URL Reroutes For SEO: A Technical Guide

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Redirects for SEO must be used properly due to the fact that they impact how sites are crawled and indexed by Google.

While the majority of people think of redirects as an internet detour sign, far more is occurring, and it’s surprisingly pleasurable to find.

Keep reading for an extensive summary of redirects and the appropriate application for technical SEO.

What Is A Redirect?

Site redirects inform web browsers and search engines info about a URL and where to find the webpage.

A URL redirect includes code executed to a specific URL, or a group of URLs so that the user (or online search engine) is sent to a different page to the actual URL that was input or clicked.

A redirect can be set as a:

  • Temporary redirect: 302, 303, 307, 308.
  • Long-term redirect: 301.

When To Utilize Redirects

The primary factors to utilize redirects are:

  • A private page or whole domain has actually been moved (URL altered).
  • To allow the usage of URL shorteners or ‘pretty URLs.’
  • Site migration (e.g., HTTP to HTTPS).

For SEO functions, URL redirects are very important because they:

  • Forward authority of any links indicating a page that has moved or been erased.
  • Prevent 404 page not discovered mistakes (although in some cases it is much better to leave a 404).

Redirects can be implemented on a group or domain-wide basis however frequently need to be set on a specific basis to avoid problems.

When using RegEX for group reroutes, it can have unexpected results if your logic isn’t perfect!

Kinds of Redirects

There are 3 main types of redirects:

  • Meta Refresh redirects are set at the page level but are usually not advised for SEO purposes. There are 2 kinds of meta redirect: delayed which is seen as a momentary redirect, and immediate, which is seen as a permanent redirect.
  • Javascript redirects are likewise set on the client side’s page and can cause SEO concerns. Google has mentioned a choice for HTTP server-side reroutes.
  • HTTP redirects are set server-side and the very best technique for SEO functions– we covered in-depth listed below.

What Is A HTTP Response Status Code?

Browsers and online search engine crawlers like GoogleBot are called user representatives.

When a user agent attempts to access a web page, what occurs is that the user agent makes a request, and the website server concerns an action.

The reaction is called an HTTP response status code. It supplies a status for the ask for a URL.

In the scenario where a user representative like GoogleBot demands a URL, the server provides a reaction.

For example, if the request for a URL is successful, the server will provide an action code of 200, which indicates the ask for a URL succeeded.

So, when you think about a GoogleBot reaching a website and attempting to crawl it, what’s happening is a series of demands and actions.

HTTP Redirects

An HTTP redirect is a server action to request a URL.

If the URL exists at a various URL (due to the fact that it was moved), the server tells the user representative that the URL request is being rerouted to a various URL.

The action code for a changed URL is normally in the type of a 301 or 302 action status code.

The entire 3xx series of response codes communicate much info that can additionally be acted on by the user representative.

An example of an action that the user representative can take is to conserve a cache of the new URL so that the next time the old URL is asked for, it will ask for the new URL instead.

So, a 301 and a 302 redirect is more than a web road sign that states, “Go here, not there.”

3XX Series Of Status Codes

Redirects are more than simply the 2 status codes everyone is familiar with, the 301 and 302 action codes.

There are an overall of seven main 3xx response status codes.

These are the various sort of redirects offered for use:

  • 300 Numerous Choices.
  • 301 Moved Permanently.
  • 302 Found.
  • 303 See Other.
  • 304 Not Customized.
  • 305 Use Proxy.
  • 306 (Unused).
  • 307 Temporary Redirect.
  • 308 Permanent Redirect.

Some of the above status codes have actually not been around as long and might not be utilized. So, prior to utilizing any redirect code other than 301 or 302, make sure that the desired user representative can translate it.

Because GoogleBot uses the most recent version of Chrome (called a headless internet browser), it’s simple to inspect if a status code works by inspecting if Chrome recognizes the status code with a browser compatibility list.

For SEO, one must adhere to utilizing the 301 and 302 action codes unless there is a particular reason to utilize among the other codes.

301: Moved Completely

The 301 status code is routinely referenced as the 301 redirects. However the main name is 301 Moved Completely.

