301 Redirect: Sending Visitors and SEO Value to a New URL
A 301 redirect permanently points an old URL at a new one and carries over most of its ranking power. Here is when and how to use one.
A 301 redirect is a permanent HTTP status code that tells browsers and search engines a URL has moved for good.
What a 301 Redirect Does
When a page moves, the old URL does not have to disappear. A 301 tells both the visitor and the crawler: this page lives somewhere else now, go there.
The key SEO effect is equity transfer. Most of the old URL's ranking strength, backlinks, and internal links pass to the destination, so a well-planned 301 rarely costs rankings.
When to Use a 301
- Merging duplicate or similar pages into one.
- Moving a site from HTTP to HTTPS or changing domains.
- Reorganizing URLs after a redesign.
- Consolidating several posts into a single guide.
301 vs. 302 Redirects
A 302 redirect signals a temporary move, so search engines keep indexing the original URL. A 301 says the change is permanent and lets the new URL inherit the ranking signals.
How to Set Up a 301
- Server-level rules in Apache
.htaccessor nginx directives. - Redirection tools built into WordPress, Shopify, or Squarespace.
- Redirect rules in a CDN or hosting dashboard like Cloudflare.
Common 301 Mistakes
- Chains that bounce through several hops.
- Loops where two URLs redirect to each other.
- Redirecting to a page that does not match the original intent.
- Using a 301 for a change that is actually temporary.
The change: a site merges two old blog posts into one new guide.
The setup: both old URLs get a 301 redirect to the new guide.
The reading: crawlers follow the redirects and index the new URL instead.
Why it works: the new guide inherits the links and rankings of both old posts.
Quick Tip
After setting up 301s, update your internal links to point straight at the final URL. Every redirect you remove is a hop crawlers and users do not have to take.
Frequently Asked Questions
301 Redirects, Bottom Line
A 301 redirect is how a site changes without starting over. Used correctly, it keeps both visitors and rankings moving.
One clean 301 beats a chain of redirects every time.