The process of sending users and search engines from one URL to another


Redirection in SEO refers to the process of directing both users and search engines from one URL to another. This is often used when a webpage has been moved or deleted, to update users and search engines on the new location of the content they are looking for. There are different types of redirections, such as 301 (permanent) and 302 (temporary), each serving unique purposes for SEO.

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Usage and Context

Redirection is a vital part of website maintenance and SEO. It is commonly used during website redesigns, domain changes, or when deleting outdated content. Proper usage ensures users and search engines are directed to the appropriate place, preserving traffic, link equity and maintaining a strong user experience. Failing to properly implement redirection can result in '404 Page Not Found' errors, loss of page rank and reduced user experience.


  1. What is a 301 redirect in SEO?

    • A 301 redirect is a permanent redirection from one URL to another. It indicates that the original page has permanently moved to a new location, telling search engines to index the new location and transfer all link equity to the new URL.
  2. What is a 302 redirect in SEO?

    • A 302 redirect is a temporary redirection which tells search engines that the original page is temporarily available at a new URL, but the original URL should remain indexed.
  3. How does redirection impact SEO?

    • Proper redirection preserves link equity, maintains a strong user experience by avoiding '404 Page Not Found' errors, and ensures that search engines correctly index your website.
  4. What is the difference between a 301 and a 302 redirect?

    • The main difference between a 301 and a 302 redirect lies in permanence. A 301 redirect indicates a permanent move of content, while a 302 indicates a temporary move.
  5. How do I set up a redirect?

    • Redirection can be set up through your website's .htaccess file, via your website's hosting platform, or using various SEO plugins or tools.


  1. Preservation of Link Equity: Proper redirection helps preserve link equity from the old URL to the new one, aiding in maintaining search rankings.
  2. Avoidance of '404 Page Not Found' Errors: Redirection helps avoid 404 errors which can harm user experience and search engine perception of the site.
  3. Improved User Experience: By directing users to the correct or updated content, redirection enhances user experience.
  4. Effective Site Re-Structuring: Redirection is key when re-structuring or updating a website, ensuring users and search engines find the new pages.
  5. Maintained Traffic: Through effective redirection, traffic to old or non-existent pages can be directed to relevant, live pages.

Tips and Recommendations

  1. Use 302 for Temporary Moves: If the move is temporary, use a 302 redirect to tell search engines that the move is temporary.
  2. Use 301 for Permanent Moves: If you're moving content permanently, use a 301 redirect to tell search engines the new permanent location of your content.
  3. Avoid Redirect Chains: Avoid creating chains of redirects which can complicate crawling for search engines and slow down the user experience.
  4. Regularly Check for 404 Errors: Regularly check your website for 404 errors, and set up redirects where necessary.
  5. Plan Redirects in Website Redesigns: If you're redesigning or restructuring your website, plan your redirects in advance to ensure a smooth transition.


Redirection is a crucial component of SEO. It ensures that users and search engines can find the content they're looking for, even when the content's URL has changed. Whether it's a permanent or temporary move, understanding and properly implementing redirections can help maintain link equity, user experience, and overall site health. As a leading SEO expert, it's essential to understand the importance of redirection and how to implement it effectively.