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Why the delay happens

Redirect rules use JavaScript:
  • Run in the visitor’s browser (client-side)
  • Browser must load the 404 page first
  • Then JavaScript executes the redirect
  • This creates a short delay (typically under 1 second)
This is different from 301 redirects:
  • 301 redirects happen server-side (before page loads)
  • No visible delay or 404 flash
  • Instant redirect

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The delay is normal

What visitors see:
  1. Click link or enter URL
  2. Brief flash of 404 error page
  3. Automatic redirect to destination
  4. Destination page loads
The 404 flash and delay are inherent to how redirect rules work. This is expected behavior, not a bug.

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Minimize the delay

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1. Browser caching helps

After the first visit, browsers cache the JavaScript redirect:
  • First visit: Split-second delay
  • Second visit: Much faster
  • Regular visitors: Minimal delay
No action needed - this happens automatically. For URLs that get consistent traffic, Enterprise users can view and convert these to permanent 301 redirects: Benefits:
  • No delay (instant server-side redirect)
  • No 404 flash
  • Better for SEO
  • Unlimited visits (doesn’t count toward quota)
How to convert (Enterprise):
  1. View rule matches
  2. Identify high-traffic URLs (10+ visits)
  3. Select and convert matches to 301 redirects

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When to use redirect rules vs 301s

Use redirect rules for:
  • When you’re not sure what all the broken links matching a pattern are
  • Temporary redirects that may change
  • Testing redirect patterns
Use 301 redirects for:
  • Known permanent URL changes
  • High-traffic URLs (10+ visits/month)
  • SEO-important pages
  • When you want instant redirects