301 Redirects Rules Change: What You Need to Know for SEO via
The New Best Practices
While it’s too early to write the definitive new best practices, there are a few salient points to keep in mind about Google’s change to how PageRank passes through 3xx redirects.
All redirects carry a degree of SEO risk.While 3xx redirects preserve PageRank,301s remain the preferred method of choice for permanent redirects. (It is unknown if search engines treat all redirects equally)Keep in mind that PageRank — and other link equity signals — are only a portion of the factors used by Google in ranking web pages.Beyond PageRank, all other rules about redirection remain. If you redirect to a non-relevant page, or buy a website in order to redirect 1,000 pages to your homepage, you likely won’t see much of a boost.The best redirect is where every other element stays the same, as much as possible, except for the URL.Successful migrations to HTTPS are now less prone to lose PageRank, but there are many other crawling and indexing issues that may negatively impact traffic+rankings.Changing URLs for SEO purposes, including...Removing multiple query parametersImproving directory/subfolder structureIncluding keywords in the URLMaking URLs human-readable… is less risky now that 3xx redirects preserve PageRank. That said, always proceed with caution when redirect.