A URL redirect is a technique used to send visitors from one web address to another. It helps route users or search engines from an old or broken link to a new, working one. Redirects are commonly used when a page has moved, a website has been restructured, or a domain name changes. Instead of showing a 404 error, the redirect automatically forwards visitors to the right place.

There are different types of redirects—some are temporary (like a 302 redirect), and others are permanent (like a 301 redirect). Web designers and developers often use redirects to maintain a smooth user experience and protect a site's SEO ranking. When done right, users often don't even realize they've been redirected.

Why are URL redirects important in web design?

Redirects play a big role in keeping websites user-friendly and search engine-friendly. When a website goes through updates—such as changing its structure or removing outdated content—redirects ensure that visitors don’t end up on dead pages. This avoids confusion and helps users find the content they’re looking for.

From an SEO perspective, redirects help preserve the authority and traffic of old URLs by passing it to the new ones. Without proper redirects, broken links could hurt search rankings and reduce visibility. Redirects also support a clean site architecture, especially during major rebrands or platform migrations.

Types of URL redirects

There are several kinds of URL redirects, each with different purposes:

• 301 redirect: This is a permanent redirect and tells browsers and search engines that the content has moved to a new URL. It's best for SEO.
• 302 redirect: This is temporary and is used when the content might return to the original URL. It doesn’t pass link equity.
• 307 redirect: Similar to 302, but used specifically in HTTP 1.1.
• Meta refresh: A redirect that happens after a set time, often used on the page itself. It’s not recommended for SEO.

Choosing the right type depends on whether the redirect is short-term or permanent, and what experience you want users and search engines to have.

How to implement a URL redirect

URL redirects can be implemented in several ways, depending on your platform or hosting setup. Most commonly, they’re added to a site’s .htaccess file (for Apache servers) or managed through server settings or plugins.

If you're using a website builder like B12, redirects can often be set up using built-in tools, without needing to edit code. Some content management systems (CMS) like WordPress also offer redirect plugins for easy setup. If you’re running an e-commerce or blog site, keeping redirect rules clean and up to date is key for performance and SEO.

Always test your redirects to make sure they’re working as expected and not causing redirect loops or delays.

Common issues with URL redirects

Redirects are powerful but can go wrong if not managed carefully. One common issue is the redirect loop, where the user gets stuck bouncing between URLs and never lands on the final page. This often happens due to incorrect rules or conflicting plugins.

Another issue is losing SEO value if redirects aren't set up correctly. For example, using a 302 instead of a 301 when a page is permanently moved can prevent search engines from passing ranking value to the new page. Redirect chains—when one redirect leads to another—can also slow down the user experience and make it harder for search engines to crawl your site.

To avoid these issues, audit your redirects regularly and keep your setup as simple as possible.

FAQs about URL redirects

What’s the difference between a 301 and 302 redirect?

A 301 redirect is permanent and passes most SEO value to the new URL, while a 302 is temporary and doesn’t pass that value. Use 301 when the move is final and 302 if the original page may come back.

Do redirects affect SEO?

Yes, but they can have a positive or negative impact. A properly set up 301 redirect preserves search engine rankings, while incorrect redirects can lead to lost traffic or crawling issues.

Can I create redirects without coding?

Absolutely. Many website builders and CMS platforms include easy-to-use redirect tools or plugins. You usually don’t need to touch code unless your site is custom-built.

How do I know if a redirect is working?

You can test redirects using your browser or free online redirect checkers. Developer tools in Chrome or Firefox can also show the redirect status in the network tab.

Should I use a redirect or just update the link?

If you have control over all the links pointing to the page, updating them is best. But if external sites or search engines link to the old URL, a redirect ensures those visitors still land in the right spot.

Keep your links working and your visitors happy

URL redirects are a simple but powerful way to guide visitors to the right content, especially when your site evolves. Whether you're updating old pages or launching a new domain, setting up redirects the right way keeps your site user-friendly and search-friendly. If you're using the B12 website builder, you can manage redirects easily without needing to code.

Want to create a professional website that avoids broken links and grows with your business? Get started today with B12 and launch a smarter site in no time.