Every website changes over time. You redesign pages, move content to new URLs, swap out landing pages between campaigns, or migrate to a new domain entirely. When that happens, the old URLs don't just update themselves—they break. Anyone clicking an old link hits a dead end, and search engines lose track of your content.
A URL redirect prevents that. It automatically sends visitors and search engines from an old address to the correct new one, keeping traffic flowing and SEO intact.
This guide explains URL redirects in practical terms—how they work, which types to use, and best practices for setting up a redirect strategy that keeps your links reliable as your site and campaigns evolve.
What is a URL redirect?
At its simplest, a URL redirect is a signpost. It tells browsers and search engines that the content they're looking for now exists at a different web address.
From the user's perspective, redirects are invisible. They click a link and land on a page. The redirect happens in the background—often in fractions of a second—without any visible interruption.
How redirects work
When a browser encounters a redirect, the website's server responds with instructions pointing to a new URL. The browser automatically requests that new location.
Redirects and forwarding serve different purposes:
- Redirects send users to a new URL and update the address shown in the browser.
- Forwarding typically keeps the original URL visible and is often used at the domain level.
For SEO clarity, analytics accuracy, and user experience, redirects are the best choice.
Types of URL redirects
Different redirect types serve different purposes, depending on whether changes are permanent or temporary.
301 redirects (permanent)
A 301 redirect signals that a URL has permanently moved.
Search engines transfer most ranking signals from the old URL to the new one, preserving your visibility and authority. Use 301 redirects for permanent page moves, website restructures, and domain changes. The result: your SEO equity moves with you.
302 redirects (temporary)
A 302 redirect indicates a temporary move. Search engines keep the original URL indexed because the change isn't permanent.
Use 302 redirects for short-term promotions, temporary landing pages, and maintenance windows. Note: using 302 for a permanent change can damage SEO performance on the redirected page.
307 and 308 redirects
307 redirects (temporary) and 308 redirects (permanent) preserve the original HTTP request method. This matters mainly in technical or API-driven environments where the request method affects functionality, such as login pages. For most marketing use cases, the difference between 302 and 307 is negligible.
Meta refresh and JavaScript redirects
Meta refresh redirects use HTML meta tags and execute on the client side. JavaScript redirects rely on browser scripts. Both are generally discouraged because they create poor user experiences, send weak SEO signals, and are unreliable.
Choosing the right type
- Use 301 redirects for permanent changes
- Use 302 or 307 redirects for temporary changes
- Use 308 redirects for permanent technical workflows
- Avoid meta refresh and JavaScript redirects
When and why you need URL redirects
URL redirects solve real problems across both website management and marketing. Here's what happens when you implement them correctly.
Preserve SEO during site changes. When you restructure your website, change your domain, or consolidate pages, redirects signal the move to search engines. They transfer ranking authority from old URLs to new ones—critical for maintaining visibility during migrations, rebrands, or structural updates.
Protect traffic from broken links. Broken links erode trust and kill traffic. Redirects recover visitors from outdated URLs and send them to relevant content instead of 404 errors.
Reduce duplicate content confusion. When the same content is accessible at multiple URLs, search engines struggle to rank it. Using 301 redirects consolidates variations into one authoritative version, strengthening your SEO signals.
Keep marketing campaigns flexible. Campaign requirements change. With redirects, you can update landing page destinations, refresh offers, or test new messaging without recreating links. This is essential for A/B testing, seasonal updates, and real-time optimization.
Simplify URL management. Typos, capitalization inconsistencies, trailing slashes, and formatting variations confuse both users and search engines. Redirects automatically normalize these variations to the correct URL.
Fix URL mistakes without losing traffic. When you discover errors in published links (wrong landing pages, expired offers, broken destinations), a URL redirect lets you fix them instantly without reissuing new links.
How to set up URL redirects
You can implement a URL redirect in several ways. The approach you choose affects SEO performance, site speed, and long-term sustainability.
Server-level redirects (.htaccess, nginx)
Server-level redirects are configured directly on your web server using files like .htaccess (Apache) or Nginx configuration rules. They're fast, reliable, and preferred by search engines—ideal for permanent structural changes.
The tradeoff: they require technical access and careful implementation. Poorly managed rules can create redirect chains or conflicts.
Best practices:
- Keep redirects direct—avoid unnecessary hops
- Maintain documentation of all rules to prevent conflicts over time
- Use 301 for permanent changes, 302 for temporary ones
CMS-based redirects (WordPress plugins, etc.)
