In the world of website redirects, the meta refresh redirect is a client-side method that instructs the browser to automatically send a user to a new URL after a specified time delay. While it may seem like a simple solution for redirecting a page, it is widely considered an outdated and SEO-unfriendly practice. For both search engine crawlers and users, the meta refresh is a less-than-ideal detour on the information highway.

Think of a meta refresh as a sign on a door that says, “This room has moved. Please wait five seconds and we’ll take you there.” It’s a clunky and often frustrating experience, especially when compared to a seamless, server-side redirect that takes you to the new room instantly. For a broader look at redirection best practices, see our guide on 3xx redirects.

An illustration showing a user waiting impatiently in front of a screen with a meta refresh countdown, while a server-side 301 redirect happens instantly.

Why Server-Side 301 Redirects Are Superior

For any permanent page move, a server-side 301 redirect is the undisputed SEO standard. As Google’s own documentation makes clear, server-side redirects are the best way to ensure that users and search engines are directed to the correct page.

A Step-by-Step Guide to Fixing Meta Refresh Redirects

The goal is to replace every meta refresh redirect with a permanent 301 redirect. For a deep dive into this topic, this guide from Ahrefs on redirects is an excellent resource.

Example: Replacing a Meta Refresh with a 301

<!-- Before: A meta refresh tag in the HTML --> <meta http-equiv="refresh" content="5; url=https://example.com/new-page" /> <!-- After: A 301 redirect in the .htaccess file --> Redirect 301 /old-page /new-page

For more on this topic, see our guide on JavaScript redirects.

Frequently Asked Questions

Are meta refresh redirects ever okay to use?

From an SEO perspective, they should be avoided whenever possible. The only time to consider using one is as an absolute last resort when you have no access to the server to implement a proper 301 redirect. If you must use one, the time delay should be set to ‘0’ seconds.

Can the meta refresh tag be used for anything else?

Yes. The tag can be used to simply refresh the current page after a certain number of seconds, without redirecting to a new URL. This is sometimes used on pages with live, auto-updating content, like stock tickers or live sports scores.

How can I find meta refresh redirects on my site?

The most effective way is to use a website crawler like Creeper. It will scan the HTML “ of every page on your site and specifically report any that contain a “ tag, allowing you to find and replace them.

Are your redirects taking the scenic route? Start your Creeper audit today to find and fix any meta refresh redirects.