301 Redirect SEO

A 301 redirect is an HTTP status code that tells browsers and search engines a URL has permanently moved to a new location.

Beginner5 min readUpdated 2026-07-26Reviewed by Lucía Marín

Key takeaways

A 301 redirect is permanent and passes link equity to the new URL.
Always redirect to the most relevant page, not the homepage.
Avoid redirect chains and loops to maintain crawl efficiency.
Update internal links and sitemaps after implementing redirects.
Use 302 for temporary moves; 301 is for permanent changes.

When a URL changes permanently, a 301 redirect ensures users and search engines land on the correct page.

Example

You move your blog from `example.com/blog` to `example.com/resources/blog`.
A 301 redirect from the old URL to the new URL automatically sends visitors and Google to the correct location.
Without the redirect, users see a 404 error and Google drops the page from search results.

When Should I Use This?

Domain migration: Moving from `oldsite.com` to `newsite.com`.
URL restructuring: Changing URL structure (e.g., from `/p=123` to `/product-name`).
HTTP to HTTPS: Redirecting all HTTP pages to their HTTPS versions.
Merging pages: Combining two similar pages into one.
Deleting pages: Redirecting removed content to a relevant alternative.

What It Is Not

A 302 redirect: Used for temporary moves; does not pass link equity.
A 308 redirect: Also permanent but preserves the request method (e.g., POST).
A canonical tag: Tells search engines which URL is preferred without redirecting users.
A meta refresh: A client-side redirect that is slower and less SEO-friendly.

Quick Start

Identify old URLs that need redirecting (use a crawl tool like Screaming Frog).
Map each old URL to the most relevant new URL (avoid redirecting all to homepage).
Implement the redirect via your server (`.htaccess` for Apache, `nginx.conf` for Nginx, or a plugin for CMS).
Test each redirect using a browser or tool like Redirect Checker.
Update internal links and XML sitemaps to point directly to new URLs.
Monitor in Google Search Console for any crawl errors or unexpected drops.

Common Mistakes

Using a 301 redirect for a temporary change instead of a 302 redirect.
Redirecting every old page to the homepage instead of the closest relevant page.
Creating redirect chains (A→B→C) or loops (A→B→A).
Leaving internal links and XML sitemaps pointing to redirected URLs.
Not testing redirects after implementation.

Next step

URL Migration GuideLearn the step-by-step process for migrating your site without losing SEO value.

FAQ

When should I use a 301 redirect?

Use a 301 redirect when a URL has permanently changed, such as after a site migration, URL restructuring, merging pages, or changing from HTTP to HTTPS.

Does a 301 redirect lose SEO value?

A 301 redirect passes most link equity to the new URL, but a small amount may be lost. It is the best way to preserve SEO value during permanent URL changes.

Sources

Google Search Central: Redirects and Google Search — Primary source for how Google treats redirects and URL changes.
Google Search Central: URL moves and site migration guidance — Best source for SEO migration practices and redirect implementation.
Moz: Redirects, SEO Impact & Types — Widely cited SEO reference explaining redirect types and use cases.

Reviewed by Lucía Marín, Founding editor.