A redirect is an instruction that automatically sends visitors (and search engines) from one URL to another.
They’re most commonly used when a page has moved, been deleted, or when you want to forward one web address to another.
Why redirects matter
Without a redirect in place, anyone visiting an old or broken URL will land on a 404 error page — a dead end that’s frustrating for visitors and bad for SEO.
Redirects fix that by seamlessly sending people to the right place, preserving your site’s usability and protecting the search engine ranking that page had built up.
Types of redirect
☐ 301 — Permanent redirect tells search engines that a page has moved for good. The original page’s SEO value is passed on to the new URL, making this the right choice in most situations.
☐ 302 — Temporary redirect signals that the move is short-term. Search engines keep the original URL in their index, so the SEO value stays with the old page. Use this only when you genuinely intend to reinstate the original URL.
When would you use a redirect?
✓ You’ve redesigned your website and URLs have changed
✓ You’ve deleted a page that still has links pointing to it
✓ You’ve moved to a new domain and want to forward all traffic
✓ You want http:// to automatically redirect to https://
✓ You’re running a campaign using a short or memorable URL that points to a longer one
Redirects and broken links
Broken links — links that point to pages that no longer exist — are one of the most common and easily overlooked issues on a website. They create a poor experience for visitors and signal to search engines that your site isn’t well maintained.
Regularly checking for broken links and putting redirects in place is a small but meaningful part of keeping your site healthy.
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