The Importance of Redirects For Search Engine Optimization

Impact of Redirection on Search Engine Optimization

LoveKush Sain |

27th June 2019

Every SEO knows that redirection on Search Engine Optimization is needed from time to time. But do they affect your other optimization efforts by lowering the page load time? How many 301 are out there that you don't need anymore?

There are 4 redirects which could affect your SEO efforts:
1. Redirect chains 2. Internal linking steps through redirects 3. Unnecessary 301s 4. Canonical tags that 301 A redirect link happens when a page on the site redirects to a page that is already redirected.
3 reasons to eradicate redirection chains
1. They will cause crawling problems Everything that confuses Google's crawlers will generally be a bad thing. Redirect chains fall under the category "bad things". This is because Google's crawlers will stop trying to find the last page of a redirect chain. The longer a chain goes, the worse it is to crawl and index your site. Do not forget: The later (indexing) is a prerequisite for placement. 2. They will damage your website loading speed Optimal page speed is essential to achieve a great user experience (UX). Great UX leads to great SEO. This means that your goal will remove everything that has a negative impact on your site's loading speed. Redirecting chains are one of the negative factors you need to tackle. 3. Lost Backlink Equity ...? There is a debate about whether backlink equity (PageRank) passes 100% through redirects. It does not matter in my opinion, because it is common sense. Why do you want to keep a redirection chain when it has no positive result for your SEO performance? It is much more likely that it hurts more than helps. Now you know the three reasons why you should tackle redirection chains, but how do you actually find them? How to Fix Redirect Chains Fixing redirect chains is very easy. Take a look at this example: How to Fix Redirect Chains All that you need to do is eliminate the redirect between Page A and Page B. Then 301 redirect Page A to Page C. The end result is that both Page A and Page B will be 301 redirecting the final page (Page C). Now just repeat the same process for every redirect chain you have. That’s a Wrap Fixing redirect chains falls into the “quick wins” category. The reason behind that is, it affects various different elements of SEO which includes Crawling, Page loading speed and indexing of the page. Plus, fixing this issue is super easy.
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