A redirect is a server-side instruction that automatically sends users and search engine crawlers from one URL to another. The two most common types are 301 (permanent) and 302 (temporary).

301 Redirect

Signals that the old URL has permanently moved to a new location. Search engines transfer most of the ranking equity (link juice, authority) from the old URL to the new one. Use for: page migrations, slug changes, domain moves, and retiring old content while preserving SEO value.

302 Redirect

Signals that the move is temporary — the original URL will return. Search engines do not fully transfer ranking equity. Use for: A/B testing, maintenance pages, geo-targeted redirects, and seasonal content swaps. Misusing 302s when you mean 301s is a common SEO mistake that prevents equity transfer.

Redirect Chains and Loops

A redirect chain (A → B → C → D) slows page load, wastes crawl budget, and dilutes ranking equity with each hop. Redirect chains should be collapsed: A → D directly. A redirect loop (A → B → A) breaks the page entirely. Both are caught in a Technical SEO Audit.

PR Application

When restructuring a website's content architecture, communications teams must ensure that earned media links pointing to old URLs are 301-redirected to new destinations. A press placement link that 404s is both a wasted backlink and a broken user experience.