A redirect is a server or browser instruction that sends a visitor and search engine from one URL to another. Use redirects when a page moves, a site is restructured, a campaign URL changes, or duplicate URLs need to consolidate into one preferred version.
Why redirects matter for traffic, SEO, and campaigns
Redirects protect the value of existing links, bookmarks, rankings, and paid traffic. If an old page returns an error instead of forwarding users to the right destination, you lose conversions and create a poor experience. For SEO, redirects help preserve authority from backlinks and guide search engines toward the correct canonical page. For marketing teams, they also keep campaign assets usable after landing pages are updated or retired.
The most important rule is simple: redirect to the closest relevant page, not just the homepage. A product page that moved should point to the new product page or category equivalent. That keeps intent aligned and reduces drop-off.
Which redirect type to use
301 redirect
Use a 301 for a permanent move. This is the standard choice for site migrations, URL changes, HTTPS enforcement, trailing slash cleanup, and merging duplicate pages. It signals that the old URL should be replaced in search results over time.
302 redirect
Use a 302 for a temporary change, such as a short-term promotion, seasonal page swap, or A/B test where the original URL may return later. Do not use 302s for permanent page moves unless there is a clear temporary reason.
Meta refresh and JavaScript redirects
These can work, but they are usually a fallback, not the first choice. Server-side redirects are more reliable for SEO, analytics continuity, and page speed.
Practical redirect workflow for marketers
Start with a URL inventory from your CMS, analytics, and top linked pages. Map every old URL to a new destination based on search intent. Prioritize pages with backlinks, rankings, paid traffic, and email clicks. Implement redirects at the server, CMS, or hosting layer, then test them in a browser and crawler.
Check for these common mistakes:
- Redirect chains where URL A goes to B, then B goes to C
- Redirect loops that never resolve
- Sending all retired pages to the homepage
- Leaving internal links pointed at redirected URLs instead of updating them
Example: updating a high-performing landing page
Suppose your team replaces a lead generation page for “email outreach templates” with a new page targeting the same keyword and offer. Set a 301 from the old URL to the new landing page, update internal links in blog posts and navigation, refresh paid ad destination URLs, and annotate the change in analytics. Then monitor organic clicks, conversion rate, and crawl errors for two to four weeks. This workflow keeps search equity intact while preserving campaign performance.