301 Redirect

A 301 redirect is a permanent redirect that sends users and search engines from one URL to another. The “301” is the HTTP status code meaning “Moved Permanently”. It is the standard way to move content without losing the rankings and links the old URL had earned.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

When to use a 301 redirect

  • Changing a page’s URL or URL Structure.
  • Moving a website to a new domain.
  • Switching from http to https or between www and non-www.
  • Merging two similar pages into one stronger page.
  • Removing a page that has a close replacement.
  • Fixing old URLs that still receive links or traffic.

How 301 redirects affect SEO

Google treats a 301 as a strong signal that the new URL should replace the old one in its index. Ranking signals, including Link Equity from Backlinks, are passed to the destination. Google has confirmed that 301 redirects do not lose PageRank in themselves, although rankings can fluctuate while Google processes the change.

The key word is relevance. Redirecting an old page to a closely matching new page passes value well. Redirecting many unrelated pages to the homepage is often treated by Google as a soft 404, and the value is largely lost.

301 vs 302 redirects

A 302 or 307 redirect signals a temporary move. Use these only when the original URL will return, such as during a short promotion or A/B test. For permanent changes, always use a 301 (or 308). Google can eventually treat a long-standing 302 as permanent, but it is better to be clear.

301 redirects vs canonical tags

A redirect sends everyone to the new URL, so the old page is no longer seen. A Canonical Tag leaves both pages accessible and only suggests which one to index. Use a redirect when the old URL has no reason to exist for users.

How to set up 301 redirects

  • WordPress: use a redirect plugin or the redirection module in Rank Math.
  • Apache servers: add rules to the .htaccess file.
  • Nginx: add return 301 rules in the server configuration.
  • Shopify, Wix and other platforms: use the built-in URL redirect settings.
  • Cloudflare and CDNs: use redirect rules at the edge.

Best practices

  1. Redirect each old URL to the most relevant new page, one to one where possible.
  2. Avoid Redirect Chains (A to B to C) and redirect loops.
  3. Update internal links, menus and sitemaps to point directly to the new URL.
  4. Keep redirects in place for at least a year, and ideally permanently for URLs with backlinks.
  5. Test redirects after launch with a crawler or header checker.
  6. Do not redirect deleted pages with no equivalent; let them return a 404 or 410 instead.

Redirecting a whole domain

Redirecting an established domain into another can pass a lot of authority, but it can also pass problems such as a penalty history, and Google takes time to consolidate the two. I explain what to expect in what happens when a highly ranked domain is redirected to a new domain. For full site moves, see Website Migration.

Further reading: Google on redirects and Google Search.

Key Takeaways

  • A 301 redirect permanently moves a URL and passes its ranking signals.
  • Redirect to the most relevant page, not the homepage by default.
  • Use one hop, never chains or loops.
  • Update internal links to point straight to the new URL.
  • Keep redirects for URLs with backlinks permanently.

Related Terms

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