A Technical SEO Guide To Redirects

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

It’s necessary to utilize redirects properly since they affect how sites are crawled and indexed by Google.

While many people consider redirects as a web detour indication, there is far more going on, and it’s remarkably pleasurable to find.

HTTP Action Status Codes

Web browsers and online search engine spiders like GoogleBot are called user representatives

When a user representative attempts to access a website, what occurs is that the user representative makes a demand, and the site server concerns an action.

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

In the scenario where a user representative like GoogleBot demands a URL, the server provides an action.

For instance, if the ask for a URL succeeds, the server will supply an action code of 200, which implies the ask for a URL succeeded.

So when you consider a GoogleBot reaching a site and attempting to crawl it, what’s taking place is a series of demands and actions.

The Suggesting Of A Redirect

When we discuss a redirect, what we’re discussing is a server reaction. It’s an action to an ask for a URL.

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

The reaction code for an altered URL is generally in the type of a 301 or 302 reaction status code.

The whole 3xx series of reaction codes interact much info that can additionally be acted on by the user representative.

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 asked for, it will request the brand-new URL rather.

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

3XX Series Of Status Codes

Redirects are more than simply the 2 status codes everybody recognizes with, the 301 and 302 reaction codes.

There are an overall of 7 main 3xx reaction status codes.

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

  • 300 Several Options.
  • 301 Moved Completely.
  • 302 Found.
  • 303 See Other.
  • 304 Not Customized.
  • 305 Usage Proxy.
  • 306 (Unused).
  • 307 Momentary Redirect.
  • 308 Long-term Redirect.

A Few Of the above status codes have actually not been around as long and may not be utilized. So, prior to utilizing any redirect code besides 301 or 302, make certain that the designated user representative can analyze it.

Due to the fact that GoogleBot utilizes the current variation of Chrome (called a headless internet browser), it’s simple to inspect if a status code works by inspecting if Chrome acknowledges the status code with a web browser compatibility list.

For SEO, one ought to stay with utilizing the 301 and 302 reaction codes unless there is a particular factor to utilize among the other codes.

301: Moved Completely

The 301 status code is consistently referenced as the 301 redirect. However the main name is 301 Moved Completely

The 301 redirect shows to a user representative that the URL (in some cases described as a target resource or just resource) was altered to another area which it ought to utilize the brand-new URL for future demands.

As discussed previously, there is more info too.

The 301 status code likewise recommends to the user representative:

  • Future ask for the URL ought to be made with the brand-new URL.
  • Whoever is making the demand must upgrade their links to the brand-new URL.
  • Subsequent demands can be altered from GET to POST.

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

” Keep in mind: For historic factors, a user representative MAY alter the demand technique from POST to GET for the subsequent demand. If this habits is undesirable, the 308 (Long-term Redirect) status code can be utilized rather.”

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

Prior to making a modification, you need to take care when utilizing a 301 redirect. The 301 redirect needs to just be utilized when the modification to a brand-new URL is irreversible.

The 301 status code need to not be utilized when the modification is short-lived.

Furthermore, if you alter your mind later on and go back to the old URL, the old URL might not rank any longer and might require time to restore the rankings.

So, the main point to keep in mind is that a 301 status code will be utilized when the modification is irreversible.

302: Found

The main point to comprehend about the 302 status code is that it works for scenarios where a URL is momentarily altered.

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

The 302 redirect status code likewise includes a technical caution associated to GET and Post:

” Keep in mind: For historic factors, a user representative MAY alter the demand technique from POST to GET for the subsequent demand. If this habits is undesirable, the 307 (Momentary Redirect) status code can be utilized rather.”

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

307: Temporary Redirect

A 307 redirect implies the asked for URL is momentarily moved, and the user representative ought to utilize the initial URL for future demands.

The only distinction in between a 302 and a 307 status code is that a user representative need to ask for the brand-new URL with the very same HTTP demand utilized to ask for the initial URL.

