301 redirect
A permanent redirect that sends users and search engines from an old URL to a new one, passing most of its authority.
In depth
What it really means
A 301 redirect permanently forwards an old URL to a new one, taking users and crawlers to the right place and passing along most of the old URL’s ranking authority. It is the correct way to handle moved or merged pages.
Used well, 301s preserve SEO value during redesigns, migrations and consolidations. Used carelessly, redirect chains and wrong targets leak value.
Best practices
- Redirect retired URLs to the most relevant live page.
- Avoid long redirect chains; point straight to the destination.
- Use 301s, not 302s, for permanent moves.
- Update internal links to the new URLs, not just the redirect.
- Map redirects carefully during migrations.
FAQs
What is a 301 redirect?
A permanent redirect that sends users and search engines from an old URL to a new one, passing most of its ranking authority.
301 vs 302?
A 301 is permanent and passes authority; a 302 is temporary. Use 301 for permanent moves.
Do 301s pass full authority?
Most of it. Redirecting to a relevant page preserves the majority of the old URL’s value.
What is a redirect chain?
When one redirect points to another in sequence. Chains waste crawl budget and leak value, so point straight to the final URL.
When should I use a 301?
When a page moves, is merged, or is retired, so its traffic and authority go to the right live page.
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