301 redirect

Definition

A 301 redirect is a permanent redirect that sends users and search engines from one URL to another. It signals that a webpage has been moved permanently to a new address and that all traffic, link equity, and search rankings should be transferred to the updated URL.

301 redirects are widely used in website management to maintain SEO value, improve user experience, and prevent broken links. They ensure that both visitors and search engines can seamlessly access content even when web structures or domains change.

Advanced

From a technical perspective, a 301 redirect is an HTTP status code response. When a server receives a request for the old URL, it responds with the 301 code and the new location, automatically directing the browser or search engine crawler to the updated page.

301 redirects are typically configured through server files such as .htaccess (Apache), web.config (IIS), or Nginx configuration files. Advanced applications include handling site migrations, consolidating duplicate content, and managing canonicalization issues. In SEO, 301 redirects help preserve domain authority and reduce ranking loss.

Why it matters

• Maintains SEO equity when URLs or domains change.
• Prevents loss of organic traffic from outdated or broken links.
• Improves user experience by automatically sending visitors to the correct page.
• Supports website restructuring, rebranding, and migrations.
• Reduces duplicate content issues across websites.

Use cases

• A company migrating from HTTP to HTTPS and redirecting old URLs.
• A website consolidating multiple pages into a single authoritative page.
• A brand switching domains while preserving search rankings.
• An e-commerce store redirecting discontinued product pages to relevant alternatives.

Metrics

• Organic traffic retention after redirects.
• Search ranking stability for redirected pages.
• Crawl errors or broken links reported by Google Search Console.
• Percentage of link equity passed to the new URL.
• Bounce rate and engagement on redirected pages.

Issues

• Improper setup can cause redirect loops or errors.
• Excessive redirects may slow page load speed.
• Incorrect redirect type (302 instead of 301) may impact SEO.
• Overuse can confuse search engines and reduce visibility.

Example

An e-commerce site restructured its product categories and implemented 301 redirects from old URLs to new ones. As a result, the site preserved its SEO rankings, avoided traffic loss, and provided a smooth navigation experience for returning customers.