Redirect
Forwarding one URL to another, passing users and link equity.
What is Redirect?
A redirect sends users and search engines from one URL to a different URL. The most common type is a 301 redirect, indicating a permanent move. 302 redirects indicate temporary moves and are used less frequently.
Proper redirect implementation is crucial when moving content, consolidating pages, or changing URL structures. Redirects pass link equity (ranking power) to the destination URL.
Why Redirect matters
Without redirects, moved pages lose their ranking power and create broken links. Proper redirects preserve SEO value, maintain user experience, and signal to search engines that content has moved permanently.
How to implement
Use 301 for permanent moves
Redirect to the most relevant destination
Avoid redirect chains (A→B→C)
Update internal links to point to new URLs
Keep redirects in place for at least 1 year
Monitor redirect performance in Search Console
Code example
# .htaccess (Apache)
Redirect 301 /old-page/ https://example.com/new-page/
# Next.js (next.config.js)
module.exports = {
async redirects() {
return [
{
source: '/old-page',
destination: '/new-page',
permanent: true,
},
]
},
}Common mistakes to avoid
- Using 302 when 301 is appropriate
- Creating redirect chains or loops
- Redirecting all pages to homepage
- Not updating internal links after redirect
Examples
301 redirect: old-page/ → new-page/ (permanent)
302 redirect: page/ → temp-page/ (temporary)
Redirect chain: A→B→C (avoid - go A→C directly)
Frequently asked questions
At least 1 year, ideally longer. Google eventually recognizes the new URL as the canonical, but removing redirects too early loses link equity from external links.
301 redirects pass most link equity. There may be some minor loss, but it's negligible compared to having broken links or duplicate content.