What is a redirect? Different types and best practices 

Key takeaways

• A redirect sends users and search engines from an old URL to a new URL whenever a page moves, changes, or disappears.
• A permanent redirect permanently moves a page to a new URL, while a temporary redirect sends users to another URL only for a limited time.
• Choosing the correct redirect protects website traffic, preserves hard-earned ranking signals, and prevents frustrating 404 dead ends.

Website addresses change as your business grows. You might rename a service page, reorganize your content, or move to a new domain.

Even so, customers may continue using an old URL they bookmarked or found in emails and search results. Without guiding them, they could end up on a missing page instead of your business.

A redirect solves this by automatically sending visitors and search engines from an old URL (web address) to a new URL. It helps users reach the right content without them having to find it manually.

Redirects are fairly simple in concept, but to use them correctly, you need to understand how they work, the different types available, and how to choose and set them up. Let’s start with the basics of how redirects work.

What is a redirect?

A redirect automatically sends visitors and search engines from one web address to another when something changes on your website.

You may have renamed a page, moved a blog post into a new category, or changed domains. It makes sure that users and search engines are directed to the correct content, even if the original page’s URL changes.

Put simply, you can use redirects to move a web page to a new address so both visitors and search engines automatically reach the correct page.

Redirects matter because they:

• Prevent broken links and 404 errors
• Protect traffic and conversions
• Preserve SEO value from backlinks and rankings
• Help search engines understand which URL is current and preferred

How a redirect works behind the scenes

The jump from one URL to another happens really fast; most of your visitors don’t notice it. Behind the scenes, the process looks like this:

1. Browser requests URL A.
2. Server responds with a 3xx status code, such as 301 Moved Permanently.
3. Browser loads URL B, which becomes the redirect target.

Browsers may also remember some redirects. It will cache a 301 redirect and immediately perform it again next time, without needing to fetch the original URL again until the cache is cleared. This can speed up repeat visits, but it also means permanent moves should be tested carefully before launch.

Why redirects matter for SEO and user experience

A redirect protects continuity. Websites change constantly, but many users still click old links, save bookmarks, and arrive on pages published months or years ago. If those visits don’t yield anything useful, both your user experience and SEO efforts can take a hit.

Here are some more reasons redirects are important:

• Prevent broken links and lost traffic
• Preserve your SEO value
• Help search engines index your new pages

Prevent broken links and lost traffic

When a URL changes without a redirect, visitors can land on a 404 error page. Search engines remove 404 pages from the index.

Your users can get confused and drop off, which means wasted clicks or weaker engagement. A redirect prevents this by routing an old URL to the most relevant live page.

Instead of landing on an error, your visitors reach a new page, a replacement product page, or a consolidated resource. They land on a functional page when an original resource has been moved, renamed, or deleted.

Preserve your SEO value

Permanent redirects also help preserve your SEO authority. It preserves link equity and other long-term signals.

A permanent (301) redirect passes ranking signals (e.g., backlinks) to search engines from the original URL to the new one, so SEO value isn’t lost.

A temporary redirect, on the other hand, signals that the original page may return, so long‑term signals usually stay with the source. Hence, using the right redirect ensures your search visibility doesn’t reset when URLs change.

Help search engines index your page

Redirects tell search engines which URL is the current version and should be treated as the canonical URL. Permanent redirects are strong signals that a page has been replaced, helping new URLs get indexed faster.

Tools like Google Search Console (GSC) make it easier to confirm that redirects are working properly and that search engines are indexing the right pages after a site update or migration.

When should you use a redirect?

A redirect is the right move whenever content or a domain has changed location, and there’s still a reason for users or crawlers to reach the old address.

Redirects can guide users from outdated to updated content. When content has moved to a new address, a redirect keeps them on the right path.

Other common situations where you can use a redirect include:

• Moving a site to a new domain
• Migrating from HTTP to HTTPS
• Changing URL folders, categories, or slugs during a restructure
• Deleting outdated content but wanting to preserve traffic with a relevant replacement
• Merging similar articles or duplicate pages into one stronger page
• Running limited-time promotions or A/B tests with a temporary redirect
• Managing multiple domain names and sending them to one main site

Types of redirects

Redirects are primarily categorized as permanent or temporary. They can also differ in whether they preserve the original HTTP request method and whether the redirect happens on the server or in the browser.

