Digital MarketingThe Impact Of Redirects On Website Traffic: An SEO Guide

AdminFebruary 20, 2019504 min

Redirects are one of the most crucial elements of SEO and a requisite requirement for successfully migrating a website from one server to another. In general, redirects are used to lead visitors, bots, and crawlers to a new webpage if the page they are trying to reach is no longer available. Although the procedure is quite straightforward, one has to be very careful while using these redirects. Because if anything goes wrong, you might end up severely affecting your website’s performance and its SERP rankings.

Talking about the impact of redirects on a website’s performance, the implications can be hazardous only when the operation is performed impetuously. However, if handled with care, the redirects can yield even better results from SEO perspective. As a matter of fact, most people see it as an opportunity to improve their website’s performance. It can be done by dropping the unnecessary pages and making improvements in website content.  

Why Redirects Are Needed?

There are a number of reasons as to why you would need to implement various redirects on your website. Some of them being:  

  • You’ve changed your website domain.
  • The website is under maintenance (temporary redirects are needed).
  • You’ve moved or deleted a landing page.
  • You want to merge two websites.
  • Updating the CMS platform of the website.
  • Directing bots and visitors to a new destination.

Apart from these few, there can be many other reasons that may lead you to a state where redirects are needed. More or less, the reasons are mostly technical and might be fruitful under certain circumstances. For example, changing the sub-domain of your website URL might be a good option if you want to avoid duplicate content or complications involved in distinguishing between URL data. That’s where redirects are needed most. The same thing applies if you are changing your website protocol i.e moving it from HTTP to HTTPS.    


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