URL Redirects For SEO: A Technical Guide

Posted by

Redirects for SEO ought to be utilized correctly because they affect how websites are crawled and indexed by Google.

While the majority of people think of redirects as an internet detour indication, much more is happening, and it’s remarkably pleasurable to find.

Keep checking out for an extensive summary of redirects and the appropriate application for technical SEO.

What Is A Redirect?

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

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

A redirect can be set as a:

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

When To Use Redirects

The main reasons to utilize redirects are:

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

For SEO functions, URL redirects are essential since they:

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

Redirects can be executed on a group or domain-wide basis however frequently need to be set on an individual basis to prevent problems.

When using RegEX for group reroutes, it can have unanticipated outcomes if your reasoning isn’t perfect!

Kinds of Redirects

There are three main kinds of redirects:

  • Meta Refresh redirects are set at the page level but are generally not recommended for SEO functions. There are 2 types of meta redirect: postponed which is seen as a temporary redirect, and immediate, which is seen as a permanent redirect.
  • Javascript reroutes are also set on the customer 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 approach for SEO functions– we covered thorough below.

What Is A HTTP Reaction Status Code?

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

When a user agent attempts to access a web page, what happens is that the user agent makes a demand, and the website server concerns a response.

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

In the circumstance where a user representative like GoogleBot requests a URL, the server gives a response.

For instance, if the request for a URL is successful, the server will supply an action code of 200, which means the request for a URL was successful.

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

HTTP Redirects

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

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

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

The entire 3xx series of reaction codes interact much info that can additionally 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 asked for, it will request the brand-new URL rather.

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

3XX Series Of Status Codes

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

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

These are the different kinds of redirects readily available for use:

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

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

Because GoogleBot uses the most recent version of Chrome (called a headless browser), it’s simple to inspect if a status code is compatible by inspecting if Chrome recognizes the status code with a browser compatibility list.

For SEO, one should adhere to utilizing the 301 and 302 action codes unless there is a specific factor to use among the other codes.

301: Moved Permanently

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

The 301 redirect suggests to a user agent that the URL (often referred to as a target resource or just resource) was changed to another location which it ought to utilize the new URL for future requests.

As discussed previously, there is more information as well.

The 301 status code likewise suggests to the user representative:

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

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

“Note: For historic reasons, a user representative MAY alter the request technique from POST to GET for the subsequent demand. If this behavior is undesirable, the 308 (Long-term 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 brand-new one.

Prior to making a modification, you should beware when using a 301 redirect. The 301 redirects must just be used when the change to a brand-new URL is permanent.

The 301 status code must not be used when the change is temporary.

In addition, if you change your mind later on and return to the old URL, the old URL might not rank any longer and might require time to regain the rankings.

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

302: Found

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

The significance of this action code is that the URL is temporarily at a different URL, and it is recommended to utilize the old URL for future demands.

The 302 redirect status code also includes a technical caution related to GET and Post:

“Note: For historical factors, a user representative MAY change the request approach from POST to GET for the subsequent demand. If this behavior is undesired, the 307 (Short-lived Redirect) status code can be utilized rather.”

The reference to “historic reasons” might describe old or buggy user representatives that might change the request method.

307: Temporary Redirect

A 307 redirect suggests the requested URL is temporarily moved, and the user representative ought to use the initial URL for future demands.

The only distinction in between a 302 and a 307 status code is that a user agent need to request the new URL with the same HTTP demand utilized to request the initial URL.

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

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

“The server sends this action to direct the customer to get the asked for resource at another URI with very same approach that was used in the previous request.

This has the same semantics as the 302 Found HTTP response code, with the exception that the user representative must not change the HTTP approach utilized: if a POST was utilized in the very first demand, a POST should be utilized in the 2nd demand.”

Aside from the 307 status code requiring subsequent requests to be of the very same kind (POST or GET) and that the 302 can go either way, whatever else is the same in between the 302 and the 307 status codes.

