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Understanding URL Redirects and SEO Best Practices

Redirects are a common and necessary part of website maintenance. Whether updating content, reorganizing a site, or retiring outdated pages, ensuring visitors (and search engines) find the correct destination is essential to preserving user experience and protecting the ¾«¶«´«Ã½’s search visibility.

This guide will help explain the purpose of redirects, the key differences between types of redirects, and how to request the appropriate redirect for ¾«¶«´«Ã½ web pages.

 

Why Redirects Matter

Redirects automatically send users and search engines from one URL to another. They are most commonly used when:

- A page is moved to a new location.

- A page is removed and replaced with updated content.

- URLs need to be simplified for usability or marketing campaigns.

If not managed correctly, redirects can cause broken links, poor user experience, and degraded search engine rankings. Proper redirect planning ensures that both visitors and search engines reach the intended page without confusion or disruption.

Types of Redirects: 301 vs. 302

The two main types of redirects you will encounter are 301s (Permanent) and 302s (Temporary).

301 Redirect (Permanent)

A 301 redirect signals to browsers and search engines that a page has permanently moved to a new location. This type of redirect passes nearly all of the original page's SEO value (page authority, rankings, backlinks) to the new URL. Search engines will then remove the old URL from their index in favor of the new one.

When to use a 301 redirect:

- The original content has been permanently moved or replaced.
- You are consolidating outdated pages into a new resource.
- You are rebranding or updating URLs for clarity and consistency.

302 Redirect (Temporary)

A 302 redirect tells browsers and search engines that the move is temporary. Search engines will continue to index the original URL, not the new one. While appropriate in limited cases—such as during short-term testing—302 redirects do not pass long-term SEO value to the new URL.

When to use a 302 redirect:

- Temporary page moves (e.g., during maintenance or testing).
- Redirects for time-sensitive campaigns that will later revert.

Sitecore Defaults to 302 Redirects: What You Need to Know

The current ¾«¶«´«Ã½ Sitecore environment is configured to default to 302 (temporary) redirects. While this may work in certain short-term scenarios, it can unintentionally harm search engine optimization if used incorrectly. Since most content migrations or page replacements at ¾«¶«´«Ã½ are permanent, using 301 redirects is generally the correct and preferred approach.

Improper use of 302 redirects can result in:

- Loss of page authority and rankings.
- Confusing search engines, leading to outdated pages continuing to appear in search results.
- Broken links across ¾«¶«´«Ã½'s web presence and partner sites.

Best Practice: Contact the Help Desk for Redirect Assistance

For most situations, particularly when replacing or retiring pages, please submit a request to the ¾«¶«´«Ã½ Help Desk to set up a 301 redirect. Our web team will ensure that the correct type of redirect is implemented and tested.

How to request a redirect:

- Email the ¾«¶«´«Ã½ Help Desk at help@smu.edu.
- Include the current (old) URL and the desired (new) URL.
- Specify if the move is permanent (most cases) or temporary.