URL Reroutes For SEO: A Technical Guide

Reroutes for SEO must be utilized properly since they affect how sites are crawled and indexed by Google.

While many people think about redirects as a web detour indication, a lot more is occurring, and it’s remarkably pleasurable to find.

Keep checking out for a thorough introduction of redirects and the correct application for technical SEO.

What Is A Redirect?

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

A URL redirect includes code carried out to a particular URL, or a group of URLs so that the user (or online 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:

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

When To Utilize Redirects

The primary factors to utilize redirects are:

  • A private page or whole domain has actually been moved (URL altered).
  • To enable the usage of URL shorteners or ‘quite URLs.’
  • Website migration (e.g., HTTP to HTTPS).

For SEO functions, URL redirects are essential since they:

  • Forward authority of any links indicating a page that has actually moved or been erased.
  • Prevent 404 page not discovered mistakes (although in some cases it is much better to leave a 404).

Reroutes can be carried out on a group or domain-wide basis however frequently require to be set on a private basis to prevent concerns.

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

Kinds Of Redirects

There are 3 primary kinds of redirects:

  • Meta Refresh reroutes are set at the page level however are typically not advised for SEO functions. There are 2 kinds of meta redirect: postponed which is viewed as a short-lived redirect, and immediate, which is viewed as an irreversible redirect.
  • Javascript reroutes are likewise set on the customer side’s page and can trigger SEO concerns. Google has actually mentioned a choice for HTTP server-side reroutes.
  • HTTP reroutes are set server-side and the very best technique for SEO functions– we covered thorough listed below.

What Is A HTTP Action Status Code?

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

When a user representative attempts to access a web page, what takes place is that the user representative makes a demand, and the site server concerns a reaction.

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

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

For instance, if the ask for a URL succeeds, the server will supply a reaction code of 200, which indicates the ask for a URL achieved success.

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

HTTP Redirects

An HTTP redirect is a server reaction to 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 kind of a 301 or 302 reaction status code.

The whole 3xx series of reaction codes interact much details 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 type 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 Short-lived 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 desired user representative can analyze it.

Since GoogleBot utilizes the current variation of Chrome (called a headless internet browser), it’s simple to examine if a status code works by inspecting if Chrome acknowledges the status code with an internet browser compatibility list.

For SEO, one must adhere to 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 regularly referenced as the 301 redirects. However the main name is 301 Moved Completely

The 301 redirect suggests 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 must utilize the brand-new URL for future demands.

As pointed out previously, there is more details also.

The 301 status code likewise recommends to the user representative:

  • Future ask for the URL must 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 unwanted, 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 beware when utilizing a 301 redirect. The 301 redirects need 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.

In Addition, 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 gain back 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 circumstances 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 unwanted, the 307 (Short-lived 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 indicates the asked for URL is momentarily moved, and the user representative must 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 exact same HTTP demand utilized to ask for the initial URL.

That indicates if the user representative demands the page with a GET demand, then the user representative need 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 exact same technique that was utilized in the previous demand.

This has the exact 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 exact same kind (POST or GET) which the 302 can go in any case, whatever else is the exact same in between the 302 and the 307 status codes.

302 Vs. 307

You might deal with 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 exact 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 β€³ vs. “irreversible.”
  • Action command: ” RedirectMatch” vs. “reword.”

However the redirect syntax (^/ oldfolder// newfolder/) is the exact 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.

Considering that the most extensively 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 read more about the RewriteEngine.

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

* 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

How To Produce Redirects

How To Produce A Redirect For A Single URL

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

For example, state you altered the 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 techniques is that the very first utilizes the Apache mod_rewrite module, and the 2nd usages mod_alias. It can be done utilizing both techniques.

The routine expression “^” indicates the URL must begin with “/ old-page” while (/? |/. *)$ suggests 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 kind:

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

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

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

Redirect All Other Than

Let’s state we have a 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, disregarding 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

You can utilize the guideline listed below if you did a classification restructuring and wish to move whatever from the old directory site 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 utilized $1 in the target to inform the server that it must 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 routing 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”).

Eliminate 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 kind, then the redirect would be:

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

Set A Canonical URL

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 exact 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]

Tracking slash is likewise 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 ensure the/ 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 typically 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 pre-owned 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 a little various from what we talked about above. You might require to read their paperwork to deal with RegExp properly for the particular plugin.

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

Redirect Finest Practices

1. Do not Reroute All 404 Broken URLs To The Homepage

This case frequently takes place when you are too lazy to examine your 404 URLs and map them to the proper landing page.

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

If you have a lot of pages like this, you must think about developing gorgeous 404 pages and engaging users to search additional or discover something besides what they were searching for by showing a search alternative.

It is highly advised by Google that rerouted page material must 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. Get Mobile Page-Specific Redirects Right

If you have various URLs for desktop and mobile sites (i.e., “” for desktop and “” for mobile), you must ensure to reroute users to the proper page of the mobile variation.

Correct: “” to “”
Incorrect: “” to “”

Likewise, you need to guarantee that if one page is 404 on the 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. How To Utilize 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 advise utilizing it.

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

4. Prevent Redirect Chains

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

Screenshot by author, December 2022

Generally, this takes place when you have a redirect chain.

Let’s state you rerouted page 1 to page 2 a long period of 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 develop a limitless 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 appropriately. It’s a core part of comprehending SEO.

Numerous circumstances need exact understanding of redirects, such as moving a site to a brand-new domain or developing a short-lived holding page URL for a web page that will return under its typical URL.

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

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