What is Redirect (301/302)?
A way to send users and search engines from one URL to a different URL automatically.
Understanding Redirect (301/302)
A 301 redirect is permanent, telling search engines that a page has permanently moved and they should transfer ranking signals to the new URL. A 302 redirect is temporary, indicating the original URL will return. Using the wrong redirect type can cause SEO issues — a 302 where a 301 is appropriate means search engines may keep trying to index the old URL and won't fully transfer authority. Redirect chains (A redirects to B, which redirects to C) waste crawl budget and dilute link equity. Best practice is to redirect directly to the final destination and audit your redirects regularly for chains and loops.
Why It Matters
Incorrect redirects can cause you to lose accumulated link equity when migrating URLs, and redirect chains slow down both users and crawlers while diluting ranking signals at each hop.
How Keyword Kick Helps
Keyword Kick's site audit and redirect checker tool detect redirect chains, loops, and incorrect redirect types across your site, ensuring your link equity transfers cleanly when URLs change.
Related Terms
Frequently Asked Questions
When should I use a 301 redirect vs a 302 redirect?
Use a 301 when the move is permanent — the old URL will never come back. Use a 302 only when the move is genuinely temporary, such as during A/B testing or a temporary site maintenance page. When in doubt, use a 301.
Do redirects pass full link equity?
Google has confirmed that 301 redirects pass full PageRank with no dilution. However, redirect chains (multiple hops) can cause issues as search engines may stop following after a certain number of redirects, and each hop adds latency for users.
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