302 Redirect

What is a 302 Redirect?

302 redirects inform browsers and search engines that a webpage has been temporarily moved, with an added explanation that the original URL will return. This type of redirect is closely linked to the 301 redirect, but the difference can be more important than you may think.

Although they’re closely related, 302 and 301 redirects send opposite signals about how URLs should be treated by Google.

For example, a 301 redirect will inform search engines that the page it’s attempting to load has been permanently moved to a new location. But 302 redirects instead send the signal that Google should continue to index the original URL because it will eventually come back.

Because 302 redirects signify a temporary move, they stop Google from passing authority to the destination. This means that if you use a 302 for a permanent redirect, you’ll struggle to rank for the new page because the search engine will still treat the original URL as the canonical version.

When to Use a 302 Redirect

So, when should you use a 302 redirect? As a rule of thumb, only use 302s for temporary situations. Common scenarios for short-term redirects include:

• When a page is briefly down for maintenance and you want to send visitors elsewhere in the meantime
• If you’ve introduced a short-term promotion that replaces a page for a predetermined amount of time
• During A/B tests where you’re seeking to direct traffic to a variant without wanting Google to reindex any of your pages.

In these circumstances, the original URL is the one that you want to keep over the long term, meaning that the redirect is only a brief measure.

Common Mistakes

One of the biggest mistakes that marketers make when using 302 redirects is using it by default. This typically occurs because a CMS or developer set them up without making a distinction between different forms of redirect. As a result, you could be losing out on the hard work you’re putting into your SEO in a wholly preventable way.

Fortunately, it’s easy to fix 302 redirect errors, and it can be as simple as changing the redirect type you’re using.

It’s also worth using Google Analytics to monitor the performance of your pages. If some URLs are failing to rank alongside their peers, it may be a sign of an accidental 302 redirect.

Closing Thoughts

Only ever reach for a 302 redirect if you’re looking to temporarily transfer traffic from one page to another while keeping the original URL indexed.

If there’s any chance that the page you’re redirecting to is going to become a permanent destination, use a 301 instead.

It’s always a good idea to ask yourself whether you’ll ever want to return to your old URL when setting up new pages. If the answer is no, opt for a 301 instead of a 302.