What is a

301 redirect?

What is a 301 redirect?

A 301 redirect is an instruction on the server that automatically sends visitors and search engines from an old URL to a new one. The number 301 is an HTTP status code meaning “moved permanently”. Google then replaces the old address with the new one in its index, and passes signals such as links on to the new page.

For the user it happens instantly. They type or click the old address and land straight on the new one, often without noticing anything.

When should you use a 301?

• When a page gets a new URL, for example after the structure has changed.

• When you change domain or move to a new website.

• When you merge two pages with similar content.

• When you delete a page that has links or traffic, and there is a relevant replacement.

• When you consolidate versions with and without www, or from http to https.

301 vs 302 and canonical

• 301: permanent move. The new URL takes over in the search results.

• 302: temporary move. Google usually keeps the old address in the index, because you have said it will come back.

• Canonical: both pages are still available, but you ask the search engine to prioritise one of them.

Use a 301 when the change is lasting. A common mistake is that development tools or publishing systems use 302 by default, even when the move is permanent.

How to use 301s correctly

• Create a redirect map: list all old URLs and where they should go, before a relaunch.

• Send to the closest relevant page: don't send everything to the homepage. That is often treated as an error page.

• Avoid chains: redirect directly from the old to the final address, not via several hops.

• Update internal links: link directly to the new URL instead of going through the redirect.

• Keep redirects for a long time: don't remove them after a few weeks. Old links and bookmarks live on for a long time.

• Follow up afterwards: check error pages and indexing in Google Search Console.

Missing or incorrect redirects are one of the most common reasons websites lose traffic after a relaunch. A redirect plan should therefore be ready before the new website goes live. Read more about technical SEO.

Related terms

• Canonical: an alternative when both versions should remain available.

• Indexing: a 301 makes Google replace the old URL with the new one in the index.

• Crawling: long redirect chains waste crawl budget.

• SEO: correct redirects protect your visibility when things change.

See all the terms in the glossary.