diff --git a/serve/build.rs b/serve/build.rs
index eb927573..d5e551c0 100644
--- a/serve/build.rs
+++ b/serve/build.rs
@@ -185,7 +185,7 @@ fn build() -> Result<(), BuildError> {
         for alias in &post.frontmatter.aliases {
             write(
                 join(&output, path::normalize(alias)),
-                format!("redirect: {}", post.path.display()).as_bytes(),
+                pages::html::redirect(&post.path).into_string().as_bytes(),
             )
             .map_err(BuildError::Io)?;
         }
diff --git a/serve/src/main.rs b/serve/src/main.rs
index 9bfe0fd5..5c823276 100644
--- a/serve/src/main.rs
+++ b/serve/src/main.rs
@@ -43,30 +43,27 @@ async fn serve_asset(req: tide::Request<()>) -> tide::Result {
 
     let response =
         if let Some(embedded_file) = asset_path.and_then(|asset_path| Public::get(&asset_path)) {
-            let data = embedded_file.data.to_vec();
-            if let Some(location) = data.strip_prefix(b"redirect: ") {
-                let location = std::str::from_utf8(location)?;
-                tide::Redirect::new(location).into()
+            let etag = etag_header(embedded_file.metadata.sha256_hash());
+            let is_modified = req
+                .header("if-none-match")
+                .map(|etags| etags.contains(&etag))
+                .unwrap_or_default();
+            if is_modified {
+                tide::Response::builder(tide::StatusCode::NotModified)
             } else {
-                let etag = etag_header(embedded_file.metadata.sha256_hash());
-                let is_modified = req
-                    .header("if-none-match")
-                    .map(|etags| etags.contains(&etag))
-                    .unwrap_or_default();
-                if is_modified {
-                    tide::Response::builder(tide::StatusCode::NotModified)
-                } else {
-                    tide::Response::builder(tide::StatusCode::Ok)
-                        .body(tide::Body::from(embedded_file.data.to_vec()))
-                }
-                .header("content-type", embedded_file.metadata.mimetype())
-                .header("cache-control", match embedded_file.metadata.mimetype() {
+                tide::Response::builder(tide::StatusCode::Ok)
+                    .body(tide::Body::from(embedded_file.data.to_vec()))
+            }
+            .header("content-type", embedded_file.metadata.mimetype())
+            .header(
+                "cache-control",
+                match embedded_file.metadata.mimetype() {
                     "text/html" => "no-cache, max-age=31536000",
                     _ => "max-age=31536000",
-                })
-                .header("etag", etag)
-                .build()
-            }
+                },
+            )
+            .header("etag", etag)
+            .build()
         } else {
             tide::Response::new(tide::StatusCode::NotFound)
         };
diff --git a/shared/src/pages/html.rs b/shared/src/pages/html.rs
index 51df8eb3..b506c61d 100644
--- a/shared/src/pages/html.rs
+++ b/shared/src/pages/html.rs
@@ -309,3 +309,19 @@ pub fn places(places: &[places::Place]) -> maud::Markup {
         &footer_without_copy_right(),
     )
 }
+
+#[must_use]
+pub fn redirect<P: AsRef<std::path::Path>>(to: P) -> maud::Markup {
+    let to = to.as_ref().display().to_string();
+    new(
+        "redirect",
+        Some(&maud::html! {
+            meta http-equiv="refresh" content=(format!("0; url={}", to));
+            link rel="canonical" href=(to);
+        }),
+        &maud::html! {
+            "If you are not redirected automatically, follow this" a href=(to) { "link" }
+        },
+        &footer_without_copy_right(),
+    )
+}