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Google recently provided updates with information on various types of redirects and how they impact search results. Google treats each type of redirect differently, even though visitors to a site may be unaware of the differences between them.
Why Your Website Might Use Redirects
Redirects can be helpful if you want to make a seamless transition to a new domain. They also help when you remove a page from your website and need to send visitors to a new page. Redirects can simplify things if you want to combine multiple websites or if users can access your company’s website in more than one way.
Types of Redirects
Redirects are classified as temporary or permanent. Google considers a temporary redirect a weak signal that it should show the target URL in search results, so it continues to display the old URL. In contrast, Google considers a permanent redirect a strong signal that it should display the new target URL in search results.
Google recommends using server-side redirects whenever possible. A permanent server-side redirect is the best choice if you want to permanently redirect traffic to a new URL. Choose it when you also want search results to show the new URL. The 301 and 308 status codes indicate that a page has moved permanently. Sometimes you only want to redirect users to a different URL for a limited period of time. In that case, since you will send them back to the original URL later, use a temporary server-side redirect.
If your platform doesn’t allow server-side redirects, you can use meta refresh redirects. An instant meta refresh redirects will immediately take users to the new URL. Google Search will interpret that as a permanent redirect. A delayed meta refresh redirect will send users to the new URL after a pre-determined number of seconds. Google Search will interpret that as a temporary redirect.
In the case of a JavaScript location redirect, after Google finishes crawling the URL, it uses the Web Rendering Service to interpret and execute JavaScript. If a website has a link to a new URL and a short explanation, Google may interpret that as a crypto redirect.
How to Decide Which Type of Redirect to Use
Select a redirect based on how long you want to redirect users to a different URL and which page you want Google to display in search results. Don’t use a permanent redirect unless you’re absolutely certain that you don’t want to have the old URL show up in search results anymore.
Only use JavaScript redirects if it’s not possible to use server-side or meta refresh redirects. Use crypto redirects only if it’s not possible to use any of the other types.
Get Advice on Redirects and Other Aspects of SEO
The world of search engine optimization can be confusing. Google’s rules and guidelines can be unclear and are subject to change. The team at Keyword Performance can help your website show up in search results. Contact us today to learn more.
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Google’s guide to site moves with URL changes covers redirects in detail.
