Redirect

What is a redirect?

A redirect is an automatic forwarding from one URL to another. Anyone who opens the old URL lands directly on the new one without having to do anything. A redirect is usually set up on the server and works with an HTTP status code such as 301 or 302.

Why is a redirect important?

• No broken links: visitors do not end up on an error page.
• Preserved value: a permanent redirect largely passes on the value of an old page.
• Safe moves: you can move pages or a whole site without losing traffic.

Examples of a redirect

• An old product page that forwards to the new product
• http:// forwarding to https://
• example.com/about-us forwarding to example.com/team after a redesign

How do you use a redirect?

Use a 301 redirect for a permanent move and point to the most relevant new page, not automatically to the homepage. Avoid chains and loops. Read more under migration.