the server decides the place to redirect the consumer or search engine when a web page is requested. It does this by returning a 3XX HTTP standing code. 

When you’re doing search engine optimization, you’ll be utilizing server-side redirects more often than not, as client-side redirects (we’ll focus on these shortly) have a couple of drawbacks and are typically extra appropriate for fairly particular and uncommon use instances.

Listed below are the 3XX redirects each search engine optimization ought to know:

301 redirect

A 301 redirect forwards customers to the brand new URL and tells serps that the useful resource has completely moved. When confronted with a 301 redirect, serps sometimes drop the outdated redirected URL from their index in favor of the brand new URL. In addition they switch PageRank (authority) to the brand new URL. 

302 redirect

A 302 redirect forwards customers to the brand new URL and tells serps that the useful resource has quickly moved. When confronted with a 302 redirect, serps maintain the outdated URL listed despite the fact that it’s redirected. Nonetheless, in the event you depart the 302 redirect in place for a very long time, serps will possible begin treating it like a 301 redirect and index the brand new URL as a substitute. 

Like 301s, 302s switch PageRank. The distinction is the switch occurs “backward.” In different phrases, the “new” URL’s PageRank transfers backward to the outdated URL (except serps are treating it like a 301). 

303 redirect

A 303 redirect forwards the consumer to a useful resource much like the one requested and is a short-term type of redirect. It’s sometimes used for issues like stopping type resubmissions when a consumer hits the “back” button of their browser. You gained’t sometimes use 303 redirects for search engine optimization functions. When you do, serps could deal with them as both a 301 or 302. 

307 redirect

A 307 redirect is similar as a 302 redirect, besides it retains the HTTP technique (POST, GET) of the unique request when performing the redirect. 

308 redirect

A 308 redirect is similar as a 301 redirect, besides it retains the HTTP technique of the unique request when performing the redirect. Google says it treats 308 redirects the identical as 301 redirects, however most SEOs nonetheless use 301 redirects. 

Consumer-side redirects

A client-side redirect is one the place the browser decides the place to redirect the consumer. You usually shouldn’t use it except you don’t have another choice. 

307 redirect

A 307 redirect generally happens client-side when a website makes use of HSTS. It’s because HSTS tells the shopper’s browser that the server solely accepts safe (HTTPS) connections and to carry out an inner 307 redirect if requested to request unsecure (HTTP) assets from the location sooner or later.

Meta refresh redirect

A meta refresh redirect tells the browser to redirect the consumer after a set variety of seconds. Google understands it and can sometimes deal with it the identical as a 301 redirect. Nonetheless, when requested about meta redirects with delays on Twitter, Google’s John Mueller said, “If you want it treated like a redirect, it makes sense to have it act like a redirect.” 

Both method, Google doesn’t suggest utilizing them, as they are often complicated for the consumer and aren’t supported by all browsers. Google recommends utilizing a server-side 301 redirect as a substitute.

JavaScript redirect

A JavaScript redirect, as you in all probability guessed, makes use of JavaScript to instruct the browser to redirect the consumer to a distinct URL. Some individuals imagine a JS redirect causes points for serps as a result of they need to render the web page to see the redirect. Though that is true, it’s not often a problem for Google as a result of it renders pages so quick nowadays. (Although, there might nonetheless be points with different serps.) All in all, it’s nonetheless higher to make use of a 3XX redirect the place potential, however a JS redirect is often advantageous if that’s your solely choice.

Redirects can get sophisticated. That can assist you alongside, listed here are a couple of finest practices to bear in mind in the event you’re concerned in search engine optimization.

Redirect HTTP to HTTPS

Everybody must be utilizing HTTPS at this stage. It provides your website an additional layer of safety, and it’s a small Google rating issue. 

There are a few methods to examine that your website is correctly redirecting from HTTP to HTTPS. The primary is to put in and activate Ahrefs’ search engine optimization Toolbar, then attempt to navigate to the HTTP model of your homepage. It ought to redirect, and you must see a 301 response code on the toolbar.

The issue with this technique is you may even see a 307 in case your website makes use of HSTS. So right here’s one other technique:

  1. Go to Ahrefs’ Web site Audit
  2. Click on + New Mission
  3. Click on Add manually
  4. Change the Scope to HTTP
  5. Enter your area

You must see the “Not crawlable” error for each the www and non-www variations of your homepage, together with the “301 moved permanently” notification.

Checking for redirects in Ahrefs' Site Audit

If there isn’t a redirect in place otherwise you’re utilizing a kind of redirect apart from 301 or 308, it’s in all probability value asking your developer to modify to 301. 


Whichever technique you employ, it’s value repeating it for a couple of pages with the intention to be assured correct redirects are in place throughout your website. 

Use HSTS (to create 307 redirects)

Implementing HSTS (HTTP Strict Transport Safety) in your server stops individuals from accessing non-secure (HTTP) content material in your website. It does this by telling browsers that your server solely accepts safe connections and that they need to do an inner 307 redirect to the HTTPS model of any HTTP useful resource they’re requested to entry.

This isn’t a substitute for 301 or 302 redirects, and it’s not strictly vital if these are correctly arrange in your website. Nonetheless, we argue that it’s finest apply nowadays—even when simply to hurry issues up a bit for customers.

