Definition
Sneaky redirects are redirects set up to send users to a different page than the one they selected in search results, or to show search engines different content than what users see. These redirects exploit HTTP 301 and 302 codes, JavaScript, meta refresh, or server-side redirects to deceive Google and visitors. Common forms include: redirecting mobile users to spam pages while showing normal content to desktop users and bots, redirecting well-ranked pages to unrelated commercial pages, or using complex redirect chains to hide the final destination. Google distinguishes legitimate redirects (site migration, HTTPS, URL restructuring) from deceptive redirects aimed at manipulation. Sneaky redirects are explicitly cited in Google's guidelines as a violation that can trigger a manual action.
Key Points
- Redirects aimed at deceiving users or search engines
- Exploit 301, 302 codes, JavaScript, or meta refresh
- Deceptive mobile redirects are a particularly common form
- Explicitly cited by Google as a violation triggering manual action
Practical Examples
Deceptive mobile redirect
A site detects mobile user-agents and redirects them to a spam page or unsolicited app, while desktop users and bots see the normal page content.
Opaque redirect chain
A link points to URL A which 302-redirects to B, then via JavaScript to C, and finally to destination D, making it impossible for users and Google to understand where the link actually leads.
Expired domain purchase
An operator buys an expired domain with many backlinks and sets up a 301 redirect to a completely different site from the original theme, attempting to transfer link authority without topical relevance.
Frequently Asked Questions
A legitimate redirect serves user interests: HTTP to HTTPS migration, domain name change, URL restructuring, or redirecting a deleted page to equivalent content. A sneaky redirect aims to deceive: sending to irrelevant content, displaying different content per device or user-agent, or hiding the final destination.
No, JavaScript redirects are not inherently deceptive. They become problematic when used to send users to different content than what Google indexed, or to hide the destination behind complex redirect chains. A JavaScript redirect to equivalent, relevant content is not a violation.
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Last updated: 2026-02-07