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SEO Glossary /

Meta Redirect

What is a Meta Redirect?

A meta redirect, also known as a meta refresh redirect, instructs a web browser to navigate automatically to a different webpage after a certain amount of time. Unlike typical 301 or 302 redirects, which happen on the server, a meta redirect is a client-side redirect.

When you encounter a message on a website like:
“You will be redirected to the new page in 5 seconds”
a meta redirect is most likely at work.

Meta redirects are created by incorporating a specific meta element in the HTML of a web page, usually within the <head> section. For instance:

<meta http-equiv="refresh" content="7; url=https://ahrefs.com/">

Meta refresh redirects can be both instant and delayed.

content="7... in the given example signifies a redirection delay of 7 seconds.

Modifying this to content="0... will make the redirect instant:

<meta http-equiv="refresh" content="0; url=https://ahrefs.com/">

Why are meta redirects important?

Meta redirects can prove useful in a few specific scenarios:

  • Temporary redirection: If you need to notify the user about changes or maintenance on a specific page, a meta redirect can be used to guide them to a different page after displaying a brief message.
  • Delayed redirection: Sometimes, you might want to give a user time to read a message or notice before redirecting them. For example, “Thank you for your purchase! You will be redirected to the product in 5 seconds.”
  • Server access limitations: A meta redirect is a simple client-side method that doesn’t require server-side changes. This can be advantageous if you don’t have access to or control over server configurations.

Do meta redirects negatively affect SEO?

Google recommends using 301 server-side redirects over meta redirects, primarily because not all browsers support the latter, and they can potentially confuse users. However, this doesn’t necessarily imply that meta refresh redirects negatively impact a website’s SEO.

According to Google’s official documentation on redirects, Google Search interprets instant meta refresh redirects as permanent redirects. Conversely, delayed meta refresh redirects are treated as temporary redirects.