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Nice, functional and well optimized site today it is the standard for any serious business. Sometimes during the life of the site, there is a need to change some things, improve them and make the user experience better. One of such needs is to redirect (redirect) the address of one page to another URL, ie. a site, which we believe will provide a better user experience and which will ultimately provide more benefits to our business as well. However, the question arises as to how redirects affect SEO, ie whether they can harm the site in search results. This is especially important if we have a page that is well positioned for a particular one keyword.

an arrow board showing the direction

What is page redirection?

Redirection is a term used to refer to the forwarding of one URL to another. Redirecting a page usually means giving the page a completely new URL. The act of redirection is quite simple and is often used. These redirects are not visible to site users. When set up correctly, there will be an instant redirect that no one will even notice. To know how redirects affect SEO, it is important to know what types of redirects exist, for what and when they are used. When done properly, redirects will not harm your SEO. On the other hand, if performed incorrectly they can adversely affect your ranking in search results. Since free tools with which you can confirm whether redirects are working properly.

There are a number of reasons why you will need redirection. Some of the most common are:


  • The original URL is invalid
  • Introduce an SSL certificate to make the site more secure
  • The website no longer exists
  • You are performing maintenance on the site and you want the user to get temporary landing page-and until the necessary changes are made
  • You have deleted old pages for products / services that you no longer offer
  • You are changing the CMS platform
  • You are implementing a new navigation structure on the site


Setting up redirection can be done very quickly and easily using. You need to find the appropriate .php code, copy it, and then copy it to the appropriate folder on your hosting. This code will use redirect 301, which will guide the visitor to the new URL, even if he typed in the old URL. That is the beauty of redirection. If it's site on WordPress-to the tool Yoast  makes it even easier to set redirects.



How do redirects affect SEO?

There are various redirections, and they are generally divided into permanent and temporary redirections. Google uses persistent redirects as a strong signal that the target URL should be the one shown in the search results. In contrast, temporary redirections are Google-in a weak signal that the URL specified in the redirection should be the one shown in the search results. You can take a look here Googleguidelines for redirections and their impact on SEO.


The most used types of redirection and SEO

The most used types of redirection are 301 and 302. Redirection 301 is a permanent redirect that speaks Google bots that the original page has moved to a new location and that the original URL no longer exists. This will not only tell search engines that the original page has changed location, but also that the content on that page can be found at the new URL. When redirection 301 is set, the next time Google lists your site, removes the previous URL from its index, and replaces it with a new one. 301 is probably the best redirection if you already have to use them on your site. 301 redirection is the most effective method of redirection for SEO because you will be able to keep over 90% of the value of the redirected page.

Redirection 302 is much more sensitive from the SEO aspect and retaining search positions. This is a temporary redirect that is used to redirect visitors to your site to another page, but only temporarily, because you plan to return the original page later. The view is that redirects 301 and 302 can be treated in a similar way, but you can never be 100% sure. When used properly, redirecting 302 will not harm your SEO efforts.

When you select this type of redirection, the original page remains indexed in Google -ui no value (link value) is passed to the new URL, because Google he knows it's only temporary. This will keep the ranking and authority that the page has. Problems usually arise when people do not know the difference between redirects and choose 302 to permanently redirect the site. If at all possible, always try to use redirection 301.

When redirecting one URL to another, it is crucial to do everything in your power to maintain the SEO value of the original page. We already know that implementing 301 redirects is the best way when you want to keep the SEO value of a page, because it tells bots that the page has moved permanently. 


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Made by Nebojsa Radovanovic - SEO Expert @Digitizer