URL Redirects For SEO: A Technical Guide

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Reroutes for SEO must be used properly due to the fact that they impact how sites are crawled and indexed by Google.

While many people think of redirects as an internet detour sign, far more is taking place, and it’s remarkably pleasurable to discover.

Keep checking out for a thorough introduction of redirects and the proper application for technical SEO.

What Is A Redirect?

Website reroutes inform browsers and search engines information about a URL and where to discover the webpage.

A URL redirect involves 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-term redirect: 302, 303, 307, 308.
  • Permanent redirect: 301.

When To Utilize Redirects

The primary reasons to utilize redirects are:

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

For SEO functions, URL redirects are important since they:

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

Redirects can be implemented on a group or domain-wide basis however frequently need to be set on a private basis to avoid issues.

When utilizing RegEX for group reroutes, it can have unexpected results if your reasoning isn’t perfect!

Kinds of Redirects

There are 3 primary kinds of redirects:

  • Meta Refresh redirects are set at the page level however are typically not recommended for SEO purposes. There are two types of meta redirect: postponed which is seen 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 trigger SEO issues. Google has specified a preference for HTTP server-side redirects.
  • HTTP redirects are set server-side and the best method for SEO functions– we covered extensive below.

What Is A HTTP Action Status Code?

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

When a user representative tries to access a web page, what occurs is that the user representative makes a demand, and the website server issues a reaction.

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

In the circumstance where a user representative like GoogleBot requests a URL, the server offers a reaction.

For instance, if the ask for a URL is successful, the server will provide a reaction code of 200, which means the ask for a URL achieved success.

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

HTTP Redirects

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

If the URL exists at a various URL (because it was moved), the server tells 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 form of a 301 or 302 action status code.

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

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 requested, it will request for the brand-new URL instead.

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 just the 2 status codes everybody recognizes with, the 301 and 302 reaction codes.

There are an overall of 7 main 3xx reaction status codes.

These are the various kinds of redirects offered for usage:

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

Some of the above status codes have actually not been around as long and may not be utilized. So, before utilizing any redirect code besides 301 or 302, be sure that the desired user representative can interpret it.

Since GoogleBot uses the most recent variation of Chrome (called a headless browser), it’s easy to examine if a status code works by checking if Chrome acknowledges the status code with a web browser compatibility list.

For SEO, one ought to adhere to utilizing the 301 and 302 reaction codes unless there is a particular factor to utilize among the other codes.

301: Moved Completely

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

The 301 redirect shows to a user agent that the URL (in some cases described as a target resource or simply resource) was altered to another place and that it need to utilize the new URL for future requests.

As pointed out previously, there is more information too.

The 301 status code also recommends to the user agent:

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

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

“Note: For historic reasons, a user representative MAY change the demand method from POST to GET for the subsequent demand. If this habits is unwanted, the 308 (Long-term Redirect) status code can be used rather.”

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

Before making a modification, you should beware when using a 301 redirect. The 301 redirects must only be utilized when the modification to a new URL is irreversible.

The 301 status code must not be utilized when the change is momentary.

Additionally, if you change your mind later on and return to the old URL, the old URL may not rank any longer and may take some time to restore the rankings.

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

302: Found

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

The meaning of this reaction code is that the URL is temporarily at a different URL, and it is suggested to use the old URL for future demands.

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

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

The reference to “historical reasons” may refer to old or buggy user agents that may alter the demand technique.

307: Temporary Redirect

A 307 redirect implies the asked for URL is briefly moved, and the user representative must utilize the initial URL for future requests.

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

That means if the user agent requests the page with a GET demand, then the user agent should utilize a GET ask for the brand-new temporary URL and can not utilize the POST demand.

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

“The server sends this response to direct the client to get the asked for resource at another URI with exact same method that was used in the previous request.

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

Aside from the 307 status code needing subsequent requests to be of the exact same kind (POST or GET) and that the 302 can go either way, everything 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 through plugins if you are using WordPress.

In all instances, they have the same syntax for composing redirect guidelines. 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 read about symlinks here.)

