Avoid Landing Page Redirects

This rule triggers when PageSpeed Insights detects that you have more than one redirect from the given url to the final landing page.


Redirects trigger an additional HTTP request-response cycle and delay page rendering. In the best case, each redirect will add a single roundtrip (HTTP request-response), and in the worst it may result in multiple additional roundtrips to perform the DNS lookup, TCP handshake, and TLS negotiation in addition to the additional HTTP request-response cycle. As a result, you should minimize use of redirects to improve site performance.

Here are some examples of redirect patterns:

  • example.com uses responsive web design, no redirects are needed - fast and optimal!
  • example.com → m.example.com/home - multi-roundtrip penalty for mobile users.
  • example.com → www.example.com → m.example.com - very slow mobile experience.


Learn the fundamentals of responsive design to deliver a great multi-device experience and eliminate unnecesary redirects.

If your site requires redirects, please see our Redirects and User-Agent Detection guidelines.