Have you ever clicked a link and instantly ended up on a different page than the one you expected? That’s a web redirect at work—and it’s one of the most important tools for managing websites, preserving SEO, and keeping users happy.
Whether you’re moving your website to a new domain, fixing broken links, or using a URL shortener, redirects make sure people and search engines reach the right destination. But if you use the wrong type of redirect, you could lose traffic or hurt your search rankings.
In this guide, we’ll explain how web redirects work, the difference between permanent and temporary redirects, and how to choose the right one for your situation.
TL;DR
- A web redirect automatically sends visitors and search engines from one URL to another.
- Redirects work through HTTP status codes that tell browsers and search engines what to do.
- 301 redirects signal a permanent move and pass SEO value to the new URL.
- 302 redirects signal a temporary move and keep the original URL in search results.
- URL shorteners use redirects to send users from a short link to the full destination URL.
Key Takeaways
- Web redirects use HTTP status codes starting with 3 to automatically send users from one URL to another .
- A 301 redirect means “Moved Permanently” and tells search engines to transfer ranking authority to the new URL .
- A 302 redirect means “Found” (temporary) and tells search engines to keep the original URL in their index .
- URL shorteners work by storing a short code and using redirects to send users to the original long URL .
- Browsers cache 301 redirects aggressively, so using a 302 when you mean temporary prevents long-term issues .
What Is a Web Redirect?
A web redirect is a technique that gives more than one URL address to a page, a website, or a web application . When someone requests the old or temporary URL, the server automatically sends them to the new destination instead.
Think of it like forwarding your mail. When you move to a new house, you can tell the post office to forward any mail sent to your old address to your new one. A web redirect works the same way—it forwards traffic from one web address to another.
From a technical perspective, redirects are HTTP status codes returned by a server. These codes tell browsers and search engines how to handle the change and whether it should be treated as permanent or temporary .
How Redirects Work Behind the Scenes
When your browser requests a URL that has a redirect set up, here’s what happens:
- Your browser sends a request to the server for the original URL.
- The server responds with a redirect status code (like 301 or 302) and a
Locationheader containing the new URL . - Your browser receives this response and immediately makes a new request to the URL in the
Locationheader . - Your browser loads the new page, and you barely notice the detour.
Aside from a tiny performance hit of an extra round-trip, users rarely notice the redirection happening .
For example, here’s how a URL shortener works: when you create a short link like https://short.link/abc, the service stores a record linking that short code to your original long URL. When someone clicks the short link, the server looks up the destination and sends back a redirect response that takes the user to the long URL .
Types of Redirects
Redirects fall into three main categories: permanent, temporary, and special. The two most common types for website owners are 301 and 302 redirects.
301 Redirect: “Moved Permanently”
A 301 redirect signals that a resource has moved permanently to a new URL . It tells search engines, “This content has moved. It’s never coming back to the old URL. Please update your address book” .
Why it matters for SEO: When you use a 301, search engines transfer the trust, authority, and ranking power from the old page to the new one . The old URL eventually drops out of the index, and the new URL becomes the canonical destination .
Use a 301 when:
- You’re moving a page to a new URL permanently
- You’re migrating your entire site to a new domain
- You’re switching from HTTP to HTTPS
- You’re cleaning up outdated URL structures
- You’re consolidating several old pages into one new page
A quick warning: Browsers love to cache 301 redirects. If you accidentally set a 301 when you meant a 302, users (and your own browser) might remember that redirect for a long time—even after you delete the rule on the server . If you aren’t 100% sure the move is forever, start with a 302.
302 Redirect: “Found” (Temporary)
A 302 redirect signals that a resource has moved temporarily to another URL . It tells search engines, “I’m sending traffic over here for a minute, but don’t update your bookmarks. The original URL will be back soon” .
Why it matters for SEO: Because it’s temporary, search engines typically don’t pass ranking authority to the new URL . They keep the original URL indexed and ranked, waiting for it to return .
Use a 302 when:
- You’re running A/B tests and don’t want to lose ranking on the original page
- Your site is undergoing maintenance and you need to route traffic to a “we’ll be back soon” page
- You’re running short-term promotions or campaigns
- A product is temporarily out of stock and you want to detour users to a category page
Important note: If a 302 stays in place for too long, search engines will usually treat it as a permanent redirect anyway . Always set expiration dates for 302s and switch to a 301 once the change becomes permanent .