On Nginx servers, it will appear like this:

rewrite ^/ oldfolder// newfolder/ permanent;

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. “reword.”

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

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

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

Make certain that the.htaccess file has these 2 lines above the redirect rules and put the rules below them:

Options +FollowSymlinks RewriteEngine on

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

To understand the examples below, you might describe the table listed below on RegExp fundamentals.

* 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) remembers the match to be utilized when calling $1

How To Develop Redirects

How To Create A Redirect For A Single URL

The most typical and extensively used type of redirect is when deleting pages or changing 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 difference between the 2 methods is that the very first utilizes the Apache mod_rewrite module, and the 2nd uses mod_alias. It can be done utilizing both techniques.

The routine expression “^” means the URL must begin with “/ old-page” while (/? |/. *)$ suggests that anything that follows “/ old-page/” with a slash “/” or without a precise match needs to be redirected 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 reroute/ 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 utilize redirect in the list below form:

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

Even/ old-page without a tracking slash “/” would wind 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 wish to combine all subcategories into/ category/final-subcategory/. We require the “all except” rule here.

RewriteCond % !/ category/final-subcategory/ RewriteCond % !-f RewriteRule ^(category/)./ category/final-subcategory/ [R=301, L] Here, we want to redirect all under/ classification/ on the third line other than if it is/ category/final-subcategory/ on the 4th line. We also have the “!-f” rule on the 2nd line, overlooking any file like images, CSS, or JavaScript files.

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

Directory site Change

You can use the guideline below if you did a category restructuring and wish to move everything 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 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 redirected to/ new-directory/subdirectory/.

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

I could combine them into one guideline using (/? |. *)$ RegExp at the end, however it would cause issues and add a “//” slash to the end of the URL when the requested URL with no trailing slash has a query string (i.e., “/ old-directory? utm_source=facebook” would be redirected 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 want to eliminate 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 type 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 endanger your website with replicate content issues due to the fact that search engines treat URLs with “www” and “non-www” versions as different pages with the very same material.

For that reason, you need to ensure you run the site just with one version you select.

If you wish to run your website with the “www” variation, use this rule:

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/$1 [L, R=301] Trailing slash is likewise part of canonicalization because URLs with a slash at the end or without are likewise treated in a different way. RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will make certain the/ example-page is rerouted to/ example-page/. You may choose to eliminate the slash instead of including then you will require the other guideline below: RewriteCond % REQUEST_FILENAME!-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s effort to motivate site owners to use SSL, moving to HTTPS is one of the frequently utilized redirects that practically every site has.

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

RewriteCond % ^ yourwebsite.com [NC, OR] RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ https://www.yourwebsite.com/$1 [L, R=301, NC] Using this, you can integrate 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 used 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” version of URLs and another “non-www” because any page for historical factors may have incoming links to both versions.

A lot of website owners utilize WordPress and may not require a.htaccess file for redirects however utilize a plugin instead.

Managing redirects using plugins might be slightly various from what we talked about above. You may need to read their documents to handle RegExp properly for the particular plugin.

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

Redirect Best Practices

1. Do not Redirect 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 proper landing page.

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

If you have a lot of pages like this, you ought to consider developing beautiful 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 strongly recommended by Google that redirected page material need to 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 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 ought to make sure 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”

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 version for a page, you can avoid rerouting 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 refresh tag like the example below:

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

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

According to John Mueller, online search engine might not be able to acknowledge that type of redirect effectively. The same is likewise real 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 state you redirected page 1 to page 2 a very long time back. You may have forgotten that

page 1 is redirected and decided to reroute page 2 to page 1 again. As an outcome, 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 an infinite loop and produce the mistake revealed above. Conclusion Knowing what

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


websites appropriately. It’s a core part of understanding SEO. Many scenarios need exact understanding of redirects, such as moving a site to a brand-new domain or producing a short-term holding page URL for a web page that will return under its normal URL. While a lot is possible with a plugin, plugins can be misused without appropriately understanding when and why to utilize a specific

kind of redirect. More Resources: Included Image: