Redirect

An instruction that sends users and crawlers from one URL to another, with different codes signalling temporary vs permanent moves.

Redirects are essential for managing URL changes, domain migrations, and consolidating duplicate content. The most common types for SEO are 301 (permanent) and 302 (temporary). A 301 redirect signals that the page has permanently moved and passes most of the original page's link equity (PageRank) to the destination. A 302 signals a temporary move and Google typically keeps the original URL indexed.

Redirect chains (URL A → URL B → URL C) should be avoided. Each redirect in a chain reduces the link equity passed, adds latency, and increases the chance of crawl errors. Redirect loops (A → B → A) cause crawlers and browsers to fail entirely. Audit and flatten redirect chains to direct single-hop redirects.

Other HTTP redirect codes: 307 (temporary, preserves HTTP method), 308 (permanent, preserves HTTP method — treated like 301 by Google), 303 (see other, used after form POSTs). Meta refresh redirects and JavaScript-based redirects are also crawlable but slower for Google to process than server-side redirects.