We detected that your browser language is set to English. Click "Continue" to display the page in set language.

  • English
  • Deutsch
  • Español
  • Türkçe
Sign InSign InSign Up - it’s FREE!Sign Up
how to fix redirect chains

How To Fix Redirect Chains: SEO Best Practises


In the vast, interconnected web of the internet, the path that takes users One common hurdle in this pathway is the redirect chain,  which can significantly impact a site's search engine optimization (SEO) health. Understanding what these are, how they affect your site, and, most importantly, how to fix redirect chains is essential for any SEO specialist, website owner, or digital marketer.

Join seobase as we explore redirect chains, from their implications on SEO to strategies for their identification and resolution.


Sign up to our blog to stay tuned about the latest industry news.

By proceeding you agree to the Terms of Use and the Privacy Policy

What are Redirect Chains?

Let's cover the basics before we explore how to fix redirect chains. 

A redirect chain happens when clicking a link or typing in a website address doesn't take you straight to the page you want. Instead, it sends you through several other pages first. This might not seem like a big issue at first glance, but it can severely affect the loading speed of a page, user experience, and the efficiency of search engine crawlers.


Read: How Can Redirection Strategies Preserve SEO Value During URL Changes?

redirect chains

The SEO Impact of Redirect Chains

Exploring how to fix redirect chains considerably impacts SEO, influencing how search engines crawl, understand, and rank web pages. Here's a deeper dive into the specific ways redirect chains can affect your site's SEO:

Crawl budget consumption

Search engines allocate a finite "crawl budget" for indexing a site's pages. Learning how to fix redirect chains consumes this budget sparingly, as each redirect counts as a separate crawl event.

  • SEO Implication: Important pages may remain uncrawled and unindexed if the budget is depleted on redirects, affecting the site's visibility.

Dilution of PageRank

PageRank is an algorithm Google uses to rank web pages in their search engine results. It considers the quality and quantity of links to a page. Not learning how to fix redirect chains can cause a loss of link equity with each redirect, diminishing the ranking strength of the destination page.

  • SEO Implication: The final page may receive less link equity, potentially lowering its position in search results.

Delayed content indexing

Redirect chains can slow search engines from discovering and indexing new content, as each redirect adds time before the content is finally reached.

  • SEO Implication: New or updated content may take longer to appear in search results, affecting timeliness and relevance.

Poor user experience

User experience is indirectly tied to SEO performance. Avoiding exploring how to fix redirect chains can increase page load times, negatively affecting user satisfaction.

  • SEO Implication: A poor user experience can increase bounce rates and reduce dwell time, signaling to search engines that the content may not be valuable, thus impacting rankings.

Increased server load

Each redirect initiates an additional HTTP request-response cycle, putting more load on the server. In high-traffic scenarios, this can significantly impact server performance.

  • SEO Implication: Slower server response times can negatively affect page speed, directly impacting SEO as search engines favor fast-loading sites.

Risk of redirect loops

Redirect loops occur when a URL redirects to another URL, which eventually redirects to the original URL, creating an infinite loop. This error blocks access to content for both users and search engines.

  • SEO Implication: Redirect loops can prevent pages from being indexed altogether, removing them from search engine results and damaging the site's overall SEO.

Read: What Are Redirects And How To Use Them Properly?

Identifying Redirect Chains

The first step in learning how to fix redirect chains is identifying them. This can be achieved through various tools and methods:

SEO audit tools

To explore how to fix redirect chains, utilize comprehensive SEO audit tools that can crawl your site like search engine bots. These tools are designed to flag redirect chains by identifying the hops from the initial URL to the final destination. 

Browser developer tools

Using the Network tab in these tools, you can inspect the HTTP status codes of loaded resources. Initiating a request and monitoring the sequence of loaded URLs can reveal the redirect chain path, showing how requests are being forwarded from one URL to another.

Curl command

While exploring how to fix redirect chains, for those comfortable with command-line interfaces, the curl command is a powerful tool for examining the headers of a URL. You can observe the redirect path in the terminal by using flags like -I to fetch the headers and -L to follow redirects. 

HTTP status code checkers

There are online tools specifically designed to check the HTTP status codes of URLs, which can help identify redirects. By inputting a URL, these tools can show you if it's being redirected (typically with a 301 or 302 status code) and to where. Some of these tools even allow you to see the entire redirect path, which is crucial for identifying chains.


Read: Optimizing 301 vs 302 Redirect For SEO: Best Practices

Manual checking

While more time-consuming, manually checking for redirect chains by following links from your website or external links pointing to your site can sometimes uncover redirect issues that automated tools miss. This approach to fix redirect chains involves manually clicking on links or using a simple tool to check the status code of URLs to see if they're being redirected and, if so, where to.

Using web server logs

Web server logs can provide insights into how traffic is redirected through your website. By analyzing these logs, you can identify patterns of redirects and trace them back to their origin. This method requires a good understanding of how web servers log requests but can be particularly revealing for complex redirect issues.


Read: How To Redirect 404 To Homepage?

redirect chain

How to Fix Redirect Chains

Fixing redirect chains is crucial in optimizing your website's SEO and ensuring a smooth user experience. Here's a step-by-step guide on how to fix redirect chains effectively:

Analyze the chain of necessity

Review each redirect in the chain while exploring how to fix redirect chains to determine if it's necessary. Sometimes, redirects are put in place for temporary reasons and then forgotten. If a redirect no longer serves a purpose, it should be removed.

Simplify redirect paths

The goal is to have a direct link from the original URL to the final destination without intermediate redirects. This means eliminating unnecessary steps in the chain. While learning to fix redirect chains, adjust each redirect identified in the mapping phase to point directly to the final URL. 


This may involve editing .htaccess files (Apache) nginx.conf files (Nginx), or using plugins or settings within a content management system (CMS) like WordPress.

Implement direct redirects

After planning the most direct path for each redirect, make the necessary changes to your web server configuration or via your CMS. This typically involves editing the redirect directives to ensure that each original URL points straight to its final destination URL, removing any intermediate URLs from the chain.

Test thoroughly

Once you've made changes, testing each redirect to ensure it leads directly to the intended destination without initiating a chain is crucial. Use the same tools you used for identification, like browser developer tools or curl commands, to verify that redirects behave as expected. Additionally, ensure that these changes haven't inadvertently created redirect loops or broken any functionalities on your site.

Monitor and adjust as necessary

After fixing redirect chains, continuous monitoring is vital. While learning how to fix redirect chains, new redirects can be introduced over time through site updates, content reorganization, or by other team members. Regular audits using SEO tools can help identify new chains before they impact your site's performance.


Read: Best SEO Tools Every Marketer Should Use

Additional Best Practises for Handling Redirect Chains

Here are some less-discussed but highly effective best practices for how to fix redirect chains:

Limit the use of intermediate redirects for tracking

While exploring how to fix redirect chains, I learned that it's common practice to use redirects for tracking clicks or other analytical purposes. While useful, this can inadvertently create chains. Limit such redirects or explore alternatives like tagging URLs with UTM parameters that don't require a redirect.

Avoid redirects for critical path resources

Critical path resources are those necessary for the initial rendering of a page. Avoid redirects for these resources entirely if possible, as they can delay the rendering and negatively impact user experience.

Leverage CDN edge rules for redirection

If you're using a Content Delivery Network (CDN) while learning how to fix redirect chains, you can often configure edge rules to handle redirects more efficiently. This approach leverages the CDN's global network to execute redirects closer to the user, improving response times.

redirect chain checker


Redirect chains are not a minor technical glitch; they can profoundly impact a website's SEO performance. 


By understanding how to identify and how to fix redirect chains, web admins and SEO specialists can ensure that their sites remain accessible, user-friendly, and optimized for search engines. Implementing the steps and best practices outlined above will help maintain a healthy, efficient website that users and search engines will appreciate.

Keep up with seobase to learn all about the best SEO practices!

Do you want to boost your SEO rankings?

Leverage the most complete SEO platform for rank tracking, SERP analysis and more!