URL Redirects For SEO: A Technical Guide

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Redirects for SEO ought to be utilized properly because they affect how sites are crawled and indexed by Google.

While the majority of people consider redirects as an internet detour indication, much more is happening, and it’s remarkably enjoyable to discover.

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

What Is A Redirect?

Website redirects inform internet browsers and search engines information about a URL and where to discover the web page.

A URL redirect includes code executed to a specific 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.
  • Permanent redirect: 301.

When To Use Redirects

The primary reasons to utilize redirects are:

  • A specific page or whole domain has been moved (URL changed).
  • To permit the usage 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 indicating a page that has moved or been deleted.
  • Prevent 404 page not discovered mistakes (although in some cases it is much better to leave a 404).

Redirects can be carried out on a group or domain-wide basis however often require to be set on a specific basis to avoid problems.

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

Kinds of Redirects

There are 3 primary types of redirects:

  • Meta Refresh redirects are set at the page level but are typically not suggested for SEO purposes. There are 2 types of meta redirect: delayed which is viewed as a short-lived redirect, and immediate, which is viewed as a long-term redirect.
  • Javascript reroutes are also set on the customer side’s page and can trigger SEO issues. Google has mentioned a choice for HTTP server-side reroutes.
  • HTTP redirects are set server-side and the very best approach for SEO purposes– we covered extensive below.

What Is A HTTP Response Status Code?

Web browsers and search engine spiders like GoogleBot are called user agents.

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

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

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

For example, if the request for a URL is successful, the server will provide a response code of 200, which suggests the ask for a URL was successful.

So, when you think of 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 reaction to request a URL.

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

The action code for a changed URL is normally in the type of a 301 or 302 response status code.

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

An example of an action that the user agent can take is to conserve a cache of the new URL so that the next time the old URL is requested, it will request 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 2 status codes everybody is familiar with, the 301 and 302 action codes.

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

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

  • 300 Several Options.
  • 301 Moved Permanently.
  • 302 Found.
  • 303 See Other.
  • 304 Not Modified.
  • 305 Use 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 might not be utilized. So, prior to utilizing any redirect code besides 301 or 302, be sure that the intended user representative can analyze it.

Due to the fact that GoogleBot utilizes the most recent version of Chrome (called a headless internet browser), it’s simple to inspect if a status code works by examining if Chrome recognizes the status code with an internet browser compatibility list.

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

301: Moved Completely

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

The 301 redirect indicates to a user representative that the URL (in some cases referred to as a target resource or simply resource) was changed to another place which it need to use the brand-new URL for future demands.

As discussed earlier, there is more info too.

The 301 status code also suggests to the user representative:

  • Future requests for the URL ought to be made with the new URL.
  • Whoever is making the request needs to update their links to the new URL.
  • Subsequent demands can be altered from GET to POST.

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

“Note: For historical reasons, a user agent MAY change the demand method from POST to GET for the subsequent demand. If this behavior is unwanted, the 308 (Permanent Redirect) status code can be used instead.”

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 change, you need to be careful when using a 301 redirect. The 301 redirects need to just be utilized when the modification to a brand-new URL is long-term.

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

In addition, if you change your mind later on and go back to the old URL, the old URL may not rank any longer and might take some time to restore the rankings.

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

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 recommended to utilize the old URL for future demands.

The 302 redirect status code likewise features a technical caution related to GET and Post:

“Keep in mind: For historic factors, a user representative MAY change the demand method from POST to GET for the subsequent request. If this behavior is undesired, the 307 (Short-lived Redirect) status code can be utilized rather.”

The referral to “historic reasons” might describe old or buggy user representatives that might change the demand method.

307: Temporary Redirect

A 307 redirect implies the requested URL is briefly moved, and the user representative ought to utilize the initial URL for future requests.

The only difference in between a 302 and a 307 status code is that a user representative must request the new URL with the very same HTTP request utilized to request the initial URL.

That implies if the user representative demands the page with a GET request, then the user representative should use a GET ask for the new momentary URL and can not utilize the POST demand.

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

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

This has the same semantics as the 302 Found HTTP response code, with the exception that the user agent must not alter the HTTP method utilized: if a POST was used in the very first request, a POST must be utilized in the second request.”

Besides the 307 status code requiring subsequent requests to be of the exact same kind (POST or GET) which the 302 can go in any case, everything else is the exact same between the 302 and the 307 status codes.