The 301 redirect suggests to a user agent that the URL (in some cases described as a target resource or merely resource) was altered to another area which it must utilize the brand-new URL for future demands.

As pointed out previously, there is more info as well.

The 301 status code also recommends to the user agent:

  • Future requests for the URL need to be made with the brand-new URL.
  • Whoever is making the request must update their links to the brand-new URL.
  • Subsequent demands can be changed from GET to POST.

That last point is a technical problem. According to the main requirements for the 301 status code:

“Keep in mind: For historic reasons, a user representative MAY alter the demand method from POST to GET for the subsequent request. If this habits is unwanted, the 308 (Long-term Redirect) status code can be utilized rather.”

For SEO, when online search engine see a 301 redirect, they pass the old page’s ranking to the new one.

Prior to making a change, you must take care when using a 301 redirect. The 301 redirects need to just be used when the modification to a brand-new URL is irreversible.

The 301 status code need to not be used when the modification is short-term.

In addition, if you alter your mind later and return to the old URL, the old URL might not rank anymore and might require time to restore the rankings.

So, the main point to bear in mind is that a 301 status code will be used when the change is irreversible.

302: Found

The main point to understand about the 302 status code is that it works for scenarios where a URL is momentarily changed.

The significance of this action code is that the URL is briefly at a different URL, and it is suggested to utilize the old URL for future requests.

The 302 redirect status code also features a technical caution associated to GET and Post:

“Note: For historical reasons, a user representative MAY change the demand approach from POST to GET for the subsequent demand. If this behavior is unwanted, the 307 (Short-term Redirect) status code can be utilized instead.”

The referral to “historic reasons” might describe old or buggy user representatives that might change the request approach.

307: Temporary Redirect

A 307 redirect means the asked for URL is briefly moved, and the user agent need to use the original URL for future demands.

The only distinction in between a 302 and a 307 status code is that a user representative must ask for the new URL with the exact same HTTP request used to ask for the original URL.

That means if the user agent requests the page with a GET demand, then the user representative need to utilize a GET request for the new momentary URL and can not use the POST demand.

The Mozilla documents of the 307 status code describes it more plainly than the main documentation.

“The server sends this reaction to direct the client to get the asked for resource at another URI with very same approach that was used in the prior demand.

This has the same semantics as the 302 Found HTTP action code, with the exception that the user agent need to not change the HTTP technique utilized: if a POST was used in the very first request, a POST should be utilized in the second request.”

Besides the 307 status code requiring subsequent demands to be of the very same kind (POST or GET) which the 302 can go in either case, whatever else is the exact same between the 302 and the 307 status codes.

302 Vs. 307

You might handle a redirect via server config files.htaccess on Apache, example.conf file on Nginx or through plugins if you are utilizing WordPress.

In all circumstances, they have the very same syntax for composing redirect rules. They vary only with commands utilized in configuration files. For instance, a redirect on Apache will appear like this:

Alternatives +FollowSymlinks RewriteEngine on RedirectMatch 301 ^/ oldfolder// newfolder/

(You can check out symlinks here.)

On Nginx servers, it will appear like this:

reword ^/ oldfolder// newfolder/ permanent;

The commands utilized to tell the server’s status code of redirect and the action command vary.

For instance:

  • Servers status code of redirect: “301 ″ vs. “permanent.”
  • Action command: “RedirectMatch” vs. “reword.”

However the redirect syntax (^/ oldfolder// newfolder/) is the same for both.

On Apache, guarantee that mod_rewrite and mod_alias modules (accountable for managing redirects) are allowed on your server.

Since the most extensively spread out server type is Apache, here are examples for.htaccess apache files.

Ensure that the.htaccess file has these two lines above the redirect guidelines and put the rules below them:

Options +FollowSymlinks RewriteEngine on

Read the main documentation to get more information about the RewriteEngine.

To comprehend the examples below, you may describe the table listed below on RegExp essentials.

* zero or more times
+ Several times
. any single character
? Absolutely no or one time
^ Start of the string
$ End of the string
| b OR operadn” |” a or b
(z) keeps in mind the match to be used when calling $1

How To Develop Redirects

How To Develop A Redirect For A Single URL

The most typical and widely utilized kind of redirect is when erasing pages or altering URLs.

