Redirects are a natural part of linking between content on your site. That said, 301 redirects pass anywhere between 90-99% of link equity (read: ranking power) to the redirected page. So, if you’ve moved a piece of content between several different pages, and all those redirects are still in place, you might be sacrificing some load speed/link equity. It’s a good idea to eliminate those superfluous intermediaries.

Still, not all redirects are created equal. 301 redirects, in which a page is moved permanently, are the most SEO-friendly redirects. They pass between 90-99% of link equity. 302 redirects, which indicate a temporarily redirected page, pass less link equity (though some Google employees have disputed this). Meta refreshes are redirects that take place on the page level, rather than the server level. These are most commonly associated with the text, “If you are not redirected in five seconds, click here.” Meta refreshes pass some link equity but are not a recommended SEO tactic.