302 Vs. 307

You may handle 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 writing redirect guidelines. They differ only with commands utilized in configuration files. For instance, a redirect on Apache will look like this:

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

(You can read about symlinks here.)

On Nginx servers, it will look like this:

reword ^/ oldfolder// newfolder/ irreversible;

The commands used to tell 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.”

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

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

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

Alternatives +FollowSymlinks RewriteEngine on

Read the main paperwork to learn more about the RewriteEngine.

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

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

How To Produce A Redirect For A Single URL

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

For instance, say you changed 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 difference between the 2 methods is that the first uses the Apache mod_rewrite module, and the 2nd usages mod_alias. It can be done utilizing both methods.

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

We might also use (. *), i.e., ^/ old-page(. *), however the issue is, if you have another page with a comparable URL like/ old-page-other/, it will also be rerouted when we only 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 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 query string, e.g.,/ old-page? utm_source=facebook.com (which is common since URLs are utilized to be shared over a social network), would wind up as 404s.

Even/ old-page without a trailing slash “/” would wind 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 other than” rule here.

RewriteCond % REQUEST_URI!/ category/final-subcategory/ RewriteCond % !-f RewriteRule ^(category/)./ category/final-subcategory/ [R=301, L] Here, we want to redirect all under/ category/ on the 3rd line other than if it is/ category/final-subcategory/ on the fourth line. We also have the “!-f” guideline on the second line, overlooking any file like images, CSS, or JavaScript files.

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

Directory site Change

You can utilize the guideline below if you did a category restructuring and want to move whatever from the old directory site to the 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 tell the server that it must 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 used two guidelines: one case with no trailing slash at the end and the other one with a trailing slash.

I could integrate them into one guideline 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 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 website 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 is in the form 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 out on, you may threaten your website with replicate content problems due to the fact that search engines treat URLs with “www” and “non-www” variations as different pages with the very same content.

Therefore, you need to ensure you run the site only with one variation you choose.

If you want to run your website with the “www” version, use this guideline:

RewriteCond % HTTP_HOST ^ yourwebsite.com [NC] RewriteRule ^(. *)$ http://www.yourwebsite.com/$1 [L, R=301] For a “non-www” variation: RewriteCond % HTTP_HOST ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ http://yourwebsite.com/$1 [L, R=301] Tracking slash is likewise part of canonicalization because URLs with a slash at the end or without are likewise treated in a different way. RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will ensure the/ example-page is rerouted to/ example-page/. You may pick to get rid of the slash rather of adding then you will require the other guideline below: RewriteCond % !-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s effort to motivate website owners to use SSL, moving to HTTPS is among the typically used redirects that nearly every website has.

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

RewriteCond % HTTP_HOST ^ 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 version reroute into one HTTPS redirect rule.

Redirect From Old Domain To New

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

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

The majority of website owners utilize WordPress and might not need a.htaccess declare redirects however utilize a plugin rather.

Handling redirects utilizing plugins might be somewhat different from what we discussed above. You might require to read their documents to deal with RegExp correctly for the particular plugin.

From the existing ones, I would advise a free plugin called Redirection, which has numerous criteria to control redirect rules and many useful docs.

Reroute Best Practices

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

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

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

If you have a lot of pages like this, you ought to consider producing gorgeous 404 pages and engaging users to browse further or find something besides what they were looking for by displaying a search option.

It is strongly advised by Google that redirected page material must be equivalent 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 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 make certain to reroute users to the appropriate page of the mobile variation.

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

Also, you need to guarantee that if one page is 404 on the desktop, it needs to likewise be 404 on mobile.

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

3. How To Utilize Meta Refresh

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

If you place this tag in/ old-page/, it will redirect the user instantly 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 recognize that kind of redirect properly. 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 Generally, this occurs when you have a redirect chain. Let’s say you rerouted page 1 to page 2 a long time back. You might have forgotten that

page 1 is redirected and decided 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 error shown above. Conclusion Knowing what

redirects are and which situation requires a specific status code is essential to


web pages properly. It’s a core part of understanding SEO. Numerous situations require precise knowledge of redirects, such as migrating a website to a new domain or developing a short-term holding page URL for a web page that will return under its regular URL. While so much is possible with a plugin, plugins can be misused without appropriately comprehending when and why to use a specific

kind of redirect. More Resources: Included Image: