Redirecting Links According to SEO Best Practices

Recently, I learned quite a bit about Search Engine Optimization. One of the more interesting things I learned is that for best SEO results, you should have one “direct link” (meaning no redirect), and all other redirects should be 301 “permanent” redirects. Many public facing sites’ regardless of provider or if done in-house ignore or are unaware of this principle.

Windows by default uses a 302 redirect “found”. The 302 redirect is considered a temporary redirect for SEO concepts. While the 302 redirect does the job, it will not achieve desired results in an SEO context.

Therefore I would like to raise awareness that any public facing site needing a redirect, whether www or otherwise, should be provisioned using a 301 permanent redirect. This literally only requires one small step.

How to Redirect Links According to SEO Best Practices

When creating your redirect it typically will look like this:

Picture of a 302 Redirect in IIS7

Picture of a 302 Redirect in IIS7

However, as you see in the highlighted section, this is a 302 redirect which I found means temporary for SEO purposes and it will not be indexed by popular search engines.

The correct method for a public facing site is below:

Picture of a 301 Redirect optimized for SEO

Picture of a 301 Redirect optimized for SEO

See, it’s easier than you think!

Many popular tools exist online for testing your site’s redirects in the event you do not have access to the server or just wish to make this task easier. Do yourself a favor when using these and make sure you are not using a “Link Checker” but a “Redirect Checker” as these can be drastically different tools.

Some tools want you to download them, but I shy away from these as it is unnecessary and many tools exists that do not require this.

I hope this helps you as you continue to find the best practices for optimizing your site to current SEO standards.

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About Eric Lough

Eric Lough (known as ELough) has sharpened his craft as one of's trusted go-to guys on the Support Team. ELough focuses on trouble tickets, while at the same time expanding his knowledge of SharePoint configuration by actively participating in new builds and SharePoint events. Outside of SharePoint, you'll find him gaming (electronic or physical), being the IT guy for his family, or spending time with his daughter Kaylee, who also enjoys gaming on all platforms (especially Mario Bros. for the Wii at the moment). At 31 years old, ELough has spent most of his 20’s in the IT field and drifted into the SharePoint arena about five years ago. His CNS or ‘Networking’ background translated well to SharePoint as the platform emulates a “network” by communicating between various software on a large scale. This piqued his interest in both where SharePoint will go in the future and where it’s been in the past, and ELough’s mission is to know the beast inside and out.
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7 Responses to Redirecting Links According to SEO Best Practices

  1. I like the helpful info you provide in your articles. I’ll bookmark your blog and check again here regularly. I am quite certain I will learn plenty of new stuff right here! Good luck for the next!

  2. Hayley says:

    I know this if off topic but I’m looking into starting my own weblog and was wondering what all is required to get setup? I’m assuming having a
    blog like yours would cost a pretty penny? I’m not very internet smart so I’m not 100% certain.

    Any suggestions or advice would be greatly appreciated. Many thanks

  3. I love looking through an article that can make men and
    women think. Also, thank you for permitting me to comment!

  4. vipin says:

    nice and informative post
    thanks fr that post

  5. SMM Arizona says:

    Link building, keyword analysis, are the two main aspects that are involved in search engine optimization. the redirecting part that you have discussed is highly instructional.

  6. Eric Lough says:

    Hello and thank you all for the replies. I hope this and others like it can help make someone’s day a bit easier!

    @Hayley – The cost is really up to how much you want to have to do yourself. You can setup a web site from home for free, (using DynDNS), or for a small fee if you want your own domain name. However, if you do not have time to devote to being a server admin, one of the popular hosting providers can provide simple blogs for fairly cheap and usually come with their own site builder tools and domain name registration services. Cheers!

  7. mr-box says:

    it depends on why you need to redirect, e.g. 302 is for temporary redirect

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