A redirect automatically sends a visitor, or a search engine, from one URL to another.
A redirect is an instruction that says "this page has moved, go here instead". When a browser asks for the old URL, the server replies with a status code and the new address, and the browser loads the new page automatically. Most visitors never notice it happened.
For example, if you rename /services.html to /what-we-do/, a redirect sends anyone using an old bookmark or search result to the new page instead of a 404 error.
Types of redirect
The status code tells browsers and search engines what kind of move it is:
- 301 Moved Permanently: the page has moved for good. Search engines transfer the old page's ranking signals to the new URL. Use this for most moves.
- 302 Found: a temporary move. Search engines keep the original URL indexed. Use it for short-term changes, like a page under maintenance.
- 307 Temporary Redirect and 308 Permanent Redirect: stricter versions of 302 and 301 that keep the request method (such as a form POST) unchanged.
- Meta refresh and JavaScript redirects: done in the page itself rather than by the server. They're slower and less reliable for SEO, so use server redirects where you can.
When to use a redirect
- Moving from HTTP to HTTPS
- Choosing one version of your domain, with or without www
- Changing your URL structure or deleting pages
- Moving to a new domain name
- Sending a parked domain or typo domain to your main site
How to set up a redirect
On most hosting you have three options:
- Your control panel. cPanel has a Redirects tool where you enter the old address, the new one and the type.
- The .htaccess file on Apache or LiteSpeed servers, for example:
Redirect 301 /old-page/ https://example.com/new-page/ - Your CMS. WordPress plugins can manage redirects from the dashboard.
Common redirect mistakes
- Redirect chains: A goes to B, which goes to C. Each hop adds delay. Point A straight to C.
- Redirect loops: A goes to B and B goes back to A, causing a "too many redirects" error. A common cause is forcing HTTPS in two places at once, such as your site and a CDN.
- Using 302 for a permanent move, which can slow down how quickly search engines update.
- Redirecting everything to the homepage instead of to the closest matching page.
- Removing old redirects too soon. Keep important 301s in place for at least a year.
Redirect questions
What's the difference between a 301 and a 302 redirect?
A 301 is permanent and tells search engines to replace the old URL with the new one. A 302 is temporary, so search engines keep the original URL indexed.
Do redirects hurt SEO?
No, not when used properly. A 301 to a relevant page passes most ranking signals along, though long chains of redirects slow pages down and should be avoided.
How do I fix too many redirects?
Look for a loop, often caused by forcing HTTPS or www in two places at once. Clear your browser cookies, then remove the duplicate rule from .htaccess, your CMS or your CDN.
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