Have you ever accidentally mistyped a web address but still landed on the correct page? That’s because the organization behind your virtual destination relied on a URL redirect: a tool websites use to “reroute” or send visitors to an alternative webpage. For example: you type the original URL “example.com” in your web browser, but are taken to a different website, like “new-example.com.” 

URL redirects are a common practice employed by webmasters and content managers to ensure website visitors reach their desired content. They’re utilized during website migrations and mergers, brand updates, special offer campaigns, and other scenarios. Most organizations work with a URL redirect service like SiteDetour to conduct URL redirects. This can save an organization considerable time and energy. It also ensures the process goes smoothly and meets all security and compliance requirements.

Here, we’ll cover everything you need to know about a URL redirect service—from how it works to why you might need one.

How URL redirect services work 

As explained above, URL redirect services send visitors from one URL to a new one. It’s similar to how the post office forwards your mail to a new address when you move. It’s a simple enough process on the user’s end. 

The back-end process is more complex. Normally, when someone types a URL into a browser, the server instructs the browser to respond with the appropriate content. When a redirect is in place, the server responds with a special piece of data (an HTTP response header). This instructs the browser to reroute the visitor to an alternative location. In other words, it takes a new path specified by the server.

It’s technically possible to conduct a URL redirect without sourcing external support. However, the various nuances involved in the process make it highly advisable to work with a URL redirect service provider like SiteDetour. For instance, URL redirects require the procurement and renewal of SSL certificates. A URL redirect service automatically performs this task, as well as other essential security and compliance measures.

The three basic types of URL redirects

Three basic types of URL redirects exist, divided into two main categories: permanent and temporary. Here’s the scoop on each redirect, including the context for each one.

301 redirect

This redirect notifies search engines and web browsers that the requested page has permanently relocated to a new location. These redirects are used for website migrations, mergers, and any other situation where the move is meant to last.

Web browsers like Chrome and Firefox often cache permanent redirects. That makes it tricky to undo the work of a permanent 301 redirect, so you should only use a 301 redirect when you know the target location will stay the same. 

Common uses for a 301 redirect include:

• When a website changes its domain name. In this scenario, the site should be 301 redirecting all traffic for its old domain name to the new website URL.
• When pages within your website have been permanently moved to a new URL.
  

Remember: Because 301s are permanent, it’s essential to ensure the redirect target URL is correctly specified.

302 Temporary Redirect

Commonly referred to as a “temporary” redirect, 302 redirects are useful for general-purpose redirects within your website, where you do not want visitors to cache the redirect response permanently. Use 302 redirects for pages that have changed URL, but are subject to updates in the future.

Common uses for a 302 redirect include:

• A page is temporarily being moved to a new URL.
• Conditions where the destination location of the redirect is subject to change.
• Navigating the user away from a page during an error.

307 Redirect

This temporary redirect is infrequently used due to legacy browser support. 307 redirects come in handy when a visitor's HTTP request method should persist during the redirect. 

For example: if a user submits a form, the browser normally issues a POST request to the form's action URL. If the server responds with a 302 redirect response, the client's web browser handles the redirect by issuing a GET request. However, if the server responds with a 307 redirect response, the client's web browser will POST request to the redirect destination.

Note: Form data is typically lost when redirecting via a POST request.

URL redirect services can handle each of these types of redirect requests. All it takes from users is a few simple clicks. Besides saving organizations considerable time and energy, URL redirect services ensure redirects are handled securely. This can make all the difference for organizations that must meet compliance regulations—or anyone who wants to uphold a professional online presence. 

Avoiding URL redirect chains

Knowing what type of redirect you need to implement-—temporary or permanent—is a key consideration when using a URL redirect service. Another important thing to keep in mind is avoiding URL redirect chains. These occur when a request for a web page results in the server jumping through multiple web addresses to arrive at its destination. The path doesn’t go from A to B; it goes from A, to C, to D, and then to B. 

In the case of a URL redirect loop, the path doesn’t make it to B at all but returns to A.

Whatever the case, URL redirect chains and loops can negatively impact SEO and user experience. URL redirect services can help users avoid them by guiding the process and offering troubleshooting support after changes have been made. For instance, SiteDetour has a visualizer tool that enables users to visualize chains and correct any redirect loops or chains.  

5 common redirect use cases

Now that we’ve covered the nitty gritty of URL redirects, we can explore why organizations choose them. The most common use cases include:

• Domain name change: An organization is moving to a new website or merging with another one.
• Restructured website pathing: If an organization renovates its website, it needs to implement URL changes for the affected content.
• URL shortening: URL redirection services can provide shorter, more memorable alternatives to an organization’s primary domain name. (This is known as a vanity domain.)
• Consolidating alternative domains: URL redirects send traffic from additional or alternative domains users may accidentally access. For example: gogle.com redirects to google.com.
• Redirect naked domains: A so-called naked domain lacks the “www”. So if a user types domain.com, they are redirected to www.domain.com. 

This list isn’t exhaustive. For instance, organizations may set up temporary redirects as part of a marketing campaign or related strategy.

When to use a URL redirect service

If you’re making changes to your digital content, you might wonder if you need to utilize URL redirects. Here are some scenarios where the answer is “yes.” 

• You manage multiple domains: URL redirect services allow you to easily manage hundreds or even thousands of domain names. Why would an organization want to own so many domains? It depends, but one common reason is to maximize the number of website visitors. For instance, google.com owns gogle.com so people who accidentally misspell the address still reach the correct website. 
• You want support for security and compliance measures: URL redirects are complex processes with many moving parts. Working with a third party ensures your website stays secure and meets compliance requirements. One key consideration is SSL certificate procurement and maintenance—a technical undertaking that many organizations want to leave to the pros.
• You want to easily manage path-based routing to multiple locations: URL redirect services ensure all pages on a domain arrive at their new destination. For example, once you choose a new domain and start your website migration, URL redirect services can seamlessly move x.com/t-shirts to y.com/shirts. 
• You want to preserve your SEO: Performing a URL redirect incorrectly can hurt your SEO. URL redirect services can guide you through the process, helping you choose the right type of redirect and ensuring all your hard work stays intact.

URL redirect services can guide this process, making any project that requires URL redirects—from a website migration to running a seasonal campaign—smooth and efficient. 

SiteDetour also allows companies to create dynamic URL redirects. That means organizations can determine specific web pages for visitors to arrive at depending on their behavior. This allows organizations to set up targeted campaigns that yield specific business outcomes. 

For instance, say a company wants anyone in Brooklyn, NY to land on a certain web page. They can specify those parameters in SiteDetour’s platform. Anyone who goes to the company website while in Brooklyn will land on a web page customized for that visitor. These types of personalized campaigns can be customized by other relevant metrics such as the type of web browser, the day, or even the time of day.

To learn more about SiteDetour and how it can optimize your online presence, schedule a demo or get started today with a free trial. 

FAQs

• URL redirect services help websites “reroute” or send visitors to an alternative webpage.
• There are three main different types of URL redirects:some text
  • 301 - Indicates to search engines and web browsers that the requested page has permanently relocated to a new location.
  • 302 - Useful for general-purpose redirects within your website, where you do not want visitors to cache the redirect response permanently.
  • 307 - Used for technical scenarios when a visitor's HTTP request method should persist when they are redirected. This type is not commonly used.