September 18, 2024

Everything You Need to Know About Website Redirects

Redirecting web pages is a necessary process for keeping your website organised and functioning properly. As a web user, you may not even realise that the web page that you are visiting has been redirected. Good, well-run websites seem to run flawlessly, linking web pages together without the user ever seeing a dreaded 404 page. 

However, as a website owner, SEO, marketing executive or de facto youngest-person-in-the-office, you might have to resolve a broken URL or two. In this article, we have decided to provide a quick one-stop-shop for website redirection, and hopefully answer many of your questions about web page redirection. Reading this blog will allow you to save your valuable SEO assets, built on good URL structures that offer your services and products effectively.
So, what exactly happens when you need to redirect a web page, and how do you do it?

When you set up a redirect, you tell search engines, browsers and users to locate information, in this case, a web page at a different URL than the one originally requested. This new location can be issued by the website or server, depending on your redirect configuration. 

Redirecting a URL can be a little laborious for the website crawlers who visit your site to index it. So Setting up the correct status codes and methods can help keep SEO value between old and new URLs. 

Redirecting URLs still remains a practical and safe way to move change and relocate contents within your website. You can permanently or temporarily redirect URLs, however, which may have different effects on your website’s SEO. 

There’s quite a bit to unpack, so without further ado, let’s jump into the topic of website redirects, SEO and how implementing them differently can affect this valuable business asset. 

For more information on the value of your web pages and their internal and external links, catch up with our article What is Link Juice in SEO?

Jump to:

What is a Web Page Redirect?

At a glance, website redirection can be broken down into essentially 3 groups: 

You want to set up a redirect to your webpages as they are linked to throughout your website, and from others around the globe. These links make your web pages valuable, so you want to ensure that these links are preserved. If you can’t preserve them, redirect them. 

You can redirect URLs in many different ways, however, these ways require the correct status code to issue correct information to website crawlers and browsers so that link relevance and value can be preserved. 

Let’s take a look at each of these 3 website redirection types to see how each differs, how they can be implemented, and how each may affect your marketing efforts. 

Important Note: it may be good at this point to export your 404 Redirects report from Google Search Console before attempting to execute any of the following methods. This will allow you to review your success, once your redirects are in place. If you use tools such as Sitebulb or Screaming Frog, then a URL status report before and after will allow you to monitor your redirects. 

What is a 301 Redirect?

A 301 redirect is the name given to a server-side redirection directive. Using a 301 directive sends signals to Google and other search engines that the URL has permanently moved to another location. Googlebot, the website crawler which finds, reads and indexes web pages sees this redirection and canonicalises the old URL to the new. 

A 301 response is a simple request for the browser to make another leap before it finds the content that needs to be shown to the user. A 301 is still a sign of a successful response from the server, however. You will then be relocated to the new URL without encountering any issues. 

For SEO, a 301 isn’t perfect as making this extra leap can be seen as wasteful by the crawler. If this occurs too many times due to a misconfiguration or mismapping, this can lead to a redirect loop. As this is wasteful for the crawler, it can potentially have a negative impact on the SEO for that URL. 

However, when configured correctly, it still allows you to retain most if not all of the SEO value associated with the old URL for the new URL.

Learn more about how Google crawls your website in our detailed blog, What Does Google See When it Crawls Your Site?

What is a 302, Found or ‘Moved Temporarily’ Redirect?

A 302 redirect is similar to a 301, except it lets crawlers know that the old URL will be back soon, so there is no reason to index the new, temporary URL that the crawler and users are being redirected to. 

It isn’t clear how long ‘temporary’ is, but eventually, Google will start to treat a 302 as a 301 after a couple of months. 

A 302 redirect is also a server-side redirection method. A 302 response from Googlebot’s perspective is a weaker version of a 301, and the old URL isn’t canonicalised the new URL automatically.

