How to Prevent Redirect Chains from Destroying Your SEO

Have an internet site? You then’ve probably heard about search engine marketing (search engine optimisation) — the method of creating your web site simpler to search out, crawl, and rank for serps.

The higher your search engine optimisation, the upper your web site finally ends up on search engine rating pages (SERPs) — consequently, the larger the prospect of your web site being observed by potential clients.

And with 68% of all website traffic coming from natural and paid searches — moderately than by way of social media shares and different advertising channels — the correct search engine optimisation technique is essential.

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Many search engine optimisation methods are simple: Don’t key phrase stuff. Maintain your content material related. Enhance your web site’s consumer expertise (UX) by slicing complexity and boosting pace. However different metrics additionally matter.

Living proof? Redirect chains. These interconnected Web points trigger issues for search engine spiders, frustration for customers, and potential issues on your web page rating.

However what precisely is a redirect chain? Why is it doubtlessly problematic? And how do you discover and remove these unintentional web site course corrections? Right here’s what it is advisable to know.

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What’s a redirect chain?

A redirect chain happens when there’s a couple of redirect between the preliminary hyperlink customers click on on and the eventual vacation spot web page.

There are two frequent varieties of redirects: 301 and 302.

301 redirects happen when the destination page permanently links to a new URL and 302 redirects point to temporary pages while new content is created or websites are built. From an SEO perspective, both are treated the same.

Consider a backlink from a reputable site that leads to a page on your site, which we’ll call URL A. If users click on the link and are taken directly to URL A, it’s considered to be a single 301 redirect. Perfect.

But what happens if the content on URL A needs a refresh? You update the content with URL B, then set URL A to redirect users to the new page. This causes a redirect chain — your backlink leads to URL A which redirects to URL B. Add new pages and the chain gets longer and longer, and longer…

Two Reasons for Redirects

In most cases, redirect chains are unintentional, and they typically happen for one of two reasons:

1. Content Updates

Since changing backlinks on other sides isn’t easy — you’d need to get in contact with the site owner, ask them to amend the link, and hope they have the time to do so — it’s often quicker to simply redirect the initial backlink to a new URL. As websites grow and content changes, however, the number of steps between the initial click and eventual destination can increase dramatically.

2. URL Specifics

Redirect chains also occur when businesses rapidly scale up their website and small issues with URL specifics turn into larger redirect problems. For instance, consider the URL:

Since it lacks the https now expected for secure website browsing, you update the URL to:

This creates a redirect, but there’s another issue — no trailing slash after “products”. So what happens? You amend the URL again:

The result? You’ve gone from one to three redirects with only minor changes. Combined with new content generation and applied to your site at scale, it’s easy to see how redirects can quickly get out of hand.

The Negative SEO Impact of Redirect Chains

What’s the big problem with redirect chains, anyway? Since the links point users and search engine crawlers in the right direction, what does it matter if it takes a few extra steps?

As is turns out, large redirect chains can significantly impact your spot in SERPs for three reasons:

1. Link Juice Loss

The “boost” your site gets from reputable backlinks is often called “link juice” — the more juice you get, the better for your search rankings.

With just one redirect from a backlink to your site, you get 100% of the juice. Add another 301 redirect and you’re getting (on average) about 85% of the link juice. Add another and you get 85% of 85%, or just over 72%. The more links, the less juice.

2. Reduced Site Performance

It makes sense: The longer the chain, the more time it takes your destination page to load as browsers work their way through link after link. And with site performance now a critical factor in boosting SEO, more redirects mean lower rankings for your page.

3. Crawling Concerns

Search engine bots will only crawl so much before giving up. Called their “crawl budget”, most smaller websites don’t need to worry about search spiders spending their entire budget before reaching the end of the site — unless redirects start to ramp up.

The bigger and more numerous your redirect chains, the longer it takes for search engines to reach the end. Eventually, they’ll just stop looking.

Also worth mentioning are redirect loops. Here, initial links lead to URL A, then URL B and the URL C, and then back to URL A — causing a loop. Eventually, browsers stop redirecting and users end up with no content. Not surprisingly, your SEO suffers.

How to Find Redirect Chains

While you could go through your site manually and evaluate every page, every link, and every redirect, this is both time and resource-intensive — especially if you’re in the middle of site expansion or rolling out a new content strategy.

Best bet? Use online redirect checker tools to determine where your links are working as intended and where they create potentially problematic chains. Some popular solutions include:


Merely sort in your http:// or https:// URL to find any 301 or 302 redirects for a particular web page. This free instrument is nice in case you’re solely frightened about particular URLs however isn’t perfect for checking your complete web site.

2. Sitebulb

Sitebulb delivers a number of studies that consider how crawl-friendly your web site is, the place redirect points exist, and the way hyperlinks are distributed throughout your web site. Sitebulb provides a 14-day free trial adopted by a month-to-month subscription mannequin.

3. Screaming Frog

The search engine optimisation Spider from Screaming Frog permits you to discover damaged hyperlinks, audit hyperlink redirects, and uncover duplicate content material. search engine optimisation Spider is available in each free and paid variations — the largest distinction is that the free model will solely crawl 500 URLs whereas the paid model provides limitless redirect studies.

4. DeepCrawl

DeepCrawl payments itself because the “world’s greatest web site crawler” and provides three plans: Mild, Mild Plus, and Enterprise. The Mild plan is designed for one mission and 10,000 URLs monthly, whereas Mild Plus provides 40,000 URLs, and Enterprise comes with limitless redirect reconnaissance.

The way to Take away a Redirect Chain

When you’ve discovered redirect chains, eradicating them is easy — merely change the redirect hyperlink of the primary vacation spot web page to the ultimate URL moderately than pointing it towards one other redirect.

In follow, this implies altering the redirect of URL A, in our instance above, to URL C moderately than URL B — in flip, skipping the center step and guaranteeing your web site doesn’t lose any hyperlink juice or search engine optimisation rating. If URL B remains to be backlinked by different websites, you may go away its redirect to URL C intact. If it solely exists as a bridge between the older URL A and the newer URL C, it’s value eradicating redirects fully and deleting or archiving the web page.

Bear in mind — each 301 redirect after the preliminary bounce prices your web site roughly 15% of potential hyperlink juice. Fill your SERP cup by slicing down redirects wherever potential.

The way to Forestall Redirect Chains

To forestall redirect chains from build up over time, it’s value commonly checking your web site with redirect instruments like these talked about above. It’s additionally a good suggestion to maintain a document of recent URLs as they’re created — both by utilizing a shared spreadsheet or by leveraging automated instruments for this function — to assist be certain that new URLs are related to the primary 301 redirect moderately than these additional down the chain.

Breaking Unhealthy (Chains)

Though it’s not potential to completely keep away from redirect chains from backlinks and different dofollow sources, search engine optimisation begins to endure the longer these chains grow to be. Greatest guess? Use strong redirect instruments to search out long-tail chains, break them into smaller items wherever potential, and develop URL administration frameworks to cut back redirect dangers.

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