Meta Refresh
An HTML meta tag that tells the browser to redirect to a different URL or reload the current page after a specified number of seconds. Once common, now mostly replaced by server-side redirects.
Why It Matters
Meta refresh redirects are a relic from the early web, but they still appear on sites that lack server access or use outdated CMS platforms. The problem: Google treats them as soft redirects. They pass less link equity than proper 301 redirects, they create a poor user experience (the page loads, pauses, then jumps), and they can confuse crawlers.
If you are using meta refresh for redirects, you are leaving ranking power on the table. Every redirect that is not a server-side 301 is a missed opportunity to consolidate authority properly.
In Practice
Replace every meta refresh redirect with a server-side 301. If you are on Apache, use .htaccess. On Nginx, use rewrite rules. On Cloudflare, use redirect rules. There is almost no scenario where a meta refresh is the right choice in 2026.
The one edge case: if you genuinely have zero server access and need a temporary redirect, a meta refresh with a 0-second delay is the least bad option. But push hard to get proper server-side redirects in place.
Audit for meta refresh tags periodically. They tend to accumulate in legacy pages, old landing pages, and forgotten microsites.
Common Mistakes
Using meta refresh with long delays (5+ seconds), which tanks user experience and sends bounce signals. Chaining multiple meta refresh redirects. Using them for permanent URL changes instead of 301s. Forgetting they exist on old pages and wondering why link equity is not flowing correctly.
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