Reduce redirect chains to protect SEO

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 24, 2020, 2:10 PM GMT+0

Redirect chains are interconnected internet issues that cause a problem for search engine crawlers and can lead to user frustration and negatively influence search rankings.

There are two common types of redirect chains, namely, 301 and 302. According to HubSpot, redirect chain occurs when there is more than one redirect between the initial link users’ click on and the eventual destination page. These chains can cause “Link Juice Loss”, reduce site performance and ultimately raise crawling concerns.

Businesses need to review their redirect chains to prevent negatively affecting their search rankings and user experience. Using online redirect checker tools like, Sitebulb, Screaming Frog, and DeepCrawl can help brands identify redirect chains, potentially threaten their SEO efforts.

Developing a URL management framework can help marketers reduce redirect risks. Businesses should also use robust redirect tools to find long-tail chains and then break them into smaller ones, wherever applicable.

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