301 Redirect

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

Also called: permanent redirect
Applies to: URLs, pages, domains
Commonly confused with: 302 redirect, 307 redirect

Key points

A 301 redirect signals a permanent move and passes most link signals to the new URL.
Use a 301 for permanent changes and a 302 for temporary ones to avoid confusing search engines.
Redirect each old URL to the closest matching page, not the homepage, to preserve relevance.
Avoid redirect chains and loops by pointing directly to the final destination.
Update internal links to the new URL after implementing a 301 redirect.

How it works

When a browser or search engine crawler requests a URL that has a 301 redirect, the server responds with the HTTP status code 301 and a Location header pointing to the new URL. The client then automatically follows that header to the destination. For search engines, this code means the original URL is permanently retired and should be replaced in the index by the target URL.

The redirect preserves most ranking signals, often called link equity, from the old URL to the new one. Google has stated that redirects do not inherently harm PageRank, so a proper 301 is not a penalty by itself. However, the speed at which search engines consolidate signals can vary, and older advice about exact timing may be outdated; rely on current Google Search Central guidance for migrations and redirects.

Implementation is typically done at the server level, for example through .htaccess on Apache servers, or through platform-specific tools in content management systems. The old URL should eventually resolve to one clear destination rather than multiple hops or conflicting versions.

Where it changes your decision

When a page is deleted, renamed, or merged: use a 301 to send users and search engines to the new or relevant page, avoiding a 404 error.
When moving to a new domain: use 301 redirects on every old URL to the corresponding new URL to preserve search visibility and user experience.
When consolidating duplicate content: use a 301 to point duplicate or near-duplicate pages to the canonical url, helping search engines understand which version to index.

What it is not

A 301 is not a temporary redirect: a 302 or 307 should be used for temporary moves, as a 301 tells search engines the change is permanent.
A 301 is not a penalty: Google has stated that redirects do not inherently harm PageRank, so a proper 301 does not cause a ranking drop by itself.
A 301 is not a fix for poor content: redirecting a low-quality page to a better one does not automatically improve rankings if the destination is not relevant.
A 301 is not a substitute for updating internal links: after implementing a redirect, internal links should still be updated to point directly to the new URL to avoid unnecessary hops.

Common mistakes

Using a 301 for a temporary change instead of a 302: this can cause search engines to treat the move as permanent, potentially harming indexing when the original URL returns.
Redirecting many old URLs to the homepage instead of the closest matching page: this dilutes relevance and can confuse users and search engines.
Creating redirect chains or loops: multiple hops slow down page load and may cause search engines to stop following the chain, losing link equity.
Leaving internal links pointed at old URLs after the redirect is live: this adds unnecessary redirects and can slow down crawling.

Questions people ask

HTTP 301 vs 302?

A 301 redirect signals a permanent move, telling search engines to transfer ranking signals to the new URL and update their index. A 302 redirect signals a temporary move, so search engines keep the old URL in the index and do not transfer signals. Use a 301 for permanent changes and a 302 for temporary ones.

How to do a 301 redirect?

A 301 redirect is typically implemented at the server level. On Apache servers, you can use a .htaccess file with the Redirect directive or mod_rewrite rules. On Nginx, you use the rewrite or return directive. Many content management systems, like WordPress, offer plugins or built-in tools to create 301 redirects without editing server files.

What is 301 redirect in SEO?

In SEO, a 301 redirect is the standard method to permanently move a URL to a new address while preserving most ranking signals, such as link equity. It helps avoid 404 errors, consolidates canonical URLs, and ensures users and search engines reach the correct page after a site restructuring or domain change.

HTTP 302 vs 307?

Both 302 and 307 are temporary redirects, but they differ in how browsers handle the request method. A 302 may change the request method from POST to GET, while a 307 preserves the original method. For SEO, both signal a temporary move, so search engines keep the old URL in the index. Use a 301 for permanent moves instead.

Sources

Google Search Central Primary Google guidance on when to use 301 redirects and how search systems treat them.
Google Search Central: Migrations Best-practice source for site moves, URL changes, and redirect mapping.
MDN Web Docs Authoritative technical definition of the 301 HTTP status code.
Bing Webmaster Guidelines Useful secondary search engine guidance on redirects and site changes.

Written and maintained by Nora Lindholm. Last updated 27 July 2026.

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