Minimize Redirects

Minimize Redirects to Reduce Latency

Earlier in this guide we discussed avoid landing page redirects. As websites change and grow over time, it may be necessary to update content and to point visitors from what was once relevant, to more up-to-date information. Additionally, from an SEO perspective, redirecting to more suitable content can help pass along the SEO weight, or value (link juice), of the original page to the new page. So, there are cases where redirects provide value. However, it is important to remember that there are various kinds of 300-level redirects, such as 301, 302, 303, 307, and 308. Some of these indicate temporary redirects, like 302, 303, and 307, which do not pass SEO value of the original page. To pass through SEO authority, you would need to use the 301 or 308 redirects. In any case, remember that any redirects incur additional HTTP requests, which can cause performance delays, so continually review those pages for performance and review any pages where you can remove redirects altogether.



Lighthouse is an open-source tool that is used to run an audit against your web pages and provides scores and suggestions for improving page performance, accessibility, SEO, and more.


PageSpeed Terms

PageSpeed Insights is a tool created by Google that reports on the performance of a page on both mobile and desktop devices, and provides suggestions on how that page may be improved.



YSlow is an open-source website analysis tool that can be used to identify web page performance issues. Learn more about the YSlow to enhance your web pages and the user experience.