What is HTTP Redirect?

An HTTP redirect is a server response that tells a browser or crawler that the requested resource lives at a different URL, prompting an automatic jump to the new location. Redirects are delivered through 3xx status codes paired with a Location header naming the destination. They are the standard mechanism for moving pages, consolidating domains, and enforcing a preferred URL format.

The distinction between redirect types has real consequences. A 301 (Moved Permanently) signals that the change is permanent, so search engines transfer ranking signals to the new URL and update their index. A 302 (Found) or 307 (Temporary Redirect) signals a temporary move, so the original URL keeps its ranking. Using a 302 for a permanent move is a common SEO mistake that can stall the transfer of link equity.

Redirects serve many practical purposes: forcing HTTPS, normalizing www versus non-www, handling renamed or deleted pages, pointing an old domain at a new one after rebranding, and sending users to a localized version of a page. Correctly configured redirects preserve traffic, bookmarks, and SEO value that would otherwise be lost when a URL changes.

The main hazards are redirect chains and loops. A chain — where URL A redirects to B, which redirects to C — slows page loads, wastes crawl budget, and leaks a little ranking signal at each hop. A loop, where redirects point back at each other, makes a page completely inaccessible. Auditing redirect chains and collapsing them to a single hop keeps sites fast and crawlable.