Back when I first started doing SEO services British Columbia, redirects were a bit of a mystery to me.
I knew they were important for SEO, but I didn’t really understand the details.
After learning more about the different types of redirects and how to use them properly, I realized they are an invaluable tool for improving site visibility and providing a better user experience.
In this complete guide, I’ll share everything I wish I had known about redirects when I was just starting out.
What is a Redirect?
A redirect is a way to route website visitors from one URL to another.
When a user types in or clicks on an old or changed URL, the redirect tells the browser to load a different page instead.
There are two main types of redirects:
- 301 redirect – Permanently redirects from one URL to another. It passes on link equity and is great for SEO.
- 302 redirect – Temporarily redirects pages. It does not pass link equity.
Redirects are typically handled on the server side. The web server is configured to automatically send 301 or 302 status codes that reroute browsers to new pages.
Why are Redirects Important for SEO?
Redirects are important because they prevent 404 errors when URLs change and ensure link equity gets passed from old to new pages.
For example, if you change your domain name from www.oldsite.com to www.newsite.com, a 301 redirect will pass the authority and rankings from the old domain to the new one.
Without a redirect, the old URL would result in a page not found error, making all previous backlinks useless.
In addition to maintaining off-site SEO value, redirects also provide a better on-site user experience.
Visitors clicking old bookmarks or links won’t end up on dead pages but rather get seamlessly sent to your new URLs.
When Should You Use 301 vs. 302 Redirects?
301 redirects should be used when a page has moved permanently.
They pass on link equity and tell search engines the new URL is now the official page to index and rank.
Common use cases:
- Changing domain names
- Merging product pages after a site redesign
- Moving blog subdomains to the main domain
- Consolidating regional sites into one global website
302 redirects are suitable for temporary changes. They do not pass link equity and are meant for short-term redirects while testing or maintaining access during website changes.
Common use cases:
- Redirecting traffic while a site is down for maintenance
- Testing new page layouts or ideas
- Temporarily sending mobile users to a different page
Search engines will eventually drop pages with 302 redirects from the index. So only use them temporarily or for small tests. 301s should be used in all other redirect scenarios.
Best Practices for 301 Redirects
Follow these best practices when setting up 301 redirects for the best SEO results:
- Use exact match redirects – Redirect from the old URL to the new one using the exact same URL structure and parameters.
- Permanently redirect all pages – Set up 301s for every affected URL, not just your homepage. Failing to redirect inner pages can cause ranking issues.
- Keep redirects active – Leave 301s in place permanently. If you remove them, inbound links will start counting as 404 errors.
- Monitor redirect chains – Avoid chaining too many 301s. Multiple redirects can slow down page speed. Use a redirect mapper tool to check redirect chains.
- Use server-side 301s – Implement at the web server level for fast, automatic redirects. Avoid JavaScript or meta-refresh redirects.
