What is a redirect?
A redirect automatically sends visitors and search engines from one URL to a different one. It's used when a page moves, is deleted, or is merged, so people and ranking signals land on the right page.
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301 and 302 redirects
A 301 redirect signals that a page has moved permanently, and search engines should treat the new URL as the replacement. A 302 redirect signals a temporary move, and the original URL is expected to return.
Use a 301 for permanent changes such as a new domain or restructured URLs.
Why redirects matter for SEO
Without a redirect, old URLs lead to error pages. Visitors get frustrated, and links pointing to the old address are wasted.
Redirects pass that value on to the new page when set up correctly.
Common redirect mistakes
Redirect chains, where one redirect leads to another, slow pages and waste crawling. Redirecting many unrelated pages to the homepage can also confuse visitors and search engines, so send each old URL to the closest equivalent.
Common questions
What is the difference between a 301 and a 302 redirect?
A 301 is permanent and tells search engines to use the new URL. A 302 is temporary and indicates the original URL will come back.
Do redirects hurt SEO?
Properly set up redirects usually preserve most of a page's value. Long chains and loops can slow things down and cause problems.
How long should I keep a redirect?
Keep permanent redirects in place for as long as the old URL has links or traffic, which often means indefinitely.
Is a redirect the same as a canonical tag?
No. A redirect moves people and bots to a new URL. A canonical tag leaves the page reachable and only suggests the preferred version.
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