For instance, state you changed the URL from/ old-page/ to/ new-page/. The redirect rule would be:

RewriteRule ^ old-page(/? |/. *)$/ new-page/ [R=301, L] Or RedirectMatch 301 ^/ old-page(/? |/. *)$/ new-page/

The only difference between the two techniques is that the very first uses the Apache mod_rewrite module, and the second usages mod_alias. It can be done using both methods.

The regular expression “^” suggests the URL must begin with “/ old-page” while (/? |/. *)$ suggests that anything that follows “/ old-page/” with a slash “/” or without a specific match needs to be redirected to/ new-page/.

We could also use (. *), i.e., ^/ old-page(. *), however the problem is, if you have another page with a comparable URL like/ old-page-other/, it will likewise be rerouted when we just want to redirect/ old-page/.

The following URLs will match and be directed to a new page:

/ old-page/ / new-page/
/ old-page / new-page/
/ old-page/? utm_source=facebook.com / new-page/? utm_source=facebook.com
/ old-page/child-page/ / new-page/

It will redirect any variation of the page URL to a brand-new one. If we utilize redirect in the following form:

Redirect 301/ old-page// new-page/

Without regular expressions, all URLs with UTM query string, e.g.,/ old-page? utm_source=facebook.com (which prevails given that URLs are used to be shared over a social media), would wind up as 404s.

Even/ old-page without a trailing slash “/” would end up as a 404.

Redirect All Other than

Let’s state we have a lot of URLs like/ category/old-subcategory -1/,/ category/old-subcategory -2/,/ category/final-subcategory/ and wish to combine all subcategories into/ category/final-subcategory/. We need the “all other than” guideline here.

RewriteCond % REQUEST_URI!/ category/final-subcategory/ RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(classification/)./ category/final-subcategory/ [R=301, L] Here, we wish to reroute all under/ classification/ on the third line except if it is/ category/final-subcategory/ on the fourth line. We also have the “!-f” rule on the 2nd line, neglecting any file like images, CSS, or JavaScript files.

Otherwise, if we have some assets like “/ category/image. jpg,” it will likewise be rerouted to “/ final-subcategory/” and trigger an image break.

Directory site Change

You can utilize the rule listed below if you did a category restructuring and want to move everything from the old directory site to the new one.

RewriteRule ^ old-directory$/ new-directory/ [R=301, NC, L] RewriteRule ^ old-directory/(. *)$/ new-directory/$1 [R=301, NC, L] I used $1 in the target to tell the server that it must keep in mind everything in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the location. As a result, it will be rerouted to/ new-directory/subdirectory/.

I used two guidelines: one case with no routing slash at the end and the other one with a tracking slash.

I could integrate them into one rule using (/? |. *)$ RegExp at the end, but it would trigger problems and add a “//” slash to the end of the URL when the asked for URL with no trailing slash has a question string (i.e., “/ old-directory? utm_source=facebook” would be rerouted to “/ new-directory//? utm_source=facebook”).

Get rid of A Word From URL

Let’s state you have 100 URLs on your website with the city name “Chicago” and want to remove them.

For the URL http://yourwebiste.com/example-chicago-event/, the redirect guideline would be:

RewriteRule ^(. *)-chicago-(. *) http://% SERVER_NAME/$1-$2 [NC, R=301, L] If the example URL remains in the type http://yourwebiste.com/example/chicago/event/, then the redirect would be: RewriteRule ^(. *)/ chicago/(. *) http://% SERVER_NAME/$1/$2 [NC, R=301, L] Set A Canonical URL

Having canonical URLs is the most fundamental part of SEO.

If missing, you may threaten your website with duplicate content problems since online search engine deal with URLs with “www” and “non-www” variations as different pages with the exact same content.

For that reason, you need to guarantee you run the site only with one version you pick.

