URL Redirects For SEO: A Technical Guide

Posted by

Redirects for SEO ought to be used properly due to the fact that they affect how sites are crawled and indexed by Google.

While many people think of redirects as an internet detour sign, much more is occurring, and it’s surprisingly satisfying to find.

Keep reading for a thorough introduction of redirects and the correct application for technical SEO.

What Is A Redirect?

Site reroutes inform browsers and online search engine info about a URL and where to discover the web page.

A URL redirect involves code implemented to a particular URL, or a group of URLs so that the user (or 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 primary reasons to utilize redirects are:

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

For SEO purposes, URL redirects are essential since they:

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

Redirects can be implemented on a group or domain-wide basis but frequently need to be set on an individual basis to avoid problems.

When using RegEX for group reroutes, it can have unexpected results 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 however are normally not suggested for SEO purposes. There are two types of meta redirect: postponed which is viewed as a temporary redirect, and immediate, which is viewed as a long-term redirect.
  • Javascript reroutes are likewise set on the client side’s page and can trigger SEO issues. Google has actually specified a preference for HTTP server-side redirects.
  • HTTP redirects are set server-side and the very best method 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 representatives.

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

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

In the scenario where a user representative like GoogleBot requests a URL, the server gives an action.

For instance, if the ask for a URL succeeds, the server will offer an action code of 200, which suggests the ask for a URL achieved success.

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

HTTP Reroutes

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

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

The reaction code for an altered URL is normally in the type of a 301 or 302 reaction status code.

The whole 3xx series of action codes communicate much info that can additionally be acted upon by the user agent.

An example of an action that the user representative 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 instead.

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 just the two status codes everyone is familiar with, the 301 and 302 action codes.

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

These are the different kinds of redirects offered for use:

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

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

Because GoogleBot uses the most recent version of Chrome (called a headless web browser), it’s easy to examine if a status code works by examining if Chrome acknowledges the status code with an internet browser compatibility list.

For SEO, one ought to stay with using the 301 and 302 reaction codes unless there is a particular factor to use one of the other codes.

301: Moved Completely

The 301 status code is routinely referenced as the 301 redirects. However the official name is 301 Moved Completely.

The 301 redirect indicates to a user agent that the URL (sometimes referred to as a target resource or merely resource) was altered to another place which it need to use the brand-new URL for future demands.

As pointed out previously, there is more information also.

The 301 status code likewise suggests to the user representative:

  • Future ask for the URL need to be made with the new URL.
  • Whoever is making the demand needs to upgrade their links to the brand-new URL.
  • Subsequent requests can be changed from GET to POST.

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

“Note: For historic factors, a user representative MAY alter the request approach from POST to GET for the subsequent demand. If this habits is unwanted, the 308 (Permanent Redirect) status code can be utilized instead.”

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

Prior to making a change, you should take care when using a 301 redirect. The 301 redirects need to just be used when the modification to a brand-new URL is irreversible.

The 301 status code need to not be used when the change is momentary.

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

So, the main point to keep in mind is that a 301 status code will be used when the change is long-term.

302: Found

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

The meaning of this response code is that the URL is momentarily at a various URL, and it is suggested to use the old URL for future demands.

The 302 redirect status code likewise comes with a technical caveat associated to GET and Post:

“Note: For historic factors, a user representative MAY change the request approach from POST to GET for the subsequent demand. If this habits is undesired, the 307 (Temporary Redirect) status code can be used instead.”

The reference to “historical factors” might describe old or buggy user representatives that may alter the demand approach.

307: Temporary Redirect

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

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

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

The Mozilla paperwork of the 307 status code describes it more clearly than the official documents.

“The server sends this action to direct the client to get the asked for resource at another URI with exact same approach 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 representative should not change the HTTP approach used: if a POST was used in the first demand, a POST must be used in the 2nd demand.”

Other than the 307 status code needing subsequent demands to be of the exact same kind (POST or GET) and that 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 might handle a redirect by means of 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 exact same syntax for composing redirect guidelines. They vary only with commands utilized in setup files. For instance, a redirect on Apache will appear like this:

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

(You can check out symlinks here.)

On Nginx servers, it will appear like this:

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

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

For instance:

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

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

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

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

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

Alternatives +FollowSymlinks RewriteEngine on

Read the official documents to find out more about the RewriteEngine.

