URL Redirects For SEO: A Technical Guide

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Redirects for SEO should be utilized correctly because they impact how websites are crawled and indexed by Google.

While the majority of people think about redirects as a web detour sign, far more is taking place, and it’s remarkably satisfying to discover.

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

What Is A Redirect?

Site redirects tell browsers and search engines info about a URL and where to find the webpage.

A URL redirect includes code executed 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 actual URL that was input or clicked.

A redirect can be set as a:

  • Short-lived redirect: 302, 303, 307, 308.
  • Irreversible redirect: 301.

When To Use Redirects

The main reasons to use redirects are:

  • An individual page or whole domain has been moved (URL changed).
  • To enable the use of URL shorteners or ‘quite URLs.’
  • Website migration (e.g., HTTP to HTTPS).

For SEO functions, URL redirects are important because they:

  • Forward authority of any links indicating a page that has actually moved or been erased.
  • Prevent 404 page not found mistakes (although sometimes it is better to leave a 404).

Redirects can be carried out on a group or domain-wide basis but frequently require to be set on a private basis to prevent problems.

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

Kinds of Redirects

There are 3 primary types of redirects:

  • Meta Refresh redirects are set at the page level however are typically not advised for SEO functions. There are 2 kinds of meta redirect: postponed which is viewed as a temporary redirect, and instant, which is viewed as a long-term redirect.
  • Javascript redirects are also set on the client side’s page and can trigger SEO problems. Google has stated a preference for HTTP server-side redirects.
  • HTTP redirects are set server-side and the best method for SEO functions– we covered extensive listed below.

What Is A HTTP Response Status Code?

Browsers and search engine crawlers like GoogleBot are called user agents.

When a user agent attempts to access a website, what occurs is that the user representative makes a demand, and the site server issues a reaction.

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

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

For instance, if the request for a URL achieves success, the server will provide an action code of 200, which indicates the ask for a URL achieved success.

So, when you think of a GoogleBot reaching a site and attempting to crawl it, what’s taking place is a series of demands and actions.

HTTP Reroutes

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

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

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

The entire 3xx series of response 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 save a cache of the brand-new URL so that the next time the old URL is asked for, it will request the new URL rather.

So, a 301 and a 302 redirect is more than a web road sign that says, “Go here, not there.”

3XX Series Of Status Codes

Redirects are more than simply the 2 status codes everybody recognizes with, the 301 and 302 response codes.

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

These are the various kinds of redirects offered for usage:

  • 300 Numerous Options.
  • 301 Moved Completely.
  • 302 Found.
  • 303 See Other.
  • 304 Not Modified.
  • 305 Use Proxy.
  • 306 (Unused).
  • 307 Short-term Redirect.
  • 308 Permanent Redirect.

Some of the above status codes have not been around as long and might not be used. So, before using any redirect code aside from 301 or 302, make sure that the desired user representative can translate it.

Because GoogleBot utilizes the latest version of Chrome (called a headless internet browser), it’s easy to check if a status code works by examining if Chrome recognizes the status code with a browser compatibility list.

For SEO, one need to stick to utilizing the 301 and 302 reaction codes unless there is a particular reason to use one of the other codes.

301: Moved Completely

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 agent that the URL (in some cases described as a target resource or merely resource) was changed to another area and that it should use the brand-new URL for future requests.

As mentioned earlier, there is more info too.

The 301 status code likewise suggests to the user agent:

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

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

“Note: For historic reasons, a user agent MAY alter the demand technique from POST to GET for the subsequent demand. If this habits is unwanted, the 308 (Irreversible Redirect) status code can be utilized rather.”

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

Prior to making a change, you should be careful when using a 301 redirect. The 301 redirects must only be utilized when the change to a new URL is irreversible.

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

In addition, if you change your mind later and return to the old URL, the old URL might not rank any longer and might take time to gain back the rankings.

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

302: Found

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

The significance 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 caution related to GET and Post:

“Keep in mind: For historical factors, a user representative MAY change the demand approach from POST to GET for the subsequent request. If this habits is unwanted, the 307 (Short-lived Redirect) status code can be used rather.”

The reference to “historical reasons” might describe old or buggy user representatives that may change the demand method.

307: Temporary Redirect

A 307 redirect means the requested URL is momentarily moved, and the user agent should use the initial URL for future demands.

