301 redirect
Permanent URL redirect
A 301 redirect is a permanent redirect that sends both the visitor and the search engine from an old URL to a new one. The browser learns about it from the HTTP 301 status code. It is used when changing a page’s address or moving to a new site or domain, and it preserves most of the original URL’s SEO value.
How a 301 redirect works
When someone opens the old address, the server returns the HTTP 301 status code and the new target URL instead of content. The user’s browser redirects automatically and instantly, so the visitor usually doesn’t even notice the change. At the same time, the 301 tells the search engine that the move is permanent.
That permanence is exactly why the move matters. Google gradually replaces the old address with the new one in its index and passes most of the accumulated value, including backlinks, to it. A temporary 302 redirect, by contrast, is used only for short-term changes and passes value differently.
When you need a 301 redirect
You will most often deploy it during a website redesign when page addresses change, when moving to a new domain, or when merging several pages into one. Without a redirect, both visitors and Google would hit a 404 error page and the site would lose the positions that professional SEO had built.
It is important to redirect to the most similar page, not everything in bulk to the homepage. If you redirect an old product page to a similar product or category, you keep the relevance. Google often treats a redirect to the homepage as lost content.
- A redesign or site migration that changes URL addresses.
- Moving to a new domain or unifying the www and non-www versions.
- Switching from HTTP to HTTPS after installing an SSL certificate.
- Merging duplicate or outdated pages into a single current one.
Planning a new site or a migration?
See our website developmentFrequently asked questions
Will I lose rankings with a 301 redirect?
With a properly set redirect to a relevant page, you pass most of the SEO value and rankings usually return after a short transition period. Problems arise only when everything is chaotically redirected to the homepage.
What is the difference between a 301 and a 302 redirect?
A 301 is a permanent redirect and tells the search engine the old address is gone for good. A 302 is temporary and is used when the original page is meant to return later. When changing a URL, set a 301, otherwise Google keeps the old address in its index.
How long should I keep a 301 redirect?
Ideally permanently, at least as long as the old addresses have backlinks or can still be reached. Search engines and external sites remember old URLs for a long time, so it is safer to leave the redirect in place.