General term glossary

A record

An A record (address record) maps a domain or subdomain directly to an IPv4 address. It tells browsers and servers exactly which IP address to connect to when a domain is requested.

A records are commonly used for root domains and are a foundational part of DNS configuration. Unlike CNAME records, they require manual updates if the server IP changes.

AAAA record

An AAAA record is a DNS record that maps a domain or hostname to an IPv6 address. It functions similarly to an A record, but instead of pointing to an IPv4 address, it points to an IPv6 address.

AAAA records enable websites and services to be accessed over IPv6 networks, which are increasingly important as IPv4 address space becomes exhausted. When both A and AAAA records exist, modern systems may prefer IPv6 connections if available.

From a performance and reliability perspective, properly configured AAAA records ensure compatibility with modern networks and reduce connection failures. Misconfigured or unreachable IPv6 endpoints can introduce latency or connection issues, so IPv6 support should be tested carefully.

Advanced redirect security

Advanced redirect security refers to the practices and safeguards used to ensure redirects cannot be abused, misconfigured or exploited. Poorly managed redirects can introduce security risks such as open redirect vulnerabilities, phishing opportunities or malicious traffic routing.

Key elements of advanced redirect security include:

// Restricting who can create or modify redirects.

// Preventing open redirects that accept arbitrary destinations.

// Enforcing HTTPS-only destinations.

// Auditing redirect changes and maintaining logs.

// Validating redirect targets to avoid loops or unsafe domains.

Secure redirect management protects users, preserves brand trust and prevents search engines from flagging a site as unsafe.

Apex domain (root domain)

The apex domain (also called the root domain) is the main domain without any subdomains, such as example.com rather than www.example.com.

The apex is significant in DNS because it cannot traditionally use CNAME records, which affects how DNS and redirect logic are configured at the root level.

API (application programming interface)

An API is a defined interface that allows software systems to communicate with each other by sending requests and receiving structured responses.

APIs commonly use HTTP and standard methods such as GET, POST, PUT and DELETE. They enable integration between services, applications and platforms and form the foundation of modern web and cloud architectures.

Backend API

A backend API is an API that is not directly accessed by end users but is used internally by servers, services or applications. It typically powers application logic, data access and system-to-system communication.

Backend APIs often sit behind gateways, load balancers or reverse proxies and may enforce stricter authentication, authorization and rate limiting than public-facing APIs.

Branded links

Branded links are custom URLs that use a recognizable domain name associated with a brand, such as links.example.com or go.brand.com. They are designed to be readable, trustworthy and easy to remember.

Branded links are commonly used in marketing campaigns, social media, email and offline materials. Unlike generic URL shorteners, branded links reinforce brand recognition and improve user confidence, which can increase click-through rates. From a technical standpoint, branded links rely on redirects to send users to the final destination URL.

For SEO and reliability, branded links should be managed carefully. Redirects should be fast, server-side and consistently monitored to prevent downtime or broken campaigns. Because branded links often accumulate backlinks and long-term usage, maintaining their availability and redirect integrity is critical for preserving brand trust.

Canonical URL

A canonical URL is the preferred version of a URL that search engines should index when multiple URLs serve the same or similar content, often due to query parameters or tracking variations.

Canonical URLs help consolidate ranking signals, prevent duplicate content issues and clarify which URL represents the authoritative version of a page. They are especially important when query parameters or UTMs are widely used across marketing and tracking systems.

CNAME record

A CNAME (canonical name) record is a type of DNS record that points one domain name to another domain name instead of an IP address. It’s commonly used to alias subdomains (such as www.example.com) to a primary domain or a third-party service.

CNAME records are useful because they automatically follow changes to the target domain’s IP address, reducing maintenance. However, they cannot be used at the root (apex) domain in standard DNS setups.

Client

A client is any application, device or service that initiates a request to another system. In web contexts, clients include browsers, mobile apps, scripts and API consumers.

The client is responsible for sending requests, handling responses and presenting results to users or other systems. Clients interact with servers, APIs, proxies and gateways as part of normal request flows.

