Redirects & SEO: What They Are and How They Impact Rankings

Want to migrate your blog to a subdomain to make it easier to manage?

Great idea! 

However, you have to remember to include a redirect on your old blog’s URL to the new subdomain. Otherwise, visitors to the old URL will see one of these:

This is bad for your user experience and your SEO. 

Why is that?

Well, imagine that you built 100 valuable backlinks for your blog’s original URL. Now that the page causes a 404, all those precious link signals (i.e., ranking power on search engines) are gone. 

However, if you add a redirect to your new blog (the subdomain), all the link signals will transfer to the new page. 

That means you’ll be able to preserve the ranking power you acquired from building all those backlinks! 

This is just one way that redirects can affect your performance on search engines. 

If you don’t use your redirects properly, you can wind up confusing search engine algorithms, causing important SEO content to go by the wayside. 

That’s not to mention the negative impact broken links have on your user experience. 

Just imagine if the URL for your highest converting product page no longer directs to the right content! You could miss out on potential revenue, which is why we’re here to teach you how to properly use redirects to preserve your SEO – so stay tuned! 

Understanding Redirects and Their Purpose 

First, let’s learn a bit more about what redirects are and the purpose they serve. 

A URL redirect also goes by the name URL forwarding because it forwards (or redirects) traffic from one URL to another. 

A redirect is similar to how mail forwarding works at the United States Postal Office. Whenever someone changes addresses, they have to set up mail forwarding to ensure important mail doesn’t wind up at their old residence. 

The same is true for URLs on your website, and there are tons of reasons why they might change. 

 

For example, if you’re cleaning up your URL structure to make it more SEO-friendly, any changes to existing URLs will have to receive redirects unless you want those old links to break. 

It’s common for users to bookmark or even memorize URLs for their favorite pages, which is why you shouldn’t abandon old URLs after changing them. 

Transferring link signals via redirects 

Also, there’s the factor of the ranking authority that you built up for the URLs you want to change. 

For instance, let’s say one of your blog posts has 50 high-quality backlinks and accounts for a considerable chunk of your site’s authority (which you spread around to other pages on your site using internal links). 

Well, if you change that blog post’s URL from:

www.yoursite.com/blog/1PP1aEw8kU8ft

To:

www.yoursite.com/blog/special-gardening-tools 

All of the authority that you built for the first URL will vanish. 

To make matters worse, the link signals that the URL was passed to your other web pages will also disappear – unless you use a redirect. 

Google’s search engine algorithm is trained to transfer link signals (link juice) from one page to another if there’s a redirect in place (like a 301 redirect, but more on this later). 

However, this transfer only occurs for relevant redirects. 

In other words, the algorithm will transfer link signals for clear replacements of the same content, like from one blog post to another. 

If, instead, you redirect a blog post to your About Us page, the algorithm will likely treat it as a soft 404 since the two pages aren’t related at all. 

Permanent and temporary redirects 

A redirect can be either permanent or temporary depending on the type you use, and there are use cases for both. 

You should use a permanent redirect when you don’t plan on displaying the old page ever again. An example would be using a permanent redirect to direct users to your new blog hosted on a subdomain. 

Since you’re migrating all your existing blog content to the new subdomain, you have no use for the old URLs, so you can permanently redirect them. 

Temporary redirects are for when you will eventually return the original URL. 

For instance, most websites use temporary redirects whenever their site is undergoing maintenance. They use the temporary redirect to forward users to a page letting them know that the site is temporarily down for maintenance and will return soon. 

If you’ve spent any amount of time on the internet, then you’ve likely seen a message similar to this:

It’s crucial to use temporary redirects for these types of messages. Otherwise, you’ll wind up with a permanent ‘down for maintenance’ URL!

When Does it Make Sense to Use Redirects?

There are certain times when you need to use redirects to avoid broken links and maintain link signals, and they’re not always crystal clear. 

As a rule of thumb, remember that any change made to a URL will require the use of a redirect unless you want to wind up with a 404. 

