If you manage a website, you’ll often hear the term ‘redirect.’ This refers to the method of transferring users who visit a specific page to a designated page.

It is possible to transfer the SEO value from the original page to the new destination.

Redirects become necessary when consolidating multiple sites into one or during maintenance, so it’s beneficial for web managers to be familiar with them.

In this article, we’ll explain the meaning of redirect, why it’s implemented, and specific methods for setting it up.

What is a Redirect?

A redirect is a mechanism that automatically transfers users who visit a site to a pre-specified different page. From a site operator’s perspective, it is a technique used to move visitors from an old page to a new page.

From a user’s perspective, since the page transition happens automatically, many may not be consciously aware of the redirect. Without this mechanism, for example, users would not be able to access a page when the URL of a bookmarked site is updated. This is because, without a redirect, they would still be connected to the outdated URL.

Therefore, operators must understand the mechanism that automatically transitions users. This knowledge is essential for web managers, so those without experience should deepen their understanding.

Benefits of Redirects

The benefits of redirects are twofold, SEO and usability. A redirect can transfer the SEO value from the original page to the new destination.

Conversely, not implementing a redirect means that when a new site or page is created, the ratings and SEO value of the old site or page do not transfer and are lost. 

This can be a significant loss if the original page had high ratings or search rankings.

During a site renewal, it is common for old page URLs to be deleted and replaced with new ones.

If a user has bookmarked the old page, it becomes difficult to reach the intended article, which is not good for usability. However, a proper redirect allows users to access the target article without stress.

Mechanism of a Redirect

The redirect mechanism automatically forwards to a set URL.

Normally, when users access “http.example,” the URL’s information is displayed as it is. However, by setting “http.example-2” as the new URL destination, users who access the original URL “http.example” can be automatically forwarded.

The Redirect Process

• The user accesses “http.example.”
• The web server requests the user to access “http.example-2.”
• The user accesses “http.example-2.”
• The web server responds with the information from “http.example-2.”

Strictly speaking, the process involves a request from the web server to the user, but from the user’s side, it appears seamless as the transfer happens automatically.

The Necessity of Redirects

The need for redirect settings is crucial for enhancing user convenience and maintaining SEO ratings, which are indispensable for site management. Therefore, it is a critical setup for any website.

Here, we will explain in detail why redirects are necessary.

Enhancing Usability

The main reason for implementing redirects is to improve usability.

For instance, during site renewal or maintenance when a different URL is used, it is essential to inform users about the new URL.

Without proper settings, not only will the page fail to display, but users will also continue to search within the site for the desired page. If they cannot find what they are looking for, most users will leave the site, which could ultimately lower the overall site rating.

Thus, not having redirects could lead to the loss of both potential and existing valuable customers. Therefore, enhancing usability and displaying the appropriate URL is crucial.

Strengthening SEO

Another important reason for redirects is to strengthen SEO measures.

If no redirect settings are implemented, the old and new URLs are treated as completely separate entities. As a result, the SEO value accumulated under the old URL cannot be utilized.

However, if redirects are set up correctly, it is possible to transfer the SEO information from the old URL to the new one.

Especially for pages with high traffic or high conversion rates to inquiries and purchases, transferring SEO information is indispensable.

Achieving a high SEO rating is challenging, and the longer a site has been operated, the more critical its role becomes.

Avoid Redirecting Everything to the Top

Some might redirect old URLs to the homepage or a top category page from a usability perspective, but it is generally not advisable to redirect everything to the top.

The commonly used 301 redirect is specifically for indicating that the same content has moved from an old page to a new one.

Redirecting to the homepage or top category should only occur when the target page no longer exists; typically, you should aim to connect old and new pages on a one-to-one basis.

Redirects Are Not Mandatory

Redirects are often used during site renewals, but they are not a mandatory setting. 

In fact, if there is no need to change the URL, it is recommended to maintain the same URL even after a renewal. 

This is because even with a proper redirect setup, not all SEO evaluations are transferred, and some loss can occur.

Google officially states that no loss occurs due to redirects, but based on our experience, partial SEO evaluations can be lost, leading to a drop in rankings.

Purpose of Redirects

Why is it necessary to implement settings that transition users? The purpose of implementing redirects primarily includes the following two aspects.

• Preventing Usability Deterioration
• Preventing Negative SEO Evaluations

Let’s discuss each in detail.

1.Preventing Usability Deterioration 

The first purpose is to make the site more user-friendly. Without redirect settings, users may visit old pages and thus cannot access the content they intended to view.