The main redirect types are:

• Permanent redirects (301 and 308)
• Temporary redirects (302, 303, and 307)

Permanent redirects (301 and 308)

Both a 301 redirect and a 308 redirect tell browsers and search engines that a page has moved permanently. They differ in how they handle requests that send information, such as form submissions.

A 301 Move Permanently redirect is the most common permanent redirect. It’s typically used when a page, section, or entire website moves to a new location. For example, if your business changes /old-services to /services, a 301 redirect automatically sends visitors to the new URL and tells search engines to treat it as the page’s permanent home.

For most websites, a 301 redirect is all they need. It works well when visitors are simply opening pages and content.

Meanwhile, a 308 Permanent Redirect also means a page has moved permanently. But it keeps requests the same when they’re redirected. An example is when users submit information through forms, and a new URL needs to receive that information in the same way.

Both these redirect types are used for a permanent move. A 301 redirect is used for page and domain changes, while a 308 redirect is useful when a page or service must continue receiving submitted data without any changes.

Temporary redirects (302, 303, and 307)

A temporary redirect tells browsers, users, and search engines that a page or resource has moved temporarily. Unlike a permanent redirect, the original URL is still expected to be used again.

A 302 Found redirect is the most common option for short-term changes. For example, you might temporarily send visitors from a product page to a promotional offer, maintenance page, or test version of the page. Your visitors are sent to a temporary destination, but the original URL remains in place.

A 303 See Other redirect is typically used after a user completes an action, such as submitting a form. It sends them to a confirmation or thank-you page and helps prevent accidental duplicate submissions.

A 307 Temporary Redirect also indicates a temporary move, but it keeps the request unchanged during the redirect. This is useful when a form-processing page is temporarily moved, and the destination needs to receive the same information. Unlike a 302 redirect, it preserves how the request was originally sent.

These redirects help websites manage temporary changes while keeping the original URL relevant.

Why HTTP method preservation matters

An HTTP method tells a server what a browser wants to do. For example, a GET request asks to view a page, while a POST request sends information, such as a form submission, payment details, or account updates.

Suppose a customer submits a booking form, but the form-processing page has moved to a new URL. If the redirect changes how the request is handled, the booking details may not reach the destination correctly, which could prevent the booking from being completed.

This is where 307 and 308 redirects help. A 307 Temporary Redirect preserves the HTTP method during a temporary move, while a 308 Permanent Redirect does the same for a permanent move. Preserving the HTTP method helps maintain website functionality and ensures actions submitted by users reach the correct destination.

Server-side vs. client-side redirects

Redirects can also be implemented in different ways. The 301, 302, 303, 307, and 308 HTTP redirect types covered above are all server-side redirects. This means they happen on the server before the page loads in the browser. They’re generally preferred because browsers and search engines can process them directly.

Client-side redirects, on the other hand, happen in the browser after the page has started loading. The two main alternatives are:

• Meta refresh: The page tells the browser to load a different URL. An instant meta refresh is usually treated as permanent, while a delayed one is generally treated as temporary.
• JavaScript redirects: JavaScript code sends the browser to another URL after the page loads.

Sometimes, a server-side redirect isn’t possible. In those cases, Meta refresh or JavaScript can help direct visitors to the correct page. However, server-side redirects are usually the better option because they’re faster, more reliable, and easier for search engines to understand.

In general, server-side redirects are the preferred approach, while client-side methods are best used as backup options.

Comparison table of redirect types

Redirect type	Status code	Permanent/Temporary	Server/Client	Preserves method?	Common use
301 Redirect	301	Permanent	Server-side redirect	POST may become GET	Page or domain move
302 Redirect	302	Temporary	Server-side redirect	POST may become GET	Temporary page move
303 Redirect	303	Temporary	Server-side redirect	GET after POST	Form confirmation
307 Redirect	307	Temporary	Server-side redirect	Yes	Temporary form-handler move
308 Redirect	308	Permanent	Server-side redirect	Yes	Permanent form-handler move
Meta refresh	N/A	Instant: permanent; delayed: temporary	Client-side redirect	Not for forwarding submissions	Fallback page move
JavaScript redirect	N/A	Permanent signal for Google when detected	Client-side redirect	Not for forwarding submissions	Fallback page move

Redirects vs. domain forwarding

Redirects and domain forwarding are related, but their scope differs.

