URL Reroutes For SEO: A Technical Guide

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Reroutes for SEO should be used correctly due to the fact that they affect how websites are crawled and indexed by Google.

While many people think of redirects as a web detour indication, a lot more is taking place, and it’s surprisingly enjoyable to find.

Keep reading for a detailed overview of redirects and the correct application for technical SEO.

What Is A Redirect?

Site reroutes inform web browsers and online search engine information about a URL and where to discover the website.

A URL redirect includes code carried out to a specific URL, or a group of URLs so that the user (or search engine) is sent to a various page to the real 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 main reasons to utilize redirects are:

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

For SEO functions, URL redirects are necessary since they:

  • Forward authority of any links pointing to a page that has actually moved or been erased.
  • Avoid 404 page not found errors (although sometimes it is better to leave a 404).

Redirects can be executed on a group or domain-wide basis but typically require to be set on a private basis to avoid problems.

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

Kinds of Redirects

There are three main kinds of redirects:

  • Meta Refresh redirects are set at the page level but are generally not suggested for SEO functions. There are 2 types of meta redirect: postponed which is viewed as a short-term redirect, and immediate, which is viewed as an irreversible redirect.
  • Javascript redirects are likewise set on the customer side’s page and can cause SEO concerns. Google has specified a preference for HTTP server-side redirects.
  • HTTP redirects are set server-side and the best method for SEO functions– we covered extensive listed below.

What Is A HTTP Response Status Code?

Web browsers and search engine crawlers like GoogleBot are called user representatives.

When a user agent tries to access a website, what takes place is that the user representative makes a request, and the website server problems a reaction.

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

In the circumstance where a user agent like GoogleBot demands a URL, the server offers a response.

For instance, if the request for a URL achieves success, the server will offer an action code of 200, which means the request for a URL achieved success.

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 Reroutes

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

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

The reaction code for an altered URL is generally in the form of a 301 or 302 response status code.

The entire 3xx series of reaction codes interact much details that can additionally be acted on by the user representative.

An example of an action that the user agent 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 an internet roadway sign that says, “Go here, not there.”

3XX Series Of Status Codes

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

There are an overall of 7 official 3xx reaction status codes.

These are the various type of redirects readily available for usage:

  • 300 Numerous Options.
  • 301 Moved Permanently.
  • 302 Found.
  • 303 See Other.
  • 304 Not Customized.
  • 305 Use Proxy.
  • 306 (Unused).
  • 307 Short-term Redirect.
  • 308 Long-term Redirect.

A few of the above status codes have not been around as long and may not be utilized. So, prior to using any redirect code besides 301 or 302, make sure that the intended user agent can interpret it.

Since GoogleBot utilizes the current version of Chrome (called a headless web browser), it’s easy to check if a status code is compatible by examining if Chrome acknowledges the status code with a web browser compatibility list.

For SEO, one need to stick to using the 301 and 302 response codes unless there is a particular reason to use one of the other codes.

301: Moved Permanently

The 301 status code is consistently referenced as the 301 redirects. But the main name is 301 Moved Permanently.

The 301 redirect indicates to a user representative that the URL (in some cases described as a target resource or simply resource) was altered to another area which it ought to use the brand-new URL for future demands.

As mentioned earlier, there is more details too.

The 301 status code also suggests to the user agent:

  • Future requests for the URL must be made with the brand-new URL.
  • Whoever is making the demand must upgrade their links to the brand-new URL.
  • Subsequent requests can be altered from GET to POST.

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

“Keep in mind: For historical reasons, a user representative MAY change the demand technique from POST to GET for the subsequent demand. If this habits is undesirable, the 308 (Permanent Redirect) status code can be used instead.”

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

Prior to making a change, you should take care when utilizing a 301 redirect. The 301 redirects must just be utilized when the modification to a new URL is permanent.

The 301 status code should not be utilized when the change is temporary.

Additionally, if you change your mind later on and return to the old URL, the old URL might not rank any longer and may require time to regain the rankings.

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

302: Found

The main point to comprehend about the 302 status code is that it works for circumstances where a URL is momentarily altered.

The meaning of this reaction code is that the URL is momentarily at a various URL, and it is recommended to utilize the old URL for future requests.

The 302 redirect status code likewise includes a technical caution related to GET and Post:

“Note: For historical reasons, a user representative MAY alter the demand method from POST to GET for the subsequent demand. If this behavior is undesirable, the 307 (Momentary Redirect) status code can be used rather.”

The referral to “historical factors” may refer to old or buggy user representatives that may alter the request technique.

307: Temporary Redirect

A 307 redirect suggests the requested URL is temporarily moved, and the user representative must use the initial URL for future demands.

The only distinction between a 302 and a 307 status code is that a user agent must request the brand-new URL with the very same HTTP demand used to request the original URL.

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

The Mozilla paperwork of the 307 status code discusses it more clearly than the main paperwork.

“The server sends this action to direct the client to get the asked for resource at another URI with same method that was used in the previous demand.

This has the exact same semantics as the 302 Found HTTP action code, with the exception that the user representative need to not alter the HTTP approach used: if a POST was utilized in the first request, a POST needs to be utilized in the second request.”

Other than the 307 status code requiring subsequent demands to be of the same kind (POST or GET) which the 302 can go either way, everything else is the same in between the 302 and the 307 status codes.

302 Vs. 307

You might deal with a redirect through server config files.htaccess on Apache, example.conf file on Nginx or by means of plugins if you are using WordPress.

In all circumstances, they have the same syntax for composing redirect guidelines. They vary only with commands utilized in setup files. For example, a redirect on Apache will look like this:

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

(You can check out symlinks here.)