Content delivery network (CDN)

A content delivery network (CDN) is a distributed network of servers that deliver website content to users from locations geographically closer to them. Instead of every visitor accessing a site from a single origin server, a CDN caches and serves content from multiple edge locations around the world.

CDNs improve page load speed, reduce server load and increase reliability. They are also commonly used to manage redirects, enforce HTTPS and add security protections such as DDoS mitigation. For SEO, faster load times and improved uptime contribute to better crawl efficiency and user experience.

DDoS attack

A DDoS (distributed denial-of-service) attack is an attempt to overwhelm a server or network by flooding it with a large volume of traffic from multiple sources. The goal is to disrupt availability and prevent legitimate users from accessing a service.

DDoS attacks can target origin servers, DNS infrastructure or application endpoints. Even short disruptions can cause significant user trust and revenue loss.

Mitigation typically involves traffic filtering, rate limiting and absorbing attack traffic at the network edge. CDNs and edge-based routing play a key role in protecting sites from DDoS-related downtime.

Destination URL

A destination URL is the final URL that users and search engines are sent to after a redirect. It is the endpoint that ultimately loads content.

Destination URLs should return a 200 OK status, be relevant to the original request and remain stable over time. Redirecting to irrelevant or temporary destinations can harm SEO and user trust.

Clear destination mapping is essential for avoiding redirect chains and preserving ranking signals.

DMARC

DMARC (domain-based message authentication, reporting and conformance) is a policy framework that builds on SPF and DKIM to protect domains from email spoofing and phishing.

DMARC allows domain owners to specify how receiving servers should handle emails that fail authentication and provides reporting on email activity.

Proper DMARC configuration improves email security, protects brand reputation and increases the likelihood that legitimate emails reach recipients’ inboxes.

DNS

DNS (domain name system) is the system that translates human-readable domain names (like example.com) into IP addresses that computers use to locate servers on the internet. When a user enters a URL into their browser, DNS acts like a directory service, telling the browser where the website is hosted so it can load the correct content.

From an SEO and site management perspective, DNS plays a critical role in site availability, performance and reliability. DNS misconfigurations can lead to downtime, slow resolution times or users being unable to reach a site entirely, which can negatively impact search visibility and user trust.

Domain

A domain is a human-readable address used to access websites on the internet, such as example.com. Domains act as a readable layer on top of IP addresses, making the web usable for humans.

A full domain structure includes:

// Optional subdomains.

// A root domain.

// A top-level domain (TLD), such as .com or .org.

Example: www.sale.brand.com

www.sale(subdomain).brand (rootdomain).com (tld)

Domains are managed through DNS and must be registered through a domain registrar.

Domain forwarding

Domain forwarding is the practice of automatically redirecting one domain to another domain or URL. It is commonly used to redirect alternate domains, misspellings or legacy domains to a primary site.

Domain forwarding typically relies on DNS-level or server-level redirects. When implemented correctly, it is invisible to users and preserves SEO signals.

Poorly implemented domain forwarding can cause redirect chains, loops or loss of ranking signals. Best practice is to forward domains using direct, permanent server-side redirects.

Edge

The edge refers to servers and infrastructure located close to end users, typically distributed across many geographic regions. Edge servers handle requests before they reach the origin server.

CDN providers operate thousands of edge servers around the world. These servers cache content, execute redirect logic and handle HTTPS enforcement before requests reach the origin server. When a user in Europe visits a US-hosted site, the request is often served from a nearby European edge location.

By processing requests at the edge, websites can reduce latency, improve performance and increase reliability. Edge logic is commonly used for redirects, HTTPS enforcement, security filtering and caching.

For global sites, edge-based routing ensures faster and more consistent experiences for users and search engines regardless of location.

Edge routing

Edge routing is the practice of handling requests, redirects and routing decisions at the network edge, close to the user, rather than at the origin server.

By executing routing logic at the edge, websites reduce latency and improve performance. Edge routing is particularly effective for redirects, HTTPS enforcement and geo-based routing, as it minimizes processing time and ensures faster, more consistent responses for users and search engines globally.

Expired SSL certificate

An expired SSL certificate breaks HTTPS security and triggers browser warnings that deter users. It can lead to loss of trust, reduced traffic and SEO issues.

Search engines and browsers treat expired certificates as security failures, making timely renewal critical.

Fully qualified domain name (FQDN)

A fully qualified domain name (FQDN) is the complete domain name that specifies the exact location of a host on the internet, including the hostname, all subdomains and the top-level domain.

For example, www.blog.example.com is an FQDN, while example.com or www on their own are not. Each fully qualified domain name represents a distinct host in DNS and resolves independently.

FQDNs are fundamental to DNS, server configuration and redirect rules. From a routing and SEO perspective, different FQDNs (such as example.com and www.example.com) are treated as separate hosts unless explicitly redirected or canonicalized. Consistent use of a single FQDN helps prevent duplicate content issues, redirect loops and traffic fragmentation.

Gateway

A gateway is a system that acts as an entry point between different networks, services or protocols. It receives requests, applies routing or transformation logic and forwards them to the appropriate backend system.

Gateways are commonly used to enforce authentication, rate limiting and protocol translation. In modern web infrastructure, API gateways often sit in front of backend services to centralize traffic management and policy enforcement.

Host

A host is any device, server or service that is reachable over a network and can send or receive data using an IP address.

A host may represent a physical machine, a virtual server, a load balancer or an application endpoint. In DNS, a host is typically identified by a hostname and resolved to an IP address using DNS records.

From a practical standpoint, each host is a distinct destination for network traffic. Different hosts can exist under the same domain name and are treated separately for routing, security, redirects and SSL configuration.

Host identifies the network location to which a request is sent to and is resolved via DNS.

Origin defines the security boundary for web content, based on scheme, host and port.

Hostname

A hostname is the human-readable label assigned to a device or service on a network, such as www.example.com. It identifies a specific host within a domain.

Hostnames are resolved through DNS to IP addresses. A single domain can have multiple hostnames, such as www, app or api.

Consistent hostname usage is important for SEO and redirects. Misaligned hostname configurations can cause duplicate content, redirect chains or security warnings.

HSTS

HSTS (HTTP strict transport security) is a security policy that forces browsers to load a website exclusively over HTTPS. Once HSTS is enabled, the browser will automatically convert all HTTP requests to HTTPS without making a network request first.

HSTS helps prevent man-in-the-middle attacks, protocol downgrade attacks and cookie hijacking. For SEO and site reliability, HSTS ensures consistent HTTPS usage, reduces unnecessary redirects and reinforces secure browsing as a default behavior for returning visitors.

HTTPS

HTTPS (hypertext transfer protocol secure) is the encrypted version of HTTP, the protocol used to transfer data between a user’s browser and a website. HTTPS uses SSL/TLS encryption to protect data from interception or tampering.

Search engines treat HTTPS as a baseline standard for modern websites. HTTPS improves user trust, enables secure data exchange and is required for features like HSTS and modern browser APIs. From an SEO standpoint, HTTPS is a ranking signal and essential for protecting both users and site integrity.

IP address

An IP address is a numerical identifier assigned to a device or server connected to a network. It allows computers to locate and communicate with each other over the internet.

IP addresses can be IPv4 or IPv6 and are fundamental to how DNS works. When a user requests a domain, DNS resolves that domain to an IP address so the browser knows where to send the request.

From a performance and security standpoint, IP addresses are used for routing, rate limiting, geolocation and traffic filtering. Changes to IP addresses often require DNS updates, which can affect availability if not managed carefully.

IPv4

IPv4 (Internet Protocol version 4) is the fourth version of the Internet Protocol and uses 32-bit addresses, written as four numbers separated by dots (for example, 192.0.2.1).

IPv4 has been the foundation of internet addressing for decades, but its address space is limited. Because of this limitation, techniques such as NAT (network address translation) and shared hosting are widely used.

From a DNS and infrastructure standpoint, IPv4 addresses are referenced using A records. While IPv4 remains widely supported, the industry is gradually transitioning toward IPv6 to accommodate continued internet growth.

IPv6

IPv6 (Internet Protocol version 6) is the successor to IPv4 and uses 128-bit addresses, allowing for a vastly larger number of unique IP addresses. IPv6 addresses are written in hexadecimal and separated by colons.