Content management systems offer redirect plugins or built-in tools, making it easier for non-technical teams to manage redirects. The downside: at scale, CMS-based redirects can introduce performance issues and increase the risk of redirect chains.
Best practices:
- Regularly audit and remove outdated redirect rules
- Update internal links to point directly to final URLs instead of relying on redirects
- Monitor performance to ensure redirects don't slow page loads
DNS-level redirects
DNS redirects forward traffic at the domain level rather than the page level. Best for full domain changes (rebrands, platform migrations). Not ideal for granular use cases like campaign landing pages.
Best practices:
- Use DNS redirects only for broad, domain-wide changes
- Pair them with page-level redirects where necessary to preserve SEO signals
Link management platforms
Link management tools handle redirects at the link level, giving marketers direct control without developer dependency. Because these redirects operate outside your website infrastructure, teams can update destinations quickly, avoid redirect chains, and reliably support campaigns, QR codes, and long-lived links.
Best practices:
- Use a single branded link as your source of truth across channels
- Update destinations directly instead of stacking redirects
- Leverage built-in analytics to monitor performance early
Universal best practices
Regardless of your redirect method:
- Avoid redirect chains. A redirect chain happens when one URL redirects to a second URL, which then redirects to a third, and so on. Each hop adds load time and dilutes SEO signals. Update your redirects so they always point directly to the final destination.
- Update internal links and sitemaps. After implementing redirects, update internal links to reference new URLs directly. Your XML sitemap should reflect current URL structure.
- Use server-side redirects whenever possible. They're faster, more reliable, and preferred by search engines over JavaScript redirects or meta refreshes.
- Regularly monitor and test redirects. Websites evolve. Test redirects regularly to ensure they still work and don't create loops or errors.
- Document your redirect strategy. Keep a record of all redirects—source URLs, destinations, and purposes. This prevents confusion and errors when multiple team members manage content.
URL redirects and SEO
Redirects directly impact how search engines crawl, index, and rank your content. Implemented correctly, they preserve authority and visibility. Implemented poorly, they can erase years of optimization work.
Permanent vs. temporary redirects. 301 redirects pass ranking signals to the new URL. 302 redirects generally do not. This difference matters most during migrations or restructures where preserving authority is critical.
Chains dilute everything. Redirect chains slow page loads and divide SEO signals across multiple hops. Direct paths are always better.
Editable links simplify the problem. Branded short links resolve in a single step, avoiding layered redirect logic entirely. This approach works especially well for campaigns and long-lived marketing assets.
How marketing teams use URL redirects
So far, we've covered URL redirects in the context of website infrastructure—site migrations, SEO preservation, and fixing broken links. But for marketing teams, redirects serve a different purpose: campaign flexibility.
Marketing campaigns change constantly. Landing pages rotate with A/B tests, offers expire, and messaging evolves—but the links you've already shared in ads, emails, and social posts are still live. A URL redirect lets you update where those links point without republishing them.
Branded short links take this a step further. Each one functions as a clean, single-step redirect that you control directly—no server access or developer support needed. When campaigns shift, editable destinations let you refresh offers, fix mistakes, or adapt to seasonal changes without reissuing links or losing attribution data.
URL redirect-based routing also enables geographic and device-based experiences, automatically sending users to the most relevant destination. A single branded short link can live across email, SMS, social, ads, and QR codes—and you can update what's behind it anytime.
Common URL redirect mistakes to avoid
Redirect chains. Layers of redirects slow load times and weaken SEO signals. Each hop introduces latency and divides authority.
Using temporary redirects for permanent moves. A 302 redirect signals "come back later," preventing search engines from transferring authority correctly. Use 301 for permanent changes.
Broken chains and loops. These can make pages inaccessible altogether. Always test before publishing.
Not documenting your strategy. Undocumented redirects lead to conflicts, confusion, and duplicate rules. Keep records.
Failing to test. Always verify that your URL redirects work before publishing them.
Take control of your URL redirects
URL redirects are essential infrastructure for websites and marketing campaigns alike. They protect traffic, preserve SEO, and keep links valuable even as destinations change.
Start by auditing your existing links. Identify where URLs have changed or will change, and choose a URL redirect strategy that supports both performance today and flexibility tomorrow.
If you want to simplify how your team manages redirects—without relying on developers or server access—Rebrandly gives you direct control over your links. Create branded short links, update destinations anytime, and track performance across every channel.
Start your free Rebrandly trial and see how branded link management makes URL redirects easier to manage at scale.
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