URL Redirects For SEO: A Technical Guide

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Reroutes for SEO ought to be used correctly due to the fact that they impact how websites are crawled and indexed by Google.

While many people think of redirects as a web detour sign, a lot more is taking place, and it’s surprisingly enjoyable to discover.

Keep checking out for a thorough summary of redirects and the appropriate application for technical SEO.

What Is A Redirect?

Website redirects inform web browsers and search engines information about a URL and where to find the website.

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

A redirect can be set as a:

  • Temporary redirect: 302, 303, 307, 308.
  • Irreversible redirect: 301.

When To Use Redirects

The primary factors to utilize redirects are:

  • A private page or whole domain has actually been moved (URL altered).
  • To enable the use of URL shorteners or ‘pretty URLs.’
  • Site migration (e.g., HTTP to HTTPS).

For SEO purposes, URL redirects are very important because they:

  • Forward authority of any links indicating a page that has actually moved or been erased.
  • Avoid 404 page not found errors (although sometimes it is 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 private basis to prevent concerns.

When using RegEX for group redirects, it can have unexpected 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 however are usually not advised for SEO purposes. There are 2 types of meta redirect: delayed which is viewed as a momentary redirect, and instant, which is seen as a long-term redirect.
  • Javascript reroutes are likewise set on the customer side’s page and can cause SEO concerns. Google has actually mentioned a preference for HTTP server-side reroutes.
  • HTTP redirects are set server-side and the best method for SEO functions– we covered thorough below.

What Is A HTTP Reaction Status Code?

Internet browsers and online search engine crawlers like GoogleBot are called user representatives.

When a user agent tries to access a webpage, what happens is that the user representative makes a request, and the website server concerns a reaction.

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

In the scenario 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 offer a reaction code of 200, which implies 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 requests and responses.

HTTP Redirects

An HTTP redirect is a server reaction to ask for 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 redirected to a different URL.

The action code for an altered URL is usually in the form of a 301 or 302 response status code.

The entire 3xx series of action codes interact much information that can optionally be acted upon by the user representative.

An example of an action that the user agent can take is to save a cache of the brand-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 an internet road indication that says, “Go here, not there.”

3XX Series Of Status Codes

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

There are an overall of seven official 3xx response status codes.

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

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

Some of the above status codes have actually not been around as long and may not be used. So, before utilizing any redirect code aside from 301 or 302, make certain that the designated user agent can analyze it.

Due to the fact that GoogleBot utilizes the most recent variation of Chrome (called a headless web browser), it’s easy to check if a status code is compatible by inspecting if Chrome acknowledges the status code with a web browser compatibility list.

For SEO, one need to adhere to using the 301 and 302 response codes unless there is a specific reason to use among the other codes.

301: Moved Permanently

The 301 status code is consistently referenced as the 301 redirects. However the main name is 301 Moved Permanently.

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

As mentioned previously, there is more information too.

The 301 status code likewise recommends to the user representative:

  • Future requests for the URL should be made with the brand-new URL.
  • Whoever is making the request 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 requirements for the 301 status code:

“Note: For historical reasons, a user agent MAY change the request approach from POST to GET for the subsequent demand. If this behavior is undesirable, the 308 (Irreversible 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 new one.

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

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

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

So, the main point to bear in mind is that a 301 status code will be utilized when the modification is long-term.

302: Found

The main point to comprehend about the 302 status code is that it’s useful for circumstances where a URL is momentarily changed.

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 requests.

The 302 redirect status code likewise includes a technical caution associated to GET and Post:

“Keep in mind: For historical factors, a user representative MAY change the request technique from POST to GET for the subsequent request. If this behavior is undesirable, the 307 (Temporary Redirect) status code can be utilized rather.”

The referral to “historic factors” might refer to old or buggy user agents that may alter the demand approach.

307: Temporary Redirect

A 307 redirect implies the asked for URL is temporarily moved, and the user agent need to utilize the original URL for future requests.

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

That means if the user agent demands the page with a GET demand, then the user agent should use a GET request for the brand-new short-term URL and can not use the POST request.

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

“The server sends this response to direct the customer to get the requested resource at another URI with same technique that was utilized in the prior demand.

This has the very same semantics as the 302 Found HTTP action code, with the exception that the user representative should not alter the HTTP technique utilized: if a POST was utilized in the very first request, a POST needs to be utilized in the 2nd 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 exact same in between the 302 and the 307 status codes.

302 Vs. 307

You may manage a redirect via server config files.htaccess on Apache, example.conf file on Nginx or by means of plugins if you are utilizing WordPress.

In all circumstances, they have the exact same syntax for composing redirect rules. They vary only with commands used in setup files. For instance, a redirect on Apache will appear like this:

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

(You can check out symlinks here.)

On Nginx servers, it will look like this:

rewrite ^/ oldfolder// newfolder/ irreversible;

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

For example:

  • 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 (accountable for managing redirects) are allowed on your server.