If you want to run your website with the “www” variation, utilize this rule:

RewriteCond % ^ yourwebsite.com [NC] RewriteRule ^(. *)$ http://www.yourwebsite.com/$1 [L, R=301] For a “non-www” version: RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ http://yourwebsite.com/$1 [L, R=301] Trailing slash is likewise part of canonicalization because URLs with a slash at the end or without are also dealt with in a different way. RewriteCond % !-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will make sure the/ example-page is redirected to/ example-page/. You might pick to get rid of the slash rather of including then you will need the other rule listed below: RewriteCond % !-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s initiative to encourage website owners to utilize SSL, migrating to HTTPS is among the frequently used redirects that practically every website has.

The rewrite rule below can be utilized to require HTTPS on every website.

RewriteCond % HTTP_HOST ^ yourwebsite.com [NC, OR] RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ https://www.yourwebsite.com/$1 [L, R=301, NC] Using this, you can combine a www or non-www variation reroute into one HTTPS redirect rule.

Redirect From Old Domain To New

This is likewise one of the most used redirects when you choose to rebrand and need to alter your domain. The guideline listed below redirects old-domain. com to new-domain. com.

RewriteCond % ^ old-domain. com$ [OR] RewriteCond % ^ www.old-domain.com$ RewriteRule (. *)$ http://www.new-domain.com/$1 [R=301, L] It utilizes 2 cases: one with the “www” version of URLs and another “non-www” due to the fact that any page for historical reasons may have inbound links to both variations.

The majority of site owners utilize WordPress and might not need a.htaccess file for redirects however use a plugin instead.

Dealing with redirects utilizing plugins might be somewhat various from what we went over above. You may need to read their documentation to deal with RegExp properly for the particular plugin.

From the existing ones, I would suggest a free plugin called Redirection, which has lots of parameters to control redirect guidelines and lots of beneficial docs.

Reroute Finest Practices

1. Don’t Reroute All 404 Broken URLs To The Homepage

This case frequently occurs when you are too lazy to examine your 404 URLs and map them to the proper landing page.

According to Google, they are still all treated as 404s.

If you have too many pages like this, you must consider developing stunning 404 pages and engaging users to search further or find something other than what they were searching for by showing a search option.

It is strongly suggested by Google that redirected page material need to be equivalent to the old page. Otherwise, such a redirect might be considered a soft 404, and you will lose the rank of that page.

2. Get Mobile Page-Specific Reroutes Right

If you have different URLs for desktop and mobile websites (i.e., “example.com” for desktop and “m.example.com” for mobile), you must ensure to redirect users to the suitable page of the mobile version.

Correct: “example.com/sport/” to “m.example.com/sport/”
Wrong: “example.com/sport/” to “m.example.com”

Likewise, you need to guarantee that if one page is 404 on the desktop, it ought to also be 404 on mobile.

If you have no mobile variation for a page, you can avoid rerouting to the mobile variation and keep them on the desktop page.

3. How To Use Meta Refresh

It is possible to do a redirect using a meta refresh tag like the example listed below:

If you insert this tag in/ old-page/, it will reroute the user right away to/ new-page/.

Google does not forbid this redirect, however it does not suggest using it.

According to John Mueller, online search engine might not have the ability to recognize that kind of redirect correctly. The same is also true about JavaScript reroutes.

4. Prevent Redirect Chains

This message displays when you have a wrong routine expression setup and ends up in a limitless loop.

Screenshot by author, December 2022 Typically, this takes place when you have a redirect chain. Let’s state you rerouted page 1 to page 2 a long period of time back. You might have forgotten that

page 1 is redirected and chosen to reroute page 2 to page 1 again. As a result, you will wind up with a guideline like this: RewriteRule ^ page1/ page2 [R

=301, NC, L] RewriteRule ^ page2/ page1 [R=301, NC, L] This will develop a boundless loop and produce the mistake shown above. Conclusion Knowing what

redirects are and which situation needs a specific status code is fundamental to


websites effectively. It’s a core part of understanding SEO. Numerous situations need accurate knowledge of redirects, such as moving a site to a brand-new domain or creating a momentary holding page URL for a web page that will return under its normal URL. While a lot is possible with a plugin, plugins can be misused without correctly comprehending when and why to use a particular

kind of redirect. More Resources: Featured Image: