Redirect Checker: How to Audit URL Redirects for SEO

Quick Answer: URL redirects (301, 302, 307, 308) send users and search engines from old URLs to new ones. Use 301 redirects for permanent moves—they pass ~90-99% of link equity. Avoid redirect chains (3+ hops) and loops. Check redirects using browser dev tools, curl commands, or our Redirect Checker.

What Are URL Redirects?

URL redirects automatically send users and search engines from one URL to another. They're essential for:

• Site migrations
• URL structure changes
• Merging duplicate content
• Fixing broken links
• Managing deleted pages

Why Redirects Matter for SEO

Link Equity Transfer

Proper redirects pass ranking authority:

• 301 redirects pass ~90-99% of link equity
• 302 redirects pass little to no equity (temporary)
• Improper redirects lead to ranking losses

User Experience

Redirects prevent frustrating 404 errors:

• Guide users to the right content
• Maintain navigation flow
• Preserve bookmarks and links

Crawl Efficiency

Bad redirects waste crawl budget:

• Redirect chains slow down bots
• Circular redirects block crawlers
• Too many redirects dilute authority

Types of Redirects

301 Moved Permanently

The gold standard for SEO:

• Permanent change of URL
• Passes link equity
• Search engines update index

302 Found (Temporary)

Use only for temporary changes:

• Maintenance or short-term promotions
• Does not pass link equity
• Search engines keep old URL indexed

307 Temporary Redirect

The modern version of 302:

• Used for temporary moves
• Preserves HTTP method
• Not recommended for permanent SEO moves

308 Permanent Redirect

The modern version of 301:

• Permanent move
• Preserves HTTP method
• Becoming more widely supported

Common Redirect Issues

Redirect Chains

When a URL redirects to another, which redirects to another:

URL A -> URL B -> URL C -> Destination

Problem: Slows page loads and dilutes link equity. Solution: Link URL A and B directly to the Destination.

Redirect Loops

When URLs redirect back to each other:

URL A -> URL B -> URL A

Problem: Browsers throw errors; search engines stop crawling. Solution: Break the loop and point to a final destination.

Redirecting to Irrelevant Pages

Sending users to the homepage instead of a relevant page.

Problem: High bounce rates and loss of relevance. Solution: Redirect to the most similar content available.

How to Audit Your Redirects

1. Identify All Redirects

Extract all 3xx status codes from your site.

2. Check Redirect Status

Ensure permanent moves use 301 status.

3. Find Redirect Chains

Map out multi-step redirects and flatten them.

4. Verify Destination Status

Ensure the final URL returns a 200 OK status.

5. Monitor Search Console

Check the "Excluded" report for redirect errors.

Audit Tool: Use our Redirect Checker to analyze any URL's redirect path instantly.

Redirect Best Practices

• Limit redirect chains: Keep it to one step
• Use 301s for permanent moves: Never use 302 for permanent changes
• Redirect to relevant content: Match user intent
• Update internal links: Point directly to new URLs
• Maintain sitemaps: Only include final 200 OK URLs

How to Implement Redirects

Via .htaccess (Apache)

Redirect 301 /old-page /new-page

Via Nginx

rewrite ^/old-page$ /new-page permanent;

Via WordPress Plugins

Use plugins like Redirection or Yoast SEO.

Testing Your Redirects

After implementation, verify:

1. Status Code: Is it a 301?
2. Chain Length: How many steps?
3. Destination: Is it the correct URL?
4. Link Equity: Is it passing authority?

Quick Test: Use our free Redirect Checker to verify any URL.

Conclusion

Redirects are a critical part of technical SEO. Proper management ensures you preserve your search rankings and provide a seamless experience for your users.

Audit your redirects now with our free Redirect Checker.

Pros and Cons of URL Redirects

Pros

• Preserves SEO value: 301 redirects pass most link equity to new URLs
• Improves user experience: Users reach correct content instead of 404 errors
• Enables site migrations: Safely move domains or restructure URLs
• Fixes broken links: Rescue traffic from outdated external links

Cons

• Slight speed impact: Each redirect adds small latency to page loads
• Link equity loss: Even 301s lose some ranking power with each hop
• Maintenance burden: Redirect rules accumulate and require management
• Crawl budget waste: Excessive redirects consume crawl resources

Frequently Asked Questions

What's the difference between 301 and 302 redirects?

301 is permanent (passes link equity, search engines update their index), while 302 is temporary (preserves original URL in index, minimal equity transfer). Use 301 for permanent URL changes.

How many redirects is too many?

Google can follow up to 10 redirect hops, but best practice is 1-2 maximum. Each redirect slightly slows page load and may lose some link equity. Flatten chains by redirecting directly to final destinations.

Do redirects hurt SEO?

Properly implemented 301 redirects have minimal negative impact. However, redirect chains, loops, redirecting to irrelevant pages, or using 302s for permanent moves can harm rankings.

How long should I keep redirects active?

Keep 301 redirects indefinitely for URLs with external backlinks. For internal URL changes with no external links, 1 year is typically sufficient. Never remove redirects for high-traffic or high-authority pages.

Can I redirect HTTP to HTTPS?

Yes, and you should. Redirect all HTTP URLs to HTTPS equivalents using 301 redirects. This is essential for security and SEO, as Google prefers HTTPS pages.

How do I check if my redirects are working?

Use our Redirect Checker, browser developer tools (Network tab), or command line curl with -I flag to see redirect chains and final status codes.