301 Redirect
A permanent redirect from one URL to another that passes ranking signals.
Key takeaways
- 301 Redirect is a permanent redirect from one URL to another that passes ranking signals.
- Map every old URL to its closest new equivalent before launch.
- Avoid: redirecting everything to the homepage.
What is 301 Redirect?
Use 301s when consolidating, renaming, or migrating URLs. Avoid 302s (temporary) for permanent moves. Redirect chains and loops both leak authority and waste crawl budget.
Google explains how it treats each type of redirect in its guide to redirects and Search.
Why 301 Redirect matters for SEO in 2026
A 301 tells search engines a page has moved for good, so its rankings and links follow it to the new URL. Missing or broken redirects are the most common reason traffic drops after a redesign or migration.
For a wider view of where this fits, see our full SEO glossary or explore the SEO and GEO service we run for clients.
How to apply 301 Redirect on your site
Knowing the concept is only half of it. Work through these steps in order to put 301 Redirect into practice on your own pages:
- Map every old URL to its closest new equivalent before launch.
- Redirect in a single hop, straight to the final URL.
- Update internal links to point at the new URL instead of relying on the redirect.
Common mistakes to avoid
Most sites that struggle with 301 Redirect fall into the same traps. Check your pages against each of these before moving on:
- Redirecting everything to the homepage.
- Using temporary redirects for permanent moves.
- Leaving chains of redirects after several redesigns.
Questions about 301 Redirect
A permanent redirect from one URL to another that passes ranking signals.
A 301 tells search engines a page has moved for good, so its rankings and links follow it to the new URL. Missing or broken redirects are the most common reason traffic drops after a redesign or migration.
Start here: map every old URL to its closest new equivalent before launch. Then redirect in a single hop, straight to the final URL.
The most common is redirecting everything to the homepage. Another is using temporary redirects for permanent moves.