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Set https://www.example.com as the canonical hostname and permanently redirect every request for example.com to the matching HTTPS WWW URL. A server-side 301 or 308 redirect is the correct solution: it sends visitors and crawlers to one address while preserving the requested path and, when configured correctly, the query string.
What the redirect should accomplish
A hostname redirect is more than a cosmetic change. The apex hostname (example.com) and the WWW hostname (www.example.com) are different URLs, even when they serve identical files. Leaving both accessible can split links, cookies, analytics, cache entries and search signals between two versions of the same site.
The target should be the HTTPS WWW equivalent of the requested URL:
http://example.com/becomeshttps://www.example.com/.https://example.com/aboutbecomeshttps://www.example.com/about.http://example.com/products?a=1becomeshttps://www.example.com/products?a=1.
Google Search Central recommends choosing one preferred (canonical) destination when a page is reachable through multiple hostnames and using redirects from the alternatives. It describes a permanent server-side redirect as the strongest option for a permanent URL move. The redirect does not replace other canonicalization work: your site should also link internally, publish sitemaps and emit canonical annotations using the HTTPS WWW URLs.
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Prepare the domain before changing traffic
Make sure both hostnames resolve to the redirecting service
The apex name must reach the server, reverse proxy, CDN or load balancer that will issue the redirect. If DNS sends example.com somewhere else, your web-server rule will never run. Keep the existing WWW record serving the site while you test the apex route.
Cover the apex name with TLS
Browsers negotiate TLS before they can receive an HTTPS redirect. Therefore the certificate presented for https://example.com must include example.com (and, if applicable, its relevant wildcard or alternate names). A certificate that covers only www.example.com cannot safely redirect HTTPS requests for the apex hostname; visitors will see a certificate warning before the redirect is returned. If TLS terminates at a CDN or load balancer, configure the certificate there and forward the request to the redirect rule.
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Inventory paths and query strings
Choose representative URLs before deployment: the home page, a deep article, a URL with a trailing slash, a URL with a file extension and a URL containing a query string. The destination should keep the path and query parameters unless you intentionally map a path elsewhere. Do not redirect every request to the home page; that hides missing pages and can create poor search results.
Choose where the redirect runs
| Implementation | Control level | TLS requirement for the apex | Path and query preservation | Best fit |
|---|---|---|---|---|
| Apache virtual host | Direct server configuration | Certificate must cover the apex on port 443 | Use a host redirect that retains the original request; verify query handling | Sites administered with Apache |
| NGINX server block | Direct server or reverse-proxy configuration | Certificate is required when the block listens on 443 | $request_uri retains path and query string |
Sites administered with NGINX |
| Managed edge rule | CDN or load-balancer dashboard | Certificate is managed at the edge | Configure a wildcard source and an explicit path back-reference; preserve query strings | Owners without web-server access or with centralized edge routing |
Prefer the layer that receives the request first. If an edge platform redirects the apex, do not add a second hostname redirect behind it. One direct response is easier to monitor and avoids extra latency.
Apache: create a dedicated apex virtual host
Use a virtual host whose only job is to redirect the apex hostname. Apache’s canonical-host pattern uses a permanent redirect and keeps the site’s hostname consistent for search engines and cookie scope.
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<VirtualHost *:443>
ServerName example.com
# The certificate used here must cover example.com.
Redirect permanent / https://www.example.com/
</VirtualHost>Place the rule in the virtual host for example.com, not in the content-serving virtual host for www.example.com. The Redirect permanent directive returns a permanent redirect and maps the path after the slash to the destination path. Confirm on your Apache version and hosting stack that query parameters are retained; some control panels or additional rewrite directives can alter that behavior.
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Handle both HTTP and HTTPS
If Apache receives traffic directly on both ports, create equivalent redirect hosts for port 80 and port 443. The port-80 host can redirect to HTTPS WWW, while the port-443 host must still have a valid apex certificate so the TLS handshake succeeds:
<VirtualHost *:80>
ServerName example.com
Redirect permanent / https://www.example.com/
</VirtualHost>
<VirtualHost *:443>
ServerName example.com
# Install a certificate that includes example.com.
Redirect permanent / https://www.example.com/
</VirtualHost>Reload Apache using your operating system’s normal service command only after validating the configuration. Keep the existing WWW virtual host separate so the final request returns the page rather than another redirect.
NGINX: return the canonical URL from an apex server block
NGINX can perform the redirect before it selects application content. A minimal block is:
server {
listen 80;
listen 443 ssl;
server_name example.com;
return 301 https://www.example.com$request_uri;
}$request_uri contains the original path and query string, so a request such as /products?a=1 is sent to the same path and parameter on the WWW host. Use a certificate covering example.com for the TLS listener, or terminate TLS at an edge proxy that owns the certificate and applies the redirect.
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Many installations use separate HTTP and HTTPS blocks so certificate settings are explicit:
server {
listen 80;
server_name example.com;
return 301 https://www.example.com$request_uri;
}
server {
listen 443 ssl;
server_name example.com;
ssl_certificate /path/to/apex-certificate.pem;
ssl_certificate_key /path/to/apex-private-key.pem;
return 301 https://www.example.com$request_uri;
}Test the configuration with NGINX’s syntax checker, reload it gracefully, and verify that the WWW server block does not point back to the apex name.
Cloudflare or another edge platform
A managed edge rule is useful when you cannot edit Apache or NGINX. The rule must match every path on the apex hostname, construct the corresponding WWW URL and keep the query string.