A page-level redirect moves a specific URL. If /pricing changes to /plan, the redirect sends visitors and search engines to the new pricing page without moving other pages on the website.

Domain forwarding sends traffic from an entire domain to another web address, commonly using redirects behind the scenes. For example, an owned domain such as oldbrand.com can lead to newbrand.com after a rebrand. You can also forward alternative or common-typo domains you own to your main website.

Use page-level redirects when individual pages move, and domain forwarding when an additional domain should lead to your business. If you’re forwarding a domain, make sure old page URLs are directed to their matching pages on the new site rather than sending all visitors to the homepage.

How to choose the right redirect type

First, decide whether the change is permanent or temporary. Then, decide whether the original request method and submitted date need to stay unchanged.

• Use a 301 when A page has moved permanently, and standard page navigation is enough. Example: /old-services redirects to /services after a page rename.
• Use a 308 when A page has moved permanently, and the destination must receive the same action and submission data. Example: A booking form’s processing address changes permanently.
• Use a 302 when A page has moved temporarily, and the original URL will return. Example: Your regular offer page points to a seasonal promotion for a month.
• Use a 303 when A user should be taken to a new page after completing an action. Example: A submitted contact form leads to a thank-you page.
• Use a 307 when A page has moved temporarily, and the destination needs to receive the same action and submitted data. Example: Form submissions are routed to a temporary processing page during maintenance.

Rule of thumb: Choose a permanent redirect when a URL won’t be used again, and a temporary redirect when the original URL will return. If submitted data from forms, transactions, or other submissions must remain unchanged, use 308 or 307 instead of 301 or 302.

How to implement redirects

To implement redirects, first identify the old URL, destination URL, and correct redirect type for each URL change in a spreadsheet so nothing is missed. The setup process then depends on your website platform and the access your hosting account provides.

Choose the method that fits your setup:

• Method 1: Use your CMS or website platform
• Method 2: Set up redirects through your server
• Use domain forwarding for domain-level moves

Method 1—Use your CMS or website platform

A content management system (CMS) is the software you use to manage website content. If it has a redirect tool, you can use it to create a redirect without editing code. Some platforms include redirect tools by default, but others need a plugin or extension.

The general process is:

1. Open the redirect settings in your website dashboard.
2. Enter the old URL you want to redirect.
3. Enter the new URL where visitors should be sent.
4. Choose the appropriate redirect type.
5. Save the redirect and test the original page to confirm it works correctly.

Before creating redirects, check your platform’s instructions first. Some tools require the full URL, while others only need the page path, such as /old-page. Available redirect types also vary, so confirm first whether it has the option you need before redirecting a form or other actions by users.

Method 2—Set up redirects through your server

Server configuration gives you more control when you create redirect rules, but it requires access to the relevant files and comfort with technical changes. Your web hosting provider can tell you which setup your site uses.

On an Apache server, redirects can often be configured in an .htaccess file, a text file containing website instructions. NGINX uses its server configuration, while a server-side script can send redirects through PHP, a programming language used by many websites.

But before you edit anything:

1. Back up the relevant files and configuration so you can restore them
2. Check your hosting or server documentation for the exact syntax and required permissions.
3. Add the rule for the old address and its final destination.
4. Apply changes as your server requires, then test the redirect and affected pages.

If you don’t manage these files yourself, ask your developer or hosting support to set up the rule.

Method 3—Use domain forwarding for domain-level moves

Use forwarding when an alternate, typo, or retired domain that you own should send visitors, users, and traffic to your main website.

