Redirect Chains in Marketing websites

Redirect chains are URLs that pass through two or more hops before reaching the final destination, degrading crawl efficiency and link equity.

Redirect chains longer than 2–3 hops can cause Googlebot to stop following the path entirely — meaning the destination page receives no ranking signals from the original URL. Even when crawlers do follow the full chain, PageRank and link equity degrade at each hop. Users experience measurable latency on every chain traversal, which affects Core Web Vitals and session retention.

Based on 18 Marketing sites audited with redirect chains detected.