The Problems with Redirects

What are Redirects?

A redirect is a process of forwarding traffic and users from one URL to another. Instead of landing on the page they intended, users are redirected to a URL of the website owner’s choosing. This is often because of a change of address for the original page.

Often, people ask us to redirect a website from either a non-existent Carleton site, or to forward an old address. We discourage the use of redirects for the reasons listed below:

Very bad for accessibility

The number one reason to avoid redirects is that they create additional redirect issues. As you know, creating web experiences that are optimised for accessibility improve usability for everyone. We need to avoid friction – meaning in this case anything that slows or confuses the user journey.

• Redirects disrupt screen readers with a possibility of cutting off content mid‑read
• Sudden page changes, including opening in a new tab, create confusion and increase cognitive load
• Content can be totally different from expectation
• Neurodiverse users are especially affected, but the confusion can affect anyone
• Improving accessibility improves the experience for all users.

Negative Impact on SEO

Behind the scenes, Google detects redirects, views them with suspicion by default and will degrade the search engine experience for your site and your users.

• Redirects are often mismanaged, especially when multiple redirects create “redirect chains”
• Each redirect slows loading time, which harms search rankings
• Google crawls sites with excessive redirects less frequently, further lowering visibility
• There are additional punishments, such as your favicon not appearing next to your site name in Google search results

Confusing User Experience

• Redirects slow page loading and create friction as users navigate your site
• Slower and/or more confusing websites consistently correlate with lower conversion and engagement rates
• Important pages should be promoted at their correct URL so users can learn the new address quickly

Best Practices If You Must Use a Redirect

• Set a clear expiry date—typically 3 to 6 months.
• Use that period to communicate or promote the new URL.
• Avoid printing redirect URLs on physical materials, since redirects are temporary and printed content cannot be updated.

Summary

Redirects may seem helpful, but they often create accessibility barriers, harm search performance, and frustrate users. Whenever possible, update links at the source and promote the correct URL directly. And for the sake of the trees, never print a redirect on any marketing materials!