Redirects are how you move a URL without losing its rankings — but done wrong, they leak the link equity you spent years building. Chains, loops, wrong status codes, and redirects to dead pages all cost you. Here's how to get them right.
Redirects accumulate. Every site migration, URL rename, and HTTPS move adds rules, and over time they tangle into chains and loops that quietly drain authority and crawl budget.
A redirect is a promise: this URL now lives somewhere else. Search engines honour that promise and transfer ranking signals — but only if the redirect is clean, permanent where it should be, and lands on a live page. The two explainers below cover the two things that matter most: avoiding chains and loops, and choosing 301 vs 302 correctly.
The redirect mistakes that cost the most ranking authority.
Why A to B to C leaks equity and wastes crawl budget, how loops break a page entirely, and how to collapse chains and update internal links to point at the final URL.
Permanent vs temporary, why using a 302 for a permanent move stalls the transfer of authority, and how to choose the right status code for migrations and campaigns.
Grounded in the real checks the crawler runs.
302 (temporary) redirects used where a 301 belongs · redirect chains · redirect loops · broken redirects that land on a 4XX or 5XX · HTTP-to-HTTPS redirect checks · meta-refresh redirects · internal links pointing to a redirect instead of the final URL · redirected pages that receive organic traffic · redirected pages with no incoming internal links. A redirect issue is often the visible symptom of an internal-linking problem too.
Free to start. Find chains, loops and broken redirects across your whole site.
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