Term · Search & content
301 redirect
A 301 redirect is an HTTP response that tells browsers and search engines that a page has moved permanently to a new address. Visitors are forwarded automatically, and search engines transfer the old URL's signals — links, rankings — to the new one.
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Explained
When to use it
- A page's URL changes during a redesign or restructuring.
- A website moves to a new domain.
- HTTP to HTTPS,
wwwto non-www(or the reverse). - Pages are merged: the old page redirects to the page that now contains its content.
- A product is discontinued and replaced by a successor.
301 vs 302
- 301 / 308 (permanent): the move is final; the new URL replaces the old one in search.
- 302 / 307 (temporary): the move is temporary; the old URL stays indexed.
Using a temporary redirect for a permanent change can delay the transfer of signals.
Common mistakes
- Redirecting everything to the home page after a redesign — treated as a soft 404; the old pages' value is lost.
- Redirect chains — old URL → intermediate URL → final URL. Point directly to the final destination.
- Loops — two URLs redirecting to each other.
- Removing redirects later — old links and bookmarks break, and traffic drops long after the change.
- Internal links still pointing to old URLs — redirects work, but links should be updated.
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FAQ
Frequently asked questions
Do 301 redirects lose ranking power?
Permanent redirects pass signals to the new URL. Well-planned redirects keep losses minimal.
How long should redirects stay?
Ideally permanently, or at least as long as the old URLs receive links and visits.