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

* zero or more times
+ Several 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 used when calling $1

How To Develop Redirects

How To Develop A Redirect For A Single URL

The most common and extensively used type of redirect is when erasing pages or altering URLs.

For instance, say you changed the URL from/ old-page/ to/ new-page/. The redirect rule would be:

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

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

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

We might likewise utilize (. *), i.e., ^/ old-page(. *), however the problem is, if you have another page with a similar 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 brand-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 use reroute in the list below type:

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

Without regular expressions, all URLs with UTM query string, e.g.,/ old-page? utm_source=facebook.com (which prevails because URLs are used to be shared over a social network), would end up as 404s.

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

Redirect All Other than

Let’s state we have a bunch 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 % REQUEST_FILENAME!-f RewriteRule ^(classification/)./ category/final-subcategory/ [R=301, L] Here, we wish to reroute all under/ category/ on the third line other than if it is/ category/final-subcategory/ on the fourth line. We likewise have the “!-f” guideline on the second line, overlooking any file like images, CSS, or JavaScript files.

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

Directory site Change

You can use the rule below if you did a category restructuring and wish to move everything 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 need to remember everything in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the location. As an outcome, it will be rerouted to/ new-directory/subdirectory/.

I used two guidelines: one case without any routing slash at the end and the other one with a trailing slash.

I could integrate them into one guideline utilizing (/? |. *)$ RegExp at the end, however it would trigger problems and include a “//” slash to the end of the URL when the asked for URL without any trailing slash has a question 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 remove 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 kind 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 might threaten your site with replicate content concerns due to the fact that online search engine treat URLs with “www” and “non-www” variations as various pages with the exact same content.

For that reason, you should ensure you run the website only with one version you pick.

If you want to run your site with the “www” variation, utilize 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/$1 [L, R=301] Trailing slash is likewise part of canonicalization because URLs with a slash at the end or without are also dealt with differently. RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will ensure the/ example-page is redirected to/ example-page/. You may select to remove the slash rather of including then you will require the other rule listed below: RewriteCond % !-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s initiative to encourage site owners to utilize SSL, migrating to HTTPS is one of the typically used redirects that almost every site has.

The reword rule listed below can be utilized to require HTTPS on every site.

RewriteCond % ^ yourwebsite.com [NC, OR] RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ https://www.yourwebsite.com/$1 [L, R=301, NC] Using this, you can combine a www or non-www version reroute into one HTTPS redirect guideline.

Redirect From Old Domain To New

This is also among the most secondhand redirects when you choose to rebrand and need to change your domain. The guideline listed below redirects old-domain. com to new-domain. com.

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

Many website owners use WordPress and may not require a.htaccess file for redirects but utilize a plugin instead.

Dealing with redirects using plugins may be somewhat various from what we went over above. You may need to read their paperwork to manage RegExp properly for the particular plugin.

From the existing ones, I would suggest a totally free plugin called Redirection, which has many specifications to manage redirect rules and many helpful docs.

Redirect Best Practices

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

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

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

If you have too many pages like this, you should consider producing lovely 404 pages and engaging users to search additional or find something aside from what they were trying to find by displaying a search option.

It is strongly suggested by Google that redirected page material should be comparable to the old page. Otherwise, such a redirect may be thought about 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 websites (i.e., “example.com” for desktop and “m.example.com” for mobile), you need to ensure to reroute users to the suitable page of the mobile version.

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

Also, you have to ensure that if one page is 404 on the desktop, it should likewise 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 Use Meta Refresh

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

If you place this tag in/ old-page/, it will redirect the user right away to/ new-page/.

Google does not restrict this redirect, however it doesn’t advise using it.

According to John Mueller, online search engine might not be able to acknowledge that kind of redirect correctly. The same is likewise real about JavaScript redirects.

4. Avoid Redirect Chains

This message shows when you have a wrong regular expression setup and winds up in a limitless loop.

Screenshot by author, December 2022 Generally, this happens when you have a redirect chain. Let’s state you rerouted page 1 to page 2 a long period of time ago. You may 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 produce an infinite loop and produce the mistake revealed above. Conclusion Knowing what

redirects are and which scenario needs a specific status code is fundamental to


websites appropriately. It’s a core part of comprehending SEO. Lots of circumstances need exact knowledge of redirects, such as migrating a site to a new domain or creating a momentary holding page URL for a website that will return under its normal URL. While so much is possible with a plugin, plugins can be misused without properly comprehending when and why to utilize a particular

type of redirect. More Resources: Included Image: