Technical SEO

What is a 301 Redirect?

SEO is Alive·3 min read

A 301 redirect is a permanent HTTP status code that tells search engines a page has moved permanently to a new URL. When implemented correctly, it transfers nearly all of the original page's link equity and ranking signals to the new destination URL.

How 301 Redirects Work

When a user or search engine bot requests a URL that has a 301 redirect, the server responds with the 301 status code and the new destination URL. The browser or bot automatically follows the redirect to the new URL. Google then:

  • Removes the old URL from its index and replaces it with the new URL
  • Transfers approximately 99% of the PageRank (link equity) to the new URL
  • Updates its index to show the new URL in search results
  • Eventually stops crawling the old URL
Key point: 301 redirects are the SEO-safe way to permanently move content. They ensure Google consolidates ranking signals to the correct URL rather than splitting authority between old and new pages.

When to Use 301 Redirects

  • Site migrations: When moving from HTTP to HTTPS, or from one domain to another
  • URL restructuring: When changing your URL structure (e.g., removing categories from paths)
  • Consolidating duplicate content: Redirecting duplicate pages to a single canonical version
  • Deleting pages: When removing a page permanently, redirect to the most relevant alternative
  • Fixing broken links: When an old URL receives inbound links, redirect to the live replacement

301 vs 302 Redirects

The most important distinction in redirects:

  • 301 (Permanent): Tells Google the move is permanent. Link equity transfers to the new URL. Old URL eventually leaves the index.
  • 302 (Temporary): Tells Google the move is temporary. Link equity stays with the original URL. Old URL remains indexed.
  • Common mistake: Using 302 when you mean 301. This prevents link equity from consolidating at the new URL.

Why It Matters for SEO

301 redirects are critical for preserving SEO value during any site change. Without them, moving pages means losing all the backlinks, PageRank, and ranking history built up over time. With a properly implemented 301 redirect, that value transfers to the new URL and rankings are preserved (often with minimal disruption).

Technical SEO audits frequently identify missing or incorrectly implemented redirects as the cause of ranking drops following site migrations or redesigns.