Also, here are some scenarios where it can be deceptively easy to forget to add redirects:

1. Whenever you add category tags or create parent pages that affect URLs 
2. Have versions of your website in different languages (temporary redirect)  
3. If you move or change a web page’s URL 
4. Switching your website from HTTP to HTTPS 
5. Merging duplicate pages to avoid duplicate content
6. Merging two pages to avoid thin content
7. Changing your URL naming conventions (like using dashes to separate words instead of underscores) 
8. If you delete a page

If you do wind up forgetting to use a redirect, you can catch yourself by conducting regular link audits. 

A link audit is where you check all your internal links, external links, and backlinks to make sure that they still work. 

Link audits are made far easier with the help of tools like Ahrefs and Semrush, as you can keep tabs on the status of your links at all times. Ahrefs Alerts even lets you set up email notifications whenever you lose a backlink or when a link breaks. 

The Different Types of Redirects and How They Affect SEO 

Okay, now it’s time to dive into the different types of redirects, and there are quite a few. 

As stated before, a redirect can be either permanent or temporary depending on the type you use. However, there are many different types of redirects, so let’s take a look at them all based on category (permanent or temporary).

Also, redirects can occur on:

• The server-side, meaning the redirect happens on some type of server. 
• The client-side, meaning the redirect occurs in a user’s web browser.  

Redirects that use JavaScript or HTML are able to take place in web browsers, while HTTP redirects must occur at the server level. 

For SEO purposes, it’s always best to use server-side redirects since they’re far easier for search engine bots to catch. 

As we’ll explore in a moment, search bots aren’t always able to render JavaScript and HTML, which is why client-side redirects are less reliable. 

Permanent Redirects 

First, let’s explore the different types of permanent redirects. Remember, a permanent redirect means the URL will always point to the new URL, so you need to make sure that you truly have no use for the page anymore. 

While there are ways to technically ‘undo’ permanent redirects, doing so often causes more harm than good, so you shouldn’t use them haphazardly. 

Reasons to use permanent redirects include:

• Site migrations 
• Switching to HTTPS 
• Permanently merging duplicate content 
• Changing the URL structure of your website 

Now, let’s look at the permanent redirects you can use. 

301 redirect (moved permanently) 

The most common type of permanent redirect (and in general) is the 301 redirect. 

301s tell search engines like Google that the change to the URL is permanent. 

SEO-wise, 301s are the most common because they’re the best way to pass link signals from old pages to new pages. 

So, if you want to preserve the ranking power of a page you’re about to redirect, you should use a 301 (as long as you’re sure you want to make a permanent change). 

You can use 301s for any type of permanent redirect you want to make, whether that’s merging duplicate content or altering your URL structure. 

A 301 redirect occurs on the server-side, meaning it uses an HTTP response status code (which is what the number 301 is) to tell a web browser that the resource has been permanently moved somewhere else. 

308 permanent redirect 

A 308 redirect is another permanent redirect, but it uses the 308 status code instead of 301. 

What’s the difference?

A 308 redirect will retain the original HTTP request method (either POST or GET), while a 301 redirect does not. 

To understand why this matters and its potential impact on your website, let’s define what the POST and GET HTTP request methods do. An HTTP request method is a command used to perform a specific action on a resource (a web page or a file). 

• POST is a way to submit data on a website, and it’s more secure than GET. 

• GET is a way to retrieve data, and is less secure. 

Whenever you fill out a form or submit payment information on a website, it uses the POST method, which safeguards data (like your credit card number). 

Should the HTTP request method suddenly shift to GET, the data will become less secure, rendering it vulnerable to cybercriminals. 

So, if you ever use a redirect on a page that uses the POST request method (i.e., any page that lets users fill out forms), you should use a 308 redirect instead of a 301. 

The 308 redirect will forbid the browser from changing the request method, meaning your data will remain secure. 

A 301 redirect, however, can cause the method to switch to GET, which isn’t what you want, so stick with 308 redirects for all pages containing forms. 

JavaScript redirects 

Next, JavaScript redirects are permanent redirects that occur on the client-side. 

