URL Reroutes For SEO: A Technical Guide

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Reroutes for SEO must be utilized correctly since they affect how websites are crawled and indexed by Google.

While the majority of people consider redirects as a web detour sign, far more is taking place, and it’s surprisingly enjoyable to find.

Keep checking out for a comprehensive summary of redirects and the appropriate application for technical SEO.

What Is A Redirect?

Website reroutes tell internet browsers and online search engine info about a URL and where to discover the webpage.

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

A redirect can be set as a:

  • Short-term redirect: 302, 303, 307, 308.
  • Permanent redirect: 301.

When To Use Redirects

The primary reasons to use redirects are:

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

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

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

Redirects can be carried out on a group or domain-wide basis but typically need to be set on a specific basis to prevent issues.

When utilizing RegEX for group redirects, it can have unexpected results if your reasoning isn’t flawless!

Types Of Redirects

There are three primary types of redirects:

  • Meta Refresh redirects are set at the page level but are normally not suggested for SEO purposes. There are two types of meta redirect: delayed which is viewed as a short-lived redirect, and instant, which is viewed as an irreversible redirect.
  • Javascript reroutes are also set on the customer side’s page and can cause SEO problems. Google has actually stated a choice for HTTP server-side reroutes.
  • HTTP redirects are set server-side and the very best approach for SEO functions– we covered thorough listed below.

What Is A HTTP Action Status Code?

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

When a user agent attempts to access a webpage, what takes place is that the user representative makes a request, and the site server problems an action.

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

In the scenario where a user agent like GoogleBot demands a URL, the server offers a reaction.

For example, if the request for a URL achieves success, the server will provide a reaction code of 200, which indicates the request for a URL succeeded.

So, when you consider a GoogleBot reaching a site and attempting to crawl it, what’s taking place is a series of demands and responses.

HTTP Reroutes

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

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

The action code for a changed URL is usually in the form of a 301 or 302 reaction status code.

The entire 3xx series of action codes communicate much details that can optionally be acted on by the user agent.

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 requested, it will ask for the new URL instead.

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

3XX Series Of Status Codes

Redirects are more than simply the two status codes everyone recognizes with, the 301 and 302 reaction codes.

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

These are the various type of redirects available for use:

  • 300 Multiple Options.
  • 301 Moved Completely.
  • 302 Found.
  • 303 See Other.
  • 304 Not Modified.
  • 305 Use Proxy.
  • 306 (Unused).
  • 307 Short-lived Redirect.
  • 308 Irreversible Redirect.

Some of the above status codes have not been around as long and may not be utilized. So, prior to using any redirect code aside from 301 or 302, make certain that the desired user agent can translate it.

Since GoogleBot uses the most recent variation of Chrome (called a headless internet browser), it’s easy to inspect if a status code is compatible by examining if Chrome recognizes the status code with an internet browser compatibility list.

For SEO, one ought to stick to using the 301 and 302 reaction codes unless there is a specific factor to utilize one of the other codes.

301: Moved Completely

The 301 status code is regularly referenced as the 301 redirects. But the official name is 301 Moved Completely.

The 301 redirect indicates to a user representative that the URL (often described as a target resource or simply resource) was altered to another location which it need to utilize the new URL for future demands.

As mentioned previously, there is more details also.

The 301 status code also suggests to the user representative:

  • Future ask for the URL should 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 altered from GET to POST.

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

“Note: For historical factors, a user representative MAY change the request technique from POST to GET for the subsequent demand. If this habits is unwanted, the 308 (Irreversible Redirect) status code can be utilized instead.”

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

Before making a change, you need to be careful when utilizing a 301 redirect. The 301 redirects must just be utilized when the change to a brand-new URL is permanent.

The 301 status code need to not be used when the modification is momentary.

Furthermore, if you change your mind later and return to the old URL, the old URL may not rank anymore and may take some time to regain the rankings.

So, the main point to keep in mind is that a 301 status code will be used when the modification is permanent.

302: Found

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

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

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

“Note: For historic reasons, a user representative MAY alter the demand technique from POST to GET for the subsequent request. If this habits is undesirable, the 307 (Short-term Redirect) status code can be utilized instead.”

The referral to “historical factors” may refer to old or buggy user agents that might alter the request method.

307: Temporary Redirect

A 307 redirect suggests the requested URL is temporarily moved, and the user agent ought to utilize the original URL for future requests.

The only difference in between a 302 and a 307 status code is that a user agent must ask for the brand-new URL with the very same HTTP request utilized to ask for the initial URL.

That indicates if the user representative requests the page with a GET request, then the user agent need to use a GET ask for the new short-lived URL and can not utilize the POST request.

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

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

This has the exact same semantics as the 302 Found HTTP response code, with the exception that the user representative must not alter the HTTP technique used: if a POST was utilized in the very first request, a POST needs to be utilized in the 2nd request.”

