Search engine optimization (SEO) can be complex, especially when managing redirects. If incorrectly handled, redirects can lead to substantial SEO problems, including wasted crawl budgets and decreased rankings.
As websites evolve, adding new pages, migrations, changes to subdomains or subfolders, and CMS updates, the need for redirects becomes an inherent aspect of web management. These redirection processes are necessary whether it’s a small number of URLs or thousands.
Various CMS platforms, such as WordPress and Shopify, offer plugins to assist with these tasks, but it’s crucial to be aware of potential pitfalls to ensure successful implementation. This article aims to identify and help you avoid the most common mistakes observed in redirect setups
1. Completely Failing to Redirect
Complete redirecting failure is a prevalent redirect error crucial to avoid in SEO. In certain instances, it might seem more fitting to completely erase a page and allow the URL to result in a 404 error rather than redirecting. Indiscriminately deleting outdated pages or modifying URLs without setting up redirects can lead to numerous problems with your website. This applies equally when creating and launching a new website or transitioning from HTTP to HTTPS.
When altering or deleting URLs, it’s essential to have redirects in mind. Redirects should also be a key consideration in your overall URL structure. You need to decide whether your URLs will begin with www or not. Search engines may perceive your www and non-www pages without suitable redirects as distinct and duplicate content.
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2. Failure to Keep Track of Your Redirects
One of the key mistakes to steer clear from when managing a website is the failure to monitor your redirects effectively. This becomes particularly crucial under circumstances where:
- Your website is expansive, encompassing hundreds or even thousands of pages
- You’re working with a multitude of SEO consultants.
The importance of diligently tracking redirects cannot be overstated. This is because you require reference points to keep a tab on alterations, enabling you to sift through your analytics data. By doing so, you can identify which modifications led to fluctuations in traffic.
Understand that redirects can occur at the page and server level. For instance, if you access your .htaccess file and fail to spot a redirect for a particular page, you might erroneously assume there isn’t one. However, a redirect loop could have been inadvertently created by a team member using JavaScript or a meta refresh on the page.
3. Skipping Redirect Testing and Review
One of the primary oversights in website redirection you should avoid involves bypassing redirect testing and review. When you set up a new redirect, testing it to ensure it functions as desired is crucial. This proactive approach can prevent a multitude of issues in the future. If the redirect doesn’t operate correctly, you can rectify it promptly.
This is considerably more straightforward than neglecting to test a redirect, only to discover later that it’s faulty, has been indexed by search engines, interfered with other redirects, and then attempting to correct it.
4. Neglecting Case Sensitivity
Overlooking case sensitivity in URLs is a common error that often emerges during SEO audits. This mistake usually occurs when webmasters, particularly those less experienced, neglect the significance of case sensitivity while executing redirects, assuming that all-encompassing redirects are universally effective. However, this isn’t always the case and greatly depends on your server setup.
For instance, if you’ve come up with a redirect from /page1.htm through to /page2.htm, but rather than using all lower-case letters, you utilize /pAgE2.htm. This /pAgE2.htm URL will be perceived as a completely separate page to /page2.htm because not all servers will automatically redirect case differences. Consequently, you may inadvertently create a 404 error when executing that redirect.
Ensuring that any redirects you implement will correctly lead to the appropriate case-sensitive version that needs to appear in the search results is crucial. Before executing any redirects, verify their accuracy to avoid potential errors or confusion.
Endnote
Understandably, with so many moving parts to website development and maintenance, it’s inevitable that website redirect mistakes will crop up from time to time. However, taking the time to stay informed with the latest industry practices and avoiding the common pitfalls of URL redirects could be the difference between a smooth online experience and one plagued by errors. Doing your due diligence can ensure visitors clicking on any of your site URLs can quickly find what they need without encountering any major issues.