SEO Redirect

An SEO redirect is a URL forwarding rule that sends users and search engines from an old URL to a more relevant one, usually to preserve visibility when pages move or change.

Also called: URL forwarding rule
Applies to: URL changes, migrations, restructuring

Key points

301 redirects signal permanent moves and pass link equity; 302 and 307 are for temporary changes and do not pass equity.
Redirects should point to the most relevant destination, not the homepage, to avoid losing topical relevance.
Redirect chains waste crawl budget and dilute link equity; consolidate them to point directly to the final URL.
After major URL changes, resubmit sitemaps and monitor Search Console for coverage and indexing issues.

Why it matters

Redirects preserve rankings, link equity, and traffic when URLs change. A 301 redirect passes most of the original page's authority to the new URL, while a 302 does not transfer equity because the move is considered temporary. Without redirects, users and crawlers encounter 404 errors, which damage user experience and can cause search engines to drop the page from the index. Redirect chains — where page A redirects to B, B to C, and so on — dilute link signals and waste crawl budget. Proper implementation ensures that signals pass cleanly and that crawlers find the final destination efficiently.

Where it changes your decision

Site migrations: moving to a new domain requires a domain forwarding seo plan that maps every old URL to its most relevant counterpart. A redirect spreadsheet is essential to avoid losing traffic from backlinks and bookmarks.
URL restructuring: changing URL structure for clarity or architecture needs redirects to avoid broken links. This preserves crawl budget and ensures that search engines can follow the new paths without re-crawling dead ends.
Content pruning: removing or merging pages should use redirects to the closest relevant page, not the homepage. Redirecting to the homepage can create orphan pages — pages that have no internal links pointing to them — which are harder for search engines to find and index.

Redirecting to the homepage is a common mistake that creates orphan pages and dilutes topical relevance. Always choose the most relevant destination page to maintain the topical flow of the site.

Questions people ask

302 redirect vs 301?

A 302 redirect indicates a temporary move, while a 301 indicates a permanent move. For SEO, 301 passes link equity from the old URL to the new one; a 302 does not pass equity because search engines treat the original URL as still relevant. Use 302 for short-term changes like A/B testing or seasonal pages, and 301 for permanent moves.

What is 302 status code?

The 302 status code is an HTTP response that tells the client the requested resource has temporarily moved to another URL. Search engines typically do not transfer rankings or link equity to the new URL because the move is expected to be reversed. It is commonly used for temporary redirects during A/B testing or maintenance.

How to fix 302 status code?

If the redirect is meant to be permanent, change the 302 to a 301 so that link equity is transferred. If temporary, ensure the destination URL is correct and that the redirect is not causing chains or loops. Test the redirect after making changes to confirm the desired status code and final landing page.

Sources

Google Search Central Primary guidance on redirects and how Google Search treats moved URLs.
Google Search Central Helpful for understanding crawl behavior and why clean URL handling matters.
Moz Learn SEO Well-known practitioner reference covering redirect types and common SEO use cases.
SEO Clarity Concise technical overview with practical guidance on relevance and avoiding chains.

Written and maintained by Nora Lindholm. Last updated 27 July 2026.

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