Have you ever noticed when you type a URL in the address bar it takes you to a different URL? What you experienced is a redirect.

A redirect diverts traffic from one URL to a different URL. This ensures links and assets remain available when something is changed. When a redirect is live it will automatically move from the requested URL to the new URL.

A redirect can be a short-term fix, or a permanent solution. Redirects reduce downtime and ensure unaffected user experience.

When to use a redirect?

  • the page has been archived, but you want traffic to be redirected to a new page
  • your page is under construction and you want users to go elsewhere
  • you are merging content from several pages into one page, and you want traffic redirected to the new page
  • you have moved from one content management system to another.

Types of redirects

301 Redirect:

Permanent redirects are used when a page has moved or has been deleted.

This may occur when:

  • you have rebranded or renamed your domain
  • you want to redirect traffic from one domain to another owned domain
  • redirect traffic from old content to new content.

302 Redirect

A temporary redirect has an end date. The redirect will finish at the end of this period.

This may occur:

  • launching a new site
  • sending traffic to a campaign page

Redirects used for marketing purposes

URLs are often used for marketing purposes. Vanity and truncated terms are used interchangeably but have different purposes.

Vanity URL – A vanity URL is a descriptive and memorable address to direct users from one URL to another. This a fancy URL used on marketing collateral purely for promotional purposes.

Example: latrobe.edu.au/clever directs you to latrobe.edu.au/about/vision/your-clever-future

Truncated URL – URLs are often long with directories and subdirectories in the URLs. A truncated URL is a shortened version of the URL that links to the full URL. You may see this on external websites when a page URL ends with /7ochnbs1.

A user may be more willing to type a short URL such as latrobe.edu.au/undergrad/ rather than latrobe.edu.au/study/undergrad.

What are redirect assets? Why are they important?

Redirects are created when you would like to link to a URL, but not duplicate the content. A redirected asset can be created if you want to link to something on the CMS but it is located elsewhere on the website. An example is creating a link to the library on your research page. This means the ‘Library’ will appear in your menu navigation and site structure, however, it will direct the user the Library site.

How to request a redirect?

If you require a redirect for your site, please submit a Digital Marketing Request with the existing URL and the proposed new URL. Our team will then assist.

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