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To understand URL or website redirect is pretty simple, it’s a server-based function to send the user from one web location to another. The redirects are implemented for many reasons by websites due to the change of their address. Among them, the most significant motive is to synchronize your site with the latest search engine optimization techniques.
You must bear in mind that 301 redirect has the most significant impact on SEO to Pass link equity to a newly created webpage, and you must know 301 redirect relation with link equity.
Before 2016, 301 affected the page rank negatively, but things have reversed completely today. It was assumed that a website could suffer about a 15% loss in page ranking if it uses 301 redirects. Google’s former head of Webspam, Matt Cutts explained this procedure but didn’t mention an exact figure of loss that can be faced in page ranking due to redirects. However, it was officially announced in June 2016, that no website would face a downfall in page rank due to redirections. Instead, it can result in boosting the organic traffic of a webpage.
A redirect chain occurs when a URL is redirected many times to other URLs, for example, One page on your website is redirected to a 2nd page that is redirected to 3rd page on your website. Redirect chains make it hard for Google to crawl pages with chain redirect. You always need to check your redirects, it often happens on your website and you have no idea about them. Some of the bad effects of redirect chains on your website SEO.
If you are familiar with SEO, then you might also know that not all redirects result in betterment. Some of them can be risky and can damage the SEO of a website. That makes it essential to know about the redirects associated with your website. You can use SST’s URL redirect checker!