When you need a WordPress redirect
Picture an online shop in Tashkent. You renamed a category, merged two near-identical product pages, switched to HTTPS or moved to a .uz domain. The old URLs do not disappear: they stay in Google results, in customers' bookmarks, in your Instagram bio link, in a pinned Telegram post and in OLX listings.
If those addresses return a 404, people leave for a competitor and links from other sites stop helping you. A 301 status code tells browsers and search engines that a page has moved permanently and its signals should follow. You typically need one when:
- a post or page URL changes
- two pages are merged into one
- a deleted product or article has a close replacement
- the permalink structure changes
- the site moves to a new domain or protocol
What WordPress handles on its own
If you change the URL of a published post, WordPress usually remembers the old address and forwards it to the new one. That is handy, but it is not reliable everywhere. Static pages, categories, a permalink overhaul or a domain move can behave differently.
Treat the built-in behaviour as a safety net, not a plan. After any significant change, open a few old URLs by hand and see where they actually go.
Plugin or server: which to choose
There are two main routes. Plugins such as Redirection, or the redirect module inside an SEO plugin, give you an admin screen: enter the old and new URL, pick the type, read the 404 log. That log is especially useful because it shows which non-existent addresses people still request.
The server route means the .htaccess file on Apache or the server configuration on Nginx. These rules fire before WordPress loads, so they are faster and put no load on the site. They suit bulk rules and domain-level changes.
- Plugin: few rules, no server access, you want a 404 log
- Server: domain move, HTTPS, www, pattern rules covering many URLs
- Leave server edits to a developer or your host; one typo can take the site offline
HTTPS, www and permalink changes
When moving to HTTPS, work in order, and back up the site and your .htaccess file first:
- Install an SSL certificate
- Update the site address in WordPress general settings
- Add a server redirect from HTTP to HTTPS
- Pick one main version, with or without www, and redirect the other
- Replace internal links and image URLs with the new addresses
Common redirect mistakes
Most damage comes from sloppy rules rather than missing ones. Watch for these:
- chains: HTTP to HTTPS to www to the final page
- loops, where two rules point at each other
- sending every deleted page to the homepage
- a temporary 302 where a permanent 301 belongs
- the same rule set up in both a plugin and the server
Testing and maintaining redirects
Type the old URL into a browser and confirm you reach the right page in a single step. Check the 301 status with an online tool or the server response checker in your search console. If no page matches the old one in meaning, an honest 404 or 410 is better than a blanket redirect to the homepage.
Afterwards, update internal links and the sitemap, watch indexing reports and review the 404 log every quarter. Keep old rules for a long time, because links in other sites' articles and Telegram messages live for years. A simple sheet helps: date, old URL, new URL, reason, where it is configured.
If your site is large or a migration is coming, the markdev team can help build a redirect map and test it before launch. Tell us about your project and we will discuss how to move without losing enquiries.
FAQ
Which redirect should I use for a permanent page move?
A permanent 301 redirect. It tells search engines the page has moved for good and helps pass accumulated signals to the new URL. Use 302 only for genuinely temporary situations.
Is a plugin or .htaccess better for WordPress redirects?
A plugin is convenient for a small number of rules, especially with a 404 log. For domain moves, HTTPS, www and bulk pattern rules, server-level redirects are better because they run before WordPress loads.
Can I redirect all deleted pages to the homepage?
It is best avoided. Search engines often treat such redirects like soft 404 errors, and visitors do not understand why they ended up on the homepage. Redirect to a closely related page or leave a 404.
How do I know my redirects work correctly?
Open the old URL in a browser, confirm a 301 response and make sure it reaches the target in one step with no chains or loops. Then keep an eye on the 404 log and indexing reports.
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