Redirect
A redirect forwards a browser or crawler from one URL to another, with different types affecting how much SEO equity passes between the two pages.
A redirect is a server instruction that automatically sends users and crawlers from one URL to another, used when a page has moved, a URL structure has changed, or a domain has migrated.
What Redirect Means in Marketing
URLs accumulate authority over time through the backlinks they earn. When a page earns links and you then change its URL without a redirect, all of that link equity disappears. The old URL has the authority; the new URL starts from nothing. Redirects preserve the connection between the two, telling browsers, crawlers and the sites that link to the original that the content has simply moved.
The choice of redirect type matters for both SEO and user experience. Different HTTP status codes signal different intentions to browsers and crawlers, affecting how authority is transferred and how search engines update their records.
How Redirect Works
A redirect is an HTTP response from your server. When a browser or crawler requests the original URL, the server returns a status code indicating the page has moved, along with the destination URL. The requester then automatically requests the new URL.
The most common redirect types are 301 (permanent) and 302 (temporary). A 301 tells search engines to update their index: the original URL should be replaced by the new one, and authority associated with the original should transfer to the destination. A 302 tells search engines to keep the original URL indexed because the move is temporary.
A redirect chain occurs when the destination of one redirect is itself redirected to a third URL. Each additional hop adds latency for users and carries a small authority cost. Chains accumulate as sites are updated over time without a review of earlier redirects. Auditing and flattening chains, so every redirect goes directly from the original URL to the final destination in a single hop, is a standard technical SEO maintenance task.
Redirect Example
A company migrates its website from HTTP to HTTPS and from an old URL structure to a cleaner one. By setting up 301 redirects from every old URL to the corresponding new URL, all the historical authority those pages earned through backlinks transfers to the new addresses. Without the redirects, the migration would reset the site’s link authority and rankings would drop significantly.
Why Redirect Matters for Marketers
Redirects are the mechanism that preserves SEO equity through site changes. Used correctly, they protect rankings during migrations, URL restructuring and domain moves. Left unmanaged, they create chains that dilute authority and slow page loading for users. Auditing redirects regularly, particularly after major site changes, is a standard part of technical SEO maintenance.
Frequently Asked Questions
What is the difference between a 301 and a 302 redirect?
A 301 redirect is permanent. It signals to search engines that the original URL has moved permanently to the new location, and they should update their index to reflect the new URL and transfer associated authority. A 302 redirect is temporary. It forwards the visitor to the new URL but tells search engines the original URL will return, so they keep the original indexed. Use 301 for permanent moves like site migrations and URL restructuring. Use 302 for genuinely temporary situations, such as during A/B testing or while a page is being rebuilt.
What is a redirect chain and why is it a problem?
A redirect chain occurs when URL A redirects to URL B, which redirects to URL C, creating a sequence of hops before reaching the final destination. Each hop adds latency for users and slightly dilutes the authority that passes through the chain. Search engines may stop following a chain after a certain number of hops, leaving the final page without the full authority of the original URL. Chains usually accumulate unintentionally as sites are updated without clearing previous redirects.
Do redirects pass full SEO equity to the destination?
301 redirects pass the majority of the authority and link equity from the original URL to the destination. Google has said the transfer is close to full, though some dilution is normal. 302 redirects historically passed less equity, though Google's current handling is more nuanced. In both cases, the transfer is not instant: it takes time for Google to recrawl the original URL, follow the redirect and attribute the authority to the new URL.
Want this handled on your own site? See my SEO services. Or see all my services.
Need help putting this concept into practice on your campaigns? Share your current targets and I will suggest the right approach.