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What is Redirect?

A redirect is a server response that sends a visitor and a search engine from one URL to another, permanently (301 or 308) or temporarily (302 or 307).

Permanent redirects carry ranking signals to the new address; temporary ones do not. When a site is rebuilt, every old URL that had traffic or links needs a permanent redirect to its replacement, or the traffic is lost.

Redirects also have to agree with canonical tags. A site that redirects to www while declaring the apex as canonical is telling Google two different things, and Google resolves the contradiction by indexing neither.

A redirect map is written before a rebuild launches, with every old URL that had traffic or links in it, and it is tested on launch day, not after.