What is a 301 redirect?

A 301 redirect is a long-term, server-level command that sends both users and search engines from one URL to another.

This HTTP status code signals that a webpage has been permanently moved to a new location, ensuring both users and crawlers reach the correct content without encountering broken links.

How 301 redirects work?

When a browser or search engine bot requests a URL that has a 301 redirect configured, the server responds with a 301 status code along with the new destination URL. The browser then automatically loads the target page without user intervention. This process happens in milliseconds, creating a seamless experience for visitors.

SEO value and link equity transfer

From an SEO perspective, 301 redirects pass approximately 90-99% of link equity (ranking power) from the old URL to the new one. Search engines interpret this redirect type as a permanent change, consolidating ranking signals and transferring most of the original page’s authority to the destination URL. This makes 301s essential for preserving search visibility during website migrations or URL structure changes.

Common use cases

301 redirects serve multiple strategic purposes in digital marketing. They’re essential when rebranding a domain, restructuring website architecture, consolidating duplicate content, migrating from HTTP to HTTPS, or removing outdated pages while directing traffic to relevant alternatives. E-commerce sites frequently use them when discontinuing products to redirect customers to similar items or category pages.

Implementation best practices

Proper implementation requires attention to several factors. Always redirect to the most relevant page possible rather than defaulting to the homepage. Avoid redirect chains (multiple consecutive redirects) as they slow page load times and dilute link equity. Monitor redirects regularly using tools like Google Search Console or Screaming Frog to identify and fix any issues. Keep redirect mappings documented for future reference during site maintenance.

Impact on user experience

Beyond SEO benefits, 301 redirects prevent frustrating 404 errors that damage user trust and increase bounce rates. They maintain continuity for bookmarked pages and external links, ensuring visitors always find working content regardless of how they accessed your site.

Learn more: 302 redirect