307 Redirect: Temporary Traffic Control That Actually Works

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Understanding the 307 Redirect: A Complete Guide for Marketers

Have you ever clicked on a link only to be instantly transported to a different page than you expected? Or perhaps you’ve changed your website structure and need to ensure users find their way to the right content? Behind these seamless transitions lies the magic of HTTP redirects, and today we’re diving deep into one specific type: the 307 redirect.

For marketing professionals managing websites, understanding the nuances of different redirect types isn’t just technical trivia—it’s essential knowledge that impacts your site’s user experience, SEO performance, and overall marketing effectiveness.

What is a 307 Redirect?

A 307 redirect (Temporary Redirect) is an HTTP status code that tells browsers and search engines that a requested resource has been temporarily moved to another URL. Unlike some other redirects, the 307 status code strictly maintains the original HTTP method used in the request.

What makes the 307 redirect special is its clarity of purpose: it explicitly indicates that the redirection is temporary and that future requests should continue to use the original URL. This specific behavior distinguishes it from other redirect types and makes it valuable in certain scenarios.

When to Use a 307 Redirect

Understanding when to deploy a 307 redirect versus other redirect types is crucial for maintaining website integrity and user experience. Here are the primary scenarios where a 307 redirect shines:

• Website Maintenance: When temporarily taking down pages for updates
• A/B Testing: Directing segments of traffic to different versions of a page
• Temporary Content Relocation: When content is momentarily housed at a different URL
• Load Balancing: Temporarily redirecting traffic to manage server loads
• Form Submissions: Preserving POST data during redirects after form completion

The key differentiator for using a 307 redirect is the temporary nature of the change. If you’re making permanent changes to your site structure, other redirect types like 301 would be more appropriate.

How to Implement a 307 Redirect

Implementing a 307 redirect can be done through several methods, depending on your server configuration and technical capabilities. Here are the most common approaches:

Server-Side Implementation

Apache Server (.htaccess file):

RewriteEngine On
RewriteRule ^old-page\.html$ /temporary-new-page.html [R=307,L]

Nginx Server (nginx.conf):

location /old-page.html {
    return 307 /temporary-new-page.html;
}

Programming Language Implementation

PHP:

header("HTTP/1.1 307 Temporary Redirect");
header("Location: /temporary-new-page.html");
exit();

JavaScript:

// Note: JavaScript redirects don't send the actual 307 status code
window.location.replace('/temporary-new-page.html');

SEO Impact of 307 Redirects

When it comes to SEO, the 307 redirect has specific implications that marketers should understand:

1. Temporary Nature: Search engines interpret 307 redirects as temporary, meaning they’ll continue to index and rank the original URL, not the destination.
2. Link Equity: Unlike 301 redirects, 307s don’t pass link equity to the new URL because search engines expect the original URL to return.
3. Crawl Budget: Excessive temporary redirects can waste your site’s crawl budget, as search engines will continue checking the original URLs.
4. User Metrics: If implemented poorly, redirects can increase page load time and negatively affect user experience metrics that influence rankings.

For marketing professionals, the key takeaway is to use 307 redirects judiciously and only for genuinely temporary situations. If you’re permanently moving content, a 301 redirect is almost always the better choice for SEO.

Comparing Different Redirect Types

To make informed decisions about which redirect to use, marketers should understand how the 307 redirect compares to other common HTTP status codes:

The key differences between 307 and other redirects are:

• Unlike 301 and 308, the 307 redirect is explicitly temporary
• Unlike 302, the 307 guarantees HTTP method preservation (important for POST requests)
• The 307 and 308 were introduced to clarify the behavior of 302 and 301 respectively

Common Issues and Troubleshooting

Even with the best intentions, implementing redirects can sometimes lead to issues. Here are common problems with 307 redirects and how to address them:

Redirect Loops

A redirect loop occurs when URL A redirects to URL B, which redirects back to URL A (or through a longer chain that eventually returns to the original URL). This creates an endless cycle that browsers will eventually terminate with an error message.

Solution: Carefully map out your redirect strategy before implementation. Use tools like Screaming Frog or Chrome’s Network tab to identify and fix redirect loops.

Redirect Chains

Redirect chains happen when multiple redirects are followed before reaching the final destination (A → B → C → D). These chains slow down page loading and can waste crawl budget.

Solution: Regularly audit your redirects and update them to point directly to the final destination URL.

Incorrect Implementation

Using a 307 redirect when a permanent redirect is needed (or vice versa) can confuse search engines and impact your SEO performance.

Solution: Review your redirect strategy regularly, especially after site migrations or restructuring.

Frequently Asked Questions About 307 Redirects

How does a 307 redirect differ from a 302 redirect?

While both indicate a temporary redirect, the 307 status code was introduced to explicitly guarantee that the HTTP method (GET, POST, etc.) remains unchanged during redirection. The 302 redirect, on the other hand, might change a POST request to a GET request in some browsers and implementations.

Will a 307 redirect affect my SEO?

When used appropriately for temporary situations, a 307 redirect should have minimal SEO impact. Search engines will continue to index and rank the original URL. However, if a 307 is used for what is actually a permanent redirect, you could miss out on consolidating link equity to the new URL.

How long should I keep a 307 redirect in place?

As a temporary redirect, a 307 should only be in place for as long as needed for the temporary change. For maintenance, this might be hours or days. For seasonal content, it might be weeks or months. If you find yourself keeping a 307 redirect for an extended period (generally over 6 months), consider whether a permanent redirect might be more appropriate.

Can I use a 307 redirect for a site migration?

Generally, no. Site migrations are permanent changes to your URL structure, making 301 (or potentially 308) redirects more appropriate. Using 307 redirects for a migration would signal to search engines that the change is temporary, potentially delaying the proper indexing of your new URLs.

Do 307 redirects pass link equity?

Unlike 301 redirects, 307 redirects do not pass link equity to the destination URL because search engines interpret them as temporary. The link equity remains with the original URL, which search engines expect to return to normal eventually.

Final Thoughts: Strategic Use of 307 Redirects in Your Marketing Toolkit

Understanding and correctly implementing 307 redirects is an important skill for marketers who want to maintain website functionality and user experience during temporary changes. When used appropriately, these redirects help guide users seamlessly to the content they need while clearly signaling to search engines that the change is not permanent.

The key to success with 307 redirects is to use them intentionally and only for genuinely temporary situations. Regular audits of your redirect strategy will help ensure you’re using the right redirect type for each scenario, maximizing both user experience and SEO performance.

As with many technical SEO elements, the details matter. Taking the time to understand the nuances of different redirect types and implementing them correctly can give your marketing efforts a technical foundation that supports rather than hinders your broader goals.