What Is 301 Redirect?
A 301 redirect is a rule on a website that sends visitors and search engines from an old URL to a new URL forever. It tells Google and browsers, this page has moved for good, please use the new address.
Definition
A 301 redirect is a permanent redirect status code from the server. When someone tries to open the old page, the server answers with code 301 and points to the new page address. Browsers then automatically open the new page instead of the old one.
In simple words, a 301 redirect is like changing your home address at the post office, so all letters go to your new house, not the old one.
Why 301 Redirect Matters
301 redirects are important for both users and search engines.
- Keep visitors happy so they do not see broken pages or 404 errors when you move or delete content.
- Protect SEO power by passing most link authority and ranking signals from the old URL to the new URL.
- Fix broken links from other websites that still point to old pages.
- Help during website redesigns when URLs change, for example after changing a CMS or folder structure.
- Support domain changes such as moving from http to https or from olddomain.com to newdomain.com.
Without 301 redirects, you can lose traffic, search rankings, and links that other sites gave you.
How 301 Redirect Works
Here is what happens step by step when a 301 redirect is set up:
- A user clicks or types the old URL in their browser.
- The browser asks the website server for that old URL.
- The server sees a 301 rule for that URL.
- The server replies with status code 301 and the new URL location.
- The browser follows the new URL and loads the new page automatically.
- Search engines like Google update their index over time and start showing the new URL in search results.
301 redirects can be created in different ways, for example using server config files like .htaccess on Apache, server rules in Nginx or IIS, redirect plugins in content management systems like WordPress, or through code in some cases.
301 Redirect vs Related Terms
It is easy to confuse 301 redirects with other types of redirects.
- 301 redirect vs 302 redirect
A 301 redirect is permanent. It tells search engines to move ranking signals to the new URL. A 302 redirect is temporary. It says the move is not final, so search engines usually keep the original URL as the main one. - 301 redirect vs 404 error
A 404 error means the page is missing and there is no new place for it. A 301 redirect means the page has moved to a new URL and should be used instead. - 301 redirect vs canonical tag
A canonical tag suggests which version of similar pages is preferred, but users still see the page they visited. A 301 redirect actually sends users and search engines to the new URL.
Example of 301 Redirect
Imagine your old blog post is at:
http://example.com/blog/best-shoes-2019
You update the article and change the URL to:
https://example.com/blog/best-running-shoes
You set a 301 redirect from the old URL to the new URL. Now:
- Anyone who clicks an old link to
/best-shoes-2019is sent to/best-running-shoes. - You keep most of the SEO value built by the old page.
- Users do not get lost or see error pages.
FAQs
What percentage of SEO value does a 301 redirect pass?
Google does not give an exact number, but a well set 301 redirect usually passes most link and ranking value. It is much better than leaving the old URL broken.
How long should I keep a 301 redirect?
Keep it for a long time, at least one year, and ideally forever if the old URL might still be used in links, bookmarks, or search results.
Can I chain multiple 301 redirects?
You can, but it is not ideal. Redirect chains old URL to middle URL to new URL can slow pages and may weaken SEO signals. Try to redirect old URLs directly to the final URL in one step.
Do 301 redirects affect page speed?
A single 301 redirect adds a small extra request, but this is usually fine. Many redirects in a row can slow loading and hurt user experience.
When should I use a 301 redirect?
Use a 301 redirect when you change a URL, delete a page that has a clear replacement, merge similar pages, move from http to https, or change domains.
