Redirects & 404s
38 rules · 2,104 redirects served in 30d · zero chains longer than 2 hops (hard guard)
Rules live
38
31× 301 · 5× 302 · 2× 410Redirects (30d)
2,104
mostly /parka404s (30d)
438
−22% after Sep fixesBroken targets
1
rule #22 belowChains > 2 hops
0
blocked at saveRules (top by traffic)
| Source | Target | Type | Hits 30d | Status | |
|---|---|---|---|---|---|
| /parka | /p/eucalyptus-hooded-parka | 301 | 1,204 | slug change Aug 2026 | |
| /sheridan-bedding | /home/bedding | 301 | 342 | brand-store merge | |
| /winter-sale | /sale/winter-2025 | 301 | 86 | target 404s now | |
| /fathers-day | /gifts | 302 | 61 | auto-410 on 1 Oct | |
| /stories | /about-us | 301 | 44 | nav rename 2025 | |
| /fathers-day-2025 | gone — campaign one-off | 410 | 12 | tells search to drop it |
Fix today: rule #22 (/winter-sale) points at /sale/winter-2025 which was purged in the AW26 clean-up. Repoint to /sale or 410 it — 86 shoppers a month hit a dead end.
404 mining — turn misses into rules
/aussie-wool-beanie214 hits
discontinued P-line · shoppers still search the old name
/contact-us61 hits
habit from other sites — harmless to fix
/spring-sale44 hits
pre-empt: point at /spring when it goes live 25 Sep
/apk96 hits
bot + typo noise — do not rule; 404 page offers search
House rules
Permanent moves = 301 forever; campaign URLs = 302 while live, 410 after (teaches search engines to let go).
Discontinued products keep their redirect for 12 months minimum — someone's invoice link still works.
The editor refuses saves that create a chain > 2 hops or a target that 404s — rule #22 slipped in via CSV, hence the nightly target check.