A redirect chain happens when one URL redirects to another URL, which then redirects again before reaching the final page.
For example, Page A may redirect to Page B, while Page B redirects to Page C. Anyone opening Page A has to pass through both redirects before arriving at Page C.
This often happens after websites have been redesigned, URLs have changed several times, or old redirects have been left in place.
How Do Redirect Chains Happen?
Redirect chains can build up gradually. A business may change a page URL and create a redirect to the new address. If that address is changed again later, another redirect may be added without updating the original one.
They are also common after website migrations, changes to URL structures or moving between HTTP and HTTPS versions.
A small number of redirects may go unnoticed by visitors, particularly when the website loads quickly. Longer chains can create unnecessary steps and make redirect management harder.
Redirect Chains and SEO
Google can follow redirects, but there is little reason to send Google through several URLs when it can be directed straight to the final page.
Redirect chains can slow down crawling and make it harder to keep track of where old URLs eventually lead. They can also become a problem if one redirect in the chain is removed or points to the wrong destination.
The cleaner setup is usually to redirect each old URL directly to the current page.
For example, if Page A and Page B have both been replaced by Page C, both old URLs can point straight to Page C rather than sending Page A through Page B first.
Regular technical SEO checks can find redirect chains so they can be shortened and outdated redirects can be cleaned up.