When should I use a 410 instead of a redirect?
A 410 is different from a 301 or 302 redirect- instead of sending visitors to a new URL, it tells browsers and search engines that the page at that URL is gone and will not be returning. No redirect takes place; visitors see a 404-style error page.
410
Gone. The content at this URL has been permanently removed with no replacement. Search engines will remove the URL from their index more quickly than a standard 404.
When a 410 is appropriate
Use a 410 when you have removed a page and there is genuinely no equivalent content to redirect visitors to. For example, if a business has permanently closed and its listing has been deleted with no relevant replacement to point to, a 410 signals clearly to search engines that the URL should be removed from their index.
When to use a redirect instead
If there is any relevant page you can send visitors to- a category page, a similar listing, or a homepage- a 301 redirect to that page is usually preferable. It gives visitors somewhere useful to go and preserves more of the SEO value associated with the old URL. Only use a 410 when there is genuinely nothing relevant to redirect to.
410
Gone. The content at this URL has been permanently removed with no replacement. Search engines will remove the URL from their index more quickly than a standard 404.
When a 410 is appropriate
Use a 410 when you have removed a page and there is genuinely no equivalent content to redirect visitors to. For example, if a business has permanently closed and its listing has been deleted with no relevant replacement to point to, a 410 signals clearly to search engines that the URL should be removed from their index.
When to use a redirect instead
If there is any relevant page you can send visitors to- a category page, a similar listing, or a homepage- a 301 redirect to that page is usually preferable. It gives visitors somewhere useful to go and preserves more of the SEO value associated with the old URL. Only use a 410 when there is genuinely nothing relevant to redirect to.