302 responses are seen as ‘weaker’ because the URL has been moved temporarily due to site maintenance, A/B testing, or if a product is temporarily out of stock. You may also want to use 302 in instances of location targeting, potentially when you wish to show a user a regional variant of a web page. 

For SEO, 302 redirects can be useful if you want to simply move users to a different URL, but not change and reallocate link equity in the eyes of the Google bot from the original URL. 

It should be noted that, if you have bookmarked a page within your browser, or you have viewed a recently redirected page, then Google may offer this cached version (ie, the old one) rather than the new, temporary one. 

Learn more about 301 and 302 redirects in our recent blog, where we explain which is better to use.

Meta Refresh Redirects

A Meta Refresh redirect is served from the client side of the website load. Essentially, this redirect sits within your <head> much like your meta title or meta description. It informs the browser to load another page after a certain number of seconds. 

Similar to a pop-up, a meta refresh usually results in a poorer user experience. Client-side or meta refresh redirects are often used when you can’t implement a redirect via the server, however, they do offer some SEO value according to Google.

You may have seen a meta refresh if you log into a website and you see a message similar to ‘you will be redirected in 5 seconds’, such as after a successful recaptcha

How to Set Up Redirects to Maintain SEO

Setting up redirects is the job of an SEO as link equity is being traded between 2 URLs, and valuable link equity needs to be preserved. 

As SEO professionals, we essentially try to increase the value of a URL by optimising the content on the page and making adjustments to its visibility from a user and crawler perspective. 

Setting up the correct response code therefore preserves SEO value, and helps preserve your website’s value as a business asset. 

Setting Up a 301 and a 302 Redirect

Once the page becomes valuable, we don’t want to lose this value if we change the URLs of the page. To keep this value, we now want to actually go about redirecting URLs, and there are a number of ways to do it. You can either: 

Using a Plug-in such as Yoast or Redirection for Website Redirects

The easiest way to redirect URLs on your site is by a plugin such as Yoast or Redirection. To use these plug-ins, you will need to create a CSV document and map the old and new URLs.

Here’s an example: 

Here, we are redirecting this very blog to our blog subfolder on the Wildcat Digital website. We have the source URL (old) in column A, and our target URL (new) in column B. Once mapped, we will take this spreadsheet and upload it into a redirection tool (Redirection, Yoast etc.) via our CMS. In this case, WordPress

The CMS will alter the records in its database, keeping note of the old URL, and setting up the new URL so that it will be shown instead.

As you can see, setting up redirects is actually quite easy if you have a little experience with Microsoft Excel or Google Sheets. Just remember to save the file in comma-spaced value (CSV) format, and your redirects should work after the import is complete. 

Editing the .PHP File for Website Redirects

If you’re comfortable with code, another way to set up redirects is by directly editing your site’s .PHP files. This method is useful if you’re looking to avoid plug-ins or if you want more control over how the redirects are handled.

In your site’s root folder, you’ll find the functions.php file (or another relevant file, depending on the CMS or theme you’re using). You can add a custom code there to handle 301 or 302 redirects.

Here’s an example of a simple .PHP 301 redirect:

<?php

header(“HTTP/1.1 301 Moved Permanently”);

header(“Location: https://www.https://wildcatdigital.co.uk/blog/everything-you-need-to-know-about-redirects”);

exit();

?>

In this code snippet, we are instructing the server to permanently redirect the old page to the new URL. The status code 301 indicates that this is a permanent move. If you want to temporarily redirect the page, then you should use a ‘302’ status code. 

Just like with the plug-in method, you’ll want to map your old and new URLs in a spreadsheet before adding your redirects to the PHP file. Once mapped, the developer or you can apply the code to ensure a smooth redirect process.

Make sure to back up your PHP files before making changes, as editing these files directly can affect the website’s functionality. If something goes wrong, then you can revert back to your saved .PHP files and potentially try again. 

Using .htaccess to Redirect a Website

Some systems may also write directly to server-side configuration files like .htaccess (on Apache servers) or manage it internally. This means that you can redirect URLs within your website, without having to edit the .PHP files.