IPv6 was designed to solve IPv4 exhaustion and improve routing efficiency and network scalability. It also simplifies certain aspects of network configuration and reduces reliance on NAT.

Websites that support IPv6 typically use AAAA records in DNS. Supporting IPv6 improves future compatibility and can enhance reliability for users on modern networks, though it requires careful configuration and monitoring.

JavaScript redirect

A JavaScript redirect uses client-side code to send users to another URL after a page loads. Because these redirects execute in the browser rather than on the server, they rely on JavaScript being enabled and fully loaded.

From an SEO and performance standpoint, JavaScript redirects are less reliable than server-side redirects. They can introduce delays, may not be consistently interpreted by search engines and are not recommended for permanent URL changes.

Latency

Latency is the delay between a request being sent and a response being received. In web performance, latency often refers to network delay caused by physical distance, routing complexity or infrastructure limitations.Latency refers to the delay between sending a request and receiving a response, while page speed refers to how quickly a page loads and becomes usable.

High latency increases load times and makes interactions feel sluggish. Redirects introduce additional latency because each redirect requires a new request-response cycle. Reducing latency is especially important for global sites, mobile users and performance-sensitive applications.

Load balancer

A load balancer distributes incoming network traffic across multiple servers to improve availability, reliability and performance. It ensures that no single server becomes a bottleneck or point of failure.

Load balancers can operate at different layers of the network stack, such as the transport layer (TCP) or application layer (HTTP). They are frequently used in front of web servers, APIs and microservices and may also perform health checks, SSL termination and basic routing.

Meta refresh redirect

A meta refresh redirect is a client-side redirect implemented using an HTML <meta> tag that instructs the browser to load a different URL after a specified delay. These redirects execute after the page begins loading, rather than at the server level.

Meta refresh redirects are generally discouraged for SEO and user experience. They introduce delays, can confuse users and may not pass ranking signals as reliably as server-side redirects. Search engines can interpret meta refresh redirects, but they are less predictable and should only be used in limited scenarios, such as timed page refreshes or temporary notices.

Origin

An origin is the combination of scheme (protocol), host and port that defines the security and request boundary for web content.

For example:

• https://example.com
• https://example.com:443
• http://example.com

Each of these is a different origin, even though the host may be the same.

Origins are used by browsers to enforce security rules such as the same-origin policy, CORS and cookie scoping. Two URLs can share the same host but still be considered different origins if the scheme or port differs.

Host identifies the network location to which a request is sent to and is resolved via DNS.

Origin defines the security boundary for web content, based on scheme, host and port.

Origin server

An origin server is the primary server where a website’s original content is hosted. It is the source of truth for pages, assets and responses that may be cached or distributed by a CDN.

When a CDN is used, most user requests are handled at the edge. If content is not cached, the CDN forwards the request to the origin server. Because of this, origin performance and availability remain critical even when a CDN is in place.

Properly configuring origin servers helps prevent downtime, reduce latency and avoid cascading failures during traffic spikes or attacks.

Page speed

Page speed refers to how quickly a web page loads and becomes usable for visitors. It includes multiple phases of loading, from the initial server response to rendering visible content and allowing user interaction.

Latency refers to the delay between sending a request and receiving a response, while page speed refers to how quickly a page loads and becomes usable.

Page speed is influenced by many factors, including server performance, network latency, page size, scripts and redirects. From an SEO perspective, page speed contributes to user experience signals and affects engagement, bounce rates and overall site quality. Slow redirects can negatively impact page speed even if the final page is optimized.

Path

A path is the portion of a URL that comes after the domain name and specifies a particular resource, location or route on a host.

For example, in https://example.com/blog/article, the path is /blog/article. It is interpreted by the server or application to determine what content to return or which action to perform.

Paths are hierarchical and can represent directories, files or logical routes, depending on how the server is configured. They do not affect DNS resolution, which stops at the domain or host level.

From a redirects and SEO perspective, paths are critical. Redirects are often applied at the path level to manage content moves, URL restructuring and canonicalization. Consistent, well-structured paths improve crawlability, avoid duplicate content and make URLs easier for users and search engines to understand.

