John Mueller Advises Against Setting Up Redirects Just to Redirect

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Google’s John Mueller recently addressed a question on Reddit about how to “undo” a 301 permanent redirect. In his response, Mueller explained that the simplest way to undo a redirect is to just change it. However, he also stressed that it is not recommended to set up redirects with the intention of redirecting them again in the short term.

Key points:

– When asked about undoing a 301 redirect, Mueller suggested that simply changing the redirect is the most straightforward approach. For example, if the original redirect was from A to B, you can just change it to redirect from A to C.
– Mueller clarified that if you set up redirects with the intention of redirecting them elsewhere in the short term, it can lead to unnecessary complexity and potential issues. It is always better to have a clear and lasting redirect setup.
– He emphasized the importance of having a clear strategy in place when setting up redirects. It is crucial to consider long-term goals and avoid making frequent changes that may confuse search engines and disrupt user experience.
– Redirects should be used judiciously and with care. They serve a purpose in directing users and search engines to the most appropriate content, but unnecessary or haphazard redirects can create confusion and negatively impact SEO efforts.

Hot take:

John Mueller’s advice on avoiding unnecessary redirects is a reminder that simplicity and clarity are key in SEO. While it may be tempting to constantly tinker with redirects, it’s important to have a solid strategy in place to minimize complexity and maximize results. In the long run, a well-planned redirect setup will save time and effort, benefiting both user experience and search engine optimization.


When it comes to handling 301 permanent redirects, John Mueller’s advice is to keep it simple and avoid setting up redirects just to redirect again in the short term. Instead, focus on creating a clear and lasting redirect strategy that aligns with long-term goals. By minimizing unnecessary complexity, you can ensure a smooth user experience and maintain a strong presence in search engine rankings.
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