Instead of using an HTTP status code to redirect a URL, this method uses JavaScript code to tell browsers to redirect users and bots to a new URL. 

However, there’s a lot that can go wrong with JavaScript redirects, especially in terms of SEO. 

In fact, Google makes a point to advise site owners against using JavaScript redirects on its official blog:

 

As you can see here, Googlebot may not be able to render the JavaScript on your site for various reasons, causing it to miss your redirect entirely. 

That means it will index the original URL instead of the new one, making the redirect pointless (and ruining your SEO efforts). If you can help it, do your best to avoid JavaScript redirects. 

Meta refresh redirects (=0 seconds) 

A meta refresh redirect is a client-side redirect that tells a web browser to redirect a user to a new URL after a set number of seconds. 

There are two types of meta refresh redirects, instant (equal to zero seconds) and delayed (greater than zero seconds). 

Whenever a meta refresh redirect is equal to zero seconds (=0), it’s considered a permanent redirect, which is the type we’re exploring right now. 

Since both types of meta refresh redirects occur on the client-side (i.e., in a client’s web browser), they’re less reliable than server-side redirects. Once again, you should opt for server-side redirects if they’re available to you. 

Another potential downside of meta refresh redirects is how slow they are. 

Because of this, they could harm your user experience (by taking too long) or cause search engines to index the incorrect page. 

Meta refresh redirects use HTML and appear in the head section. Here’s what an instant meta refresh redirect looks like:

<meta http-equiv=”refresh” content=”0; url=https://www.thehoth.com/”>

Since this meta refresh is equal to 0 seconds, it contains the ‘content=”0;’ code. 

HTTP refresh redirects (=0 seconds) 

There are also HTTP refresh redirects, which operate similarly to meta refresh redirects, except they occur in the HTTP header response. 

While you can implement HTTP refresh redirects on the server-side, they actually fire on the client-side, making them another client-side redirect. 

Just like meta refresh redirects, an HTTP refresh redirect is permanent when it’s equal to zero seconds and temporary when it’s greater than 0 seconds. 

In this case, we’re looking at permanent HTTP refresh redirects, which look like this:

Refresh: 0; url=https://yoursite.com/example-page

Just like other client-side redirects, you’re better off avoiding HTTP refresh redirects if server-side redirects are available, like 301s and 302s. 

Crypto redirect 

Does this mean that you use crypto like Bitcoin to redirect URLs?

No! 

It gets the name ‘crypto’ from the fact that it’s not actually a redirect at all. 

Instead, a crypto redirect is simply a link that you include on the original page directing users to a new location. 

An example would be changing the original page to text that says, “This page has moved to a new location. Click here to visit our new website.”

Since they aren’t official redirects that exist on the client or server-side, search engine bots don’t use crypto redirects. In other words, you won’t be able to transfer any link signals using a crypto redirect. 

Also, a crypto redirect requires users to complete an action to visit your new site (i.e., clicking on the link), which is something not everyone will do. 

The main reason crypto redirects exist at all is because they’re a last resort for site owners struggling to implement traditional redirects for whatever reason. If you have no other option, using a crypto redirect is better than nothing. 

Temporary Redirects 

Now, let’s explore the different types of temporary redirects that you can use. 

Reasons to use temporary redirects include:

1. Redirecting users to a specific language version of your website (like the French version for users visiting from France). 
2. A/B split testing the functionality or design of a certain web page, such as testing which version of a landing page generates more conversions. 
3. You’re running a special promotion and want to temporarily direct users to a sales page discussing the details. 
4. You’re working on a portion of your site and want to provide a ‘down for maintenance’ message until the work is complete. 
5. You want to display seasonal content or direct users to a page detailing an upcoming event. 

Unlike permanent redirects, temporary redirects are weak signals for consolidating link signals, meaning that most of the time they do not transfer to the redirected page. 

Therefore, if you want to transfer link signals from one page to another, you should always opt for permanent redirects, like 301s. 

However, if you have a genuine use for a temporary redirect (like the use cases listed above), then you shouldn’t use a permanent redirect (even if you want to preserve the link signals) since it will be extremely hard to undo. 