Proxy

A proxy is an intermediary server that sits between a client and a destination server, forwarding requests and responses between them. Proxies are used to control, inspect, cache or modify traffic.

Proxies can be used for security, performance, anonymity or access control. Depending on how they are configured, a proxy may act on behalf of the client (forward proxy) or on behalf of the server (reverse proxy).

QR code

A QR code (Quick Response code) is a two-dimensional barcode that stores information such as a URL, text or other data that can be quickly scanned using a smartphone camera or QR code reader. When scanned, the device instantly processes the encoded information, often directing the user to a website or digital resource.

QR codes are widely used in marketing, packaging, events and offline materials to bridge physical and digital experiences. From a website and SEO perspective, QR codes typically point to URLs that rely on redirects to remain flexible over time. Managing those destination URLs ensures QR codes continue to work even if a website’s structure changes, helping preserve user experience and brand trust.

Query parameters

Query parameters are key-value pairs appended to a URL that pass additional information to a server or application. They appear after a question mark (?) and are separated by ampersands (&).

For example, in https://example.com/page?ref=newsletter&lang=en, ref=newsletter and lang=en are query parameters. They do not affect DNS resolution and are interpreted only after the request reaches the host.

Query parameters are commonly used for filtering, sorting, pagination, session tracking and analytics. From an SEO perspective, they can create multiple URLs that serve similar or identical content, which may lead to duplicate content issues if not handled correctly through canonical URLs or parameter handling rules.

Redirect

A redirect is a mechanism that sends users and search engines from one URL to another. Redirects are commonly used when URLs change, content moves or sites are restructured, ensuring visitors reach the correct destination instead of encountering broken links.

Redirects can be implemented in different ways, including server-side redirects, CDN-level redirects and client-side methods. For SEO and performance, server-side redirects are preferred because they are faster, more reliable and clearly interpreted by search engines.

Redirects work by returning an HTTP status code (such as 301 or 302) along with a destination URL. The browser or crawler receives this response and automatically requests the new URL.

Well-implemented redirects are fast, direct and invisible to users. Poorly implemented redirects can cause delays, chains or indexing issues.

Redirect chain

A redirect chain occurs when a URL redirects to another URL, which then redirects again before reaching the final destination. Each additional step adds latency and increases the risk of failure.

Redirect chains negatively impact user experience and SEO by increasing latency, wasting crawl budget and delaying the consolidation of ranking signals. Best practice is to eliminate chains by redirecting directly from the original URL to the final target URL.

Redirect loop

A redirect loop occurs when a URL redirects to another URL that eventually redirects back to the original URL, creating an infinite cycle. Because the request never reaches a final destination, browsers and search engines are unable to load the page and typically return an error.

Redirect loops are harmful to both user experience and SEO. Users encounter broken pages or browser warnings, while search engines are unable to crawl or index the affected URLs. Loops often result from conflicting redirect rules, improper HTTPS or hostname normalization or overlapping server and application-level redirects. Preventing redirect loops requires clear redirect logic, consistent URL standards and regular auditing.

Request headers

Request headers are key-value pairs sent by a client as part of an HTTP request. They provide metadata about the request, such as content type, authentication information, caching preferences and client capabilities.

Common request headers include Host, User-Agent, Accept and Authorization. Request headers influence how servers, proxies and gateways interpret and process incoming requests.

Response time

Response time is the amount of time it takes for a server or CDN to respond to a request after it is received. It represents the delay between a request being made and the first meaningful response being returned, such as content, a redirect or an error.

Response time is a core performance metric that affects page speed, user experience and SEO. Faster response times allow browsers and search engines to begin processing the final page sooner, while slow responses increase perceived latency and can lead to abandonment or reduced crawl efficiency.

Redirect response time is a specific type of response time that measures how quickly a server or CDN returns a redirect status code (such as 301 or 302) and provides the destination URL. Slow redirect responses delay the start of the final page load and compound when redirects are chained together. On large or global sites, inefficient redirect response times can increase latency, waste crawl budget and negatively impact overall site performance.

