When does my website need a redirect?

A redirect sends visitors and search engines from an old web address to a new one. You need one whenever a page moves, gets renamed, or your domain changes.

A redirect is a forwarding rule for a web address. When someone visits the old address, the server sends them to the new one before the page loads. Visitors usually never notice. Search engines notice, and they use the redirect to understand that the page has moved.

Permanent and temporary redirects

Permanent (301 or 308): "This page has moved for good." Google treats the new address as the one to show in search. Use this for almost every move.
Temporary (302 or 307): "Go here for now, but the old address is coming back." Google keeps showing the old address. Use this only for short-term situations, like a page that is down for a few days.

When you need one

You renamed a page, for example from a "services" address to a "what-we-do" address
You merged two pages into one
You removed a page and a similar page exists
You moved to a new domain name
Your site was rebuilt and page addresses changed
A printed QR code or ad points to an address that no longer has a page

When you do not need one

A brand-new page that never had another address
A page you changed the words on but kept at the same address

Good habits

Point each old address to the closest matching page, not always the home page. Sending everything home frustrates visitors.
Avoid chains, where one redirect leads to another and then another. Each old address should go straight to its final page.
Leave permanent redirects in place. Old links, bookmarks and printed materials can stay in use for years.

We can do this for you. Open a request in your client portal with the old address and the new one, and our team will set up the redirect.

Common problems

If a redirect sends people to the wrong page, tell us the old address and where it should go.
If a page keeps loading forever or shows a "too many redirects" message, two rules are pointing at each other. Open a request.
If Google still shows the old address, give it time. Search results update after Google visits the old address again.

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