A redirect implemented with JavaScript rather than server-side methods like 301/302, which can cause SEO issues.
Why JavaScript Redirects Matter for SEO
JavaScript redirects can be a major SEO problem because they are not as reliable as server-side redirects for passing link authority. A server-side redirect, like a 301 redirect, is a clear, unambiguous signal to a search engine that a page has moved permanently. A JavaScript redirect, on the other hand, is a soft signal. A search engine’s crawler may not render the JavaScript or may not wait for the page to load to be redirected, which can lead to a page not being indexed or to a loss of link authority. While Google is very good at this, other search engines may not be. The best practice is to always use a server-side redirect for a permanent move.
Across Different CMS Platforms
The management of JavaScript redirects depends on your CMS and how you build your site.
WordPress
WordPress users can add JavaScript redirects using a plugin or by manually adding the code to a page. While this is easy to do, it is a best practice to use a dedicated redirection plugin, which will manage server-side redirects for you.
Shopify
Shopify has a built-in feature that allows you to manage server-side redirects, which is the best practice. While you can add a JavaScript redirect to a page, it is a much better idea to use the platform’s native capabilities to manage your redirects.
Wix
Wix has a streamlined approach to redirects. Its built-in SEO tools make it simple to set up server-side redirects, which is the best practice. While you can add a JavaScript redirect, it is not recommended.
Webflow
Webflow has a native redirects feature that allows you to set up server-side redirects with ease. This is the best practice for SEO. If you use a JavaScript redirect, you should also set up a server-side redirect as a fallback.
Custom CMS
With a custom CMS, you have the most control but also the most responsibility. The best practice is to build a system that manages server-side redirects, which is the most reliable way to pass link authority.
Across Different Industries
The use of JavaScript redirects is a concern for all industries.
E-commerce
E-commerce sites often have thousands of pages, so a a large number of JavaScript redirects can be a major problem. It is crucial to use server-side redirects to ensure that all your product and category pages are properly indexed and that link authority is passed correctly.
Local Businesses
Local businesses can use a server-side redirect to manage a change of address or a change in services. This is the most reliable way to ensure that your local search rankings are not harmed.
SaaS Companies
SaaS companies can use server-side redirects to manage a change in their pricing or features page. This is the most effective way to ensure that your marketing pages are properly indexed and that link authority is passed correctly.
Blogs
Blogs often have a large number of pages, so a a large number of JavaScript redirects can be a major problem. It is crucial to use server-side redirects to ensure that all your articles are properly indexed and that link authority is passed correctly.
Do’s and Don’ts of JavaScript Redirects
Do’s
- Do use a server-side redirect. This is the gold standard for SEO. It is a clear, unambiguous signal to a search engine that a page has moved permanently.
- For a permanent move. A 301 redirect is the most effective way to pass link authority from an old page to a new one.
- For a temporary move. A 302 redirect is a good way to tell search engines that a page has moved temporarily.
Don’ts
- For a permanent move. This is a major SEO problem and can lead to a loss of link authority.
- For a temporary move. This can confuse search engines and can lead to a loss of organic traffic.
- For a 404 page. A 404 page should be a clear signal that a page is not found.
Common Mistakes to Avoid
- For a permanent move: This is the most common and devastating mistake.
- Failing to check your server logs: Your server logs can provide clues as to how a search crawler is handling your redirects.
- Using a JavaScript redirect that is slow: A slow JavaScript redirect can lead to a high bounce rate and a poor user experience.
FAQs
How does a JavaScript redirect affect my SEO?
A JavaScript redirect can negatively affect your SEO by failing to pass link authority to the new page. A search engine’s crawler may not render the JavaScript or may not wait for the page to load to be redirected, which can lead to a loss of organic traffic.
What is the difference between a 301 redirect and a JavaScript redirect?
A 301 redirect is a server-side redirect that tells a search engine that a page has moved permanently. A JavaScript redirect is a client-side redirect that happens after a page has loaded. A 301 redirect is a much stronger signal for SEO.
When should I use a JavaScript redirect?
A JavaScript redirect should only be used for a user experience function, such as redirecting a user to a mobile version of your site based on their device. It should never be used for a permanent URL change.
Can a search engine miss a JavaScript redirect?
Yes. A search engine’s crawler may not render the JavaScript or may not wait for the page to load to be redirected, which can lead to a page not being indexed or to a loss of link authority.
Does a JavaScript redirect pass link authority?
Yes, a JavaScript redirect can pass link authority, but it is not as reliable as a server-side redirect. It is a best practice to use a server-side redirect for a permanent URL change.
