301 Redirects caused a commotion back in August 2016. We explored the impact of affiliate links on a merchant’s SEO. And, as with most subjects where evidence is scarce, confusion and controversy ensued. But after doing a deep dive, I’ve found the issue really concerns affiliate marketing content ethics. I’ll explain why, and how it impacts affiliate marketers and program managers.
Note: If you have no idea what a 301 redirect is, study this guide to HTTP Status Codes from Moz.com.

301 Redirects and Affiliate Link Confusion

The confusion began with the announcement that 30x redirects don’t affect PageRank anymore. There was a lot of skepticism and this video was a touchstone of the arguments. In the video, Google engineer Matt Cutts explains that Google’s algorithm handles affiliate links from major networks. However, he suggests that affiliate sites add rel=”nofollow” to links as a precaution (which tells search engines not to crawl the link).
That recommendation was given in 2012, so it’s pretty dated. However, a comment on our article suggested that site traffic increased with rel=”nofollow” applied to affiliate links. This might be a good practice–who knows? But first, let’s see what Google officially and currently says about 301 redirects and affiliates.

The Facts: Quality Content = Quality PageRank


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In a way, Google’s bigness enables them to moderate the web. They can–and do–vet search results for “quality content,” which affects the SEO of affiliate sites. There is no mention of redirects impacting SEO in Google’s affiliate marketing guidelines. Rather, Google focuses on the value your site provides for users.

Google believes that pure, or “thin,” affiliate websites do not provide additional value for web users, especially (but not only) if they are part of a program that distributes its content across a network of affiliates. These sites often appear to be cookie-cutter sites or templates the same or similar content replicated within the same site, or across multiple domains or languages. Because a search results page could return several of these sites, all with the same content, thin affiliates create a frustrating user experience. – From Google’s quality guidelines page

Google looks for a lot more than just 301 redirects when they crawl a site. For example, if you copy a product description directly from a merchant site you link to, Google marks that as “thin” content. Their ranking criteria ensures that only relevant, quality user experiences earn the top SERP spot. In other words, they care more about your content than your 301 redirects.

Theories About 301 Redirects That Affect SEO

If you ignore Google’s official documentation, there are plenty of theories going around. An article from Receptional.com asserts that 302’s don’t rank at all and only permanent redirects affect PageRank. But their conclusion ends up in about the same place as Google: “…we believe that discussing PageRank passed during a 302 is almost irrelevant.”
For the most part, Google and industry leaders refute these theories. For example, Moz.com offers some practical advice on dealing with 301 redirects.

While these are welcome changes from Google, there are still risks and considerations when moving URLs that go way beyond PageRank. – Moz.com

Moz also asserts that “Google doesn’t care which redirection method you use… they all pass PageRank.”
But relevance matters most for affiliate marketing purposes. If your redirect hits an irrelevant page, there is little to no impact on SEO (because that page will not rank).

What We Know About 301 Redirects and Affiliate Marketing

The best information we have points to what Google is saying–redirects don’t drastically affect PageRank (if at all). In fact, affiliate link redirects go through an irrelevant page (the network). Therefore, they have nothing to do with the affiliate’s content, and Google will ignore them.

Merchants & 301 Redirects

For merchants, this is good news because it means the affiliate channel has little or no impact on your SEO. You can expect brand exposure and referrals from affiliates with no technical SEO baggage. That said, we highly recommend that you choose carefully which sites promote your brand in the first place.

Affiliates & 301 Redirects

For affiliates, this means you should focus your SEO strategy on creating unique and relevant content. Also, always be wary of Google’s announcements and test your strategy. And if you’re really concerned about 301 redirects, there’s always the rel=”nofollow” option. See this resource from Google about “nofollow” for more information.

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  • The simple fact is Google still recommends rel=”nofollow” on all paid links.

    I consider all ads as ‘paid links’ because I make money on them. So, when Google asks me to add two simple words (rel=”nofollow”) to all ads, why wouldn’t I? I want Google to see their recommendations have been applied on my end. There is no downside to my website for doing it.

    • I completely agree with you–it’s a better safe than sorry situation. But bottom line, sites need to focus on quality content first and foremost. Thanks for your insight, Kimball!

  • Mike Hardaker

    we went the opposite route (I also run a local SEO business in Jackson Hole) by removing all rel=”nofollow” from in page links. If Google crawls a page on my site and sees numerous nofollow links it would be safe to assume Google would think this is spam or marketing based. I run a content website thats 1000% original and unique. We add in line links to “try” and generate sales.

    Our banner ads are nofollow as those are paid placements.

    Be warry of 301 redirects as they take weeks sometimes months to pass page rank. By simply changing the url and adding a 301 redirect via Yoast we lost all page rank https://www.google.com/#q=site:+http:%2F%2Fmtnweekly.com%2Freviews%2Fsnowboards%2Fbest-womens-snowboards
    The major issue I see eventually is if we are linking to avantlink.com instead of the merchants directly via your re-directs it would be easy for Google to see Avantlink as a affiliate network and in turn devalue every site linking to you guys.

    Can we simply add our tracking code to the backend of the links instead of running them through your site?

    Please don’t delete this comment? Not sure what happened to my last one 🙂 publish the good, bad and ugly…

    • Hi Mike, very interesting! Thanks for sharing your tactics. As for your comment, we were going through a revamp getting Disqus on the blog, so all your responses should be up now! Sorry about that, and thanks for your perspective.

  • So basically… Eat well, exercise and get plenty of sleep and all your affiliate links will be properly treated!
    That’s what I picked up from this awesome post.
    Content is king and affiliate links are the court jesters.
    Thanks fellas.