301 Redirect, explained properly.
What is a 301 redirect?
A 301 redirect is an HTTP status code that permanently sends one URL to another. When a user or search engine requests the old page, the server automatically forwards them to the new destination and confirms the move is permanent. It is the standard way to preserve the authority, rankings and link equity of a page while moving to a new URL, whether you are rebranding, cleaning up your URL structure or consolidating content.
Why 301 redirects matter in SEO
Used correctly, a 301 helps you: - Preserve SEO value, because Google passes the original page's link equity to the new URL. - Avoid broken links, so users never land on a 404. - Consolidate duplicate content by merging several URLs into one destination. - Maintain rankings after migrations. We have seen websites lose 40 to 60% of their organic traffic overnight because old URLs were not redirected after a relaunch. That is why redirect mapping is built into our SEO audits and SEO packages.
How does a 301 redirect work?
When someone visits a redirected URL, the server returns a `301 Moved Permanently` status along with the new location, and the browser or bot requests the new page instead: ``` HTTP/1.1 301 Moved Permanently Location: https://www.example.com/new-page/ ``` This tells Google the content has moved and its index and rankings should update accordingly.
When to use a 301 redirect
- Updating a URL to be shorter or more keyword focused. - Deleting a page and sending traffic elsewhere. - Consolidating several thin or duplicate pages. - Moving from HTTP to HTTPS. - Rebranding and changing domains. - Fixing canonical issues.
How to implement a 301 redirect
**WordPress (Rank Math or Redirection plugin):** set the source and destination URLs and choose "301 Permanent Redirect". **Apache (.htaccess):** ``` Redirect 301 /old-page/ https://www.example.com/new-page/ ``` **NGINX:** ``` rewrite ^/old-page/?$ https://www.example.com/new-page/ permanent; ``` **Shopify and Wix:** both have built-in redirect managers in the admin panel where you enter the old and new URLs.
301 vs 302
A 302 is temporary. It tells search engines not to update their index or transfer link equity, and suits A/B testing or briefly removing a page. Use a 301 when the move is permanent, you want SEO value transferred, and you want the old URL replaced by the new one.
Risks of not redirecting
- Users hit 404 pages, raising bounce rate. - Backlinks to the old URL stop passing value. - The new URL may not inherit the original's authority. - Both URLs stay live, creating duplicate content unless canonicalised.
301 redirects and link equity
Google has confirmed 301s pass PageRank. You can still lose value by redirecting to irrelevant content or chaining multiple redirects together, so redirect old pages to the closest equivalent, not the homepage.
Tools to manage redirects
- Rank Math Redirect Manager - Redirection plugin - Screaming Frog for finding broken and redirected URLs - HTTP status checkers
301 Redirect: common questions.
What is the difference between a 301 and a 302 redirect?
A 301 is permanent: Google updates its index to the new URL and passes ranking signals across. A 302 is temporary: Google keeps the old URL in its index and treats the redirect as short term. Use 301 for any permanent change and 302 only when the move is genuinely temporary, such as a seasonal campaign page.
How do I implement a 301 redirect?
Three common methods: in .htaccess on Apache servers (Redirect 301 /old-url /new-url), in your CMS via a redirect plugin (Redirection is the WordPress standard), or at the CDN level (Cloudflare, AWS CloudFront). All work; pick whichever matches your stack.
Will a 301 redirect hurt my SEO?
Not when used correctly. Google has stated 301s pass full ranking signals. The risk is misuse: redirecting unrelated pages to consolidate authority is treated as manipulation. Redirect to relevant successor content and 301s help; redirect to your homepage or unrelated pages and Google may ignore the signal.
Should I 301 redirect HTTP to HTTPS?
Yes, and use force-HTTPS rules at the server level rather than per-page redirects. Most modern hosts handle it automatically when SSL is enabled, but verify it is in place across all URLs.
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