Redirects are indispensable in the structure of almost every website. Whether moving content, switching to HTTPS or migrating to a new domain, 301 redirects play an important role. However, although they are frequently used, many website operators ignore the performance impact they have on the user experience and core web vitals.
The truth is: every redirect costs valuable time and can negatively impact both user experience and search engine rankings.
Technical background: Why 3xx redirects are unavoidable but critical
A 301 redirect tells the browser that a web page has been permanently moved to a new URL. These are crucial for SEO as they transfer the link power of the old page to the new one. There are two main ways to set up redirects:
- Server-side redirects: These are set up directly via server configurations such as .htaccess for Apache, Nginx Configs or Cloudflare rules. They are more efficient as they forward the browser directly to the target URL.
- Plugin-based redirects in WordPress: Contrary to server-side solutions, many WordPress websites rely on PHP-based plugins that take a detour via PHP execution and database queries. This can lead to a considerable delay in the TTFB (Time to First Byte), as the redirect must first be fully processed in the backend.
Impact on core web vitals: LCP, TTFB and user experience
The Core Web Vitals, especially TTFB and LCP (Largest Contentful Paint), are crucial for user experience and SEO. Each 301 redirect adds unnecessary latency to the TTFB, which in turn can increase LCP times. The result is that the user has to wait longer for the main content display, which can impact the overall user experience. To illustrate this, a graphical representation of the redirect workflow can show how the browser sends a request to server A before being redirected to the final URL.
Typical sources of error with redirects
There are some common sources of error that can exacerbate the negative effects of 301 redirects:
- Redirect chains: One of the most common and avoidable sources of errors are redirect chains, where several 301 redirects are connected in series. This can significantly increase the loading time and create additional stress for the server and browser.
- Outdated internal links: Internal links often lead to URLs that are now redirected. Regular audits are necessary to identify these inefficient redirects and set direct links.
- Use of standard redirect plugins: Many use standard plugins that work without caching, which means that they cause a delay due to PHP execution every time. These performance losses could be avoided if caching mechanisms were integrated.
Best practices & solutions for efficient forwarding
To minimize the negative effects of 301 redirects, the following best practices should be observed:
- Direct linking: Whenever possible, direct internal linking to the target URL should be used to avoid unnecessary redirects.
- Server-side redirects: If possible, use server-side redirects via .htaccess, Nginx Config or a CDN such as Cloudflare to optimize the speed and keep the TTFB low.
- Regular redirect audits: Use tools like Screaming Frog or other crawling tools to regularly identify and eliminate redirect chains and outdated links.
- Caching and HTTP/2: Use caching techniques and HTTP/2 prioritization to absorb remaining latencies and further increase performance.
Manage 301 redirects correctly: increase performance and optimize core web vitals
In summary, it can be said that every 301 redirect adds to loading times and therefore impairs performance and user experience. Efficient handling of redirects requires careful planning and implementation. Recommendations for action are to redirect as little as possible and, if necessary, to work as efficiently and directly as possible.
Would you like to know how much your redirects really affect your loading time? Let us analyze your redirect structure together – and sustainably improve your Core Web Vitals.