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

That implies if the user representative requests the page with a GET demand, then the user agent need to utilize a GET ask for the brand-new temporary URL and can not utilize the POST request.

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

“The server sends this reaction to direct the customer to get the asked for resource at another URI with same technique that was used in the previous demand.

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

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

302 Vs. 307

You might handle a redirect through server config files.htaccess on Apache, example.conf file on Nginx or through plugins if you are using WordPress.

In all instances, they have the very same syntax for composing redirect rules. They differ just with commands used in configuration files. For example, a redirect on Apache will appear like this:

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

(You can read about symlinks here.)

On Nginx servers, it will look like this:

rewrite ^/ oldfolder// newfolder/ permanent;

The commands used to inform 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. “reword.”

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

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

Given that the most commonly spread server type is Apache, here are examples for.htaccess apache files.

Make certain 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 official paperwork for more information about the RewriteEngine.

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

* 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 Develop Redirects

How To Develop A Redirect For A Single URL

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

For instance, state you altered 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 difference in between the 2 approaches is that the very first utilizes the Apache mod_rewrite module, and the second usages mod_alias. It can be done using both methods.

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

We might likewise use (. *), i.e., ^/ old-page(. *), however the issue is, if you have another page with a similar 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 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 following 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 because URLs are used to be shared over a social network), would wind up as 404s.

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

Redirect All Other than

Let’s say 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 need the “all except” rule here.

RewriteCond % REQUEST_URI!/ category/final-subcategory/ RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(classification/)./ category/final-subcategory/ [R=301, L] Here, we want to redirect all under/ category/ on the 3rd line except if it is/ category/final-subcategory/ on the fourth line. We likewise have the “!-f” rule 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 likewise be rerouted to “/ final-subcategory/” and cause an image break.

Directory Modification

You can use the guideline below if you did a classification restructuring and wish to move whatever from the old directory site 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 utilized $1 in the target to tell the server that it should 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 used 2 guidelines: one case with no tracking slash at the end and the other one with a trailing slash.

I could combine them into one guideline utilizing (/? |. *)$ RegExp at the end, however it would cause issues and add a “//” slash to the end of the URL when the asked for URL with no trailing slash has a question 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 state 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://% SERVER_NAME/$1-$2 [NC, R=301, L] If the example URL remains in the form 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 out on, you may threaten your website with duplicate content concerns due to the fact that search engines treat URLs with “www” and “non-www” variations as different pages with the same content.

For that reason, you must ensure you run the site only with one variation you choose.

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

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

After Google’s initiative to encourage site owners to utilize SSL, moving to HTTPS is among the typically used redirects that practically every site has.

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

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

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 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 utilizes two cases: one with the “www” variation of URLs and another “non-www” due to the fact that any page for historical factors might have incoming links to both versions.

A lot of website owners utilize WordPress and might not require a.htaccess apply for redirects however use a plugin rather.

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

From the existing ones, I would recommend a totally free plugin called Redirection, which has many parameters to control redirect rules and lots of helpful docs.

Redirect Finest Practices

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

This case typically takes place when you are too lazy to investigate your 404 URLs and map them to the proper landing page.

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

If you have too many pages like this, you ought to think about producing lovely 404 pages and engaging users to browse further or find something other than what they were trying to find by showing a search option.

It is highly suggested by Google that redirected page content 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 need to ensure to redirect users to the suitable page of the mobile variation.

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

Likewise, you need to ensure that if one page is 404 on the desktop, it ought to likewise be 404 on mobile.

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

3. How To Use Meta Refresh

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

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

Google does not prohibit this redirect, but it does not advise using it.

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

4. Prevent Redirect Chains

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

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

page 1 is redirected and chosen to redirect page 2 to page 1 once again. As an outcome, you will wind up with a rule 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 revealed above. Conclusion Knowing what

redirects are and which scenario requires a specific status code is basic to


webpages correctly. It’s a core part of comprehending SEO. Many scenarios require accurate understanding of redirects, such as moving a site to a new domain or producing a short-lived holding page URL for a web page that will return under its typical URL. While so much is possible with a plugin, plugins can be misused without correctly comprehending when and why to utilize a specific

kind of redirect. More Resources: Included Image: