URL redirection, also called URL forwarding, is a World Wide Web technique for making a web page available under more than one URL address. When a web browser tries to open a URL that has been redirected, a page with a different URL is opened. Similarly, domain redirection or domain forwarding means when all pages in a URL domain are redirected to a different domain. URL redirection is done for various reasons, for URL shortening, to prevent links from breaking in when web pages are moved; to allow multiple domain names belonging to the same owner to refer to a single website, to guide navigation into and out of a website, for privacy protection, and for hostile purposes such as phishing attacks or malware distribution.

An organization has the complete right to redirect their company’s link but there are certain rules and regulations to redirect your links. An organization cannot do it blindly.  

According to Google’s John Mueller,

Redirecting all of your URLs to your home page is bad practice. Instead, you should redirect those URLs on a one by one basis to the proper new location.

Most of the SEO knows this thing but there are a lot of sites do a redesign and new CMS and redirect all the old URLs to the home page. Moreover, they do not try to redirect those URLs to the new URL with the same content on the old URL.

John further quoted that this at the 1 hour 6 minute and 10-second mark; 

Redirecting everything to just the homepage is a really bad practice. Because we lose all of the signals that are associated with the old content if you’re just saying well the homepage replaces all of these lower level pages.

By doing so, you will confuse Google and the search engine might say it doesn’t make sense to redirect all those signals to your home page. John said this is a “really bad kind of technique.”

Things to Avoid While Redirecting Your URL

The site also has comparisons of different rates, which leads you to a totally different site. What this actually does is that it compels the user to think all over again deeply as they try to reorient themselves with what the new site is all about, assuming they decide to stay there a minute longer that is.

Common SEO Mistakes And How To Avoid Them

You might have seen such websites and in fact, you aren’t sure as how many people appreciate this kind of thing. You visit a certain website that takes you to a different link altogether without having your consent. This happens only because you clicked on one of the elements on the page.

Now, how is this bad for their website? This kind of tactic greatly affects their SEO as it squanders the Page Rank that their site has acquired. According to Chris Hartwell’s 3 Bad Redirect Practices That Can Hurt Your SEO, “As much as you can, you should redirect pages to similar pages or pages that can match content relevance as closely as possible.”