Why redirects matter for SEO
A redirect tells browsers and crawlers that a URL has moved. Done right, it carries the old page's links and rankings to the new one. Done wrong, it leaks link value, wastes crawl budget and slows down every visit.
What to look for
- One hop, not several.
http://example.comtohttps://example.comtohttps://www.example.comto/homeis three round trips before the page even starts loading. Point every old variant straight at the final URL. - 301 or 308 for permanent moves. A 302 or 307 says the move is temporary, so search engines may keep the old URL in the index. Use them only when the old URL really is coming back.
- No loops. A loop (A to B to A) is a dead end. Browsers show an error and crawlers drop the URL.
- HTTP always upgrades to HTTPS. Every
http://URL should 301 to itshttps://twin in a single hop. - No meta refresh. A
<meta http-equiv="refresh">tag is a client-side redirect. Google can follow it, but it is slower and less clear than a server redirect. - The chain ends on a 200. A redirect that lands on a 404 throws away everything the old URL had earned.
Common causes of long chains
Chains usually build up over years: a domain change, then an HTTPS migration, then a URL restructure, each adding a rule on top of the last. Audit old rules after each migration and collapse them so every legacy URL goes straight to its current home.
Moving pages? Write the rules with the redirect generator, then confirm each old URL here. To check the headers on the final page, use the HTTP header checker.