A redirect is a way of automatically sending visitors (and search engines) from one URL to another. Think of it like a digital change-of-address form: if someone tries to visit an old page, the redirect sends them to the right place—without a dead end or error message.

Redirects are essential for keeping your site usable, SEO-friendly, and frustration-free—especially when you’re redesigning, moving pages, or cleaning up outdated content.

When do you need a redirect?

There are many reasons you might need a redirect. Here are the most common ones:

• You changed a page URL
  Maybe you simplified the slug from /our-services to just /services. Without a redirect, any links to the old page will lead to a 404 error.
• You deleted a page
  Redirecting it to a relevant alternative helps avoid a dead end for visitors and preserves your SEO value.
• You migrated to a new domain
  Moving from www.oldsite.com to www.newsite.com? You’ll need redirects for every old URL.
• You merged pages
  If you combined two blog posts or services into one, you should redirect the old ones to the new version.
• You’re running time-sensitive campaigns
  Redirects can help point URLs to active content during a sale or event, then back to the standard page later.

Common types of redirects

Not all redirects are created equal. Here are the key ones to know:

• 301 Redirect (Permanent)
  Tells search engines: “This page has moved permanently.” SEO value is mostly passed to the new page. This is the most common type for site maintenance.
• 302 Redirect (Temporary)
  Used when the redirect isn’t permanent—for example, during maintenance or A/B testing. It tells Google not to transfer SEO authority just yet.
• Meta Refresh
  A slower, less user-friendly type of redirect that happens within the browser after a short delay. Generally not recommended unless there’s no better option.

Why redirects matter for SEO

Handled properly, redirects help you:

• Preserve search engine rankings
  A 301 redirect passes most of your page’s SEO authority to the new location.
• Avoid broken links
  A redirect ensures that anyone clicking an old link still lands on a useful page.
• Maintain user trust
  Sending users to a 404 error page is frustrating. Redirects keep the experience smooth and professional.

But if done incorrectly, redirects can cause:

• Redirect loops (where pages endlessly refer to each other)
• Broken SEO value (especially if using the wrong type)
• Longer load times if too many redirects chain together

How to set up redirects

If you’re using WordPress, you don’t need to mess with server code. Plugins like:

• Redirection
• Yoast SEO Premium
• Rank Math
  make managing redirects simple and safe.

For more advanced setups, redirects can be managed in your .htaccess file (Apache servers) or via server configuration in NGINX.

Bottom line

Redirects are small but powerful. They protect your SEO, improve user experience, and keep your site structure clean—even as it evolves. Whether you’re deleting a blog post or overhauling your entire site, setting up smart redirects should always be part of the plan.