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

302 Vs. 307

You may manage a redirect through server config files.htaccess on Apache, example.conf file on Nginx or by means of plugins if you are utilizing WordPress.

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

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

(You can check out symlinks here.)

On Nginx servers, it will look like this:

rewrite ^/ oldfolder// newfolder/ irreversible;

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

For instance:

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

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

On Apache, ensure that mod_rewrite and mod_alias modules (responsible for dealing with redirects) are allowed on your server.

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

Make certain that the.htaccess file has these 2 lines above the redirect guidelines and put the guidelines listed below them:

Alternatives +FollowSymlinks RewriteEngine on

Read the official documentation to read more about the RewriteEngine.

To comprehend the examples below, you might refer to the table below on RegExp basics.

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

How To Create Redirects

How To Develop A Redirect For A Single URL

The most common and extensively utilized kind of redirect is when erasing pages or altering URLs.

For example, say you altered 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 distinction in between the two approaches is that the very first utilizes the Apache mod_rewrite module, and the 2nd uses mod_alias. It can be done using both approaches.

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

We might likewise use (. *), i.e., ^/ old-page(. *), however the issue is, if you have another page with a similar URL like/ old-page-other/, it will also be redirected when we just wish 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 new one. If we utilize redirect in the following type:

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

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

Even/ old-page without a routing 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 combine all subcategories into/ category/final-subcategory/. We need the “all other than” rule 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 third line other than if it is/ category/final-subcategory/ on the 4th line. We likewise have the “!-f” rule on the second line, neglecting any file like images, CSS, or JavaScript files.

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

Directory Change

You can use the guideline listed below if you did a classification restructuring and wish to move whatever from the old directory site 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 tell the server that it must keep in mind whatever in the URL that follows/ old-directory/ (i.e.,/ old-directory/subdirectory/) and pass it (i.e., “/ subdirectory/”) onto the destination. As an outcome, it will be redirected to/ new-directory/subdirectory/.

I utilized 2 guidelines: one case without any routing slash at the end and the other one with a routing 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 requested URL with no tracking slash has a query string (i.e., “/ old-directory? utm_source=facebook” would be redirected to “/ new-directory//? utm_source=facebook”).

Eliminate A Word From URL

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

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

RewriteRule ^(. *)-chicago-(. *) http://% /$1-$2 [NC, R=301, L] If the example URL is in the form 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 vital part of SEO.

If missing, you may endanger your site with duplicate content problems since online search engine treat URLs with “www” and “non-www” variations as different pages with the very same content.

Therefore, you need to ensure you run the website only with one variation you pick.

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

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

After Google’s effort to motivate site owners to utilize SSL, migrating to HTTPS is one of the frequently used redirects that nearly every site has.

The rewrite guideline below can be utilized to force HTTPS on every website.

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

Redirect From Old Domain To New

This is also one of the most secondhand redirects when you choose to rebrand and require to change your domain. The guideline listed below reroutes old-domain. com to new-domain. com.

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

Most website owners utilize WordPress and may not require a.htaccess declare redirects but use a plugin rather.

Handling redirects utilizing plugins might be a little various from what we talked about above. You might require to read their paperwork to manage RegExp correctly for the particular plugin.

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

Redirect Finest Practices

1. Do not Redirect All 404 Broken URLs To The Homepage

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

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

If you have too many pages like this, you ought to think about developing beautiful 404 pages and engaging users to search additional or discover something other than what they were looking for by displaying a search choice.

It is strongly suggested by Google that rerouted page content should be comparable to the old page. Otherwise, such a redirect might 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 websites (i.e., “example.com” for desktop and “m.example.com” for mobile), you need to make certain to redirect users to the suitable page of the mobile version.

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

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

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

3. How To Use Meta Refresh

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

If you place this tag in/ old-page/, it will reroute the user instantly to/ new-page/.

Google does not prohibit this redirect, but it doesn’t advise utilizing it.

According to John Mueller, search engines may not have the ability to acknowledge that kind of redirect appropriately. The very same is likewise true about JavaScript reroutes.

4. Avoid Redirect Chains

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

Screenshot by author, December 2022 Typically, this happens when you have a redirect chain. Let’s state you rerouted page 1 to page 2 a very long time ago. You might have forgotten that

page 1 is redirected and chosen to redirect page 2 to page 1 again. As an outcome, you will end up with a rule 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 error shown above. Conclusion Knowing what

redirects are and which situation requires a particular status code is basic to


websites appropriately. It’s a core part of understanding SEO. Lots of situations require exact understanding of redirects, such as migrating a website to a new domain or developing a short-term 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 effectively understanding when and why to use a particular

kind of redirect. More Resources: Featured Image: