What is a redirect and why does it preserve traffic?
Photo: Avila Ops Tecnologia
A redirect is an instruction on a website that automatically takes people accessing an old address to the new one. They click the familiar link and reach the correct page without seeing an error. Google follows this path too and transfers the old page’s reputation to the new one.
It is needed for any change: switching platforms, renaming a page or changing domains. Without redirects, every old link on Google, Instagram and customers’ WhatsApp becomes an error page.
Why does an error page cost so much?
Because old links are scattered across places you do not control: Google results, old posts, forwarded messages and printed cards. Every visit to a broken link is a lost visitor and a signal to Google that the page has disappeared.
A clinic changed its website and “clinica.com.br/tratamentos” became “clinica.com.br/servicos”. Without a redirect, Google kept sending people to the old address, which returned an error. Within weeks, the new page had inherited nothing and the old one had disappeared from results. A one-line redirect would have prevented it.
What is the difference between a 301 and a 302 redirect?
A 301 says “moved permanently.” Google understands that it should replace the old address with the new one in results and pass along its reputation.
A 302 says “moved for now.” Google keeps the old address in results, expecting it to return. Using 302 where 301 belongs is a common rushed-migration mistake: the new website goes live but Google keeps pointing to the old one.
The rule: every page that no longer exists needs a 301 to the most similar page on the new website. Not the homepage; sending everything home is almost like not redirecting. See the steps in Migrating platforms without losing Google traffic.
What to do now
If you are changing websites or platforms, list all current pages before taking the old website offline. Each needs a destination. For a website Google understands, with Search Console configured, visit avilaops.com/presenca-digital-para-pequenas-empresas or contact us on WhatsApp: wa.me/5517997811471.
Frequently asked questions
How do I know whether my website has broken links?
Google Search Console, which is free, lists pages that returned errors. If it is not configured, see our guide on getting your company to appear on Google.
Do redirects slow down the website?
One redirect per page has no noticeable effect. The problem is chaining several: A sends to B, which sends to C. Always point directly to the final destination.
Do I need redirects if I only changed domains?
Yes, and this is the most important case. Every old-domain page should point to the same page on the new domain. Keep paying for the old domain while links still point to it.
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