Redirects: Reasons to Avoid them (and Some Reasons to Use)

Redirects: Reasons to Avoid them (and Some Reasons to Use)

A recent update to Google’s algorithm for determining the landing pages for search engines has caused a great deal of discussion among SEO professionals. Internal redirection is one way Google ensures that it provides the most relevant results for certain keywords or phrases. It helps increase the CTR (click-through rate) and improve overall site performance by serving the requested page even when the actual page it was requested has been changed. In this article, I will explain what internal redirects are, how they work and where to find a good provider of redirects.
internal redirect|internal redirect
When you submit a web page, it will have its URL changed. For example, if you were writing a blog post, your original url would be /blog/post/year/2 instead of /pages/post/year/2. Google makes this change so that Google can better provide users with the information they are searching for. The Google webmaster tools show a new history section after each search. This includes all the URLs that Google has requested as well as the new ones. The new page URL for the new post is added as an internal redirection to the homepage, so Google sees /posts/year/2 instead of /pages/post/year/2.

Google, like many other search engines, uses a classification system to determine page rank. The higher the page rank, the more likely it is that users will click on it. The Googlebot classifies web pages in two different ways. One method uses a text-based classification, while the other method uses a logical classification. Based on these two classifications, Google creates two different sets of internal redirects. These redirects are used to direct users to the right pages.

The first set of internal redirects are client-side redirects. A client-side redirection is a HTML redirect that changes when the user types in a different domain or if the page that the user is trying to access is already on the Internet. This is done by redirecting the user to the landing page instead of the home page. This is a very simple redirection and only requires the use of JavaScript. However, because the client-side redirects are internal, they are not visible to search engines and the Google Webmaster Tools will not recognize them. They are invisible and only appear when a user clicks on links from certain sources.

The second set of internal redirections are external redirection scripts. These scripts are used to change the old page and place the new page at a different location on the Internet. For example, the Google Analytics tracking code will redirect you to a new page when you login to Google. The script for this redirect can be installed using your own application or through a third-party add-on script. External scripts are also used when you update your website or when you make small updates to your website design.

Internal and external redirects can affect your SEO efforts. When internal redirects are used, the robots are supposed to index your new URL automatically, but often times this does not happen. So while internal redirects are helpful in improving your SEO results, you may be losing some valuable traffic. External scripts however can change the URL of your site dramatically and make it rank higher on Google in a short period of time. So even if internal redirects are helpful when it comes to improving your internal ranking and linking structure, they should be avoided completely when possible.

How redirect tags could be helpful in SEO

Most people don’t know that you can use internal redirects to serve Campaign Manager ads on sites that use Google Ad Manager. This is a great way to increase your revenue and conversion rates because now all of your users are being served the same ad no matter what page they visit! You just need to choose the ad destination you want to redirect.

The internal redirect will allow Campaign Manager ads to be served on any page where Google Ad Manager is installed, not just pages with Campaign Manager code. Make sure that your custom destination URL matches up with a corresponding landing tab in Google Ad Manager so it will send people to the right place once they reach your site.

It’s important to note that if more than one campaign has been added into Google Ad Managers’ “Ad unit,” then all campaigns going forward would need their own custom destination URLs.

Use an internal redirect tag to serve Campaign Manager ads on Google Ad manager sites to reach the following goals:

  • Reduce latency: Internal redirect tags are served within Campaign Manager and don’t require outside servers; thus, there is no increase in latency.
  • Prevent discrepancies in ad tracking between Campaign Manager and Ad Manager, use internal redirect tags.

Using internal redirect tags provides the same rich information as the ins tag, giving you increased visibility into where your ads are being served.