A 301 redirect is a permanent redirect that automatically sends both users and search engines from one URL to another. The “301” refers to the HTTP status code returned by the server, which signals that a page has moved permanently to a new location.
When a 301 redirect is in place, anyone who visits the old URL will be seamlessly forwarded to the new one without any action needed on their part. From an SEO perspective, a 301 redirect also passes the majority of the original page’s authority (link equity) to the new URL, making it the preferred redirect method when you want to preserve rankings.
Common use cases include:
- Consolidating old or duplicate pages into a single canonical URL
- Redirecting HTTP pages to HTTPS
- Updating URLs after a site restructure or domain migration
- Handling deleted pages by sending visitors to a relevant alternative
Using 301 redirects correctly during a site migration or URL change helps protect your organic rankings and ensures Google can follow the updated site structure. Failing to redirect old URLs or using the wrong redirect type (such as a 302, which signals a temporary move) can lead to a loss of rankings and traffic.
