Knowing how to apply redirects is an essential skill for any SEO Specialist, especially when you’re learning website management, or going through your technical SEO checklist. Whether you’re migrating a site, consolidating content, or fixing crawl issues, proper redirects ensure both users and search engines reach the right pages.
While most SEOs understand what a redirect is, fewer know how to implement them strategically. A single poorly configured redirect can waste crawl budget, dilute link equity, and even harm rankings.
This guide will cover everything from redirect basics to advanced best practices—helping you preserve SEO value, maintain user experience, and avoid costly technical errors.
Simply put, a redirect is a way to send your users and search engine bots from one URL to another. It’s a way to tell them “Hey, you know this content you’re looking for? Yeah it’s not there anymore, it’s right here.”
You might ask, “When are Redirects used?, well it’s used mainly when:
If done correctly, you’ll preserve link equity and maintain your user’s experience. In turn, this will help your search engines update their indexes with your latest URLs and website structure.
Now that you know what redirects are, it’s important to learn the different types of redirects. When implementing redirects, choosing the right type is critical—not just for user experience, but for how Search Engines interpret your page intent and how it passes link equity to the new URL. Below are the different types of redirects and the best way to utilize each one.
A 301 redirect is mainly used when a page has been permanently moved to a new location. It acts as a signal to search engines to transfer almost all of the original page’s SEO value to the new URL.
A 302 redirect is used when you temporarily want to redirect users to another page, but plan to bring back the original page. Be careful with this type of redirect, and keep the following points in mind:
This is the newer version of a 302 redirect, introduced with HTTP/1.1. A 307 redirect is more strict in terms of request method handling (i.e., it preserves GET or POST requests).
Executed on the browser via scripts like:
window.location.href=“https://example.com/new-page”;
Scenario | Recommended Redirect | Notes |
You’ve permanently moved a page | 301 | Best for most use cases. Passes link equity. |
You’re running a short-term campaign | 302 or 307 | Use it if you plan to revert later. |
You’re redirecting based on device | JavaScript | Only when server-side redirects aren’t an option. |
By knowing the differences and use cases of each redirect type, you can choose which redirect fits your goal the best. If you do it right, you can preserve SEO value, maintain your UX, or resolve technical issues. However, if you use the wrong type, you stand to lose your rankings, waste your crawl budget, and miss index opportunities.
Redirects aren’t just technical tools, they’re strategic decisions that can make or break your SEO equity, enhance user experience, and keep your site structure organized. Here’s a quick breakdown of some real world applications on where you should apply redirects as well as how to apply them in each case.
Use case:
Changing your domain without redirecting your old URLs will cause massive traffic drops, broken backlinks, and SEO value loss. A 301 redirect from each old page to the matching new page preserves your rankings and link juice.
How to apply:
Use Case:
You might consolidate thin content or restructure silos to improve UX. Instead of deleting pages, redirect them to the new unified page to avoid 404s and preserve authority.
How to apply:
Use Case:
Old product pages can drive long-tail traffic. When you delete them, you lose that. Redirecting to relevant alternatives helps users and retains SEO value.
How to apply:
Use Case:
Duplicate content from faceted navigation, UTM tags, or session IDs can hurt crawl budgets and dilute rankings. Redirecting canonical URLs is one fix.
How to apply:
Use Case:
Search engines treat HTTP, HTTPS, www, and non-www as different URLs. Consistency is key to avoid duplication and rank splitting.
How to apply:
Use Case:
Having broken URLs from deleted content or link rot lead to poor user experience and lost traffic. Redirecting them to relevant live pages improves site health.
How to apply:
In order to better understand how redirects work, here’s a quick visual guide on how redirects work. This flow shows how the ideal redirect chain should look like, one hop, clear intent, and more importantly, relevance to the previous page is preserved.
User / Bot Requests Page A
↓
Does Page A Exist?