On Nginx servers, it will look like this:

rewrite ^/ oldfolder// newfolder/ long-term;

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

For example:

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

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

On Apache, ensure that mod_rewrite and mod_alias modules (responsible for handling redirects) are made it possible for on your server.

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

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

Choices +FollowSymlinks RewriteEngine on

Read the main paperwork for more information about the RewriteEngine.

To understand the examples listed below, you may refer to the table below on RegExp essentials.

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

How To Develop Redirects

How To Produce A Redirect For A Single URL

The most common and extensively utilized type of redirect is when deleting pages or changing URLs.

For instance, say you altered the URL from/ old-page/ to/ new-page/. The redirect guideline would be:

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

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

The regular expression “^” indicates the URL must start with “/ old-page” while (/? |/. *)$ shows that anything that follows “/ old-page/” with a slash “/” or without an exact match should be rerouted to/ new-page/.

We might likewise utilize (. *), i.e., ^/ old-page(. *), but the problem is, if you have another page with a similar URL like/ old-page-other/, it will likewise be rerouted when we only wish to reroute/ 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 reroute any variation of the page URL to a brand-new one. If we utilize reroute in the list below kind:

Reroute 301/ old-page// new-page/

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

Even/ old-page without a tracking slash “/” would wind 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 merge all subcategories into/ category/final-subcategory/. We need the “all except” guideline here.

RewriteCond % !/ category/final-subcategory/ RewriteCond % !-f RewriteRule ^(category/)./ category/final-subcategory/ [R=301, L] Here, we wish to reroute all under/ category/ on the 3rd line other than 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 redirected to “/ final-subcategory/” and cause an image break.

Directory site Modification

You can utilize the guideline listed below if you did a classification restructuring and wish to move everything from the old directory to the brand-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 inform the server that it should remember whatever 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 2 rules: one case without any trailing slash at the end and the other one with a tracking slash.

I could integrate them into one rule utilizing (/? |. *)$ RegExp at the end, however it would trigger issues and include a “//” slash to the end of the URL when the requested URL with no routing slash has an inquiry 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 say you have 100 URLs on your website with the city name “Chicago” and wish to eliminate them.

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

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

Having canonical URLs is the most vital part of SEO.

If missing out on, you may endanger your website with replicate content concerns since online search engine deal with URLs with “www” and “non-www” versions as various pages with the same content.

Therefore, you must ensure you run the website only with one version you pick.

If you wish to run your website with the “www” version, utilize this guideline:

RewriteCond % HTTP_HOST ^ yourwebsite.com [NC] RewriteRule ^(. *)$ http://www.yourwebsite.com/$1 [L, R=301] For a “non-www” variation: RewriteCond % ^ www.yourwebsite.com [NC] RewriteRule ^(. *)$ http://yourwebsite.com/$1 [L, R=301] Tracking slash is likewise part of canonicalization because URLs with a slash at the end or without are also treated in a different way. RewriteCond % REQUEST_FILENAME!-f RewriteRule ^(. * [^/]$/$1/ [L, R=301] This will ensure the/ example-page is redirected to/ example-page/. You might select to get rid of the slash instead of adding then you will need the other guideline below: RewriteCond % !-d RewriteRule ^(. *)/$/$1 [L, R=301]HTTP To HTTPS Redirect

After Google’s effort to motivate website owners to use SSL, moving to HTTPS is one of the frequently utilized redirects that practically every site has.

The reword guideline listed below can be used to require HTTPS on every site.

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

Redirect From Old Domain To New

This is likewise among the most used redirects when you decide to rebrand and require to change your domain. The rule below redirects old-domain. com to new-domain. com.

RewriteCond % HTTP_HOST ^ 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” since any page for historic factors might have incoming links to both variations.

Most website owners use WordPress and may not need a.htaccess apply for redirects however utilize a plugin instead.

Managing redirects using plugins might be somewhat various from what we talked about above. You might require to read their documents to deal with RegExp properly for the specific plugin.

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

Reroute Finest Practices

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

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

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

If you have a lot of pages like this, you must consider producing gorgeous 404 pages and engaging users to search more or find something besides what they were trying to find by showing a search alternative.

It is strongly recommended by Google that rerouted page content need to be comparable to the old page. Otherwise, such a redirect may be thought about a soft 404, and you will lose the rank of that page.

2. Get Mobile Page-Specific Redirects Right

If you have different URLs for desktop and mobile sites (i.e., “example.com” for desktop and “m.example.com” for mobile), you should make sure to redirect users to the appropriate page of the mobile variation.

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

Likewise, you have to ensure 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 prevent redirecting to the mobile variation and keep them on the desktop page.

3. How To Utilize Meta Refresh

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

If you insert this tag in/ old-page/, it will redirect the user immediately to/ new-page/.

Google does not restrict this redirect, but it does not suggest utilizing it.

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

4. Prevent Redirect Chains

This message displays when you have an incorrect regular expression setup and ends up in an unlimited loop.

Screenshot by author, December 2022 Typically, this happens when you have a redirect chain. Let’s say you redirected page 1 to page 2 a long period of time back. You may have forgotten that

page 1 is redirected and decided to redirect page 2 to page 1 once again. As an outcome, 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 produce a limitless loop and produce the mistake shown above. Conclusion Knowing what

redirects are and which scenario requires a particular status code is essential to


websites appropriately. It’s a core part of understanding SEO. Lots of circumstances require accurate understanding of redirects, such as moving a website to a brand-new domain or producing a short-lived holding page URL for a website that will return under its regular URL. While so much is possible with a plugin, plugins can be misused without correctly understanding when and why to use a specific

sort of redirect. More Resources: Featured Image: