URL Redirects For SEO: A Technical Guide

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Redirects for SEO needs to be utilized correctly due to the fact that they impact how websites are crawled and indexed by Google.

While the majority of people think of redirects as an internet detour sign, much more is occurring, and it’s surprisingly pleasurable to find.

Keep checking out for an extensive introduction of redirects and the proper application for technical SEO.

What Is A Redirect?

Website redirects inform web browsers and online search engine info about a URL and where to discover the website.

A URL redirect includes code implemented to a particular URL, or a group of URLs so that the user (or search engine) is sent out to a various page to the real URL that was input or clicked.

A redirect can be set as a:

  • Momentary redirect: 302, 303, 307, 308.
  • Long-term redirect: 301.

When To Utilize Redirects

The primary reasons to use redirects are:

  • A specific page or whole domain has actually been moved (URL changed).
  • To enable the use of URL shorteners or ‘pretty URLs.’
  • Site migration (e.g., HTTP to HTTPS).

For SEO functions, URL redirects are very important because they:

  • Forward authority of any links pointing to a page that has actually moved or been deleted.
  • Avoid 404 page not discovered mistakes (although sometimes it is better to leave a 404).

Redirects can be carried out on a group or domain-wide basis however typically need to be set on a specific basis to avoid concerns.

When utilizing RegEX for group redirects, it can have unanticipated outcomes if your logic isn’t perfect!

Types Of Redirects

There are three primary kinds of redirects:

  • Meta Refresh redirects are set at the page level but are usually not advised for SEO purposes. There are two kinds of meta redirect: postponed which is viewed as a short-term redirect, and instant, which is viewed as an irreversible redirect.
  • Javascript reroutes are likewise set on the customer side’s page and can cause SEO issues. Google has actually stated a preference for HTTP server-side redirects.
  • HTTP redirects are set server-side and the best method for SEO purposes– we covered extensive below.

What Is A HTTP Reaction Status Code?

Browsers and search engine crawlers like GoogleBot are called user agents.

When a user agent attempts to access a webpage, what happens is that the user agent makes a request, and the website server issues a reaction.

The reaction is called an HTTP response status code. It supplies a status for the ask for a URL.

In the situation where a user agent like GoogleBot demands a URL, the server provides a response.

For example, if the request for a URL achieves success, the server will supply a response code of 200, which suggests the ask for a URL achieved success.

So, when you think about a GoogleBot reaching a site and attempting to crawl it, what’s happening is a series of requests and actions.

HTTP Reroutes

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

If the URL exists at a different URL (because it was moved), the server tells the user representative that the URL demand is being rerouted to a various URL.

The action code for a changed URL is usually in the kind of a 301 or 302 action status code.

The whole 3xx series of response codes interact much information that can optionally be acted on by the user agent.

An example of an action that the user representative can take is to conserve a cache of the brand-new URL so that the next time the old URL is requested, it will request for the brand-new URL rather.

So, a 301 and a 302 redirect is more than a web road sign that states, “Go here, not there.”

3XX Series Of Status Codes

Redirects are more than simply the two status codes everybody recognizes with, the 301 and 302 action codes.

There are a total of 7 official 3xx reaction status codes.

These are the various sort of redirects readily available for use:

  • 300 Numerous Options.
  • 301 Moved Permanently.
  • 302 Found.
  • 303 See Other.
  • 304 Not Customized.
  • 305 Usage Proxy.
  • 306 (Unused).
  • 307 Short-term Redirect.
  • 308 Irreversible Redirect.

A few of the above status codes have actually not been around as long and may not be used. So, before using any redirect code aside from 301 or 302, make sure that the designated user representative can translate it.

Because GoogleBot utilizes the latest variation of Chrome (called a headless browser), it’s easy to inspect if a status code is compatible by inspecting if Chrome recognizes the status code with a web browser compatibility list.

For SEO, one need to stick to using the 301 and 302 reaction codes unless there is a specific factor to utilize one of the other codes.

301: Moved Permanently

The 301 status code is regularly referenced as the 301 redirects. However the official name is 301 Moved Completely.

The 301 redirect indicates to a user agent that the URL (sometimes described as a target resource or simply resource) was altered to another place and that it must utilize the brand-new URL for future demands.

As pointed out previously, there is more information as well.

The 301 status code also suggests to the user representative:

  • Future requests for the URL need to be made with the brand-new URL.
  • Whoever is making the request ought to update their links to the new URL.
  • Subsequent requests can be changed from GET to POST.

That last point is a technical issue. According to the main standards for the 301 status code:

“Note: For historical factors, a user representative MAY change the request technique from POST to GET for the subsequent demand. If this behavior is undesirable, the 308 (Irreversible Redirect) status code can be utilized instead.”

For SEO, when search engines see a 301 redirect, they pass the old page’s ranking to the new one.

Prior to making a change, you need to take care when using a 301 redirect. The 301 redirects should just be used when the change to a new URL is long-term.

The 301 status code need to not be used when the modification is temporary.

In addition, if you alter your mind later on and return to the old URL, the old URL might not rank anymore and might require time to restore the rankings.

So, the main point to bear in mind is that a 301 status code will be utilized when the modification is long-term.

302: Found

The main thing to comprehend about the 302 status code is that it’s useful for situations where a URL is briefly changed.

The significance of this reaction code is that the URL is momentarily at a various URL, and it is suggested to utilize the old URL for future requests.

The 302 redirect status code also comes with a technical caution related to GET and Post:

“Note: For historical reasons, a user representative MAY alter the demand approach from POST to GET for the subsequent request. If this behavior is undesirable, the 307 (Temporary Redirect) status code can be used instead.”

The reference to “historic factors” might describe old or buggy user agents that might alter the demand technique.

307: Temporary Redirect

A 307 redirect implies the requested URL is briefly moved, and the user agent should use the original URL for future requests.

The only difference between a 302 and a 307 status code is that a user representative must ask for the new URL with the very same HTTP request used to request the original URL.

That indicates if the user agent demands the page with a GET request, then the user agent should utilize a GET ask for the brand-new short-term URL and can not utilize the POST demand.

The Mozilla documentation of the 307 status code discusses it more plainly than the official documentation.

“The server sends this reaction to direct the customer to get the requested resource at another URI with very same approach that was used in the previous demand.

This has the same semantics as the 302 Found HTTP response code, with the exception that the user representative need to not change the HTTP technique utilized: if a POST was used in the very first request, a POST needs to be utilized in the 2nd demand.”

Aside from the 307 status code needing subsequent demands to be of the very same kind (POST or GET) and that the 302 can go in any case, everything else is the same between the 302 and the 307 status codes.

302 Vs. 307

You may deal with a redirect by means of server config files.htaccess on Apache, example.conf file on Nginx or through plugins if you are utilizing WordPress.

In all instances, they have the exact same syntax for writing redirect guidelines. They vary only with commands used in setup files. For instance, a redirect on Apache will look like this:

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

(You can check out symlinks here.)

On Nginx servers, it will appear like this:

reword ^/ oldfolder// newfolder/ irreversible;

The commands utilized to inform the server’s status code of redirect and the action command vary.

For instance:

  • Servers status code of redirect: “301 ″ vs. “irreversible.”
  • Action command: “RedirectMatch” vs. “rewrite.”

But the redirect syntax (^/ oldfolder// newfolder/) is the very same for both.

On Apache, ensure that mod_rewrite and mod_alias modules (responsible for managing redirects) are enabled on your server.

Considering that the most commonly spread server type is Apache, here are examples for.htaccess apache files.

Ensure that the.htaccess file has these 2 lines above the redirect guidelines and put the guidelines listed below them:

Options +FollowSymlinks RewriteEngine on

Read the official documentation to learn more about the RewriteEngine.

To comprehend the examples below, you may refer to the table listed below on RegExp essentials.

* no or more times
+ Several times
. any single character
? Absolutely no or one time
^ Start of the string
$ End of the string
| b OR operadn” |” a or b
(z) remembers the match to be utilized when calling $1

How To Create Redirects

How To Develop A Redirect For A Single URL

The most common and widely utilized kind of redirect is when deleting pages or changing URLs.

For instance, state you altered the URL from/ old-page/ to/ new-page/. The redirect rule would be:

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

The only distinction in between the two methods is that the very first uses the Apache mod_rewrite module, and the 2nd usages mod_alias. It can be done using both techniques.

The regular expression “^” implies the URL must start with “/ old-page” while (/? |/. *)$ shows that anything that follows “/ old-page/” with a slash “/” or without a specific match must be redirected to/ new-page/.

We might likewise use (. *), i.e., ^/ old-page(. *), however the problem is, if you have another page with a comparable URL like/ old-page-other/, it will likewise be rerouted when we just want to reroute/ old-page/.

The following URLs will match and be directed to a brand-new page:

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

It will redirect any variation of the page URL to a brand-new one. If we utilize reroute in the following kind:

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

Without regular expressions, all URLs with UTM query string, e.g.,/ old-page? utm_source=facebook.com (which prevails since URLs are utilized to be shared over a social media), would end up as 404s.

Even/ old-page without a routing slash “/” would end up as a 404.

Redirect All Other than

Let’s say we have a bunch of URLs like/ category/old-subcategory -1/,/ category/old-subcategory -2/,/ category/final-subcategory/ and want to combine all subcategories into/ category/final-subcategory/. We require the “all except” rule here.

RewriteCond % REQUEST_URI!/ category/final-subcategory/ RewriteCond % !-f RewriteRule ^(category/)./ category/final-subcategory/ [R=301, L] Here, we want to reroute all under/ classification/ on the third line except if it is/ category/final-subcategory/ on the 4th line. We also have the “!-f” rule on the second line, overlooking any file like images, CSS, or JavaScript files.

Otherwise, if we have some possessions like “/ category/image. jpg,” it will likewise be rerouted to “/ final-subcategory/” and cause an image break.

Directory Modification

You can use the guideline below if you did a category restructuring and wish to move everything from the old directory to the new one.

RewriteRule ^ old-directory$/ new-directory/ [R=301, NC, L] RewriteRule ^ old-directory/(. *)$/ new-directory/$1 [R=301, NC, L] I used $1 in the target to tell the server that it ought to remember everything in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the destination. As a result, it will be redirected to/ new-directory/subdirectory/.

I used 2 guidelines: one case without any routing slash at the end and the other one with a trailing slash.

I could combine them into one rule utilizing (/? |. *)$ RegExp at the end, however it would cause issues and add a “//” slash to the end of the URL when the requested URL with no routing slash has a question string (i.e., “/ old-directory? utm_source=facebook” would be rerouted to “/ new-directory//? utm_source=facebook”).

Remove A Word From URL

Let’s state you have 100 URLs on your site with the city name “Chicago” and want to remove them.

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

RewriteRule ^(. *)-chicago-(. *) http://% /$1-$2 [NC, R=301, L] If the example URL remains in the type http://yourwebiste.com/example/chicago/event/, then the redirect would be: RewriteRule ^(. *)/ chicago/(. *) http://% /$1/$2 [NC, R=301, L] Set A Canonical URL

Having canonical URLs is the most fundamental part of SEO.

If missing, you might endanger your website with duplicate content issues due to the fact that search engines deal with URLs with “www” and “non-www” versions as different pages with the very same content.

Therefore, you should guarantee you run the site just with one variation you select.

If you want to run your site with the “www” variation, utilize this rule:

RewriteCond % ^ yourwebsite.com [NC] RewriteRule ^(. *)$ http://www.yourwebsite.com/$1 [L, R=301] For a “non-www” version: RewriteCond % HTTP_HOST ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ http://yourwebsite.com/$1 [L, R=301] Tracking slash is also part of canonicalization because URLs with a slash at the end or without are likewise dealt with in a different way. RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will make sure the/ example-page is rerouted to/ example-page/. You might choose to eliminate the slash instead of adding then you will need the other guideline listed below: RewriteCond % REQUEST_FILENAME!-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s initiative to motivate website owners to utilize SSL, moving to HTTPS is one of the commonly utilized redirects that practically every site has.

The rewrite rule below can be utilized to force HTTPS on every site.

RewriteCond % ^ yourwebsite.com [NC, OR] RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ https://www.yourwebsite.com/$1 [L, R=301, NC] Utilizing this, you can integrate a www or non-www variation reroute into one HTTPS redirect rule.

Redirect From Old Domain To New

This is likewise among the most pre-owned redirects when you decide to rebrand and require to alter your domain. The guideline below reroutes old-domain. com to new-domain. com.

RewriteCond % HTTP_HOST ^ old-domain. com$ [OR] RewriteCond % ^ www.old-domain.com$ RewriteRule (. *)$ http://www.new-domain.com/$1 [R=301, L] It utilizes 2 cases: one with the “www” version of URLs and another “non-www” because any page for historic reasons may have incoming links to both variations.

A lot of site owners utilize WordPress and may not need a.htaccess file for redirects however use a plugin rather.

Dealing with redirects utilizing plugins might be somewhat various from what we talked about above. You may need to read their documents to manage RegExp correctly for the specific plugin.

From the existing ones, I would recommend a free plugin called Redirection, which has lots of specifications to manage redirect guidelines and lots of beneficial docs.

Reroute Finest Practices

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

This case often occurs when you are too lazy to investigate your 404 URLs and map them to the suitable landing page.

According to Google, they are still all dealt with as 404s.

If you have too many pages like this, you should think about producing lovely 404 pages and engaging users to search more or discover something aside from what they were searching for by displaying a search alternative.

It is highly advised by Google that redirected page material should be equivalent to the old page. Otherwise, such a redirect might be considered a soft 404, and you will lose the rank of that page.

2. Get Mobile Page-Specific Reroutes Right

If you have different URLs for desktop and mobile websites (i.e., “example.com” for desktop and “m.example.com” for mobile), you must ensure to reroute users to the proper page of the mobile version.

Correct: “example.com/sport/” to “m.example.com/sport/”
Incorrect: “example.com/sport/” to “m.example.com”

Also, you have to make sure that if one page is 404 on the desktop, it ought to also be 404 on mobile.

If you have no mobile version for a page, you can avoid redirecting to the mobile version and keep them on the desktop page.

3. How To Utilize Meta Refresh

It is possible to do a redirect utilizing a meta refresh tag like the example below:

If you place this tag in/ old-page/, it will reroute the user immediately to/ new-page/.

Google does not forbid this redirect, but it does not recommend utilizing it.

According to John Mueller, search engines may not have the ability to recognize that kind of redirect effectively. The exact same is likewise real about JavaScript reroutes.

4. Prevent Redirect Chains

This message shows when you have an incorrect regular expression setup and ends up in a boundless loop.

Screenshot by author, December 2022 Normally, this takes place when you have a redirect chain. Let’s state you rerouted page 1 to page 2 a very long time earlier. You might have forgotten that

page 1 is redirected and chosen to reroute page 2 to page 1 again. As a result, you will end up with a rule like this: RewriteRule ^ page1/ page2 [R

=301, NC, L] RewriteRule ^ page2/ page1 [R=301, NC, L] This will develop an infinite loop and produce the mistake shown above. Conclusion Understanding what

redirects are and which scenario needs a specific status code is essential to


web pages effectively. It’s a core part of understanding SEO. Many circumstances require precise knowledge of redirects, such as moving a site to a brand-new domain or developing a short-term holding page URL for a website that will return under its typical URL. While so much is possible with a plugin, plugins can be misused without effectively comprehending when and why to use a particular

sort of redirect. More Resources: Featured Image: