URL Redirects For SEO: A Technical Guide

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Redirects for SEO ought to be used correctly since they impact how websites are crawled and indexed by Google.

While most people consider redirects as a web detour sign, far more is occurring, and it’s surprisingly pleasurable to find.

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

What Is A Redirect?

Site redirects inform browsers and search engines details about a URL and where to find the website.

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

A redirect can be set as a:

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

When To Use Redirects

The main reasons to utilize redirects are:

  • A specific page or entire domain has actually been moved (URL changed).
  • To allow the use of URL shorteners or ‘quite URLs.’
  • Website migration (e.g., HTTP to HTTPS).

For SEO functions, URL redirects are very important due to the fact that they:

  • Forward authority of any links pointing to a page that has moved or been deleted.
  • Avoid 404 page not discovered mistakes (although sometimes it is better to leave a 404).

Redirects can be executed on a group or domain-wide basis but frequently require to be set on a private basis to avoid problems.

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

Kinds of Redirects

There are three main types of redirects:

  • Meta Refresh redirects are set at the page level but are typically not advised for SEO purposes. There are two kinds of meta redirect: postponed which is seen as a short-term redirect, and immediate, which is viewed as a long-term redirect.
  • Javascript redirects are also set on the client side’s page and can cause SEO problems. Google has actually stated a preference for HTTP server-side redirects.
  • HTTP redirects are set server-side and the very best technique for SEO purposes– we covered extensive listed below.

What Is A HTTP Reaction Status Code?

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

When a user agent tries to access a web page, what takes place is that the user representative makes a demand, and the site server issues a response.

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

In the scenario where a user agent like GoogleBot requests a URL, the server offers a response.

For example, if the request for a URL achieves success, the server will provide a response code of 200, which indicates the request for a URL succeeded.

So, when you think about a GoogleBot reaching a website and trying to crawl it, what’s occurring is a series of requests and responses.

HTTP Redirects

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

If the URL exists at a various URL (because it was moved), the server tells the user representative that the URL request is being redirected to a different URL.

The action code for a changed URL is usually in the kind of a 301 or 302 action status code.

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

An example of an action that the user agent 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 for the brand-new URL instead.

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

3XX Series Of Status Codes

Redirects are more than just the 2 status codes everyone recognizes with, the 301 and 302 action codes.

There are a total of seven main 3xx response status codes.

These are the different sort of redirects offered for use:

  • 300 Several Choices.
  • 301 Moved Completely.
  • 302 Found.
  • 303 See Other.
  • 304 Not Customized.
  • 305 Usage Proxy.
  • 306 (Unused).
  • 307 Short-lived Redirect.
  • 308 Irreversible Redirect.

A few of the above status codes have not been around as long and may not be used. So, prior to utilizing any redirect code other than 301 or 302, be sure that the intended user agent can interpret it.

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

For SEO, one ought to stick to using the 301 and 302 response codes unless there is a specific factor to utilize one of the other codes.

301: Moved Permanently

The 301 status code is routinely 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 altered to another area which it ought to utilize the new URL for future requests.

As discussed previously, there is more info as well.

The 301 status code likewise recommends to the user agent:

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

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

“Keep in mind: For historical factors, a user agent MAY alter the request technique from POST to GET for the subsequent request. If this habits is undesirable, the 308 (Permanent Redirect) status code can be used instead.”

For SEO, when search engines see a 301 redirect, they pass the old page’s ranking to the new one.

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

The 301 status code should not be utilized when the change is short-lived.

Furthermore, if you alter your mind later on and go back to the old URL, the old URL may not rank any longer and might require time to regain the rankings.

So, the main thing to keep in mind is that a 301 status code will be utilized when the modification is permanent.

302: Found

The main thing to understand about the 302 status code is that it’s useful for scenarios where a URL is temporarily changed.

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

The 302 redirect status code also features a technical caveat associated to GET and Post:

“Keep in mind: For historic reasons, a user agent MAY alter the request approach 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 “historical reasons” might refer to old or buggy user representatives that might change the demand approach.

307: Temporary Redirect

A 307 redirect means the asked for URL is momentarily moved, and the user representative must utilize the original URL for future requests.

The only difference between a 302 and a 307 status code is that a user representative need to ask for the new URL with the same HTTP demand utilized to ask for the initial URL.

That indicates if the user representative requests the page with a GET request, then the user agent must use a GET request for the brand-new momentary URL and can not use the POST request.

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

“The server sends this action to direct the client to get the asked for resource at another URI with same method that was utilized in the prior request.

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

Aside from the 307 status code requiring subsequent requests to be of the very same kind (POST or GET) which the 302 can go in any case, whatever else is the very 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 via plugins if you are using WordPress.

In all circumstances, they have the very same syntax for composing redirect rules. They differ only with commands utilized in configuration files. For example, a redirect on Apache will look 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 used to tell the server’s status code of redirect and the action command differ.

For instance:

  • Servers status code of redirect: “301 ″ vs. “permanent.”
  • Action command: “RedirectMatch” vs. “rewrite.”

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

On Apache, ensure that mod_rewrite and mod_alias modules (responsible for managing redirects) are allowed on your server.

Since the most extensively 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 guidelines and put the rules listed below them:

Options +FollowSymlinks RewriteEngine on

Read the main paperwork to find out more about the RewriteEngine.

To comprehend the examples below, you might refer to the table below on RegExp essentials.

* no or more times
+ Several times
. any single character
? Zero 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 used when calling $1

How To Produce Redirects

How To Create A Redirect For A Single URL

The most typical and widely utilized kind of redirect is when erasing pages or altering 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 distinction between the two approaches is that the very first utilizes the Apache mod_rewrite module, and the 2nd uses mod_alias. It can be done using both methods.

The routine expression “^” suggests the URL must start with “/ old-page” while (/? |/. *)$ suggests that anything that follows “/ old-page/” with a slash “/” or without a precise match should be rerouted to/ new-page/.

We might also utilize (. *), 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 rerouted when we just wish 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 new one. If we utilize redirect in the list below type:

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

Without regular expressions, all URLs with UTM question string, e.g.,/ old-page? utm_source=facebook.com (which is common since URLs are used to be shared over a social network), would end 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 bunch 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 need the “all except” guideline here.

RewriteCond % REQUEST_URI!/ category/final-subcategory/ RewriteCond % !-f RewriteRule ^(classification/)./ category/final-subcategory/ [R=301, L] Here, we want to reroute all under/ classification/ on the 3rd line other than if it is/ category/final-subcategory/ on the 4th line. We also have the “!-f” rule on the second line, overlooking any file like images, CSS, or JavaScript files.

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

Directory site Change

You can utilize the rule below if you did a category restructuring and want 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 utilized $1 in the target to inform the server that it ought to remember everything 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 rerouted to/ new-directory/subdirectory/.

I used two guidelines: one case with no tracking slash at the end and the other one with a trailing slash.

I could integrate them into one guideline utilizing (/? |. *)$ RegExp at the end, but it would trigger problems and include a “//” slash to the end of the URL when the asked for URL with no routing slash has an inquiry string (i.e., “/ old-directory? utm_source=facebook” would be rerouted to “/ new-directory//? utm_source=facebook”).

Get rid of A Word From URL

Let’s say you have 100 URLs on your site with the city name “Chicago” and wish 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 remains in the kind http://yourwebiste.com/example/chicago/event/, then the redirect would be: RewriteRule ^(. *)/ chicago/(. *) http://% /$1/$2 [NC, R=301, L] Set A Canonical URL

Having canonical URLs is the most important part of SEO.

If missing, you may endanger your site with replicate content issues due to the fact that online search engine treat URLs with “www” and “non-www” versions as different pages with the very same content.

For that reason, you should ensure you run the website just with one variation you pick.

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

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

After Google’s effort to motivate website owners to utilize SSL, moving to HTTPS is among the frequently utilized redirects that nearly every website has.

The rewrite guideline below can be utilized to force HTTPS on every website.

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 variation reroute into one HTTPS redirect guideline.

Redirect From Old Domain To New

This is likewise one of the most used redirects when you choose to rebrand and require to alter your domain. The guideline listed below redirects 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 uses two cases: one with the “www” version of URLs and another “non-www” because any page for historic factors might have incoming links to both versions.

The majority of site owners use WordPress and might not require a.htaccess declare redirects however use a plugin instead.

Dealing with redirects utilizing plugins may be slightly different from what we talked about above. You may need to read their documents to manage RegExp properly for the specific plugin.

From the existing ones, I would suggest a free plugin called Redirection, which has lots of criteria to manage redirect guidelines and numerous useful docs.

Reroute Finest Practices

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

This case typically happens 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 should think about creating lovely 404 pages and engaging users to browse further or find something aside from what they were trying to find by showing a search alternative.

It is strongly advised by Google that redirected 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 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 ought to make sure 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 have to ensure that if one page is 404 on the desktop, it needs to also be 404 on mobile.

If you have no mobile variation for a page, you can prevent 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 insert this tag in/ old-page/, it will reroute the user right away to/ new-page/.

Google does not forbid this redirect, however it does not advise utilizing it.

According to John Mueller, online search engine may not be able to recognize that type of redirect properly. The same is also true about JavaScript redirects.

4. Avoid Redirect Chains

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

Screenshot by author, December 2022 Typically, this occurs when you have a redirect chain. Let’s state you redirected page 1 to page 2 a very long time back. You might have forgotten that

page 1 is redirected and chosen to reroute page 2 to page 1 once 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 a boundless loop and produce the error revealed above. Conclusion Knowing what

redirects are and which scenario requires a particular status code is essential to


web pages properly. It’s a core part of comprehending SEO. Many circumstances need accurate understanding of redirects, such as moving a website to a new domain or creating a short-lived holding page URL for a web page that will return under its regular URL. While a lot is possible with a plugin, plugins can be misused without appropriately comprehending when and why to utilize a specific

sort of redirect. More Resources: Featured Image: