Redirect Chain

A redirect chain occurs when a URL redirects to another URL, which in turn redirects to another URL, creating a sequence of two or more hops before reaching the final destination. For example: URL A → URL B → URL C. Each hop in the chain adds latency to page load time and, more critically, causes a partial loss of link equity passing through the chain.

Redirect chains commonly accumulate over time through site redesigns, domain migrations, URL structure changes, and CMS updates where old redirects are never cleaned up. Best practice is to keep redirects direct (A → C, bypassing B) and to limit redirect chains to a single hop wherever possible. Tools like Screaming Frog can map all redirect chains on a site for bulk remediation.