Understanding  Website Redirection

Are you familiar with the term "Website Redirection"? If not, then this post is for you. In simple terms, website redirection refers to the process of forwarding one URL to another. This technique is essential when your website goes through changes that affect its existing URLs such as site migration or restructuring your content.

Here we will dive into some most prevalent questions relating to Website Redirection:

What are 301 Redirects?

A 301 redirect is a method used in website redirection where an obsolete URL (the old page) gets forwarded permanently by a new webpage location (the new page). Being beneficial for both users and search engines, it helps prevent broken links while transferring SEO value from the source page onto the target page.

Why Should You Consider Website Migration?

Website migration often involves switching hosting providers/platforms or changing domains. It's not only restricted to moving all pages from Site A to Site B but also includes restructuring your site’s architecture, updating visual elements like web design and dissolving non-relevant content components.


Migrating can be a tedious task that requires proper planning as mishandling can lead to significant fluctuations in the SERPs rankings behind negative impact on usability and brand trust..

How Do Redirect Chains Work?

Redirect chains occur when multiple redirects come together between two endpoints. When Googlebot crawls across redirected URLs via several redirects strings having different HTTP response status codes – like HTML meta-refresh tag i.e., 302 - leads crawler error confusion regarding crawl depth &spamming information.

In simpler words, more than one redirect execution consumes additional server time hence slowing down website loading speed causing crawling issues impacting search engine ranking negatively.

Example :

Such multiple redirects can make the process slower and may raise concerns regarding quality user experience for visitors.

Why Does Broken Link Checking Matter?

Broken links are disliked by both search engines and users alike. Redirecting often takes place to fix broken URLs or clean up website errors; however, they create irrelevant or corrupt backlink profiles that go against good SEO practice. Therefore checking if there are any broken links is crucial!.

How to find/reduce broken link:

  1. Utilize Website Tools - like Google Search Console, Moz Pro Audit etc.
  2. Regularly Check User Feedback
  3. Run link Exhaustive Reviews

By reducing such errors immediately after discovery via redirections, you enhance your visibility on search engine’s SERPs while ensuring a satisfactory browsing experience for your audience.

What Are Canonical Tags's Role in Website Redirection?

When making significant content changes like creating new pages with similar content, duplicating content (intentionally/ unintentionally), or restructuring hierarchy differ original page % creation date but have URL similarity .

Here comes a critical HTML feature - Rel=Canonical tag – A signal to help webmaster focus display priority when there is an issue of having duplicate versions of the same webpage exist under multiple URLs but preventing unwanted penalties from bots..

The canonical tag indicates which version should receive primary attention over others resulting in successful online campaigns and high-quality score / ad rank management!


When Should You Consider Removing Old Pages Via Redirects?

Having too many pages & letting them linger on-site might cause confusion among users; therefore cleaning-up old ones off through redirect chains becomes crucial..

  • Content Changes- Pages Not Relevant Anymore To Site
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  • Migrating Information - Consolidating Older Pages
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  • Avoid Duplicate Content - Tracking Same Pages In Multiple Locations
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Such redirection from old URLs to refreshed ones maintains a healthy performance speed reduces the overall redirect chain length & prevents link decay issues.


  1. "Content Redirection for SEO" by Jane Hunt
  2. Website Migration Handbook” by Yurina Kim
  3. “Guide to Canonicalization and New Rel="Canonical“ by Mark Robertson
  4. Moz Pro Audit Package Resources
  5. Google Search Console Help & Support
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