Many may have experienced the disappointment of reaching a page that does not display the desired content on the internet. If automatic redirection from an old page does not occur, most will start looking for information on another site. Therefore, setting up redirects is crucial as it directly relates to reducing the loss of site visitors.

Related Article: What is Core Web Vitals?

2.Preventing Negative SEO Evaluations 

The second purpose is to avoid receiving negative SEO evaluations. If a site or page is moved and no redirect is set up, search engines like Google or Yahoo! will not recognize the new site as the same entity. Thus, for example, if a top-ranked page is updated and the URL changes without redirect settings, the evaluation will not carry over because the search engines cannot recognize the change.

The target of communication about a page move is not only site visitors. To prevent unnecessary negative evaluations, set up redirects correctly at the appropriate times.

Main Scenarios Where Redirects Become Necessary 

Redirect settings for site visitors become necessary in situations such as

• During site renewal
• When changing domains
• When implementing SSL on a site
• In the event of a malfunction on specific pages
• During site maintenance

The most common cases include site updates or domain changes. Without redirect settings in these cases, users who record URLs will end up visiting old pages. Implementation is also essential when encrypting communications (https) during SSL implementation.

Moreover, in situations like malfunctions or maintenance when you temporarily want visitors to move to a different page, it’s kinder to redirect them. Knowing that the site is under maintenance and when it is expected to end can reduce user dissatisfaction. Ensure to implement redirect settings during such operations.

There Are Mainly Two Types of Redirects

There are two main types of redirects used to transition site visitors: 301 and 302. The key difference between them lies in the duration of the redirect. Let’s look at each type in detail.

1.301 Redirect

A 301 redirect is used for permanent transfers, such as when updating a site or changing a domain, where the duration is not limited. Implementing this redirect allows the old site or page’s rankings to be carried over, so there’s no reason not to use it if you want to avoid negative SEO evaluations.

A 301 redirect indicates a permanent transfer, which informs search engines that you want to pass on the existing SEO value. When making a permanent change to a new URL, rather than a temporary one, use a 301 redirect.

2.302 Redirect

In contrast to the permanent nature of a 301, a 302 redirect is for temporary transitions. While a 301 results in the new URL being listed in search results, a 302 will show the old one. Therefore, just by looking at the URL, it is not apparent that the page has changed.

A 302 is typically used during site maintenance or when a page is experiencing issues. Not understanding the difference between these two can lead to issues, such as changing a domain and mistakenly setting a 302, which could result in losing SEO value. It is crucial to understand the differences between these types to appropriately set up redirects.

Types of Redirect Setup Methods

There are two main methods for setting up redirects for visitors

1.Server-Side Redirect

The first method involves transferring users based on server instructions. This can be set up by accessing the .htaccess file on a traditional web server like Apache or using server-side scripting languages such as PHP.

Although the content here is somewhat complex, it is enough to understand that ‘the server is returning information about the destination.’ Compared to the second method of redirection, this one feature immediate transition to the new page.

2. Client-Side Redirect

The second type involves a mechanism where the browser, which serves as the client to site operators and server administrators, interprets the redirection information. The key difference from the first type is that the page transition information is embedded within the HTML file, and the server does not issue a redirection command.

Many web users have likely seen a notification that a page will transition after a few seconds. This notification results from the browser interpreting the redirect settings.

Google Recommends Server-Side Redirects

Given the complexity of the content, some might be confused about which setting to choose. The bottom line is that Google generally recommends using server-side settings.

Redirects managed server-side are more likely to be correctly interpreted by Google. In other words, setting up redirects this way can reduce the potential for usability issues and negative SEO evaluations. Those planning to set up redirects should have at least a basic understanding of the differences between the two types.

Related Article: What is Rendering? Explaining the Relationship Between Google Crawlers and Rendering

Specific Implementation Methods for Redirects

Next, let’s discuss the specific methods for implementing redirects. We’ll look at the types and the most common settings in order.

There Are Mainly Five Methods for Implementation

The methods for implementing redirects include the following five.

• .htaccess
• PHP
• Meta refresh
• JavaScript
• WordPress plugins

Methods using .htaccess and PHP are server-side, while those using meta refresh and JavaScript are client-side redirects. Therefore, if possible, it is recommended to use one of the server-side methods.

It has been stated that redirects using JavaScript might not be recognized by Google. Use this language only when server-side methods or meta refresh cannot be implemented. If you are using WordPress, utilizing plugins like ‘Redirections’ is also a viable method.

Most Common Implementation Method for ‘.htaccess’

I’ll introduce examples of how to write changes for domain, directory, and page URLs.

Domain Change

From ‘old.com’ to ‘new.com’

Example)

RewriteEngine OnRedirect permanent / https://www.new.com/

Directory Change

From ‘example.com/old/sample.html’ to ‘example.com/new/sample.html’

Example)

RewriteEngine on

RewriteRule ^old(.*)$ /new$1 [R=301,L]

Page URL Change

From ‘example.com/old.html’ to ‘example.com/new.html’

Example)

RewriteEngine on

RewriteRule ^old.html$ /new.html [R=301,L]

For those interested in the settings published by Google, please visit this page.

What to Check After Setting Up a Redirect

Next, this section introduces what to check after setting up site or page redirects.

• Whether the Page Transitions Correctly
• Whether It Appears in Search Results

1. Whether the Page Transitions Correctly

After setting up the redirect, check if the page actually transitions. If it doesn’t transition as intended, there might be an error in your settings.

Whether the redirect is correctly implemented can also be verified by looking at the status codes like 301, 302, 303. There are many free tools available to check these status codes, so it’s good to use these services as needed.

2.Whether It Appears in Search Results

It’s also important to check if the page appears in search results. If it does not appear properly, the implementation method might be incorrect.

It generally takes a few weeks for redirect settings to be reflected by search engines. Right after setting, it may not be recognized by crawlers, so check after some time has passed.

Precautions When Setting Redirects

Even a slight mistake in setting up redirects can prevent correct transfer. There are cases where the redirect continues indefinitely, so regular checks are recommended, not just during setup.

Here, we will provide a detailed explanation of the important points to consider when setting up a redirect.

Preventing Redirect Loops

If redirects are not set correctly, a redirect loop may occur, endlessly transferring the page. If a redirect loop happens, users cannot access the page, so recheck the destination and settings.

You can check redirects using a free tool called ‘Redirect Checker,’ which also displays processing speed in the order of redirects, making it useful for regular checks.

Verifying the Redirect Destination

It’s a fundamental issue, but if the redirect destination is not set correctly, the page transfer will not occur. Therefore, always make sure to check the redirect destination.

Especially when setting up client-side redirects, they may not work properly depending on the user’s PC or browser environment.

To accommodate various situations, include a link with the wording ‘If not redirected, click here’ along with the URL to the destination, ensuring a user-friendly guidance experience.

Causes and Solutions for Redirect Warnings

Even after setting up a redirect, you may encounter a ‘redirect warning’ when opening the page. This warning is an alert displayed by Google when it deems the access to the redirect destination as potentially unsafe.

Leaving the warning as is can cause anxiety for users, so it’s important to address it promptly.

Here, we’ll explain in detail the causes and solutions for redirect warnings.

Cookies Stored in the Browser

The first likely cause is cookies stored in the browser. Cookies store login information when a user accesses a site and can be easily deleted, so try this first.

The method to delete cookies varies by browser but generally can be done from the browser’s settings menu.

For Google Chrome, the steps are as follows

• Open ‘Settings’ in Chrome.
• Select ‘Privacy and security’ → ‘Cookies and other site data’.
• Click ‘See all cookies and site data’ → ‘Remove all’ to complete the deletion.

Redirects to Non-SSL Pages

The next potential cause to consider is redirects to non-SSL pages. Google recommends SSL from a security enhancement perspective. Therefore, when redirecting to a non-SSL page, a security warning is displayed.

If you need to set up a redirect, ensure the destination is SSL-secured and then reset the redirect to resolve the issue.

Redirecting to Unrelated Pages

Another cause is when redirects are set up to pages that have no relevance to the original URL. Google tries to carry over SEO information from the original URL and checks for differences and relevance in content.

Thus, if a redirect leads to a completely unrelated page, Google may issue a warning as an error. 

It’s important to ensure that redirects are set to pages that have similar content and strong relevance to the original URL to properly transfer SEO information.

Using Short URLs

The final cause could be the use of short URLs for the redirect destination.

Short URLs have the advantage of simplifying long URLs. However, when displaying from a short URL, it’s necessary to go through a dedicated server, which means the page has to pass through two servers to display.

Redirects to unrelated pages can cause errors, and even short URLs are likely to trigger warnings.

Therefore, it’s important not to use short URLs but to set the original URL as the redirect destination.

Redirect Chains and Redirect Loops

With long-term site management involving multiple renewals or structural changes, even correctly set redirects can behave unexpectedly. Particularly noteworthy are redirect chains and redirect loops.

Redirect Chain

?A redirect chain occurs when a site has been renewed more than once, leading to multiple redirects from old URLs to new URLs.