Be taught extra: Strict-Transport-Safety — Mozilla


After implementing HSTS, contemplate submitting your website to the HSTS preload checklist. This permits HSTS for everybody making an attempt to go to your web site—even when they haven’t visited it earlier than.

Keep away from meta refresh redirects

Meta refresh redirects aren’t supreme, so it’s value checking your website for these and changing them with both a 301 or 302 redirect. You are able to do this simply sufficient with a free Ahrefs Webmaster Instruments account. Simply crawl your website with Web site Audit and look for the “meta refresh redirect” error.

When you then click on the error and hit “View affected URLs,” you’ll see the URLs with meta refresh redirects. 

Redirect deleted pages to related working options (the place potential)

Redirecting URLs is sensible whenever you transfer content material, however it additionally usually is sensible to redirect whenever you delete content material. It’s because seeing a “404 not found” error isn’t supreme when a consumer tries to entry a deleted web page. It’s usually extra consumer pleasant to redirect them to a related working different. 

For instance, we not too long ago revamped our weblog class pages. Throughout the course of, we deleted a couple of classes, together with “Outreach & Content Promotion.” Slightly than depart this as a 404, we redirected it to our “Link Building” class, because it’s a intently associated working different. 

You’ll be able to’t do that each time, as there isn’t all the time a related different. But when there may be, doing so additionally has the advantage of preserving and transferring PageRank (authority) from the redirected web page to the choice useful resource. 

Most websites will have already got some lifeless or deleted pages that return a 404 standing code. To seek out these, enroll for a free Ahrefs Webmaster Instruments account, crawl your website with Web site Audit, go to the Inner pages report, then look for the “4XX page” error:


Allow “backlinks” as a supply when establishing your crawl. This may enable Web site Audit to search out deleted pages with backlinks, even when there aren’t any inner hyperlinks to the pages in your website. 

Crawl sources in Ahrefs' Site Audit

To see the affected pages, click on the error and hit “View affected URLs.” When you see lots of URLs, click on the “Manage columns” button, add the “Referring domains” column, then kind by referring domains in descending order. You’ll be able to then deal with the 404s with probably the most backlinks first. 

404s with backlinks in Ahrefs' Site Audit

Keep away from lengthy redirect chains

Redirect chains are when a number of redirects happen between a requested useful resource and its closing vacation spot.

What a redirect chain looks like

Google’s official documentation says that it follows as much as 10 redirect hops, so any redirect chains shorter than that aren’t actually an issue for search engine optimization. 

Googlebot follows as much as 10 redirect hops. If the crawler doesn’t obtain content material inside 10 hops, Search Console will present a redirect error within the website’s Index Protection report.

Nonetheless, lengthy chains nonetheless gradual issues down for customers, so it’s finest to keep away from them if potential. 

Yow will discover lengthy redirect chains for free utilizing Ahrefs Webmaster Instruments:

  1. Crawl your website with Web site Audit
  2. Go to the Redirects report
  3. Click on the Points tab
  4. Look for the “Redirect chain too long” error

Click on the difficulty and hit “View affected URLs” to see URLs that start a redirect chain and all of the URLs within the chain. 

Redirect chain URLs in Ahrefs' Site Audit

Keep away from redirect loops

Redirect loops are infinite loops of redirects that happen when a URL redirects to itself or when a URL in a redirect chain redirects again to a URL earlier within the chain. 

What a redirect loop looks like

They’re problematic for two causes:

  • For customers –They lower off entry to an meant useful resource and set off a “too many redirects” error within the browser.
  • For serps – They “trap” crawlers and waste the crawl finances.

The best strategy to discover redirect loops is to crawl your website with a device like Ahrefs’ Web site Audit. You are able to do this for free with an Ahrefs Webmaster Instruments account. 

  1. Crawl your website with Web site Audit
  2. Go to the Redirects report
  3. Click on the Points tab
  4. Look for the “Redirect loop” error

When you then click on the error and click on “View affected URLs,” you’ll see a listing of URLs that redirect, in addition to all URLs within the chain:

Redirect chain URLs in Ahrefs' Site Audit

The easiest way to repair a redirect loop depends upon whether or not the final URL within the chain (earlier than the loop) is the meant closing vacation spot.

Whether it is, take away the redirect from the ultimate URL. Then make sure that the useful resource is accessible and returns a 200 standing code.

How to fix a redirect loop when the final URL is the intended final destination

If it isn’t, change the looping redirect to the meant closing vacation spot. 

How to fix a redirect loop when the final URL isn't the intended final destination

In each instances, it’s good apply to swap out any inner hyperlinks to remaining redirects for direct hyperlinks to the ultimate URL. 

Remaining ideas

Redirects for search engine optimization are fairly easy. You’ll be utilizing server-side 301 and 302 redirects more often than not, relying on whether or not the redirect is everlasting or short-term. Nonetheless, there are some nuances to the way in which Google treats 301s and 302s, so it’s value studying these two guides in the event you’re dealing with points:

  • 301 Redirects for search engine optimization: All the pieces You Have to Know
  • 301 vs. 302 Redirects for search engine optimization: Which Ought to You Use?

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