What is the primary purpose of using redirects in SEO?

The primary purpose of using redirects in SEO is to manage user experience during site changes. Redirects are essential when a webpage location has changed, such as when transitioning to a new domain, updating a page's URL, or deleting old content. By implementing redirects, webmasters can ensure that users who click on old links are seamlessly guided to the new content or page, thereby preventing them from encountering a 404 error page.

This is crucial for maintaining a positive user experience, as it minimizes disruption and confusion for visitors. It also helps retain traffic and authority from search engines, as properly configured redirects inform search engines about the change, allowing them to adjust their indexing accordingly. This effective management enhances not only user satisfaction but also preserves the website's SEO health and ranking.

The other options, while important in their own rights, do not capture the fundamental role of redirects in maintaining a smooth transition when webpages are altered. For instance, improving page load speed is typically associated with optimizing site performance rather than redirects specifically. Similarly, affiliate marketing efforts and social media sharing are not directly enhanced through the application of redirects, making experience management the clear focal point.