Aliases & Redirects

Aliases and redirects are used to send web traffic from one URL to another and should follow a consistent structure to help users easily navigate USNH websites and to promote the university brand.


Aliases, also called vanity URLs, are used to create an alternative path to a webpage. They are frequently used to create shortened URLs for printed materials or other marketing purposes and can direct visitors to a deeper section of a website.

It is possible to have more than one alias for a page. 



Redirects direct web traffic from an old URL to a new URL after website content has been moved or deleted. They can be used for single pages, sections of content or entire websites.


In addition to moving users to the right content, redirects also let search engines such as Google know when a webpage or website has a new location. This helps search engines identify outdated URLs and update their search results.

Redirects should not be used to create shortened URLs for marketing purposes. Doing so can create looping or “redirect chain” issues when used heavily, and can negatively affect a site’s performance and search engine optimization, or SEO. Aliases should be used instead to create shortened URLs.

External redirects

External redirects take users from a USNH website to an outside site. USNH does not authorize external redirects unless there is a relationship with an outside vendor. External redirects require a contract with ET&S Software Development or approval from a dean. Well-established, or websites that move to external sites may request a one-time, one-year redirect. Any address containing "keene", "plymouth" or "unh" should be owned by a USNH entity and approved by ET&S.

Request an alias or redirect

To request a redirect because a website or webpage has moved, or to request an alias for marketing purposes contact ET&S Software Development.

Additional information

Thoroughly review all web addresses in marketing materials or public announcements before they are published. This helps avoid the need for redirects. Remember to update references to your web address in printed and digital publications. For further information on domains and URL structures visit the Web Addresses & Domain Names and Links & Navigation standards.

Responsibility for content

Anyone who creates a URL or domain name is responsible for complying with all applicable policies and this standard. When address conflicts arise, such as nearly identical addresses for unrelated groups on campus, the Digital Communications Governance Team will provide a recommendation.


ET&S Software Development reserves the right to remove any redirect that it considers violating this standard or any other USNH policies. Please report issues with redirects to ET&S.

If inappropriate, inaccurate or conflicting redirects are discovered, ET&S will contact the site administrator(s) to discuss the issue. If the site or content owner cannot be contacted or is no longer at USNH, that content will be administered by ET&S and can be removed if deemed inaccurate or inappropriate. When redirects are obviously unacceptable, ET&S will immediately remove them prior to contacting the site owner. Unacceptable redirects also may cause website access to be suspended.