What is a redirect chain?
A redirect chain is a series of redirects one after another, such as http to https to www to a new path, before a browser reaches the final page.
In more detail
Each hop is another request and another round trip, so chains slow every visit, worst on mobile networks. Google's crawler follows up to 10 hops and then gives up, and long chains often end in a loop or a dead page after a migration.
The fix is to point every old address straight at the final one, in a single redirect.
Worked example
http://example.com/shop https://example.com/shop https://www.example.com/shop https://www.example.com/store: three hops. Redirecting each of the first three addresses directly to https://www.example.com/store removes two round trips from every visit.
See also
Related terms: HTTP status code and TTFB (time to first byte). Free tool: DNS and HTTP headers. How OwlHound helps: Website uptime monitoring. All terms: monitoring glossary.
Frequently asked questions
How many redirects are too many?
More than one is worth fixing. Google's crawler stops after 10 hops; visitors feel the delay much sooner.
Do redirect chains hurt SEO?
Short chains still pass their value, but each hop slows crawling and adds a chance of a loop or a dead end. A single redirect is best.
How do I find redirect chains?
Request the old address with a tool that shows each hop, such as our free DNS and HTTP headers check.
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