When it comes to website structure, it’s important that both visitors and search engines land on the right pages. With the right solution, you can manage traffic correctly and ensure everyone lands where they need to.
Not on error pages or dead links.
A technical solution to this is to make a correct call forwarding.
What is call forwarding?
A redirect is a technical feature that automatically sends users and search engines from one URL to another. This is typically done using HTTP status codes such as 301 redirect (permanent) or 302 redirect (temporary).
Types of call forwarding
There are several ways to set up a redirect, depending on the purpose and desired effect. The choice of method affects both the user experience and how search engines interpret the change. Some types of redirects convey SEO value, while others should be used with caution.
The most commonly used forms of forwarding include:
- 301 Redirect (Permanent): Is a redirect that indicates that the page has moved permanently. Often used when changing domains or cleaning up URLs. Search engines like Google transfer most of the existing SEO value to the new page.
- 302 Redirect (Temporary): Used when the page is only moved temporarily. Google keeps the original URL in the index. It is important to change this over time as it can be confusing for search engines and visitors.
- Meta Refresh: A form of client-side redirection, often seen with the message “You are now being redirected…” This method is less recommended as it can negatively impact SEO.
- JavaScript redirection: A client-based method that can be effective in some cases, but search engines don’t always interpret it correctly. Should be used with caution.
When is call forwarding used?
Redirects are an important tool when you want to ensure that both users and search engines land in the right place. Especially when content is moved, removed, or changed. It’s about maintaining traffic, avoiding dead links, and ensuring a good user experience.
There are a number of typical situations where call forwarding is relevant and should be implemented correctly:
- When restructuring a website and changing the URL structure
- When old or outdated pages are removed
- When changing domain or migrating to HTTPS
- To avoid duplicate content with canonical versions of a page
- For campaign tracking and user flow optimization
How do redirects affect SEO?
Redirects affect SEO depending on the type. A 301 redirect typically transfers most of the original page’s SEO value to the new URL, while a 302 redirect does not do so to the same extent.
Proper use of redirects helps maintain rankings, avoid dead links, and ensure a good user experience
A typical example is migrating from an HTTP version to an HTTPS version of a web address. Here, all HTTP URLs should be redirected to their corresponding HTTPS counterpart to ensure consistency and security. So you avoid losing SEO value.
Implementation of forwarding
When working with redirects, it is important to choose the right method based on your technical setup and the purpose of the redirect.
Forwarding can be implemented at several levels depending on the server environment and CMS:
- .htaccess (Apache-servers): One of the most common methods of setting up 301 redirects.
- Server configuration (Nginx, IIS): Allows for more advanced and performance-optimized management.
- Plugins (e.g. in WordPress): User-friendly solutions where technical insight is limited.
- JavaScript or Meta Tags: Alternatives to server-based redirection. However, with reservations regarding SEO.
It is always recommended to test redirects with tools like Google Search Console or Screaming Frog to ensure correct setup. But also avoid redirect chains.
Best Practices for Forwarding
- Use 301 redirects for permanent changes
- Avoid redirect chains
- Keep redirect rules updated when major changes occur
- Document changes for future reference
- Make sure internal links are also updated to the correct destination
What is a redirect chain?
A redirect chain occurs when one URL redirects to another, which then redirects to a third, and so on. This can lead to slower loading times, problems with indexing in Google, poor user experience, and negatively impact SEO.
Is meta refresh a good method for redirection?
Meta refresh is generally not a recommended method of redirection, especially from an SEO perspective. The redirection often occurs with a delay and can be confusing for both users and search engines. Server-based redirects like 301 are more reliable and SEO-friendly.