Since the most widely spread out 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 guidelines listed below them:

Options +FollowSymlinks RewriteEngine on

Read the main paperwork to get more information about the RewriteEngine.

To comprehend the examples listed below, you may refer to the table below on RegExp basics.

* absolutely no or more times
+ Several times
. any single character
? Absolutely 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 Create Redirects

How To Produce A Redirect For A Single URL

The most typical and extensively used kind of redirect is when erasing pages or altering URLs.

For example, say you altered 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 2 techniques is that the first utilizes the Apache mod_rewrite module, and the second uses mod_alias. It can be done using both approaches.

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

We might also use (. *), 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 rerouted when we only 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 new one. If we utilize redirect in the list below form:

Reroute 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 considering that URLs are used to be shared over a social media network), would end up as 404s.

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

Redirect All Except

Let’s state we have a lot of URLs like/ category/old-subcategory -1/,/ category/old-subcategory -2/,/ category/final-subcategory/ and want to merge all subcategories into/ category/final-subcategory/. We require the “all other than” rule here.

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

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

Directory site Modification

You can use the guideline below if you did a classification restructuring and wish to move everything from the old directory to the brand-new one.

RewriteRule ^ old-directory$/ new-directory/ [R=301, NC, L] RewriteRule ^ old-directory/(. *)$/ new-directory/$1 [R=301, NC, L] I used $1 in the target to tell the server that it must keep in mind everything in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the destination. As a result, it will be redirected to/ new-directory/subdirectory/.

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

I could combine them into one rule using (/? |. *)$ RegExp at the end, however it would cause problems and include a “//” slash to the end of the URL when the requested URL with no routing slash has a query 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 eliminate them.

For the URL http://yourwebiste.com/example-chicago-event/, the redirect guideline would be:

RewriteRule ^(. *)-chicago-(. *) http://% SERVER_NAME/$1-$2 [NC, R=301, L] If the example URL is 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 fundamental part of SEO.

If missing out on, you may threaten your website with replicate content problems because search engines deal with URLs with “www” and “non-www” versions as different pages with the very same material.

For that reason, you must guarantee you run the website just with one version you pick.

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

RewriteCond % HTTP_HOST ^ 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/$1 [L, R=301] Trailing slash is likewise part of canonicalization since URLs with a slash at the end or without are likewise dealt with differently. RewriteCond % !-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will ensure the/ example-page is rerouted to/ example-page/. You might select to eliminate the slash instead of including then you will require the other guideline below: RewriteCond % !-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s effort to encourage website owners to use SSL, migrating to HTTPS is one of the typically used redirects that nearly every website has.

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

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

Redirect From Old Domain To New

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

RewriteCond % ^ 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” because any page for historical reasons may have inbound links to both variations.

Most website owners use WordPress and might not require a.htaccess declare redirects but use a plugin rather.

Managing redirects utilizing plugins might be slightly various from what we discussed above. You may require to read their documentation to deal with RegExp correctly for the specific plugin.

From the existing ones, I would advise a free plugin called Redirection, which has many specifications to control redirect guidelines and many helpful docs.

Redirect Best Practices

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

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

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

If you have too many pages like this, you must consider developing stunning 404 pages and engaging users to browse further or discover something other than what they were trying to find by showing a search option.

It is highly advised by Google that rerouted page material ought to be equivalent 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 Reroutes Right

If you have various URLs for desktop and mobile sites (i.e., “example.com” for desktop and “m.example.com” for mobile), you must ensure to redirect users to the proper page of the mobile variation.

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

Likewise, you have to make sure that if one page is 404 on the desktop, it ought to also be 404 on mobile.

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

3. How To Utilize Meta Refresh

It is possible to do a redirect utilizing a meta refresh tag like the example 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 doesn’t advise using it.

According to John Mueller, search engines may not be able to acknowledge that kind of redirect appropriately. The exact same is also real about JavaScript reroutes.

4. Prevent Redirect Chains

This message displays when you have an incorrect regular expression setup and ends up in an infinite loop.

Screenshot by author, December 2022 Generally, this takes place when you have a redirect chain. Let’s say you rerouted page 1 to page 2 a long period of time earlier. You might have forgotten that

page 1 is redirected and decided to redirect page 2 to page 1 once again. As a result, you will end up with a guideline like this: RewriteRule ^ page1/ page2 [R

=301, NC, L] RewriteRule ^ page2/ page1 [R=301, NC, L] This will produce a boundless loop and produce the error shown above. Conclusion Understanding what

redirects are and which circumstance requires a particular status code is fundamental to


webpages properly. It’s a core part of comprehending SEO. Numerous scenarios require precise understanding of redirects, such as moving a site to a brand-new domain or developing a short-term holding page URL for a website that will return under its normal 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: Included Image: