Overview
A web redirect is an instruction that automatically sends a site visitor from one web address (URL) to another. For example, if a page once lived at mysite.engin.umich.edu/oldpage but now lives at mysite.engin.umich.edu/newpage, a redirect tells the browser to load the new page when someone tries the old link.
Redirects can be useful during transitions, but they come with trade-offs. Each redirect introduces a layer of complexity: visitors may not notice where they’ve been sent, search engines treat redirects differently than direct links, and over time they can create hidden dependencies that are hard to manage. For these reasons, redirects should be used sparingly and always with a plan for when they will be retired.
Easy options
Be careful to use the correct link from the start
The safest and most effective practice is to ensure your links go to the correct page:
- Links in emails, PDFs, and other docs: triple check that links are correct prior to sharing
- Out of date links in web pages you control: replace old links with new ones
- Marketing or social media: always publish the correct address
This avoids the need for a redirect and gives the best experience to both users and search engines.
Promote content without using redirects
Often the real need is visibility, not a redirect. Alternatives include:
- Updating menus or navigation so content is easier to find
- Linking from the home page or a landing page
- Highlighting the new address in newsletters, social media, or other announcements
Use built-in website tools to manage most other cases
Content management systems, such as WordPress, often include features that allow content authors to manage redirects themselves. A properly formatted redirect tells search engines that a page has permanently moved. Over time, Google and others will update their index, transferring ranking strength from the old page to the new one. These redirects will last as long as the site itself, or until you remove them.
Last Resort: Temporary CAEN-managed redirects
If you have a very special case and none of the above options will work, CAEN can create a temporary blanket redirect (for example, an entire folder or site redirected to a new location). This provides a short transition period while links are updated and search engines adjust. Because redirects are risky to manage and misconfigurations can affect many visitors at once, strict limits apply:
- Redirects are limited to one blanket redirect per site.
Why? A single, site-wide or section-wide redirect is simpler, easier to manage, and less likely to cause mistakes. Allowing many small redirects creates complexity, makes troubleshooting harder, and increases the chance of errors that could impact every website in the College.
- Requests for more than one redirect require stronger business justification and will be considered only in exceptional cases, up to a maximum of five.
Why? Each additional redirect adds risk and long-term overhead. In most cases, one blanket redirect is sufficient. However, exceptions may be made for flagship or extremely high-volume websites, where multiple redirects may be critical to preserve continuity for large audiences.
- Redirects will be removed after 30 days.
Why? Redirects are meant to help during a transition period, not to replace proper link updates. Search engines usually recognize new locations within a few weeks, and site owners have time to update materials. Limiting redirects to 30 days prevents hidden dependencies and keeps the system from becoming cluttered with outdated rules.