301 SEO
A **301 redirect** is a permanent HTTP redirect that sends users and search engines from an old URL to a new one and is used when content has moved for good.
Key takeaways
- 301 redirects preserve SEO value for permanent URL changes.
- Always redirect to the most relevant page, not the homepage.
- Avoid redirect chains and loops to maintain crawl efficiency.
- Update internal links, sitemaps, and canonicals after implementing redirects.
- Test redirects to ensure they return a 301 status code.
A 301 redirect tells search engines that content has permanently moved, preserving ranking signals for the new URL.
Example: Moving a Blog Post
You have a blog post at `example.com/old-post` and want to move it to `example.com/new-post`.
- Set up a 301 redirect from `/old-post` to `/new-post`.
- When a user or Googlebot visits `/old-post`, the server returns a 301 status code and sends them to `/new-post`.
- Google consolidates ranking signals (like backlinks and authority) from the old URL to the new one.
- Update internal links pointing to `/old-post` to link directly to `/new-post`.
- Remove `/old-post` from your XML sitemap and add `/new-post`.
Quick Start: How to Implement a 301 Redirect
- Identify the old URL and the new URL it should point to.
- Choose your implementation method (e.g., .htaccess for Apache, web.config for IIS, or a plugin for CMS like WordPress).
- Set up the redirect using the appropriate server rule or plugin setting.
- Test the redirect using a browser, curl, or an online redirect checker to confirm it returns a 301 status.
- Update internal links to point directly to the new URL.
- Clean up your XML sitemap by removing the old URL and adding the new one.
How to Judge If a 301 Redirect Is Appropriate
- Permanent move: The old content will not return. Use 301, not 302.
- Closest equivalent: Redirect to the most relevant page, not the homepage.
- No chains: Redirect directly from old URL to final URL, avoiding intermediate hops.
- Updated references: After redirecting, update internal links, canonicals, and sitemaps.
- Test thoroughly: Verify the redirect works and returns a 301 status code.
Common 301 Redirect Mistakes
- Redirecting to the homepage: Sending many unrelated URLs to the homepage instead of the closest relevant page.
- Creating redirect chains: Using A > B > C instead of a single direct hop.
- Leaving old references: Not updating internal links, canonicals, or XML sitemaps after redirecting.
- Using 301 for temporary moves: Applying a permanent redirect when content will return soon (use 302 instead).
Next step
FAQ
Does a 301 redirect lose SEO value?
Modern SEO guidance treats 301 redirects as normal technical SEO. Google can follow 301s and consolidate ranking signals to the new URL, though some minor loss may occur in complex chains.
What is the difference between a 301 and 302 redirect?
A 301 is permanent and passes SEO value; a 302 is temporary and does not transfer ranking signals. Use 301 for permanent moves, 302 for short-term changes.
How do I check if a redirect is a 301?
Use browser developer tools, online redirect checkers, or command-line tools like curl to inspect the HTTP status code returned by the server.
Related topics
Sources
- Google Search Central — Primary source for Google’s guidance on redirects, crawling, indexing, and migrations.
- Moz - Redirects — Widely cited SEO reference explaining 301 vs 302 and common redirect use cases.
- SEMrush - 301 Redirects — Practical SEO implementation guidance covering internal links, sitemaps, and canonical targets.
Reviewed by Lucía Marín, Founding editor.