Another way to handle redirects is by editing the .htaccess file if your site is hosted on an Apache server. This method gives you server-level control and can be more efficient than using plug-ins, especially on large sites.

In the root directory of your website, you’ll find the .htaccess file. You can open it and add your redirect rules directly. For a 301 redirect (permanent), you’d use the following syntax:

Redirect 301 /www.https://wildcatdigital.co.uk/everything-you-need-to-know-about-redirects https://www.wildcatdigital.co.uk/blog/everything-you-need-to-know-about-redirects

Just like with the other methods, you’ll want to map your old and new URLs in a spreadsheet to keep everything organised. After mapping, apply the relevant redirect commands to your .htaccess file.

Make sure to back up your .htaccess file before making changes, as an incorrect rule can cause the website to break or become inaccessible.

Setting up a Meta Refresh Redirect

Setting up a meta refresh redirect means that you need to edit the <head> for a specific page, To do this, you can alter the <head> of your site using the Headers and Footers Plugin, and add a code similar to the one below: 

<meta http-equiv=”refresh” content=”4; URL=’https://wildcatdigital.co.uk/blog/everything-you-need-to-know-about-redirects'” /> 

This redirect URL would sit on our defunct https://www.https://wildcatdigital.co.uk/everything-you-need-to-know-about-redirects page, and redirect you after ‘4’ seconds to the new …/blog/… URL. 

This method is simple, however, if it is missed by an error in HTML parsing by a crawler or browser, then you may end up showing your old URL. It is therefore not recommended for preserving the value of your URLs. 

How to Check Website Redirects

Checking website redirects can be as simple as trying to visit the old URL, and seeing if you are relocated to the new URL. However, in some cases, it may be best to use a website auditing tool such as Sitebulb or Screaming Frog to view a mass amount of URLs for you. 

Another great way is to review Google Search Console for any signs of a page not being found. This can be done by inspecting the URLs individually, or by looking at your Search Console Report.

Search Console only knows what (and indeed where) your URLs display when it crawls them, so requesting a crawl of your redirected pages first would give you an up-to-date view of your redirection. 

Any new ‘Not found (404)’ or potentially ‘Soft 404’ pages will alert you to a potential misdirection.

Setting Up Redirects with Wildcat Digital

Setting up redirects can be tricky, and you may have to audit your website using URL mapping and auditing tools like Screaming Frog or Sitebulb to crawl your site after the redirects have been implemented.

At Wildcat Digital, we use a combination of the tools and practices above to redirect URLs and help restore our SEO efforts to new URLs as your business develops. This allows your website to change, and integrate new products and services into your business’s URL structure, whilst preserving your SEO as an asset of your business. 

If you would like to find out more about redirecting URLs on your website, growing your business, or even just making sense of URL mapping and redirection, then reach out to our friendly team, today.

Post by

Jon Herdman

SEO Executive

Will Hitchmough

Founder

Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Account Manager

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

Rich Ayre

Head of Growth

Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.

Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.

Kezia Humphries

SEO Executive

Kezia joined us in July 2024 after completing a CIM Certificate in Digital Marketing and gaining experience in Content SEO at another Sheffield agency.

In her spare time, Kezia loves to get outdoors, bouldering, hiking and travelling.

More blogs.

View all

Entrepreneurial Cities Report 2024: The UK’s Most Entrepreneurial Cities Ranked

October 8, 2024

The current economic climate is challenging for businesses and individuals, however, difficult times often breed a new wave of entrepreneurs.…

Rachel Davies

News

What are the Main KPIs of PPC?

October 7, 2024

At Wildcat Digital, we have PPC experts who try to keep jargon to a minimum when explaining performance to clients.…

Tom Brookes

PPC

How Long Does it Take Content to Rank?

October 1, 2024

It can be frustrating to have a website full of content that isn’t ranking well and it can be easy…

Chloe Robinson

Content
SEO