Link Equity and Redirects: Does PageRank Still Dilute?
The old rule was "301 redirects lose 15% of link equity." Google debunked that years ago — but chains and loops still hurt in other ways. Here's the current state of the science.
Heads up: this article is still an outline. The full write-up is on our content roadmap — bookmark this page if you want to be notified when it ships.
The 15% dilution myth
Section coming soon.
Google's 2016 clarification
Section coming soon.
What still hurts: chains and 3xx to 404
Section coming soon.
Measuring actual impact
Section coming soon.
Keeping chains to one hop
Section coming soon.
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