- Source pattern:
https://example.com/*. - Target:
https://www.example.com/${1}, where${1}is the captured path. - Status:
301. - Query string: enable preservation.
Replace the example hostname with your real domain before activating the rule. Ensure the edge certificate includes the apex name, and check rule order so a broader redirect or page rule does not run first. If the edge also performs HTTP-to-HTTPS redirects, configure one rule that reaches HTTPS WWW directly where the platform supports it.
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Use the right HTTP status code
| Status | Meaning for this change | When to use it |
|---|---|---|
301 |
Permanent redirect | Standard choice for a permanent apex-to-WWW move |
308 |
Permanent redirect that preserves the request method | Useful when method preservation matters and your infrastructure supports it consistently |
302 |
Temporary redirect | Short-lived testing or a temporary campaign; it does not express a permanent canonical move |
307 |
Temporary redirect that preserves the request method | Temporary changes where method preservation is required |
Google treats permanent redirects as a canonicalization signal, while temporary redirects leave the source URL eligible to remain in search results. Do not use a temporary code for a hostname policy you intend to keep.
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Align the rest of the site with HTTPS WWW
Redirects are strongest when every other signal agrees with them. After the server rule is live:
- Change navigation, images, scripts, stylesheets and structured-data URLs to HTTPS WWW addresses where absolute URLs are required.
- Regenerate the XML sitemap so every listed URL uses the WWW hostname.
- Set each page’s
rel="canonical"annotation to its HTTPS WWW URL, including the correct path and any deliberate parameter policy. - Review hreflang, Open Graph, RSS and feed URLs if your site publishes them.
- Update analytics, webmaster-property settings, API allow-lists, CORS rules, cookie domains and monitoring checks that distinguish hostnames.
Do not submit a sitemap containing apex URLs and expect the redirect alone to correct it. Consistent internal references reduce crawling of obsolete hostnames and make the intended canonical destination unambiguous.
Verify the redirect before and after launch
- Request
http://example.com/,https://example.com/and a representative deep path. - Inspect the first response. It should be a single
301or308whoseLocationis the matchinghttps://www.example.com/...URL. - Test a query string such as
/products?a=1and confirm that both the path anda=1arrive at the WWW URL. - Request the final WWW URL and confirm it returns the page response without another hostname redirect.
- Repeat the test with a non-existent path. It should redirect to the equivalent WWW path, then return the normal not-found response; it should not be forced to the home page.
- Check that HTTP-to-HTTPS and apex-to-WWW rules do not create a two-step chain, loop or redirect back to the apex.
- Use a browser with a clean cache or an HTTP inspection tool to confirm the certificate presented for the HTTPS apex includes the apex name.
- Regenerate the sitemap and inspect page source for the HTTPS WWW canonical annotation.
A direct one-hop response is the desired result. A chain such as HTTP apex → HTTPS apex → HTTPS WWW can work, but combining the policies into one response is faster and simpler to troubleshoot.
Common failures and fixes
Certificate warning on HTTPS apex requests
The redirect rule is not reached until TLS succeeds. Install a certificate containing the apex hostname at the server or edge layer that accepts port 443 traffic. Do not solve this by telling visitors to bypass the warning.
Redirect loop
Check the hostname seen by the application when a proxy is in front of it, and inspect both the apex and WWW rules. A loop usually means the WWW virtual host is matching the apex request, the proxy is rewriting the host unexpectedly, or the destination itself redirects back to the apex. Test each layer separately and make the edge the single authority for the host redirect.
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Path or query string disappears
On NGINX, include $request_uri. In Apache, use the host-level redirect and confirm that later rewrite rules do not replace the path or discard the query string. In an edge rule, capture the wildcard path and enable query-string preservation.
Two or more hops remain
Inspect the Location header from each response. If HTTP-to-HTTPS is handled separately from apex-to-WWW, change the first rule to target HTTPS WWW directly where possible. Remove duplicate redirects from the application, control panel and CDN.
Some assets or APIs still use the apex
Search templates, configuration files, JavaScript bundles and deployment variables for the old hostname. Update absolute URLs and third-party callback allow-lists. Keep the redirect in place for old links, but do not rely on it for high-volume internal requests.
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There is no authoritative fixed number of days for complete Google consolidation after a hostname change. Google must recrawl and reprocess the affected URLs, and timing varies with crawl and indexing activity. Monitor both hostnames in your search and server reports for crawl errors, redirect loops and unexpected status codes rather than assuming an exact deadline.
Plan rollback and ongoing monitoring
Save the previous virtual-host or edge-rule configuration before deployment. A rollback should remove the new apex redirect without deleting the certificate or DNS records needed to restore service. Keep an uptime check for each of the four important combinations—HTTP apex, HTTPS apex, HTTP WWW and HTTPS WWW—and alert on anything other than the expected redirect or final page response.
After launch, periodically crawl a sample of old links and inspect logs for requests still generating redirect chains. Retain the apex redirect for as long as external links, bookmarks and cached results may point to it; changing the policy again without a migration plan can recreate the same split-host problem.
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Every hostname variant should converge directly on HTTPS WWW, with the original path and query string intact. The WWW server should then serve the content, while internal links, sitemaps and canonical annotations all name that same host. This arrangement gives visitors one predictable address and gives search engines a consistent canonical signal without requiring application-level redirects on every page.
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