What Is a URL Redirect
URL redirects are a useful tool that allow website owners to send visitors from one web page to another. When someone tries to access a page that has been set up with a redirect, they are automatically taken to the destination page specified by the website owner.
There are two main types of redirects:
301 Redirects:
These are permanent redirects which pass on link equity from the original page to the destination page. Using 301 redirects is best for sites moving to a new domain or consolidating content that has been available under multiple URLs. 301s tell search engines that the new URL should be recognized as the official location going forward.
302 Redirects:
These are temporary redirects. They do not pass on link equity. 302s are ideal for pages that might need to change destination URLs frequently, such as special promotion pages.
The main benefits of redirects include:
Ensuring visitors land on relevant content if pages are moved or merged
Passing link equity to new URLs to prevent dilution of SEO efforts
Creating cleaner site architecture by removing old pages that are no longer needed
Overall, when used properly, redirects allow website owners to seamlessly guide visitors to the right location without negatively impacting user experience or search engine visibility. Both 301 and 302 redirects have their uses depending on the specific goals for your site.
How Do 301 URL Redirects Impact Your SEO
301 redirects are an important search engine optimization tool, especially when transitioning content to a new URL. By implementing a 301 redirect from an old URL to a new one, site owners signal to search engines that the page has permanently moved.
This passing along of link equity ensures that any SEO value and ranking authority the old URL had gets transferred to the new destination. Without setting up a proper 301 redirect, sites that migrate domains or shift page URLs risk diluting or completely losing the social and search recognition they had previously built up.
When done right, 301s allow sites undergoing transitions to maintain search visibility, so branded keywords and traffic don't take a hit. Over time, search engines will update their indexes, shifting all signals and credit to the new URL site owners want to emphasize.
For site changes big and small, installing 301 permanent redirects provides the search-friendly foundation needed to keep everything running smoothly behind the scenes. By guiding both users and crawlers to the correct new location, 301s enable URL changes that don't negatively disrupt established search engine positions.
How do 302 URL Redirects Impact Your SEO
Website owners sometimes need to temporarily reroute traffic to a different URL. This is where a 302 redirect comes in handy.
302s are typically implemented when a page needs maintenance or the destination URL changes frequently. For example, a blog's "latest post" URL that always redirects to the newest piece of content.
Unlike 301 permanent redirects which pass link equity and tell search engines to update page associations, 302s are meant for short-term, interim URL swaps. The original URL will still show in search engine results, even if visitors get sent somewhere else.
The main 302 redirect use cases include:
Putting up a page for site maintenance and sending visitors to a temporary landing area
Facilitating time-limited promotions that rotate landing pages
Ensuring access to dynamic URLs like a blog’s most recent post while the actual destination keeps updating
302s come with some search engine optimization tradeoffs. But when website owners need flexible, impermanent redirects that lend themselves well to sites with frequently changing content, 302s do the trick. Just be sure the redirection timeline for 302s stays short term.
How To Decide Which URL Redirect To Use
Figuring out when to use a 301 or 302 redirect can be confusing. However, there's a simple rule of thumb to follow. In most cases, 301 permanent redirects are the best approach and should be your default choice.
301s signal to both visitors and search engines that a page has officially and forever moved to a new, stable home. The redirect passes along link equity, metrics, and search rankings from the old URL to the new one so that nothing gets lost or diluted.
In contrast, 302 temporary redirects are only meant for URL changes lasting a short, predefined period. Common 302 uses involve maintenance notices, special promotions, or dynamic landing pages that change extremely frequently.
But for typical website updates like consolidating content, migrating domains, or reorganizing page structures, a 301 permanent redirect ensures maximum search engine friendliness. Users get seamlessly redirected, page authority transfers fully, and search crawlers index the transition to the new target URL without any negative SEO impacts.
So when in doubt, lean towards utilizing 301 redirects by default for any core site migrations or redirects needed long-term. And reserve 302s only for the temporary, short-lifespan cases like promotions or maintenance. That way you can avoid unpredictability and keep your essential site redirects working for, not against your search visibility.
How To Setup A URL Redirect On Your Website
One of the most straightforward ways to set up 301 redirects is by adding rules to your site's .htaccess file. This takes care of redirecting at the web server level.
To move an entire website domain to a new home, add a single broad .htaccess rule:
Redirect 301 / http://www.new-website.com/
Just swap out the new target domain. This will permanently redirect all pages and traffic from the old site to its new location seamlessly.
For individual URL redirects from one page to another, the syntax looks like this instead:
Redirect 301 /old-page.html http://www.mywebsite.com/new-page
So the old URL gets entered after the 301 status code, and the fully qualified destination URL goes after it surrounded by quotes.
Using .htaccess is an easy way to implement site-wide or individual page 301 redirects without needing special software or coding expertise. Just add a new redirect line for each originating URL you want to redirect. This keeps redirect management centralized in one place.
And for more SEO information check out our complete SEO guide here.
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