Redirector

A clear and practical introduction to redirects and SEO value

Imagine a standard product entry on your site:
https://my-site.test/products/pretty-normal-entry

Your client asks you to move it to another category and rename it, resulting in:
https://my-site.test/products/awesome-entries/really-awesome-entry

Every internal link will update automatically if you’ve used dynamic URLs, but external links won’t.

Why this matters

Those external links include other websites, bookmarked URLs saved in users’ browsers, and, more importantly, Google’s search index, which still points to the old address. Users clicking those results will land on a 404 error page and that’s bad for both experience and SEO.

Why 404 pages can harm SEO

A 404 (Not Found) page isn’t always bad as it’s a normal and expected response when a page truly doesn’t exist or has never existed.

However, when a 404 replaces a page that previously contained valuable content, it creates two main problems:

• users encounter a dead end instead of relevant information;
• search engines detect lost content and remove the page from their index, leading to:
  • loss of PageRank and link equity from inbound links,
  • drop in search visibility for related pages,
  • delayed re-indexing of the new URL.

In such cases, using a proper redirect is the best way to preserve both user experience and SEO value.

The role of redirects

A redirect is a small HTTP instruction your server sends to browsers and search engines, saying:
“This page has moved. You can find it here.”

The browser and search engine crawlers, such as Googlebot, follow that direction and reach the correct page automatically.

There are several types of redirects, the most common being 301 and 302:

• 301 (Permanent) tells search engines to update their index and transfer SEO value to the new URL.
• 302 (Temporary) keeps the old URL indexed, used for short-term moves.

From a user’s perspective, both behave the same way — but from an SEO standpoint, 301 redirects are essential to preserve rankings and link equity.

But URLs shouldn’t change, right?

Ideally, yes, but in the real world they often do.
Products get rebranded or discontinued, categories are reorganized, and slugs evolve.
When that happens, having an automated redirect system is essential to maintain SEO integrity.

Meet Redirector

Redirector helps you easily manage redirects and preserve SEO value whenever URLs change.
It automatically handles redirects whenever an entry’s slug or its position within a Structure is updated, preventing 404 errors and protecting your site’s visibility.

Redirector allows you to manage 404 errors by generating 301 permanent redirects, but also supports 302, 307, and 308 redirect types for temporary or advanced use cases. Additionally, it lets you assign a 410 Gone status to 404 pages that should be permanently removed from your site, ensuring they are definitively excluded from search engine indexes.

You can:

• define exact-match or RegEx-based redirect rules;
• configure redirects globally or per site;
• monitor and manage all redirects through an intuitive interface.

Redirector automatically ensures that every moved, renamed, or deprecated entry maintains its SEO integrity, keeping your site structure clean and your rankings protected.

AI-powered suggestions

Redirector also offers optional AI-based assistance that helps automatically identify the most relevant redirect destinations. When enabled, the system can suggest the correct URL based on your site’s content (see the Settings section for instructions on how to generate this data), making it easier to manage complex redirects or large websites with many pages.

The AI suggestions are powered by OpenAI using its gpt-5-nano model in conjunction with the file_search tool, which retrieves suggestions from the custom knowledge base stored in a vector store.

Pricing info:

• gpt-5-nano model ( https://platform.openai.com/docs/pricing#text-tokens )
• file_search tool ( https://platform.openai.com/docs/pricing#built-in-tools )