302 Redirect
A 302 redirect is a temporary redirect that sends users to a different URL without telling search engines to update the index or transfer link authority.
A 302 redirect is an HTTP status code that forwards users from one URL to another while signalling to search engines that the original URL will return, so they should keep it indexed.
What 302 Redirect Means in Marketing
The distinction between 301 and 302 comes down to one question: is this move permanent? A 301 says yes. A 302 says no, this is temporary, the original address will be back.
For search engines, that difference has consequences. Under a 302, they keep the original URL in the index rather than replacing it with the destination. They hold any link authority and ranking signals on the original address rather than transferring them to the temporary destination. The original page continues to exist in their records, awaiting its return.
This behaviour makes 302s appropriate for a narrow set of situations: A/B tests, maintenance pages, short-term seasonal redirects. For most URL changes, including site migrations, HTTP-to-HTTPS switches and content consolidations, a 301 redirect is the right choice. See the redirect overview for context on how both types work.
How 302 Redirect Works
When a browser or crawler requests a URL that returns a 302, the server responds with the 302 status code and a Location header pointing to the destination. The browser follows the redirect automatically. The crawler does too, but notes that the original URL is the canonical one and keeps it in the index.
Because the original URL is retained as canonical, any ranking the original URL holds belongs to the original URL. The destination page does not receive a transfer of authority. If the 302 is removed and traffic returns to the original URL, no authority has been lost.
The problem arises when 302s are left in place indefinitely by mistake. Search engines see a persistent redirect and may eventually begin treating it like a 301, but the outcome is unpredictable. Using a 302 where a 301 was intended is one of the more common technical SEO errors in site migrations.
302 Redirect Example
A fashion retailer runs a sale and redirects its homepage to a sale landing page for two weeks. Using a 302 tells search engines the homepage will return and should stay indexed. Once the sale ends, removing the redirect restores normal traffic to the homepage without any disruption to rankings.
Why 302 Redirect Matters for Marketers
Knowing when to use a 302 versus a 301 protects your index from unintended consequences. A temporary redirect used for permanent moves leaves authority in the wrong place, and cleaning up the resulting index confusion takes months. Use 302 deliberately, for genuinely short-term situations only, and set a reminder to either remove it or convert it to a 301 before it causes problems.
Frequently Asked Questions
When should I use a 302 redirect?
Use a 302 only when the original URL genuinely will come back. Common cases include A/B tests where you want to send visitors to a variant page temporarily, maintenance windows where a page is offline for a short period, or seasonal promotions where you redirect to a sale page and intend to restore the original. If the change is permanent, use a 301: search engines keep the original URL indexed under a 302, which can dilute authority and create index confusion over time.
Does a 302 redirect pass link equity?
In theory, a 302 does not pass link equity because the original URL is meant to return. In practice, Google's handling has become more nuanced: if a 302 stays in place for a long period, Google may treat it similarly to a 301 and begin transferring authority. However, relying on this behaviour is unpredictable. If you intend a permanent move, use a 301 from the start so the intent is clear.
What happens if I use a 302 for a permanent redirect by mistake?
Search engines keep the original URL in the index and hold its authority there instead of transferring it to the destination. Over time, this can create a situation where both URLs appear in search, authority is split between them, and neither ranks as well as a single URL with consolidated equity would. Fixing a 302 to a 301 corrects this, but the authority transfer takes time to process after the change.
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