Redirects and Google Search
Last updated
Last updated
Redirecting URLs is a common practice in web development. It involves resolving an existing URL to a different one, effectively telling your visitors and Google Search that a page has moved to a new location. This document provides an in-depth look at different redirect types, their implementation, and how Google Search interprets them.
Redirects are particularly useful in several scenarios:
Website Migration: When you move your site to a new domain, redirects ensure a smooth transition for users and search engines.
URL Consolidation: If your site is accessible through multiple URLs (e.g., https://www.example.com/, https://example.com, https://example.com/index.html), redirects help consolidate traffic to your preferred (canonical) URL.
Website Merging: When merging websites, redirects ensure that links to outdated URLs are directed to the correct pages on the new site.
Content Removal: When you remove a page, redirects guide users to a relevant replacement page, preventing dead-ends.
Platform-Specific Solutions: Some platforms like Blogger or Shopify have built-in redirect solutions. Consult their documentation (e.g., search for "Shopify redirects") for platform-specific instructions.
While users might not notice the difference between various redirect types, Google Search interprets them as signals of varying strength to determine the canonical URL.
Here's a breakdown:
Permanent Redirects: Indicate that the content has permanently moved to a new URL. Google treats the redirect target as the canonical version.
Temporary Redirects: Signal that the content is temporarily unavailable at the original URL. Google continues to consider the original URL as canonical.
The following table outlines common redirect types, their permanence, and how Google interprets them:
| Redirect Type | Permanence | Google Interpretation | Implementation |
|---|---|---|---|
Server-Side Redirects
Server-side redirects are the most reliable and efficient method. They require access to your server configuration files or the ability to execute server-side scripts.
Example: Permanent Redirect with PHP
This code snippet redirects users from the current page to https://www.new-example.com/ using a 301 redirect.
Example: Temporary Redirect with Apache .htaccess
This configuration in your .htaccess file redirects requests for /old-page.html to /new-page.html using a 302 redirect.
Meta Refresh Redirects
If server-side redirects are not feasible, you can use meta refresh redirects within the HTML <head> section.
Example: Instant Meta Refresh (Permanent)
This meta tag instantly redirects users to https://www.new-example.com/.
Example: Delayed Meta Refresh (Temporary)
This meta tag redirects users to https://www.example.com/maintenance after a delay of 5 seconds.
JavaScript Location Redirects
While less reliable for SEO, JavaScript redirects can be used if other methods are unavailable.
Example:
This JavaScript code redirects users to https://www.new-example.com/.
Crypto Redirects
Crypto redirects involve simply adding a link to the new page with an explanation.
Example:
We've Moved! Find our updated content at https://www.new-example.com/.
Caution: Crypto redirects are not a reliable method for SEO and should only be used as a last resort.
When you implement a redirect, Google keeps track of both the old (source) and new (target) URLs. One of these URLs becomes the canonical version, while the other is considered an alternate name.
For instance, if you migrate your website to a new domain, Google might still display the old URLs in search results for a while, even after the new URLs are indexed. This is normal behavior as users gradually become familiar with your new domain. Eventually, the prominence of the alternate names will diminish.
Choosing the right type of redirect and implementing it correctly is crucial for maintaining a good user experience and preserving your search engine rankings. Remember to prioritize server-side redirects whenever possible and test your redirects thoroughly after implementation.
HTTP 301 (Moved Permanently)
Permanent
Strong signal that the redirect target is canonical.
Server-side redirect. Requires access to server configuration files (e.g., .htaccess for Apache).
HTTP 308 (Permanent Redirect)
Permanent
Strong signal that the redirect target is canonical.
Server-side redirect. Similar implementation to 301.
Meta Refresh (0 seconds)
Permanent
Treated as a permanent redirect.
Implemented in HTML <head> or HTTP header. Less reliable than server-side redirects.
HTTP Refresh (0 seconds)
Permanent
Treated as a permanent redirect.
Similar to Meta Refresh, implemented in HTTP header.
JavaScript Location
Permanent
Only used if other methods are not possible. Google might not execute JavaScript consistently.
Implemented in JavaScript code. Least reliable for SEO.
Crypto Redirect
N/A
Informal redirect, not officially recognized by all search engines.
Implemented by adding a link to the new page with an explanation. Not recommended for SEO purposes.
HTTP 302 (Found)
Temporary
Weak signal that the redirect target might be canonical.
Server-side redirect. Used for temporary content moves.
HTTP 303 (See Other)
Temporary
Similar to 302, indicates that the requested resource can be found at a different URI.
Server-side redirect. Often used for processing form submissions.
HTTP 307 (Temporary Redirect)
Temporary
Explicitly indicates a temporary redirect.
Server-side redirect. Suitable for temporary content unavailability.
Meta Refresh (> 0 seconds)
Temporary
Treated as a temporary redirect.
Similar to the permanent Meta Refresh, but with a delay in seconds.
HTTP Refresh (> 0 seconds)
Temporary
Similar to Meta Refresh with a delay, implemented in HTTP header.
Similar to Meta Refresh with a delay, implemented in HTTP header.