Redirect Chains
A redirect chain occurs when a URL redirects through two or more intermediate URLs before reaching its final destination. Each hop adds latency for real users and causes Googlebot to consume additional crawl budget. Crawlers may abandon chains beyond a set depth threshold, leaving the final destination URL without crawl credit from the original address.
Why it matters: Chains longer than 3 hops can cause Googlebot to drop the entire request path — meaning the destination page receives no ranking signals from the original URL.
Seen in 13% of audited sites199 / 1,572 sites
Score impact on this site−5 pts
Detected on this site: 86 pages with redirect chains of 3+ hops.
Sites Most Affected by This Issue
SiteCategoryImpactScore
These sites show the highest measured impact for Redirect Chains in our audited dataset.
View full leaderboardCommonly Affected Pages
- Campaign or promotional URLs that have been redirected multiple times over years
- Sites where HTTP → HTTPS → www → non-www redirects were stacked sequentially rather than consolidated
- Affiliate or tracking redirects layered on top of existing redirect rules
- CMS slug changes that created chains instead of updating the existing redirect to the new final destination
- Social sharing links that pass through a link shortener before hitting another redirect
How to Fix
- 1.Audit all redirect paths using a crawler and collapse multi-hop chains into a single direct 301.
- 2.Update all internal links to point directly to the final canonical destination URL.
- 3.After collapsing a chain, verify the change with a crawler before removing any intermediate entries.
- 4.Update your XML sitemap to only contain final destination URLs — never intermediate redirect URLs.
- 5.Add a rule to your deployment or CMS workflow to flag any new redirect that would extend an existing chain.