For Network Solutions customers, the forwarding settings are in the domain dashboard. See our domain forward guide for the full process:

1. In your account, open Domains and select the domain to forward.
2. Under Advanced Tools, select Add Web Forwarding.
3. Choose the source, enter the new URL (destination address), and select a permanent 301 or temporary 302 method.
4. Select Apply, then save, and test once the change takes effect.

Changing Domain Name System (DNS) settings alone doesn’t create a redirect. DNS directs the request to a server, which must apply the redirect.

Redirect best practices and common mistakes to avoid

The best redirect setup is direct, relevant, and easy to follow. Follow these best practices to maximize your use of redirects:

• Redirect to a relevant page
• Avoid redirect chains and loops
• Update internal links after redirecting
• Fix broken pages with backlinks
• Prefer server-side redirects
• Test and monitor your redirects

Redirect to a relevant page

Sending every retired URL to the homepage is a poor experience. Google warns against redirecting many old URLs to a single irrelevant destination, as this can confuse users and may be treated as a soft 404. The destination should match the same intent as closely as possible.

For example, if a product page is retired and a very similar product exists, send traffic to that product page. If nothing comparable exists, a clean 404 may be better than a misleading redirected page that doesn’t satisfy the same need. Redirects aren’t inherently bad for SEO if they lead users to relevant content.

Avoid redirect chains and loops

A redirect chain occurs when URL A points to URL B, which then points to another URL. A longer version looks like A → B → C. A redirect loop is worse. It happens when A sends users to B, and B sends them back to A. The page never loads.

Avoid redirect chains and keep chains low if they can’t be avoided. Redirect chains can increase load time and should be avoided by redirecting to the final URL directly.

Update internal links after redirecting

Once a redirect is live, internal links should be updated to point directly to the destination instead of relying on the redirect forever. Google can identify the correct URL more quickly and avoid building silent redirect chains into the site structure.

Fix broken pages with backlinks

If a page has backlinks and now returns 404, that’s a missed opportunity. Redirecting that old URL can recover useful visits and preserve continuity if a relevant replacement exists. The new page should closely match what the source page previously offered.

Prefer server-side redirects

3xx server-side redirects are preferred over client-side redirects for better SEO performance. A client-side redirect or a delayed meta refresh redirect should be used only when server-side methods are not possible.

Test and monitor your redirects

Every redirect should be tested after launch. Make sure it returns the expected code, goes to the correct URL, and lands on the intended page.

You can test redirects by copying the old URL, pasting it into your browser, and checking whether it redirects to the new URL. Regular audits using tools like Google Search Console can help identify redirect loops or broken 404 pages.

Site security and redirects

When you switch from HTTP to HTTPS, a 301 helps ensure every visitor reaches the secure version, every time. It also helps search engines index the secure version and avoid duplicate pages.

If your site suddenly sends users to strange destinations, treat it as a red flag. This can happen after compromised plugins, outdated software, or stolen logins.

Keep your site protected with basics like:

• SSL (so your site runs on HTTPS)
• Backups (so you can restore quickly)
• Security monitoring (to catch issues early)

We offer SSL and site protection options that help you maintain trust while keeping your site moving.

How Network Solutions can help you manage redirects

Domain transfer and forwarding

If you’re moving domains or consolidating brand domains, we can help you transfer and forward them from a single dashboard. We’ll help you:

• Move from an old brand domain to a new one
• Route typo domains to your main site
• Keep customers from getting lost during a rebrand

Security and expert support

When redirects go wrong, you can lose traffic fast. Our support team can help you troubleshoot:

• A misconfigured redirect type
• Unexpected loops
• Chains that slow down your site
• Domain forwarding setup

Frequently asked questions

Keep visitors and search engines headed in the right direction

Redirects help your website adapt as pages, URLs, and domains change. Instead of dead ends or blank pages, they keep the old links connected to the new ones that replaced them.

Make sure visitors reach the right content, even after updating URLs, pages, or domains. Decide whether the change calls for a permanent redirect or a temporary redirect. From there, choose the correct redirect types and test them regularly to make your site updates less disruptive for both search engines and your users.

If you need help managing domains, forwarding traffic, or supporting a website move, Network Solutions has the tools and support to help keep everything moving in the right direction.