A redirect is a redirection of a user within the site from one URL to another. The principle of redirects is similar to phone call forwarding. For example, if one employee of a company you call is busy, your call will be automatically redirected to another available specialist. Or, if you lost your smartphone with the main SIM card, and you need to redirect calls from it to another number that you have access to. A redirect works in a similar way, only with website URLs instead of phone numbers.
Redirects are set in the following main cases:
The general logic of redirects is as follows:
The main types of redirects that are most commonly used and solve most tasks are 301, 302, 303, and 307. Let’s take a closer look at each.
Its designation is moved permanently, meaning “moved forever.” This is a permanent redirection from one page to another, with the donor no longer existing. The search engine will remove the old page from the search results and show the new one instead. The 301 redirect is very often used for most of the purposes we talked about above: merging mirrors with/without WWW, moving to a new domain when all URLs of the old site are completely and permanently replaced by new ones, changing the CMS to a new one, removing duplicate pages, etc.
The donor is removed from the index, but not just like that, but with “inheritance”: its authority, link mass, and traffic indicators are transferred to the acceptor, and then it is indexed.
If you do not set a 301 redirect from the old to the new pages, the search engine will consider the donor and acceptor as different sites with all the ensuing consequences. For example, it will consider the acceptor a duplicate and lower it in the search results.
Cases where a 301 redirect is not suitable:
Its name is moved temporarily, meaning “moved temporarily.” It is set when it is not necessary to delete the donor page, but only to tell search engines to “temporarily ignore” it. The new page is not indexed and does not receive the indicators of the old page. The donor is simply temporarily considered non-existent but retains all its indicators. The old URL is visible in search engines for six months after the changes are made, and if the 302 redirect lasts longer, the new page appears in the search results. This redirect is used if technical work is temporarily being carried out on the donor page, for example, redesigning the design or uploading content. As soon as the work is finished, the page will “return to service,” but for now, its replacement is shown.
Cases where a 302 redirect is not suitable: in essence, only one – if you delete the original page forever or do not want it to be visible in search engines anymore.
303 Redirect: It is called see other – “look at something else.” It is somewhat similar to both 301 and 302, but with a significant difference. The 303 does not say, “I completely replaced the old page with a new one,” but reports, “something similar is on another page, here, take a look.” That is, the content match does not have to be complete. However, this function is rarely used. More often, it is used for pages that should not be updated multiple times, such as the payment page.
This is also a command for temporary redirection, like the 302. However, it has several technical differences:
There are other types of redirects, such as 304-306, but they are either outdated or not supported by all browsers, or are almost complete analogs of common redirects. They are used very rarely.
This question arises in a situation when you manage to get a trustworthy domain with backlinks, which can be used for your projects. To answer, you need to ask yourself how important the stability of your main sites, constant growth and dynamics are to you, and how concerned you are about sanctions from search engines. If all this does not bother you much and you just want to conduct an experiment, then it is worth trying either
If you are responsible for the quality of promotion and want to benefit from a domain drop, we recommend trying a 301 redirect. The strategy is simple: set up 2-3 redirects from the drop domain to one site. It’s desirable for the theme and content of the drop page and your site to be similar. For instance, it’s better not to redirect a domain about insurance to a gaming site. Google may notice such a significant divergence in themes and may not only stop considering the redirect but could also impose a filter.
In case of a successful redirect, your main domain will gain some link weight, and possibly a significant increase in traffic.
Google can penalize sites for improper redirection, as it often perceives redirects as content manipulation. A ‘legal’ redirect for Google is the redirection from old pages to new ones when changing the site’s address. Illegal hidden redirection, for example, includes redirection to pages that are closed for search robot visits. The punishment can be the removal of the URL from the search engine’s index and, consequently, a drop in traffic to the page. Moreover, sanctions can also be imposed for mobile redirects when mobile users are directed to a completely different web page.
If a site is under penalties, it’s likely that even moving to a different domain won’t help. Google considers that the site itself violates the search engine’s requirements. Therefore, if possible, it’s better not to use a 301 redirect when moving a site under sanctions.
The simplest way of creating a redirect — just setting it in the administrator console — is often incorrect.
A good method of implementation is through the .htaccess configuration file.
Here’s how this method works:
RewriteEngine On
RewriteCond %{HTTP_HOST} old-site.ru
RewriteRule (.*) http://new-site.ru/$1 [R=301,L]
Example code for redirecting from WWW to non-WWW version:
ruby
RewriteEngine On
RewriteCond %{HTTP_HOST} ^www.my-site.ru$ [NC]
RewriteRule ^(.*)$ http://my-site.ru/$1 [R=301,L]
Example code for redirecting from HTTP to HTTPS:
perl
RewriteCond %{SERVER_PORT} !^443$
RewriteRule .* https://%{SERVER_NAME}%{REQUEST_URI} [R=301,L]
Be especially careful with redirects when moving a site to another domain or CMS, as well as during a very large-scale change in structure. In these cases, many redirects need to be set, so there is a high chance of making a mistake. When setting a redirect from a drop, it’s important not to overdo it (2-3 redirects per site), and also to ensure that the themes of the drop and the main domain either intersect or are close, or completely coincide.
Don’t abuse redirects, treat them as a last resort in scanning settings. If you delete a product page, you shouldn’t redirect to the category — limit it to a 410 redirect. Use 301 redirects when moving a site, changing URL structure, preserving link mass, but no more.