Here’s a look at the main types of temporary redirects that you can use. 

302 redirects (moved temporarily) 

The HTTP status code 302 tells web browsers that the resource in question has moved temporarily, meaning the original resource will return to its original state some day. 

Whenever you use a 302 redirect, the original page will remain in Google’s index, and none of the link signals will transfer to the redirected page. 

This means you should NOT use temporary redirects unless you have a true use for them. Otherwise, you could wind up unintentionally harming your search rankings. 

For example, if you want to permanently change the location of your blog so that you transfer its link signals, using a 302 instead of a 301 will completely foil that plan, so pay close attention when implementing redirects. 

307 redirect (moved temporarily) 

A 307 redirect has the exact same relationship to a 302 redirect as a 308 does to a 301. 

This means it’s a temporary redirect that retains the HTTP request method (POST or GET). If you use a 302 redirect on a web page that uses the POST HTTP request method (which, as you’ll remember, is more secure), the browser may change the method to GET, which isn’t what you want. 

So, if you want to implement a temporary redirect on a page containing forms (like an e-commerce store), you should ALWAYS use 307s instead of 302s, as they’ll preserve the POST method which will keep everything secure. 

If the HTTP request method isn’t a big deal (i.e., for pages without forms), then you can use a 302 instead. 

Meta refreshes and HTTP refreshes (<0 seconds) 

Whenever meta refreshes and HTTP refreshes are greater than 0 seconds in length, they’re treated as temporary redirects. 

They’re pretty much similar to instant refreshes, just that they’re slower and are temporary instead of permanent. 

Since they’re both client-side redirects, they aren’t the best options for SEO. 

SEO Best Practices for Using Redirects 

Now that you know more about the different types of redirects you can use, let’s learn some best practices for using them for SEO:

• Redirect all HTTP sites to HTTPS. In today’s age, HTTPS is an absolute must for all websites. It’s more secure than HTTP and search engines like Google prefer it, so there’s no reason not to make the switch. If you need help, you can check out our guide on how to obtain an SSL certificate for free. 

• Only redirect content that’s a close match. As we mentioned earlier, Google views irrelevant redirects as soft 404s and does not transfer link signals between the two. This means you should only redirect a page if you have a suitable replacement for it. Otherwise, you should stick with a 404 page. 

• Avoid redirect loops and chains. It’s important to keep things simple and not pile on too many redirects. A redirect chain occurs whenever a page redirects to another URL, which redirects to another URL, and so on and so forth. Google can manage 10 redirects without many issues, but things start to get complicated from there. Redirect chains can slow down your website, so stick to the original redirect and one URL. Loops happen whenever a page redirects to a URL that in turn redirects back to the original page, creating an infinite loop. These also confuse search engines, so ensure you don’t redirect back to the original page on an already redirected page! 

• Use server-side, permanent redirects whenever possible. Remember, server-side redirects are always better for SEO, so do your best to use 301 redirects whenever you can. Not only will they not confuse search engine bots, but they also transfer authority and link signals. 

As long as you follow these guidelines, your redirects shouldn’t cause any issues for your SEO, and should actually help your rankings! 

Start Using Smarter Redirects for Your SEO 

This has been a mammoth of a guide, so let’s recap the main points so that they stick in your mind:

1. A redirect is a way of directing users and bots from one URL to a different URL. 
2. There are both permanent and temporary redirects, and permanent redirects are better for SEO. 
3. A redirect can occur on the server-side (using HTTPS) or client-side (using JavaScript and HTML). Server-side redirects are better for your SEO. 
4. You shouldn’t chain together or loop redirects. 
5. Redirects are a great way to get rid of duplicate content, edit your URL structure, and temporarily direct users to short-term content (like time-sensitive promotion pages). 

Do you need help putting together a winning SEO strategy (that includes proper redirects)?

HOTH X, our fully managed service, is your ticket to simplified SEO success. Our experts will handle every aspect of SEO for you, including dealing with redirects, so don’t wait to get in touch today!   

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