Redirect Chain
A series of hops from one URL to the next — slow and link-equity-leaky.
What it means
A redirect chain is when URL A redirects to B, which redirects to C, and so on, instead of going straight to the final destination.
How it affects your SEO
Each hop slows page load, dilutes link equity, and risks crawlers giving up before reaching the target. Collapsing chains to single 301s recovers speed and ranking power — especially after site migrations.
Redirect Chain — frequently asked questions
How do redirect chains hurt SEO?
Each hop slows page load, dilutes link equity, and risks crawlers giving up before reaching the target. Collapsing chains to a single 301 recovers speed and ranking power.
How do I fix a redirect chain?
Point the original URL directly at the final destination with a single 301 redirect, removing the intermediate hops. Then update any internal links to point straight at the final URL.
Related SEO terms
Tells Google which version of a page is the “real” one when duplicates exist.
Google’s three speed-and-stability metrics: LCP, INP, and CLS.
Structured data that labels content (reviews, FAQ, products) for search engines.
How many pages Google will crawl on your site per day.
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