Special Redirects
There are also several less common redirect types:
- 303 See Other: Used to redirect after a POST or PUT request so refreshing the page doesn’t resubmit the form .
- 307 Temporary Redirect: Similar to 302, but preserves the request method and body .
- 308 Permanent Redirect: Similar to 301, but preserves the request method and body .
- 304 Not Modified: Redirects a page to the locally cached copy .
301 vs. 302: Which One Should You Use?
To your visitors, the experience is exactly the same regardless of which redirect you choose. They click a link, the browser blinks, and they end up on the right page . But to search engines, the difference is massive.
Here’s a simple rule: ask yourself, “Will I ever use the old URL again?” :
Here’s a more detailed comparison:
Redirects and URL Shorteners
If you’re using a URL shortener or link management platform, redirects are the core technology that makes everything work.
A link shortener transforms a long URL into a short, memorable link. When someone clicks the short link, the service acts as a middle layer, capturing click data and sending visitors to their final destination . This redirect happens seamlessly and in milliseconds .
Most URL shorteners use 302 redirects by default because they allow you to change the destination later without losing tracking data. This is also what makes dynamic link editing possible—you can update the destination URL at any time without changing the short link itself .
Common Redirect Mistakes to Avoid
Redirect Chains
A redirect chain happens when Page A redirects to Page B, which then redirects to Page C, and so on . Lengthy chains degrade user experience, create crawl inefficiencies, and slow down page loading. Redirects should be as direct as possible .
Redirect Loops
A redirect loop happens when Page A redirects to Page B, and Page B redirects back to Page A. This creates an infinite loop that users and search engines can’t escape—resulting in an error.
Using the Wrong Redirect Type
Using a 302 for a permanent move can prevent ranking signals from transferring properly. Using a 301 for a temporary change can cause the original URL to drop out of search results .
Not Maintaining Redirects Long Enough
Google recommends maintaining 301 redirects for at least a year after a site migration—the minimum time recommended for Google to recognize and process the change .
Alternative Redirect Methods
HTTP redirects are the best way to create redirects, but sometimes you don’t have control over the server. In those cases, there are alternative approaches :
- HTML redirects with
<meta>: Using a<meta http-equiv="Refresh">tag in the page head. This only works with HTML pages and is not as accessible as server-side redirects . - JavaScript redirects: Setting the
window.locationproperty to load a new page. This only works on clients that execute JavaScript .
Server-side redirects (301 and 302) are preferred because they work for all users, including those with screen readers, and don’t rely on client-side technologies .
Frequently Asked Questions
What’s the difference between a 301 and 302 redirect?
A 301 redirect signals a permanent move and transfers search engine ranking authority to the new URL. A 302 redirect signals a temporary move and keeps the original URL in search results .
Do redirects affect SEO?
Yes. Properly implemented 301 redirects preserve SEO value when pages move permanently. Using 301s for permanent moves and 302s for temporary ones helps maintain search rankings .
How do URL shorteners use redirects?
URL shorteners store a mapping between a short code and a long URL. When someone clicks the short link, the server looks up the destination and sends a redirect response (usually 302) to take the user to the long URL .
Can I change a 301 redirect back?
You can technically undo a 301, but it’s risky to change them back without hurting SEO . Browsers cache 301s aggressively, so even after you remove the redirect, some users may still get redirected .
What’s a redirect chain?
A redirect chain happens when URL A redirects to URL B, which redirects to URL C. This slows down page loading and can dilute SEO signals. Redirects should be as direct as possible .
How long should I keep a 301 redirect?
Google recommends keeping 301 redirects for at least a year after a site migration to give search engines enough time to fully process the change .
Putting It All Together
Web redirects are one of those technical topics that seem simple on the surface but can cause real problems when implemented incorrectly. Understanding the difference between a 301 and a 302 redirect affects how search engines treat URL changes, how link equity is passed, and how users experience your site .
Remember the golden rule: ask yourself whether the change is permanent or temporary. If the old URL will never be used again, use a 301 redirect. If the change is temporary and the old URL will return, use a 302 redirect.
Whether you’re migrating a website, cleaning up URLs, or using a URL shortener for your marketing campaigns, getting redirects right will save you from lost traffic and frustrated users.
Have a redirect challenge you’d like help with? Share your situation in the comments and we’ll help you figure out the right approach.