Reverse proxy

A reverse proxy is a server that sits in front of one or more backend servers and handles requests on their behalf. Clients interact with the reverse proxy as if it were the origin server.

Reverse proxies are used for load balancing, caching, SSL termination, security filtering and request routing. Unlike forward proxies, reverse proxies are controlled by the service owner and hide the structure of backend systems from clients.

Root domain name

See Apex domain.

Server

A server is a computer or system that receives requests and delivers data or services to other computers, known as clients. In the context of the web, servers handle requests for web pages, files and APIs.

Web servers respond to HTTP requests by serving content, returning redirects or generating errors. Servers may host websites directly or act as intermediaries behind CDNs and load balancers.

Server performance, configuration and uptime directly affect page speed, reliability and SEO. Slow or unstable servers can increase latency, degrade user experience and reduce search visibility.

Server redirect

A server redirect is handled by the web server or CDN before any page content is delivered. The server responds with a redirect status code and destination URL immediately after the request is received.

Server redirects are the fastest and most SEO-friendly type of redirect. They minimize latency, reduce the risk of errors and provide clear signals to browsers and search engines.

Site migration

A site migration is any significant change to a website’s structure, domain, platform or URLs that can impact SEO. Common migrations include domain changes, CMS changes and large-scale URL restructures.

Proper redirect planning is essential during site migrations to preserve rankings and traffic.

Migrating a website involves planning URL changes, implementing redirects, testing performance and monitoring SEO metrics after launch. Redirects ensure users and search engines reach the correct content after the migration.

Successful migrations prioritize consistency, testing and post-launch monitoring.

Source URL

A source URL is the original web address that a redirect starts from. It’s the URL a user or search engine requests before being sent to a different destination URL. In redirect management, the source URL defines what is being redirected and is the trigger that activates the redirect rule.

For SEO, the source URL is important because it determines which existing signals, such as backlinks, crawl history and indexing data, are passed along to the destination. Accurately defining and maintaining source URLs helps prevent broken links, redirect chains and unintended traffic loss.

SSL certificate

An SSL certificate is a digital certificate that verifies a website’s identity and enables encrypted HTTPS connections. It contains information about the domain, the issuing authority and cryptographic keys.

SSL certificates are issued by trusted Certificate Authorities (CAs) and must be renewed regularly.

SSL/TLS

Although SSL and TLS are often used interchangeably, they are separate encryption methods. SSL (secure sockets layer) is now obsolete and no longer used. It has been replaced by TLS, which encrypts data exchanged between a user’s browser and a website. It ensures that information cannot be intercepted or altered during transmission.

SSL works through a process called the TLS handshake, where the server presents a certificate, encryption keys are exchanged and a secure connection is established.

Target URL

A target URL (also called a destination URL) is the final destination that a redirect sends users and search engines to. It should represent the most relevant and appropriate replacement for the original URL.

For SEO, target URLs should return a 200 OK status, closely match the intent of the original page and be stable over time. Redirecting to irrelevant or temporary targets can harm user trust and search visibility.

Time to first byte (TTFB)

Time to first byte (TTFB) measures how long it takes for a browser or crawler to receive the first byte of data from a server after making a request. It reflects server responsiveness and network conditions.

TTFB includes DNS lookup time, connection setup and server processing. Redirects affect TTFB by adding extra requests before the final page response begins. High TTFB values can signal server inefficiencies, slow redirect logic or infrastructure issues that impact both SEO and user experience.

Tracking parameters

Tracking parameters are query parameters added to URLs specifically for measuring traffic, attribution or user behavior. UTMs are the most common example, but platforms may use custom parameters for internal or third-party tracking.

Tracking parameters do not affect how a page is rendered, but they can fragment URLs if not managed properly. For SEO, they are typically excluded from canonical URLs and should be consistently handled during redirects to ensure clean indexing and accurate analytics.

TXT record

A TXT record is a flexible DNS record type used to store text-based information associated with a domain. TXT records are commonly used for domain verification, email authentication (SPF, DKIM, DMARC) and security policies.

TXT records help prove domain ownership and support trust and security across email and web services.

