In 2021, Google’s Gary Illyes mentioned on Twitter that redirect alerts consolidate completely to the brand new location after one yr.

Which means that, in principle, alerts to the unique URL are completely handed to the brand new one after a yr. 

If the redirect is eliminated and the unique web page is restored, the unique web page has to construct brand-new alerts on its personal. 

Despite the fact that the previous hyperlinks nonetheless level to the unique web page, they rely for the web page that was the redirect goal for over a yr.

How 301s work


Be aware that one yr is measured from the time Google crawls it.

That is completely different from what SEOs consider. Often, it’s assumed that if the redirect is not in place that the alerts are misplaced. It’s additionally been understood that if the unique web page is restored that the alerts will construct again up for that web page. Have we been mistaken this complete time? Let’s discover out.

I eliminated redirects to those pages on January 30, 2023:

These posts have been chosen as a result of they’d older posts redirected to them. These older posts have been about the identical matters and had sufficient hyperlinks and referring domains that I assumed eradicating them would have a visual impression. 

You possibly can see the clear drop in referring domains after I did this:

Graph showing drop in referring domains

What I don’t see is far drop in visitors to those posts. One truly has elevated visitors, one is down, and two are comparatively flat.

Graph showing traffic changes of posts

The submit on key phrase search quantity is the one which was down. The drop that appears prefer it occurred about the identical time as when the redirects have been eliminated truly occurred just a few days earlier than the removing. You possibly can see that the drop already occurred on January 24, however I didn’t take away redirects till January 30. 

Graph showing a drop in traffic happened before the removal of redirects

The visitors to the submit did decline through the take a look at, so I can’t rule out that eradicating the redirects damage this submit. 

I’m not prepared to conclusively say that everlasting redirects go worth even after one yr, however what Gary mentioned appears to largely maintain true.

It’s not that I don’t consider Gary, however that is radically completely different from how SEOs thought redirects consolidated. It appears loopy that alerts might be consolidated to a distinct location than the place a hyperlink factors.

It’s definitely not one thing I wish to take flippantly. I’m already working one other take a look at, have a bigger take a look at deliberate if that pans out, and can seemingly do a examine after that. Despite the fact that it’s not conclusive, it seemingly will maintain true, and that’s why I wish to share this now.

If the best way we perceive redirect consolidation is mistaken, it has large implications for the search engine optimization business.

Redirect suggestions

One of many techniques that I at all times use with a brand new consumer is to redirect 404 pages which have hyperlinks pointing to them. I believe, in most of these instances, the pages had by no means been redirected.

If redirects are literally everlasting after one yr, I’ll have to phase people who have been redirected longer than a yr from people who weren’t. There would possibly nonetheless be worth available with this tactic, however with much less work wanted.

Area shopping for

This can be a huge one. The worth of a site can change loads primarily based on the hyperlinks pointing to it.

Plenty of SEOs purchase domains that have already got hyperlinks from websites in the identical area of interest once they plan to launch a brand new web site or redirect it to their present web site. They hope that these previous hyperlinks will assist them rank higher.

Think about if that worth was not truly there. If the area had been redirected for a yr or extra and the worth completely handed to a distinct area, then that area could be price loads much less.


There’s additionally a large impression on numerous instruments like Ahrefs if the redirects do completely go worth. We would want to alter how we present hyperlinks and domains to those websites when redirects are concerned.

I’m positive we’d additionally get a whole lot of questions when the redirects have been eliminated, e.g., “Why do you continue to present these hyperlinks to this web page when the opposite web page not redirects?” It’s a bizarre idea, proper? But when that’s the way it works, that’s what we have to do.

Remaining ideas

I haven’t seen any change within the search engine optimization business or the suggestions from SEOs since Gary’s tweet. I’m undecided if that’s as a result of few individuals noticed it or adopted the fractured dialog, or we collectively don’t wish to consider that redirects consolidate in another way than what we suppose. 

I nonetheless don’t suppose many SEOs consider me after I say non permanent redirects consolidate backward to the unique URL, however they do.

As I mentioned, I’m not prepared to name this one simply but. On the very least, much more checks have to be run earlier than I’m prepared to conclude that everlasting redirects do completely go alerts.

When you have any questions, message me on Twitter.


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