URL Redirects For SEO: A Technical Guide

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Redirects for SEO should be used correctly because they impact how websites are crawled and indexed by Google.

While the majority of people think about redirects as a web detour indication, much more is occurring, and it’s remarkably pleasurable to find.

Keep checking out for a detailed introduction of redirects and the appropriate application for technical SEO.

What Is A Redirect?

Site redirects tell internet browsers and search engines info about a URL and where to find the website.

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

A redirect can be set as a:

  • Momentary redirect: 302, 303, 307, 308.
  • Irreversible redirect: 301.

When To Utilize Redirects

The main factors to utilize redirects are:

  • An individual page or whole domain has actually been moved (URL altered).
  • To allow the use of URL shorteners or ‘pretty URLs.’
  • Site migration (e.g., HTTP to HTTPS).

For SEO purposes, URL redirects are necessary since they:

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

Redirects can be implemented on a group or domain-wide basis however typically require to be set on an individual basis to avoid issues.

When using RegEX for group redirects, it can have unforeseen outcomes if your reasoning isn’t flawless!

Types Of Redirects

There are 3 main kinds of redirects:

  • Meta Refresh redirects are set at the page level however are usually not suggested for SEO functions. There are 2 types of meta redirect: postponed which is viewed as a momentary redirect, and instant, which is seen as an irreversible redirect.
  • Javascript redirects are also set on the customer side’s page and can cause SEO concerns. Google has actually specified a preference for HTTP server-side reroutes.
  • HTTP redirects are set server-side and the best method for SEO functions– we covered extensive listed below.

What Is A HTTP Reaction Status Code?

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

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

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

In the situation where a user representative like GoogleBot requests a URL, the server offers an action.

For example, if the request for a URL succeeds, the server will offer a response code of 200, which means the request for a URL succeeded.

So, when you think about a GoogleBot reaching a website and attempting to crawl it, what’s taking place is a series of demands and reactions.

HTTP Redirects

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

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

The reaction code for a changed URL is typically in the form of a 301 or 302 reaction status code.

The entire 3xx series of reaction codes interact much info that can additionally be acted upon by the user agent.

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

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

3XX Series Of Status Codes

Redirects are more than simply the two status codes everyone is familiar with, the 301 and 302 response codes.

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

These are the different kinds of redirects offered for use:

  • 300 Several Choices.
  • 301 Moved Completely.
  • 302 Found.
  • 303 See Other.
  • 304 Not Customized.
  • 305 Use Proxy.
  • 306 (Unused).
  • 307 Temporary Redirect.
  • 308 Permanent Redirect.

Some of the above status codes have actually not been around as long and may not be used. So, prior to using any redirect code other than 301 or 302, make sure that the intended user representative can translate it.

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

For SEO, one need to adhere to using the 301 and 302 response codes unless there is a specific factor to use among the other codes.

301: Moved Permanently

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

The 301 redirect shows to a user agent that the URL (sometimes described as a target resource or merely resource) was changed to another place and that it should use the brand-new URL for future demands.

As pointed out previously, there is more details too.

The 301 status code also recommends to the user agent:

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

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

“Note: For historical factors, a user representative MAY change the request approach from POST to GET for the subsequent request. If this behavior 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.

Before making a change, you must take care when using a 301 redirect. The 301 redirects must only be utilized when the modification to a new URL is irreversible.

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

Furthermore, if you alter your mind later on and go back to the old URL, the old URL may not rank anymore and might take time to gain back the rankings.

So, the main point to bear in mind is that a 301 status code will be utilized when the change is permanent.

302: Found

The main thing to understand about the 302 status code is that it works for situations where a URL is briefly changed.

The meaning of this action code is that the URL is briefly at a various URL, and it is recommended to use the old URL for future demands.

The 302 redirect status code also includes a technical caveat related to GET and Post:

“Keep in mind: For historic reasons, a user representative MAY alter the request approach from POST to GET for the subsequent demand. If this behavior is undesired, the 307 (Momentary Redirect) status code can be utilized rather.”

The reference to “historical reasons” may refer to old or buggy user agents that may alter the demand method.

307: Temporary Redirect

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

The only distinction in between a 302 and a 307 status code is that a user agent need to ask for the brand-new URL with the same HTTP request used to ask for the original URL.

That indicates if the user representative requests the page with a GET demand, then the user agent should utilize a GET request for the new short-lived URL and can not use the POST demand.

The Mozilla documentation of the 307 status code explains it more plainly than the main documentation.

“The server sends this reaction to direct the client to get the requested resource at another URI with exact same method that was utilized in the previous demand.

This has the exact same semantics as the 302 Found HTTP action code, with the exception that the user representative need to not change the HTTP approach utilized: if a POST was utilized in the first demand, a POST must be utilized in the second request.”

