Redirect Chain.
Learn what Redirect Chain means in modern search and SEO.
A series of redirects where URL A redirects to B, B redirects to C, creating multiple hops before reaching the final destination.
A redirect chain occurs when multiple redirects are required to reach a final URL: Page A redirects to B, B redirects to C, C is the final destination. Each hop in the chain introduces latency (slowing page load), dilutes PageRank that passes through redirects, and increases the risk that Googlebot abandons the chain before reaching the final URL.
Detecting and Fixing Redirect Chains
Redirect chains are detected using crawl tools like Screaming Frog, Ahrefs Site Audit, or SEMrush. The fix is simple in principle: update all redirects in the chain to point directly to the final destination (A → C, B → C), eliminating intermediate hops. Also update any internal links pointing to A or B to link directly to C. The maximum recommended chain length is one redirect—any more introduces unnecessary risk.
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