Catalog reorganizations, discontinued SKUs, and migration projects all create redirect debt. Spreadsheet imports and ad hoc .htaccess edits do not scale on Magento 2. A dedicated redirect management extension gives SEO and engineering teams a governed way to create, audit, and maintain 301/302 rules from admin. Redirect chains and loops silently dilute link equity after every category merge unless someone owns ongoing hygiene. Discontinued SKUs and merged brands generate redirect tickets faster than engineering can clear them without admin tooling. Hyvä and headless migrations multiply URL changesâplan redirect ownership before cutover.
Who needs this
Magento merchants undergoing Hyvä migrations, category restructuring, or brand consolidation. SEO leads who need visibility into redirect chains without SSH access. Agencies running migration playbooks where marketing must ship URL changes on a schedule engineering cannot always meet.
Why teams adopt it
Server-level redirect tables work until hundreds of SKU discontinuations land the same week. Magento-native redirect UI keeps rules versioned with your deployment process and visible to non-SSH users. That matters during Hyvä replatforms when URL patterns change and legacy paths must map cleanly. Preventing orphaned URLs protects both crawl budget and paid landing pages that still point at old paths in ad platforms. Export redirect lists before major releases so rollback plans include URL equity, not just code. Paid search teams feel redirect debt first when old category URLs still receive budget.
Key features
- Central admin UI for redirect creation and maintenance
- Supports common Magento SEO migration workflows
- Reduces reliance on server-level-only redirect tables
- Helps prevent orphaned URLs after catalog cleanup
- Built for teams that treat redirects as ongoing operations, not one-time launches
- Improves collaboration between SEO and engineering during replatforms
- Makes redirect audits part of regular merchandising releases
Learn more
Explore the SEO Redirect Management for Magento 2 for setup details, compatibility notes, and licensing.
Redirects are infrastructure. When marketing cannot ship a category move because engineering is busy, you need admin-owned redirect toolingânot another CSV over the wall. Audit redirects after every major catalog release the same way you regression-test checkout. Watch for chains longer than two hops; they dilute equity and slow crawlers. A single admin-owned redirect tool beats a quarterly emergency CSV every time.
Branden Thomas, cofounder of Towering Media Co. https://toweringmedia.com