While redirect chains can happen in larger sites and generally don’t cause significant issues, they are not ideal because they can load the server and cause slight delays for users. If possible, try to resolve redirect chains.

If there are more than five redirects, Google may not recognize the final URL, so it’s strongly advised to make corrections promptly.

Redirect Loop

?A redirect loop refers to a situation where, during multiple redirects, the process ends up circling back within the same URLs, failing to reach the final URL.

Such looping severely degrades usability and results in pages that are not properly recognized by Google bots, necessitating prompt correction.

SEO Effects of Redirects

When a page is transferred using a 301 redirect, the SEO value of the old page is carried over to the new page. This allows the preservation and utilization of the value accrued from past site management. The effects of backlinks are also transferred, meaning incorrect redirects can lead to significant losses. Since Google recommends 301 redirects, it is essential to set them up to maintain SEO value.

SEO Value Is Not Lost with a 301 Redirect

Previously, Google suggested that only about 80-90% of the old page’s value was transferred through redirects, intentionally designed to prevent spamming activities. This was stated by Google’s Matt Cutts, so there is no doubt about its accuracy.

However, John Mueller of Google has now stated that, with current capabilities to assess spamming activities, redirecting no longer results in a loss of SEO value.

Nonetheless, ideally, a site structure that does not require redirects would have higher usability, and it is advisable to consider such a design.

Google Bot Follows Up to Five Redirects

Google bots tirelessly crawl sites to reflect them in search results, but they will only follow up to five redirects. Therefore, if there are more than five redirects, it results in pages that are not crawled, which is a significant negative for SEO. If your site is repeatedly redirecting, it should be corrected.

The limitation of following only five redirects is not a Google-specific rule but stems from RFC1945 as follows.

“9.3 Redirection 3xx

This class of status code indicates that further action needs to be taken by the user agent in order to fulfill the request. The action required may be carried out by the user agent without interaction with the user if and only if the method used in the subsequent request is GET or HEAD. A user agent should never automatically redirect a request more than 5 times, since such redirections usually indicate an infinite loop.

According to Google Search Central, as defined in RFC 1945 for HTTP/1.0, after more than five redirects, it stops and processes it as a 404 error.

Frequently Asked Questions About Redirects

Finally, let’s answer some common questions about redirects.

• What should beginners know about redirects when managing a site? 
• When should a 301 redirect be removed? 
• Is it safe to access a page if a redirect warning appears? 
• What should you do if a redirect is repeated during site usage? 

• 1. What should beginners know about redirects when managing a site?

At a minimum, it’s important to know that there are two main types of redirects.

• -301 Redirect: Permanently transfers the user.
• -302 Redirect: Temporarily transfers the user. 
• These should be used according to the purpose of the transfer. The reason for setting up a redirect will determine which type to use. It’s crucial to understand the differences and set them up correctly.

• 2. When should a 301 redirect be removed?

It is recommended not to remove a 301 redirect for at least one year. Removing it too soon may prevent search engines from recognizing the domain or URL change.

Additionally, if there are external links to your site, the old pages may still be displayed, which can be problematic. As a guideline, it is not safer to remove the redirect while there is still access to the old page.

• 3. Is it safe to access a page if a redirect warning appears?

When browsing websites, if Google determines that a redirect is inappropriate, a warning will be displayed, such as “Trying to redirect to http://example.com .” Many might have seen such warnings.

Pages with such warnings might have incorrect redirect settings, and in some cases, they could maliciously direct to unsafe links, making them dangerous. If a warning appears on an untrustworthy site, it’s generally best to avoid accessing it.

• 4. What should you do if a redirect is repeated during site usage?

If you access a site with incorrect redirect settings, a message stating “The redirect was repeated” may appear. Typically, the problem lies with the site’s settings, not with the users. However, there are a few steps users can take.

• -Restart the browser
• -Access using incognito mode
• -Delete cookies 
• Restarting or browsing in incognito mode is straightforward. If you really need to access the site, try the above methods.

Summary 

It’s crucial to note that redirects are mechanisms that transfer users from one specified page to another. To prevent usability declines and negative SEO evaluations, it’s essential to set redirects appropriately based on their purpose. If you’re setting up redirects for the first time, understanding at least the differences between 301 and 302 redirects is crucial. Use this article as a reference to set up the most suitable redirects for your site.

Author Profile

International Web Consultant Paveena Suphawet

A trilingual professional in English, Thai, and Japanese, she has numerous achievements in international SEO. She studied the latest IT technologies at Assumption International University, Thailand, and majored in International Business at the University of Greenwich, UK. Following her tenure at ExxonMobil’s Thai branch, she became a key member of Admano from its establishment.

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