What is a redirect?

A redirect is a mechanism that automatically leads visitors and search engines from one URL to another. This ensures that content remains accessible even after changes - for example after a domain change or relaunch.

Redirects ensure a good user experience as visitors do not end up on 404 error pages. They are crucial for search engines in order to correctly pass on the "link juice" (ranking signals) and avoid indexing problems.

The most important facts about redirects in brief:

A redirect automatically redirects users and crawlers from one URL to another
301 redirects are permanent and transfer ranking signals
302/307 redirects are temporary - not a permanent SEO transfer
Redirects help with relaunches, HTTPS conversions or deleted pages
Too many redirects lead to chains, loops and performance problems
Redirects should be checked regularly with tools such as curl or Redirect Checker

Redirect vs. canonical vs. noindex - What is the difference?

A redirect actively redirects, while a canonical tag only provides a recommendation for the preferred URL. A noindex tag, on the other hand, prevents indexing but does not redirect.

What types of redirects are there? HTTP redirects (server-side)

A 301 redirect indicates a permanent redirect from an old URL to a new one. This variant is most frequently used when content is moved long-term or URLs are changed - for example, when a domain is moved, a website is relaunched or the site architecture is restructured.
A major advantage: search engines transfer almost all SEO signals and backlink values (link juice) to the target page. This generally maintains visibility in the search results. The 301 redirect is therefore the recommended standard solution for permanent changes.

The 302 redirect signals that a redirect is only temporary. The original URL remains in the Google index, as search engines assume that the redirect will be cancelled later.
This method is particularly suitable for short-term adjustments, for example during maintenance work, A/B tests or temporary campaigns.
As 302 redirects, unlike 301 redirects, do not permanently transfer all ranking signals, they should only be used if the redirect is actually only intended to be temporary.

In addition to the common 301 and 302 redirects, there are some special variants that are used in technically more complex applications:

303 redirect: Is often used after form POSTs and redirects the user using the GET method to avoid duplicate form submissions.
307 Redirect: Indicates a temporary redirect where the original HTTP method (e.g. POST or GET) is retained.
308 Redirect: Works in a similar way to the 301 redirect, so is permanent, but also retains the original HTTP method.

These variants are mainly used in modern web applications, REST APIs or complex form systems, where precise control of the HTTP method is crucial.

What other types of forwarding are there? Client-side and other redirects

With client-side redirects, the redirection takes place in the user's browser, not on the server. They are technically simpler, but are not always reliably interpreted by search engines and are therefore only of limited SEO suitability. Nevertheless, there are areas in which they are useful - for example, when there is no server access or short-term adjustments are required.

The meta refresh

A common form is the meta refresh, which is controlled via an HTML meta tag, for example:

After a set period of time, the user is automatically redirected. However, this method is considered outdated as it can lead to delays and is not always crawled correctly.

JavaScript redirects

JavaScript redirects also belong to the client-side variants. They are executed by scripts such as
window.location = "https://beispiel.de"
. Google can now process them, but they are generally slower and less stable than server-side redirects. They should therefore only be used if no other solution is possible.

Other variants

There are also some special or system-dependent types of redirects.
One of these is frame redirects, where external content is loaded in an HTML frame. This technique is outdated and not SEO-compatible, as search engines cannot correctly recognise the frame content.
CMS or wiki redirects are also common, as they are found in systems such as WordPress, Typo3 or Wikipedia. They take effect automatically if, for example, permalinks change or articles are moved. Such redirects are usually technically implemented correctly and are unproblematic for search engines.

How is the technical implementation carried out?

How do I set up redirects on the server side?

Apache (.htaccess): Redirect 301 /oldpage.html /newpage.html
Nginx: rewrite ^/alteseite$ /neuseite permanently;
PHP: header("Location: /targetpage", true, 301);
Other server types (e.g. Lighttpd) offer similar rewrite mechanisms.

How can redirects be implemented in the CMS?

WordPress: Plugins such as Redirection or Yoast SEO Premium.
Shopify / Magento: Redirect management via admin interfaces.
Middleware / tools: e.g. Cloudflare Rules or NGINX Proxy Manager.

What application scenarios are there?

Relaunch / domain transfer: Old URLs refer to new structures
Page deletion: Content is redirected to successor pages
HTTP → HTTPS: All insecure connections are redirected
www → non-www: Consistent URL structure
Language versions: Redirects according to geotargeting or language preference
Affiliate tracking: Masking and analysing external links
Temporary redirects: For maintenance pages or A/B tests

What SEO aspects and risks are there?

301 redirects transmit most of the ranking signals, while 302 redirects usually do not.

Too many redirects lead to chains or loops - this can impair crawling and performance.

Each additional redirect increases the loading time. Keep redirection paths short.

A redirect to irrelevant content can lead to "soft 404" errors - search engines interpret this negatively.

Google follows redirects reliably, but only updates the index after some time.

If content remains similar, a canonical tag often makes more sense than a redirect.

What aspects should be considered to avoid errors?

Avoid redirect chains
Do not create loops
Select relevant target pages
Remove temporary redirects in good time
Update internal links
Carry out regular audits

What tools and aids are available?

Analysis tools: Screaming Frog, Sitebulb, Ryte.
HTTP header checker: curl, Redirect Path, SEO Tools.
CMS plugins: Redirection (WordPress), Redirect Manager (Shopware).
Monitoring: Google Search Console, log file analysis.

Conclusion - Why are clean redirects essential?

A well thought-out redirect concept is essential both technically and strategically. Redirects not only ensure user guidance, but also long-term SEO success.
Used correctly, they help to save crawling budget, maintain link power and avoid ranking losses. Incorrect or excessive redirects, on the other hand, lead to performance losses, indexing problems and user frustration.
Regular checks, documentation and optimisation ensure that your website remains technically clean - and that search engines and users always find the right path.