A redirect chain occurs when a URL redirects to another URL, which then redirects to yet another URL, creating a series of sequential hops (e.g., Page A → 301 → Page B → 301 → Page C). Each hop adds latency and dilutes the link equity passed to the final destination.
Why Redirect Chain matters for SEO
Redirect chains waste crawl budget (Googlebot may stop following after 5+ hops), dilute PageRank with each hop, and slow page load times. Google recommends resolving chains into single direct redirects from the original URL to the final destination.
Pro tip on Redirect Chain
Update each redirect in the chain to point directly to the final destination URL. If A → B → C, change A to redirect directly to C. Test with a redirect checker tool to confirm chains are resolved. Keep redirects active for at least 12 months.
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