Redirect Chain

Definition

A redirect chain occurs when a URL redirects to another URL, which then redirects to yet another URL before reaching the final destination. For example: page-a → page-b → page-c → page-d. Each hop in the chain loses some link equity (ranking power) and adds latency (100-500ms per redirect). Google will follow up to 10 redirect hops but recommends keeping chains to a single hop. Redirect chains commonly arise from site migrations, URL structure changes, or accumulated redirects over time. To fix them, update all redirects to point directly to the final destination URL. This preserves maximum link equity and improves page load speed.