A redirect is an instruction that automatically sends visitors and search engines from one URL to another. Redirects are essential when moving pages, changing URL structures or merging content.
Types of redirects
The two most commonly used types:
301 Redirect (permanent)
A 301 redirect tells search engines that a page has been permanently moved. Google transfers the full link value (SEO authority) to the new URL. Use a 301 when:
- Pages are permanently given a new URL.
- A domain name changes.
- Two pages are merged into one.
302 Redirect (temporary)
A 302 redirect indicates that the redirection is temporary. Google keeps the original URL in the index. Use a 302 for:
- Temporary maintenance pages.
- A/B tests with different URLs.
- Seasonal promotional pages.
Redirects and SEO
Redirects play an important role in your SEO strategy:
- Prevent 404 errors — redirect deleted pages to relevant alternatives.
- Preserve link value — a 301 redirect transfers the accumulated SEO authority.
- Prevent duplicate content — redirect www to non-www (or vice versa) and HTTP to HTTPS.
- Change URL structure — when adjusting permalinks you prevent broken links.
Setting up redirects in WordPress
In WordPress you can set up redirects in several ways:
- Plugin — Redirection or Rank Math have built-in redirect managers.
- .htaccess — manual redirect rules for Apache servers.
- Hosting — many hosting providers offer redirect tools in their control panel.
Avoid redirect chains (A to B to C). Every additional step slows the load time and can lose link value. Always redirect directly to the final destination.
