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Redirects : SEO Black Hat Techniques

Search Engine Optimisation: What Not To Do

There are three main types of redirects in use today:

301 redirect

These are used when a page or site has been permanently moved. Google recommends sites use this kind of redirect where appropriate since search engines will dismiss the redirecting address and save the address where the redirect points to as the preferred address.

302 redirect

These kind of redirects should be used when a page or site is only temporarily at another location. The original address remains the preferred one. Some website owners maliciously use the 302 redirect to promote themselves, but this is dangerous since search engines will penalise the site when it is discovered.

HTML redirect (meta refresh)

This kind of refresh is used in order to allow for a delay before the refresh is performed. This means that browsers will display the original page for a set period of time before the redirect comes into place and the new page is displayed. Meta refreshes are either undergone so quickly that they are not noticed by most users, or the page is displayed so that users can see both new and old.

Why Use Redirects?

There are many reasons why pages or sites need to be redirected, including a change of domain name, an amalgamation of pages, and when web builders want to keep track of the traffic passing through the site, and manipulation of search engines. These last two reasons can be classed as unethical, and often results in greatly frustrating users who end up with sites that are not relevant to their search, and can even be offensive and inappropriate. Search engines will penalise immediately when these techniques are discovered. Another reason some people use redirects negatively is during ‘phishing’ – attempting to gain personal information from end-users by misleading them about the site they are on. Being redirected for this purpose means that you are at risk of identity theft – it is therefore important to report any such incidents to the search engine as soon as possible.

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