↓
[No]
↓
Server Returns 301 Redirect to Page B
↓
Search Engine Follows Redirect to Page B
↓
Crawls & Indexes Page B
↓
Passes Most SEO Signals to Page B
Redirects are a power tool and strategy, however, don’t think you can just apply redirects left and right. Poorly implementing redirection strategies can create what we call, technical debt. In turn, this can hurt both website performance and SEO. These come in the form of Redirect Chains and Redirect Loops.
A redirect chain happens when one URL redirects to another, which redirects to another, and so on. Here’s a sample:
Page A → Page B → Page C → Page D
At first glance, this can work individually, however this actually causes more issues:
So what can you do? Instead of going through a chain of redirects, go straight to the intended destination or URL.
Page A → Page D
Redirect Loops are much worse—this usually happens when two or more pages are redirecting to each other repeatedly:
Page A → Page B → Page A → Page B → …
Page A → Page A
This results in browser errors, such as “ERR_TOO_MANY_REDIRECTS,” which prevent the page from loading. The affected page becomes inaccessible to both users and search engine bots, disrupting the user experience and crawling process. As a consequence, no link equity is transferred, since Googlebot will eventually abandon the crawl attempt entirely.
When applying redirects the assumption is that 100% link juice is transferred to the new URL but nothing can be farther from reality, here’s the real story.
What Doesn’t Get Passed?
Not all redirects are created equal, if you want to retain SEO Value, combine your redirects with the following:
By following this approach, it ensures that your redirected pages stay discoverable, relevant, and competitive.
Expounding further, here are some Real-World Use Cases that you’re most likely to encounter when doing SEO.
Sometimes it’s necessary to move domains but it’s important to remember when moving from http:// to https://, changing domain names, or restructuring URLs, redirects preserve traffic and SEO equity.
Example:
A brand moves from www.example.com to www.example.ph. 301 redirects from old URLs ensure visitors and Google are routed to the new structure without losing rankings.
If you’re selling products, it’s both pragmatic and important to redirect both Out-of-stock products or discontinued items in order to avoid 404’s.
Example: Redirect /products/red-root-floaters to the parent /category/aqua-plants.
Also, just a pro tip, only redirect to the homepage as a last resort. Keep your redirects as contextual and as useful as possible.
If you merge blog posts, redirect the outdated versions to the updated, more comprehensive post.
Example: Redirect /blog/on-page-seo-checklist-2021 to /blog/ultimate-on-page-seo-guide-2025.
By doing this, you’re able to consolidate authority and avoid duplicate content while maintaining relevance and building content.
If you’re cleaning up pages that provide no value, either noindex or redirect them to relevant hubs to retain crawl equity.
Whether you’re running a large eCommerce site or a small blog, auditing your redirects is essential to maintaining crawl health, link equity, and user experience. Here’s how to do it properly:
Tool Options:
What to Do:
Questions to Ask:
Once you’ve applied your fixes, test your URLs to ensure everything behaves as expected.
Tools:
Check for:
Learning how to apply redirects can preserve traffic, consolidate SEO authority, and improve user experience—but only when used strategically and cleanly. Whether you’re migrating your domain, cleaning up old product pages, consolidating content, or managing seasonal campaigns, always use the right redirect (301 vs 302), minimize hops, avoid loops, and audit frequently.
By following this guide, you can ensure better SEO performance but also avoid the common pitfalls that could cost your website traffic and rank.
Just remember your efforts and redirects may seem invisible to users—but Googlebot sees everything.
Moniepoint’s London remittance bet has cost it $3.77 million since February 2024, according to UK…
Something’s been throwing marketers for a loop lately. (Eye-roll level pun very much intended.) Instead…
Every January, I sit down to write my predictions for the year ahead in social…
It’s a marketer’s dream: Hosting a sold-out event for 10k attendees. That brands are begging…
If there’s one thing I’ve learned in years as a marketer, it’s that understanding the…
I’m going to be real with you: I’m exhausted. We blinked, and it felt like…