That implies if the user representative demands the page with a GET demand, then the user representative is needed to utilize a GET ask for the brand-new short-lived URL and can not utilize the POST demand.

The Mozilla paperwork of the 307 status code discusses it more plainly than the main paperwork.

” The server sends this reaction to direct the customer to get the asked for resource at another URI with very same technique that was utilized in the previous demand.

This has the very same semantics as the 302 Found HTTP reaction code, with the exception that the user representative need to not alter the HTTP technique utilized: if a POST was utilized in the very first demand, 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) which the 302 can go in any case, whatever else is the very same in between the 302 and the 307 status codes.

302 vs. 307

You might manage a redirect through server config files.htaccess on Apache, example.conf file on Nginx or through plugins if you are utilizing WordPress.

In all circumstances, they have the very same syntax for composing redirect guidelines. They vary just with commands utilized in setup files. For instance, a redirect on Apache will appear 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 example:

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

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

On Apache, guarantee that mod_rewrite and mod_alias modules (accountable for dealing with redirects) are made it possible for on your server.

Given that the most commonly spread out 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

Check out the main paperwork to find out more about the RewriteEngine.

To comprehend the examples listed below, you might describe the table listed below on RegExp essentials.

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

Redirect A Single URL

The most typical and commonly utilized kind of redirect is when erasing pages or altering URLs.

For example, state you altered URL from/ old-page/ to/ new-page/. The redirect guideline would be:

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


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

The only distinction in between the 2 approaches is that the very first one utilizes the Apache mod_rewrite module, and the 2nd one utilizes mod_alias. It can be done utilizing both approaches.

The routine expression “^” implies the URL must begin with “/ old-page” while (/? |/. *)$ shows that anything that follows “/ old-page/” with a slash “/” or without a precise match needs to be rerouted to/ new-page/.

We might likewise utilize (. *), i.e., ^/ old-page(. *), however the issue is, if you have another page with a comparable URL like/ old-page-other/, it will likewise be rerouted when we just wish 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= / new-page/? utm_source=
/ old-page/child-page/ / new-page/

It will reroute any variation of the page URL to a brand-new one. If we utilize reroute in the list below type:

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

… without routine expressions, all URLs with UTM question string, e.g.,/ old-page? utm_source= (which prevails considering that URLs are utilized to be shared over a social media) would wind up as 404s.

Even/ old-page without a tracking slash “/” would wind up as a 404.

Redirect All Other Than

Let’s state we have lot of URLs like/ category/old-subcategory -1/,/ category/old-subcategory -2/,/ category/final-subcategory/ and wish to combine all subcategories into/ category/final-subcategory/. We require the “all other than” guideline here.

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

Here, we wish to reroute all under/ classification/ on the 3rd line other than if it is/ category/final-subcategory/ on the 4th line. We likewise have the “!- f” guideline on the 2nd line, neglecting any file like images, CSS, or JavaScript files.

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

Directory Site Modification

If you did a classification restructuring and wish to move whatever from the old directory site to the brand-new one, you can utilize the guideline listed below.

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

I utilized $1 in the target to inform the server that it ought to keep in mind whatever in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the location. As an outcome, it will be rerouted to/ new-directory/subdirectory/.

I utilized 2 guidelines: one case without any tracking slash at the end and the other one with a tracking slash.

I could integrate them into one guideline utilizing (/? |. *)$ RegExp at the end, however it would trigger issues and include a “//” slash to the end of the URL when the asked for URL without any tracking slash has a question string (i.e., “/ old-directory? utm_source= facebook” would be rerouted to “/ new-directory//? utm_source= facebook”).

Get Rid Of A Word From URL

Let’s state you have 100 URLs on your site with the city name “chicago” and wish to eliminate them.

For the URL, the redirect guideline would be:

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

If the example URL remains in the type http://, then the redirect would be:

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


Having canonical URLs is the most vital part of SEO.

If missing out on, you may threaten your site with replicate content concerns since online search engine deal with URLs with “www” and “non-www” variations as various pages with the very same material.

For that reason, you need to guarantee you run the site just with one variation you pick.

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

 RewriteCond % {HTTP_HOST} ^[NC]
RewriteRule ^(. *)$$1 [L,R=301]

For a “non-www” variation:

 RewriteCond % {HTTP_HOST} ^[NC]
RewriteRule ^(. *)$$1 [L,R=301]

Routing slash is likewise part of canonicalization considering that 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 certain/ example-page is rerouted to/ example-page/. You might pick to eliminate the slash rather of including then you will require the other guideline listed below:

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

HTTP To HTTPS Redirect

After Google’s effort to motivate site owners to utilize SSL, moving to HTTPS is among the frequently utilized redirects that nearly every site has.

The reword guideline listed below can be utilized to require HTTPS on every site.

 RewriteCond % {HTTP_HOST} ^[NC,OR]
RewriteCond % {HTTP_HOST} ^[NC]
RewriteRule ^(. *)$$1 [L,R=301,NC]

Utilizing this, you can integrate a www or non-www variation reroute into one HTTPS redirect guideline.

Redirect From Old Domain To New

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

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

It utilizes 2 cases: one with the “www” variation of URLs and another “non-www” since any page for historic factors might have inbound links to both variations.

The majority of website owners utilize WordPress and might not require a.htaccess apply for redirects however utilize a plugin rather.

Dealing with redirects utilizing plugins might be somewhat various from what we went over above. You might require to read their paperwork to manage RegExp properly for the particular plugin.

From the existing ones, I would suggest a totally free plugin called Redirection, which has numerous criteria to manage redirect guidelines and numerous beneficial docs.

Redirect Bad Practices

1. Rerouting All 404 Broken URLs To The Homepage

This case typically occurs when you slouch to examine all of 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 a lot of pages like this, you ought to think about developing stunning 404 pages and engaging users to search more or discover something besides what they were searching for by showing a search choice.

It is highly advised by Google that rerouted page material ought to be comparable to the old page Otherwise, such a redirect might be thought about a soft 404, and you will lose the rank of that page.

2. Incorrect Mobile Page-Specific Redirects

If you have various URLs for desktop and mobile sites (i.e., “” for desktop and “” for mobile), you ought to make certain to reroute users to the suitable page of the mobile variation.

Correct: “” to “”
Incorrect: “” to “”

Likewise, you need to guarantee that if one page is 404 on desktop, it must likewise be 404 on mobile.

If you have no mobile variation for a page, you can prevent rerouting to the mobile variation and keep them on the desktop page.

3. Utilizing Meta Refresh

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

<< meta http-equiv=" revitalize" material=" 0; url="/>>

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

Google does not restrict this redirect, however it does not suggest utilizing it.

According to John Mueller, online search engine might not have the ability to acknowledge that kind of redirect effectively The very same is likewise real about JavaScript reroutes.

4. A Lot Of Redirects

This message shows when you have an incorrect routine expression setup and winds up in an unlimited loop.

Screenshot by author, September 2022

Typically, this occurs when you have a redirect chain.

Let’s state you rerouted page 1 to page 2 a very long time earlier. You may have forgotten that page 1 is rerouted and chosen to reroute page 2 to page 1 once again.

As an outcome, you will wind up with a guideline like this:

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

This will produce an unlimited loop and produce the mistake revealed above.


Understanding what redirects are and which scenario needs a particular status code is essential to enhancing web pages effectively. It’s a core part of comprehending SEO.

Numerous scenarios need accurate understanding of redirects, such as moving a site to a brand-new domain or developing a momentary holding page URL for a website that will return under its regular URL.

While a lot is possible with a plugin, plugins can be misused without effectively comprehending when and why to utilize a specific sort of redirect.

Included Image: Paulo Bobita/Search Engine Journal

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