Posted by & Posted in: Infrastructure, SEO Tips.

Sometimes, you may want to redirect your webpages due to one reason or the other. The most common redirects are 301 and 302. With a 301 redirect, you notify the search engines that you have made a permanent change to your address. This means that the value of your inbound links transfers to the new site over time.

A 302 redirect, on the other hand, is necessary when a site has to redirect temporarily. In this kind of redirect, the search engines will keep anticipating that the site address that was there before will become active again. Therefore, all inbound links will continue to point to that temporarily redirected page.

The question that crops up now is whether either or both of these page redirects have any effect on SEO.  Before we try to answer that question, it is important to note that in a 301 redirect, the new address is cached on the browser. This means that if again in the future you decide that you want to change this redirect again, visitors to your website who try to access the new page may end up on the cached page. This may create quite some confusion, which may in turn cost your SEO efforts. Paradox SEO, our easy seo software can help with this and other issues.

Page Redirect Effect on SEO

Although a single page redirect may not have an impact on your Search Engine Optimization, it is advisable that you avoid using more than one redirect from any given URL to your choice final landing page. This will definitely have an impact on your SEO. The reason behind this is that each redirect generates new HTTP request and response, which results in to a page delay. Here is what happens in brief:

Every redirect that you have triggers an additional HTTP request-response cycle. This has a consecutive delay in page rendering. In the very best scenario, each page redirect will add at least a single round trip in the HTTP request-response process. A worst case scenario means that a redirect will result in multiple additional round trips to perform a TCP handshake, DNS lookup, and a TLS negotiation. This is on top of the added HTTP request-response cycle.

All these activities result in poor site performance and as you can rightly guess, a poorly performing site will definitely attract the wrath of the search engines. You should therefore minimize the use of redirects as much as possible for your site to improve your site’s performance.

Besides the many loops that arise with page redirects as described above, you should also remember that your back linking efforts may go to waste if your redirects are done wrong. You may have worked too hard to gain some backlinks to your website and then you end up losing them overnight. That can be catastrophic even for the strongest website owner. Everyone fears the day there is loss of rankings on the search engines.

One important thing to remember is that as much as you may want to redirect your pages, you should avoid it at any cost.