The Tool Desk
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Choose the preferred hostname and redirect type
First decide which hostname should be the site’s preferred address. This guide assumes www.example.com is preferred, so visitors requesting example.com should reach the corresponding URL on the www hostname.
For a change intended to last, use a permanent server-side redirect: HTTP status 301 (Moved Permanently) or 308 (Permanent Redirect). Google treats permanent redirects as a signal that the destination should be canonical. If the change is temporary, use a temporary redirect such as 302 or 307 instead. See Google Search Central’s redirect guidance.
Find the right place to configure the redirect
The redirect must be set in a layer that can receive requests for the non-www hostname. That may be a platform setting, hosting control panel, web server configuration, or application code. Google documents examples for Apache, NGINX, and PHP, but no one rule applies to every host or deployment.
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- Identify the platform. Check whether your site builder or content platform provides a hostname or redirect setting. Platforms such as Blogger or Shopify may have built-in redirect solutions, as Google notes in its documentation.
- Use the native control if available. Configure the non-www hostname to redirect to the www hostname, selecting a permanent redirect for a lasting change.
- Otherwise ask your host or administrator. Confirm which server or application layer handles requests for both hostnames and where that layer’s redirect rule should be configured.
- Use environment-specific instructions. Apply the instructions for your provider and server rather than copying a generic Apache or NGINX snippet into an unverified setup.
Preserve paths and send visitors to the final URL
The redirect should keep the requested path. For example, a request for https://example.com/articles/guide should reach https://www.example.com/articles/guide, not the www homepage. Apply equivalent mapping to HTTP requests where your HTTPS setup permits it.
If your site also redirects HTTP to HTTPS, arrange the rules so requests reach their final preferred URL without unnecessary intermediate redirects. During a site migration, Google advises pointing old URLs directly to their final destinations and avoiding redirect chains; if a chain cannot be avoided, its guidance says to keep it low, ideally no more than three hops.
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Verify the redirect before updating the site
Use this checklist after configuration. A redirect setting alone does not confirm that the www hostname, certificate, paths, and both source protocols work together.
- Confirm the www site loads and that HTTPS works for the www hostname. The TLS certificate must cover that hostname.
- Check the homepage and at least one deep URL. Confirm each non-www request lands on its matching www URL with the path intact.
- Test both HTTP and HTTPS versions of the non-www hostname. Look for certificate errors, loops, or unnecessary redirect hops.
- Once the preferred URLs work, update internal links, sitemap URLs, and canonical annotations to use the www hostname where applicable.
Google generally prefers HTTPS URLs as canonical, but invalid certificates and redirects from HTTPS to HTTP can conflict with that preference. Its redirect guidance also explains how redirects contribute to canonicalization.
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What to expect in search results
A permanent redirect is a strong canonicalization signal, not a guarantee that search results will change immediately or that Google will select the destination in every case. Google must crawl and process the URLs and can consider other signals. Consistent internal links, sitemap URLs, and canonical annotations help reinforce the hostname choice.
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