TXT record – DKIM

A DKIM (domainkeys identified mail) record is a TXT record that stores a public cryptographic key used to verify email authenticity.

DKIM allows receiving servers to confirm that an email has not been altered in transit and was authorized by the sending domain. It improves email deliverability and trust.

DKIM works alongside SPF and DMARC to form a comprehensive email authentication strategy.

TXT record – SPF

An SPF (sender policy framework) record is a type of TXT record that specifies which mail servers are authorized to send email on behalf of a domain.

SPF helps prevent email spoofing by allowing receiving servers to verify whether an email source is legitimate. Improper SPF configuration can result in emails being marked as spam or rejected.

SPF records are evaluated during email delivery and are an important component of domain trust.

URL

A URL (uniform resource locator) is the full address used to locate a resource on the Internet. It specifies the protocol, domain and path to a resource, such as https://example.com/page.

A URL may include:

• A protocol (HTTP or HTTPS).
• A hostname or domain.
• A path, query string and fragment.

URLs are central to SEO, user experience and site structure. Clean, stable URLs are easier for users to understand and for search engines to crawl and index. Changes to URLs should be managed with proper redirects to avoid broken links and traffic loss.

URL availability

URL availability refers to whether a URL can be accessed successfully by users and search engines. An available URL typically returns a 200 OK status and loads the intended content.

URLs that return redirects, errors or server failures may be reachable but are not directly available as content endpoints. Monitoring URL availability helps identify broken links, misconfigured redirects and technical issues that negatively affect user experience, crawlability and SEO.

URL cloaking

URL cloaking is the practice of showing different content or destinations to users and search engines, or hiding the true destination of a link.

Cloaking is considered a deceptive practice in SEO and violates search engine guidelines when used to manipulate rankings or mislead users. It can result in penalties or removal from search results.

Legitimate redirects should always send both users and crawlers to the same destination and clearly represent the final URL.

URL masking

URL masking is a technique that displays one URL in the browser while loading content from another URL, often using frames or client-side methods.

While sometimes used for branding or aesthetic reasons, URL masking is generally discouraged. It can confuse users, obscure the true destination and create accessibility and SEO issues.

Search engines may have difficulty indexing masked content correctly, and users may lose trust if the displayed URL does not match the actual content source.

URL parameters

URL parameters are a general term that refers to query parameters appended to a URL to pass additional data to a server. The terms “URL parameters” and “query parameters” are often used interchangeably, though query parameters specifically describe the portion of the URL after the ?.

In practice, URL parameters are used for both functional behavior (such as filters or pagination) and tracking purposes (such as UTMs). Proper handling is important to avoid unnecessary URL variation, crawl waste and analytics inconsistencies.

UTM parameters

UTM parameters are a standardized set of query parameters used to track the source, medium and context of traffic in analytics platforms, most commonly Google Analytics.

Common UTM parameters include utm_source, utm_medium, utm_campaign, utm_term and utm_content. They are appended to a URL as query parameters and do not change the destination content.

UTMs are widely used in marketing campaigns, email, social media and paid advertising to attribute traffic and measure performance. From an SEO and redirect perspective, UTMs should be preserved across redirects to avoid breaking attribution, while canonical URLs typically exclude UTM parameters to prevent duplicate indexing.

Vanity link

A vanity link (often called a vanity URL) is a short, readable URL designed for branding, marketing or ease of sharing. Vanity links typically redirect to longer or more complex URLs.

Because vanity links are often used in campaigns, print materials and social media, they must be managed carefully. Broken or misdirected vanity links can damage brand credibility and user trust.

Vanity URL

See vanity link.

Wildcard redirect

A wildcard redirect is a redirect rule that matches multiple URLs using pattern-based logic, often with placeholders or regular expressions. Instead of creating individual redirects for each URL, wildcard redirects allow entire directories or URL structures to be redirected using a single rule.

Wildcard redirects are especially useful for large-scale site restructures or migrations where URL patterns change consistently. When implemented carefully, they reduce maintenance and improve performance. However, overly broad wildcard redirects can cause unintended matches, redirect chains or users being sent to irrelevant pages, so they should be tested thoroughly.

By Shannon Young

Customer Success Manager