Aside from the 307 status code requiring subsequent demands to be of the same kind (POST or GET) which the 302 can go in either case, whatever else is the exact same in between the 302 and the 307 status codes.

302 Vs. 307

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

In all instances, they have the very same syntax for writing redirect guidelines. They differ only with commands used in setup files. For example, 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 look like this:

reword ^/ oldfolder// newfolder/ long-term;

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

For example:

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

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

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

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

Make sure that the.htaccess file has these 2 lines above the redirect rules and put the rules listed below them:

Alternatives +FollowSymlinks RewriteEngine on

Read the main paperwork to learn more about the RewriteEngine.

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

* absolutely no or more times
+ One or more 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 Develop Redirects

How To Produce A Redirect For A Single URL

The most typical and extensively utilized type of redirect is when erasing pages or changing URLs.

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

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

The only distinction in between the 2 approaches is that the first uses the Apache mod_rewrite module, and the second uses mod_alias. It can be done using both methods.

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

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

The following URLs will match and be directed to a 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 use redirect 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=facebook.com (which prevails given that URLs are used to be shared over a social media network), would wind up as 404s.

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

Redirect All Except

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

RewriteCond % REQUEST_URI!/ category/final-subcategory/ RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(category/)./ category/final-subcategory/ [R=301, L] Here, we want to reroute all under/ category/ 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, overlooking any file like images, CSS, or JavaScript files.

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

Directory site Change

You can utilize the rule listed below if you did a classification 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 inform the server that it ought to remember whatever in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the destination. As an outcome, it will be redirected to/ new-directory/subdirectory/.

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

I could combine them into one rule using (/? |. *)$ RegExp at the end, however it would cause problems and add a “//” slash to the end of the URL when the requested URL without any tracking slash has a query string (i.e., “/ old-directory? utm_source=facebook” would be rerouted to “/ new-directory//? utm_source=facebook”).

Remove A Word From URL

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

For the URL http://yourwebiste.com/example-chicago-event/, the redirect rule 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://% SERVER_NAME/$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 because online search engine deal with URLs with “www” and “non-www” versions as various pages with the exact same material.

For that reason, you should guarantee you run the site only with one version you pick.

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

RewriteCond % HTTP_HOST ^ yourwebsite.com [NC] RewriteRule ^(. *)$ http://www.yourwebsite.com/$1 [L, R=301] For a “non-www” variation: RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ http://yourwebsite.com/$1 [L, R=301] Trailing slash is likewise part of canonicalization because URLs with a slash at the end or without are likewise dealt with differently. RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will make sure the/ example-page is redirected to/ example-page/. You may choose to remove the slash instead of including then you will require the other guideline listed below: RewriteCond % REQUEST_FILENAME!-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s initiative to encourage website owners to use SSL, migrating to HTTPS is among the frequently used redirects that practically every site has.

The rewrite rule listed below can be used to force HTTPS on every website.

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 can combine a www or non-www version redirect into one HTTPS redirect rule.

Redirect From Old Domain To New

This is also among the most pre-owned redirects when you choose to rebrand and require to alter your domain. The rule listed below redirects old-domain. com to new-domain. com.

RewriteCond % ^ 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.

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

Managing redirects utilizing plugins may be somewhat different from what we discussed above. You might need to read their paperwork to handle RegExp correctly for the specific plugin.

From the existing ones, I would suggest a complimentary plugin called Redirection, which has numerous criteria to control redirect guidelines and many beneficial docs.

Reroute Best Practices

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

This case typically 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 a lot of pages like this, you ought to think about developing stunning 404 pages and engaging users to browse more or discover something aside from what they were trying to find by showing a search option.

It is strongly advised by Google that rerouted page material should be comparable to the old page. Otherwise, such a redirect may be considered a soft 404, and you will lose the rank of that page.

2. Get Mobile Page-Specific Redirects Right

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

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

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

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

3. How To Use Meta Refresh

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

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

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

According to John Mueller, online search engine might not be able to acknowledge that kind of redirect effectively. The exact same is likewise true about JavaScript reroutes.

4. Avoid Redirect Chains

This message displays when you have an incorrect routine expression setup and ends up in an infinite loop.

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

page 1 is rerouted and decided to redirect page 2 to page 1 again. As a result, 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 create an unlimited loop and produce the error revealed above. Conclusion Knowing what

redirects are and which situation requires a particular status code is fundamental to


web pages properly. It’s a core part of comprehending SEO. Numerous scenarios need precise understanding of redirects, such as moving a site to a new domain or creating a temporary holding page URL for a web page that will return under its normal URL. While so much is possible with a plugin, plugins can be misused without properly understanding when and why to utilize a specific

type of redirect. More Resources: Included Image: