Types of Redirects

Learn about different redirect types, how they work, and when to use them for optimal performance, SEO, and user experience.

Redirects can be configured in different ways depending on whether the move is permanent, temporary, or masked. Each type sends a different signal to browsers and search engines. Choosing the correct redirect type is critical for maintaining search rankings, ensuring proper caching, and delivering a seamless user experience.

Permanent Redirect (301)

A 301 redirect indicates that a URL has moved permanently.

• Browsers often cache the redirect and automatically use the new location on future visits.

• Search engines update their indexes, replacing the old URL with the new one.

• SEO ranking signals (“link juice”) are transferred to the new URL.

Best use cases:

• Domain migration (oldsite.com → newsite.com)

• Permanent URL changes (/about → /company/about)

• Consolidating duplicate pages into a canonical URL

Example: http://oldsite.com/page → https://newsite.com/page

Temporary Redirect (302)

A 302 redirect signals that a URL has moved temporarily.

• Browsers redirect the user but typically do not cache the new location permanently.

• Search engines keep the original URL indexed, assuming the redirect will be removed later.

• SEO ranking signals usually stay with the original URL.

Best use cases:

• Maintenance pages

• Seasonal promotions or campaigns

• Testing new pages without transferring SEO value

Example: http://oldsite.com/sale → http://oldsite.com/temporary-page

Masking (URL Cloaking)

A masked redirect keeps the original domain visible in the browser’s address bar, while loading content from another URL (often via an HTML frame).

• Useful for branding or hiding long/unfriendly URLs.

• Does not transfer SEO value, since search engines detect that the content comes from another source.

• May cause compatibility issues if the target site blocks embedding in frames.

Best use cases:

• Niche branding scenarios

• Only when keeping the original domain visible is critical

Not recommended for SEO-sensitive situations

Example: http://myshortdomain.com → shows content from http://user.longdomain.com/page123 while address bar stays myshortdomain.com.