How SEO Is Affected By Frequent Redirects

How SEO Is Affected By Frequent Redirects

Recent publishing by Google has attempted at explaining the 301 redirects, along with some others, to make it clearer to Web Design firms on how and why the redirects will affect the search engine results rankings. It is only five paragraphs long but throws some light on the inner logic of the ranking system adopted by the search engine giant.

Including their FAQ experience regarding the redirects, Gary Illyesand Lizzie Harvey has added information on types of redirects and the examples, to make it clearer to SEO experts on the updates of how the redirects affect the rankings and how they appear to be on the website.

Let us investigate this topic a bit further.

Even though regular users do not immediately detect redirects, Google analyses the strength of the signal sent to the URL. There are two classifications of these redirects, broadly speaking- temporary redirect and permanent redirect.

A permanent redirect has a strong signal to appear as-is on the search results page, as per Google’s guidelines.

Contrarily, a temporary redirect has a weak signal to appear as-is on the search results page, as per Google’s guidelines.

Google’s help page now has six listed redirects, as follows.

  • Permanent Server Side Redirects

Preferred most for 301 and 308 type redirects, this kind is backed by Google as it clearly demonstrates that the page location has changed, right from the search results.

  • Temporary Server Side Redirects

A temporary redirection to take the searcher to a temporary new location, while the original URL is still listed in the search results page.

  • Instant Meta Refresh Redirect

This type of a redirect is interpreted as a permanent redirect only by Google.

  • Delayed Meta Refresh Redirect

This type of a redirect is interpreted as a temporary redirect only by Google.

  • JavaScript Location Redirects

Only after crawling process of the URL is finished, does Google interprets and applies JavaScript utilising the Web Rendering Service.

  • Crypto Redirects

Attaching a short explanation for the redirection of the page for the convenience of the viewers is categorised under Crypto Redirects- as per Google’s interpretation.

To make it easier on the users and SEO industry experts, Google has made some recommendations.

  1. Always a select the redirect based on the estimated time taken to keep it in place and its probable replacement.

  1. If you want the original URL to kept in place for after the redirection also, avoid a permanent redirect.

  1. Prefer Meta Refresh Redirects or other server side redirects in all situations. Use JavaScript redirect if you don’t have another option.

  1. Crypto Redirects are bankable to let the search engine know about a work in progress, but don’t depend too much on them.

A poorly done redirect can cost you your top rank on the search results page. Always be mindful of your long term intention while putting a redirect in place. It helps to keep the search engine informed, the viewers in loop and puts a good impression, when it comes to your online reputation.