302 Vs. 307

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

In all circumstances, they have the exact same syntax for writing redirect rules. They differ just with commands utilized in setup files. For instance, 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 appear like this:

reword ^/ oldfolder// newfolder/ irreversible;

The commands utilized 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. “reword.”

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

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

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

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

Alternatives +FollowSymlinks RewriteEngine on

Read the main documents for more information about the RewriteEngine.

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

* absolutely no or more times
+ One or more 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 utilized when calling $1

How To Produce Redirects

How To Develop A Redirect For A Single URL

The most typical and extensively used type of redirect is when erasing pages or changing 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 2nd usages mod_alias. It can be done utilizing both approaches.

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

We might likewise utilize (. *), i.e., ^/ old-page(. *), but the problem is, if you have another page with a similar URL like/ old-page-other/, it will also be redirected when we only 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 redirect 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 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 media network), would wind up as 404s.

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

Redirect All Other than

Let’s state we have a lot 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 except” guideline here.

RewriteCond % !/ category/final-subcategory/ RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(category/)./ category/final-subcategory/ [R=301, L] Here, we wish to reroute all under/ category/ on the 3rd line other than if it is/ category/final-subcategory/ on the 4th line. We also have the “!-f” guideline 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 also be rerouted to “/ final-subcategory/” and cause an image break.

Directory site Modification

You can utilize the guideline listed below if you did a classification restructuring and wish to move whatever 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 must 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 2 guidelines: one case without any tracking slash at the end and the other one with a tracking slash.

I could integrate them into one rule utilizing (/? |. *)$ RegExp at the end, but it would cause problems and include a “//” slash to the end of the URL when the asked for URL without any tracking slash has an inquiry 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 want to remove 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 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 important part of SEO.

If missing, you may threaten your website with replicate content concerns due to the fact that online search engine treat URLs with “www” and “non-www” versions as different pages with the exact same material.

For that reason, you must ensure you run the website only with one version you choose.

If you want to run your site with the “www” version, utilize 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/$1 [L, R=301] Routing slash is likewise part of canonicalization considering that URLs with a slash at the end or without are likewise dealt with in a different way. RewriteCond % !-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will ensure the/ example-page is redirected to/ example-page/. You may pick to eliminate the slash rather of including then you will need the other rule below: RewriteCond % !-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s effort to encourage website owners to use SSL, migrating to HTTPS is among the frequently utilized redirects that nearly every website has.

The reword rule below can be used 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] Utilizing this, you can combine a www or non-www version reroute into one HTTPS redirect rule.

Redirect From Old Domain To New

This is likewise one of the most secondhand redirects when you choose to rebrand and need to alter your domain. The guideline 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” variation of URLs and another “non-www” due to the fact that any page for historical reasons might have incoming links to both variations.

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

Handling redirects using plugins may be somewhat various from what we talked about above. You may require to read their documents to manage RegExp correctly for the specific plugin.

From the existing ones, I would recommend a complimentary plugin called Redirection, which has lots of criteria to manage redirect guidelines and many helpful docs.

Redirect Finest Practices

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

This case often takes place 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 dealt with as 404s.

If you have a lot of pages like this, you ought to consider producing gorgeous 404 pages and engaging users to browse further or find something other than what they were searching for by displaying a search option.

It is strongly recommended by Google that rerouted page content need 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 Redirects Right

If you have different 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 suitable page of the mobile version.

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

Also, you need to make sure 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 avoid redirecting 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 reroute the user immediately to/ new-page/.

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

According to John Mueller, online search engine may not have the ability to acknowledge that type of redirect correctly. The very same is also true about JavaScript reroutes.

4. Prevent Redirect Chains

This message displays when you have an incorrect regular expression setup and ends up in an unlimited 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 very long time back. You may have forgotten that

page 1 is redirected and decided to redirect page 2 to page 1 again. As a result, 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 create an infinite loop and produce the mistake shown above. Conclusion Knowing what

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


websites appropriately. It’s a core part of comprehending SEO. Many scenarios require exact understanding of redirects, such as moving a site to a brand-new domain or producing a momentary holding page URL for a website 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: