Redirect Loops: Why They Matter and How to Fix Them

Redirect Loops: The Background Story

Let’s set the scene. You click a link on your own website and it immediately tries to send you to another URL. But that URL then forwards you right back to the first one—or on to yet another page, which eventually circles back to the original. You (and your browser) are stuck. The dreaded “ERR_TOO_MANY_REDIRECTS” message appears, telling you something is broken.

A redirect loop means your site’s flow from Page A to Page B ends up returning people (and search engines) back to Page A. Visitors never reach the content they actually want. In SEO, that’s a surefire way to frustrate users and block Google from indexing your pages. If Google can’t index your content, how can it rank you?

Whether it’s a misconfigured .htaccess rule, conflicting plugin settings, or an oversight when juggling multiple redirect rules, loops pop up more often than you might think. They also have a serious impact on SEO. If a loop stands between a crawler and your final page, no one ever sees that final page. That’s a big problem if it’s a product or important piece of content you want to rank.

Below, you’ll learn what exactly these loops are, why they harm your site, and how to fix them. Let’s dive in.

Redirect Loops TLDR

A redirect loop is when you have a chain of redirects that eventually circles back to the original URL, creating an endless cycle. This usually triggers an error in your browser: “ERR_TOO_MANY_REDIRECTS.” It’s bad news for SEO because:

• Search engines get stuck, never indexing the final content.
• Potential visitors see an error instead of the page.
• All the link equity and ranking signals you wanted to pass to the final page never arrive.

It’s often caused by sloppy or conflicting redirect rules, multiple URL changes, or a mismatch in configurations (like your server’s .htaccess file vs. your CMS plugin’s settings).

The Consequences of Ignoring Redirect Loops

1. Infinite Frustration for Users
People can’t access the page they want. After a few seconds of bouncing, they’ll close the tab and move on. That’s a direct hit to user experience.

2. Missed SEO Potential
Redirect loops block search crawlers. If Google hits the loop, it abandons the crawl. You lose any chance to rank the intended content.

3. Lost Link Equity
If a loop stands between your original URL (with valuable backlinks) and the final destination page, none of that SEO value or authority arrives. Loops basically waste ranking signals in transit.

4. Negative Brand Impression
Broken, looping pages make your site look unprofessional. It shakes user confidence, especially if they keep seeing error messages.

5. Wasted Crawl Budget
Search engines have a limited “budget” or capacity to crawl your site at a given time. If they repeatedly get stuck in loops, other pages might go unvisited. That’s especially painful for large sites.

Frequently Asked Questions on Redirect Loops

What exactly is a redirect loop?
A redirect loop is a misconfiguration in which Page A sends traffic to Page B, but Page B (or a subsequent URL) eventually sends traffic back to Page A, forming a circle. Visitors and bots end up stuck, never reaching a final page.

How can I spot a redirect loop?
You often see an “ERR_TOO_MANY_REDIRECTS” or “Too many redirects” message in your browser. Another tip is to use a crawling tool—like ScanMySEO, Screaming Frog, or a redirect checking browser extension—where you can trace each URL hop.

Why are redirect loops so bad for SEO?
Because the final page never loads. Search engines give up and none of the usual ranking signals get passed. You effectively bury that content. Links to the page can’t fulfill their SEO purpose.

Are redirect loops the same as redirect chains?
No. A redirect chain is when Page A → Page B → Page C → Page D, eventually stopping at a final page. It’s inefficient for SEO, but at least it ends. A loop is an infinite circle that never resolves, e.g., A → B → C → A.

Is this only an issue with 301 redirects, or do 302s cause loops too?
Any redirect (301 permanent or 302 temporary) can create a loop if the rules conflict or feed back into themselves.

Can WordPress plugins cause redirect loops?
Yes. If you’re using a plugin for SEO or redirection, it might conflict with existing server rules or set up confusing cross-redirects. Disabling them one by one can help troubleshoot.

Why might clearing cookies or browser cache fix it sometimes?
Browsers aggressively cache redirects. If your browser has an outdated redirect stored, it might keep pushing you into an old loop. Clearing cache/cookies can temporarily fix the issue on your end—though it might still be broken for other visitors.

Are redirect loops always the server’s fault?
They can also happen at the DNS, CDN, or plugin level. Sometimes multiple systems have conflicting rules, especially if you combine .htaccess changes with a redirect manager in your CMS and a separate rule in your CDN.

Will Google Search Console show me redirect loops?
Yes. Under Coverage or Index Coverage, you can see “Redirect error” or “Redirect loop.” It’s also wise to do your own scans with a dedicated tool.

Simple Steps to Fix Redirect Loops

Let’s get practical. If you suspect your site has loops, here’s a straightforward process to resolve them:

1. Confirm the Loop Exists
   • Open the page in a private or incognito window.
   • If you see an error like “ERR_TOO_MANY_REDIRECTS,” it’s likely a loop.
   • Alternatively, use a redirect checker (like the Redirect Path extension) to trace the path.
2. Clear Browser Cache and Cookies
   • This ensures old cached redirects aren’t causing a false alarm.
   • If the loop goes away, you still need to fix the underlying issue for other visitors.
3. Audit Your Redirect Rules
   • Check .htaccess (if you use Apache), Nginx configs, or your hosting panel.
   • Look for rules that reference the same page in a cycle. For instance, A → B, B → C, C → A.
   • Consolidate or remove any unneeded rules.
4. Disable (or Check) Redirect Plugins
   • If you run WordPress, Drupal, or another CMS, temporarily disable any redirection or SEO plugin.
   • Retest the URL. If the loop disappears, you know that plugin was part of the problem.
   • Reconfigure it carefully and reactivate it.
5. Review CDN or DNS Settings
   • If you’re on Cloudflare or another CDN, check for conflicting rules.
   • Cloudflare’s “Flexible SSL” setting often triggers loops if you already have SSL on your server. Switch to “Full SSL” or the correct setting.
6. Direct Old Pages Straight to the Final URL
   • Avoid chaining or re-chaining. If an old URL A has been replaced by B, and B has been replaced by C, don’t do A → B → C. Send A → C.
   • This also prevents loops if you’re juggling multiple changes.
7. Test the Final Configuration
   • Use a scanning tool like ScanMySEO to crawl your site.
   • Check for redirect loops or red flags in the detailed report.
   • Fix any leftover issues.
8. Clear Server Caches and Re-test
   • If your host uses caching at the server level, flush it.
   • Then confirm your changes have truly taken effect.

In many cases, once you remove or correct the conflicting rules, the loop disappears. Don’t forget to update any internal links or references that pointed to the old page, so you don’t create new loops in the future.

Fast Improvements and Futureproof Advice

• Keep a Single Source of Truth for Redirects: Use one system for your redirect rules, if possible. Having your server config, your CMS’s redirect manager, and your CDN all doing separate things is a recipe for confusion.
• Update Links Proactively: Before you set a new redirect, do a quick check: Are you only redirecting once? Are there older rules to remove? Did you fix internal links so they point directly to the final page?
• Use 301 vs. 302 Correctly: For permanent moves, go 301. If a page is only moving for a short time, 302 is better. But be sure to revert the 302 once you’re done.
• Double-Check Your HTTPS Settings: Moving from HTTP to HTTPS is crucial, but you have to do it cleanly. If you forcibly redirect HTTP to HTTPS while also having a plugin that flips HTTPS back to HTTP, that’s an instant loop.
• Limit “Chained” Redirects: A loop is the worst-case scenario, but chaining a bunch of URLs can degrade performance. Clean up multiple hops to avoid accidental loops.
• Regular Site Audits: Spot potential loops early by scheduling monthly or quarterly scans. Tools like ScanMySEO, or advanced crawlers like Screaming Frog, can alert you if new loops pop up after a CMS update.

Real-Life Example: Stuck in a Loop, Then Freed

Before
A small e-commerce shop changed its domain from “example-shop.com” to “bestshoponline.com.” They set up 301 redirects for all old pages. Months later, they introduced a plugin for simpler category URLs, which automatically created new 301 rules. One day, a visitor noticed a product page triggered “ERR_TOO_MANY_REDIRECTS.”

What Happened?
The plugin’s new rule had “bestshoponline.com/product-name” redirect to the old “example-shop.com/product-name,”
Meanwhile, the old rule was still sending “example-shop.com/product-name” to “bestshoponline.com/product-name.”
This formed an infinite loop.

After
They disabled the plugin, re-checked the server settings, and removed the old domain references. Then they set a direct 301 from the old domain product page to the new domain product page—no multiple steps. That ended the loop. Within a week, search engine crawls resumed. The page started ranking properly again.

Wrapping Up: Your Next Moves for Complete Optimization

Redirect loops can sabotage your site’s SEO in surprising ways. They waste link authority, break user trust, and prevent crucial pages from being crawled. The good news is they’re usually a quick fix once you track down the conflicting rules.

Here’s the closing game plan:

1. Identify any loops using a scanning tool.
2. Consolidate or remove conflicting redirect rules.
3. Direct old URLs to your final page to avoid multi-step detours.
4. Clear caches. Retest.
5. Keep an eye on new changes or plugin updates—some may reintroduce loops.

No more going round in circles. Fixing loops not only eliminates that error page, it also ensures search engines can finally pass along all those ranking signals to the correct URL.

9. Quick Reference: Checklist and Top Resource Links

Summary Checklist

• Scan your site using a reliable crawler or tool (ScanMySEO, Screaming Frog)
• Check .htaccess and any CDN or DNS-level redirects for conflicts
• Remove or modify redirects that point back to a previously used URL
• Update your internal links to point directly to the correct final URL
• Test in an incognito browser to verify the loop is gone
• Resubmit your sitemap to Google if needed

Relevant Links

• Conductor’s guide on identifying and avoiding loops
• Adido’s tips on redirect loops vs. redirect chains
• OnCrawl’s explanation of redirect loops in site migrations
• WP Engine’s advice on fixing loops in WordPress
• WebFX’s breakdown on “Why Does My Website Have a Redirect Loop?”

Fixing redirect loops doesn’t have to be complicated. A few targeted steps can restore your site’s smooth navigation, keep visitors engaged, and ensure search engines see the content you want to rank. It’s worth doing right—after all, nobody likes being stuck in a loop.

Article by ScanMySEO: the straightforward tool that pinpoints hidden SEO issues like redirect loops, letting you focus on creating awesome content.