One 301 Redirect Or More?

Is there an SEO difference if I use one redirect 301 or two in a row?

What is a 301 permanent redirect?

(Permanent) 301 Redirect is a method of redirecting SEO-friendly URLs, also known as 301 redirect. Status code 301 “moved permanently” means most often used to change the structure of the site, move to a new CMS, change the domain or a specific URL, change the URL, move the URL, redirect when deleting a section, category or product. It tells search engines (and other machines) and users that the address has been permanently moved.

301 redirect is used to tell search engines that we have permanently moved a page (or its content) to another url. However, using more than one of these redirects in a row can already act on the search engine as an attempt at manipulation. But why use more than 301 redirectors?

Perhaps I can think of just this: the website has a large number of subpages and some are already redirected by 301 to another, which, however, has become obsolete again and is therefore redirected again to another page.

Theoretically, the use of two 301 redirectes does not conflict with any rules, but I would be careful. If these 301 redirectes are chained more, search engines may stop liking it and stop following them.

From the SEO point of view, it is better to choose only one 301 redirect and redirect the page to another, most suitable, two should not be such a problem yet, but be careful to use more than two redirect

When to use 301?

When it makes sense. Think about what 301 redirects symbolize. Permanent redirection. This means that 301 makes sense most often in the following cases:

  • I’m changing the URL from /index.php?page=365 to / fridge /. Both URLs display the same content.
  • I solve duplication, for example, redirection from to
  • I am moving the website, for example, from to
  • I delete page X and create page Y, which is not completely identical, but is very close in content to page X. So page X and Y are the answer to the same question.

Generally speaking, in any 1: 1 redirect, if the new page I’m redirecting to is the same or very similar in content to the original page. When, on the contrary, it does not make sense:

  • I will buy a high ranked domain and redirect it to my website. Currently, I think that in some cases it may make sense.
  • I delete the URL / category / section and redirect it to the home page.
  • I redirect all non-existent URLs – 404 error pages to the start page.
  • This is a duplicate, but the site is important to the user.
  • A deleted page does not have a suitable alternative.

We would find more similar inappropriate examples. Let’s look at the basic aspects of 301 redirects:

301 transmits ratings only if the original and new URLs are relevant to each other, that is, if it makes sense to redirect. Redirecting from the underwear page to the chainsaw page does not make sense and therefore the rating will not be transferred.
Redirecting 404 or other URLs to the homepage also does not transmit ratings. Google will remove such URLs from the index.
Redirect 301 carries a penalty. Yes, it transmits the power of links, both positively and negatively.
Beware of loop redirects or multiple 301 redirects (this also applies to 302).
It seems that 302 can be rated similar to 301 and it becomes in the eyes of Google Soft 301 (just like the 404 page reporting 200 is Soft 404)


Is URL rating being converted?

Yes, in part. In my experience, it almost never makes sense to change established, indexed, and somehow rated URLs and believe that 301 will solve everything. A typical bad example is a change to a so-called “pretty URL”. Don’t do it just for the sake of nice URLs. Never. If you already need to change the URL, you always redirect all URLs 1: 1 and especially expect a drop. If you are dealing with such a change and you want to reduce the negative impact as much as possible, strengthen the website during this period as much as possible with link building, ideally try to get links from strong and authoritative domains.

Google favors us in this regard. It really tries to translate ratings and quickly index new URLs. However, he transfers the evaluation only if he himself is convinced that it is a redirection of the same or significantly similar pages. Google is relatively fast and responsive in a matter of days.

How long does it take to move ratings?

However, moving the rating can take from days and weeks to months (even half a year). Therefore, be aware that there may be a temporary slump for weeks to a month. In my experience, 100% of ratings are never converted, but rather 80-100%. According to Google, you can delete the redirect after a year, but recommend that you never delete it for the sake of users. But if you don’t do any shit and everything works properly, after a year the rating is transferred.


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