What Is a 301 Redirect?

A 301 redirect is a permanent change-of-address notice for the web. It’s an HTTP status code that tells browsers and search engines that a page has moved permanently to a new URL . When someone clicks a link to the old address, they’re automatically sent to the new one—and importantly, the old page’s search engine authority is passed along to the new location .

If you’re managing a website, moving content, or rebranding, understanding 301 redirects is essential. This guide explains how they work, why they matter for SEO, and when to use them.

TL;DR

• A 301 redirect is a permanent redirect that sends users and search engines from an old URL to a new one .
• It preserves SEO value by transferring the old page’s link equity (ranking power) to the new URL .
• Use 301 redirects for permanent moves like domain changes, site restructuring, and content consolidation .
• Do not use 301 for temporary situations—that’s what 302 redirects are for .
• Browsers cache 301 redirects aggressively, making them hard to reverse once set .

Key Takeaways

• 301 redirects pass link equity—since 2016, Google has confirmed they transfer nearly all ranking power to the new URL .
• They prevent 404 errors by ensuring visitors and search engines find the content even when the URL changes .
• They consolidate duplicate content by redirecting multiple similar pages to a single canonical version .
• Search engines update their indexes to replace the old URL with the new one over time .
• Browser caching can be a gotcha—once a 301 is cached, even deleting the redirect rule may not undo it .

How a 301 Redirect Works

When you set up a 301 redirect, you’re telling the server to respond to requests for the old URL with a specific instruction. Here’s what happens behind the scenes :

1. Someone requests the old URL—by clicking a link, typing it in, or using a bookmark.
2. The server responds with the HTTP status code 301 Moved Permanently and includes a Location header pointing to the new URL .
3. The browser or search engine automatically requests the new URL and loads the content.
4. Search engines update their indexes—the old URL is eventually replaced with the new one in search results .

For visitors, the process is nearly seamless—they’re simply taken to the new page. The only noticeable difference is the URL change in the address bar and a very slight delay (about 0.2 seconds per redirect) .

Why 301 Redirects Matter for SEO

301 redirects are one of the most important tools for preserving search performance when you change URLs. Here’s why :

1. Preserving Link Equity (Link Juice) — The old page’s backlinks and authority are passed to the new URL. In the past, this transfer wasn’t complete, but since 2016, Google has confirmed that 301 redirects pass nearly 100% of PageRank to the destination .

2. Preventing Broken Links and 404 Errors — Instead of visitors hitting a dead end, they’re seamlessly directed to the right page. This protects user experience and the SEO signals tied to engagement .

3. Avoiding Duplicate Content Issues — If you have multiple URLs pointing to similar content, you can use 301 redirects to consolidate them into a single, authoritative version. This helps search engines understand which page to rank .

4. Supporting Site Migrations — Whether you’re moving to a new domain, switching from HTTP to HTTPS, or restructuring your site, 301 redirects ensure you don’t lose the SEO value you’ve built .

Google officially recommends using permanent server-side redirects (like 301) whenever a page’s URL changes permanently .

When to Use a 301 Redirect

A 301 is appropriate only when the move is permanent and you will never use the old URL again . Common scenarios include :

• Moving to a new domain—for rebranding or switching to a more memorable address .
• Changing URL structure—when you’re cleaning up categories, removing dates, or making URLs more SEO-friendly .
• Consolidating content—when you’re merging several posts or pages into a single, comprehensive resource .
• Switching from HTTP to HTTPS—to ensure all traffic is encrypted and to consolidate SEO signals .
• Deleting a page—to redirect visitors to the most relevant active page instead of showing a 404 error .

Pro tip: If you’re unsure whether a move is permanent, start with a 302 (temporary) redirect. You can always switch to a 301 later. But reversing a 301 is difficult because browsers cache it aggressively—even after you remove the redirect rule, your browser may still remember the move as permanent .

Common 301 Redirect Mistakes to Avoid

Even with the right intentions, 301 redirects can hurt your SEO if implemented poorly :

• Redirect chains—URL A redirects to B, which redirects to C. This slows down the user experience and wastes crawl budget. Always redirect directly to the final destination .
• Redirect loops—URL A redirects to B, and B redirects back to A. This confuses browsers and search engines and prevents pages from loading .
• Sending all pages to the homepage—When merging or deleting pages, redirect each old URL to the most relevant new page. Sending everything to the homepage confuses visitors and dilutes SEO value .
• Using 301 for temporary changes—If the original URL will return (like for maintenance or A/B testing), use a 302 or 307 redirect instead .

301 vs. 302: Understanding the Difference

Both redirects send visitors to a new URL, but they serve very different purposes :

Aspect	301 Permanent Redirect	302 Temporary Redirect
Purpose	Content has moved permanently	Content has moved temporarily
SEO impact	Transfers link equity to the new URL	Original URL retains SEO value
Search engine index	Old URL is eventually replaced with new one	Original URL stays indexed
Browser caching	Cached aggressively; difficult to reverse	Not cached permanently; easy to remove
When to use	Domain changes, content consolidation, HTTPS migration	Maintenance, A/B tests, seasonal promotions

Frequently Asked Questions

Does a 301 redirect hurt SEO?

No. Google has confirmed that 301 redirects pass nearly 100% of PageRank to the new URL. However, improper implementation—like redirect chains or sending pages to irrelevant destinations—can hurt performance .

Can I undo a 301 redirect?

Once a 301 is cached by browsers, it’s difficult to reverse. Browsers may remember the redirect even after you remove it from the server. If you’re unsure about permanence, start with a 302 redirect instead .

How long does it take for Google to process a 301 redirect?

It varies. Search engines need to recrawl the old URL and discover the redirect. This can take days to weeks. Google recommends keeping 301 redirects in place for at least a year to ensure full processing .

What’s the difference between a 301 and a 302 redirect?

A 301 is permanent and passes SEO value to the new URL. A 302 is temporary and keeps the original URL indexed, passing no link equity to the new page .

Sources

• Neil Patel – 301 Redirects and SEO Impact
• Namecheap – Types of Domain Redirects
• Seahawk Media – 301 Redirect Guide
• SISTRIX – 301 Redirect Overview
• Pagely – 301 vs 302 Redirect Options

The 301 redirect is one of the most powerful tools you have for managing your website’s evolution. Use it for permanent moves to protect your SEO, keep users happy, and maintain the authority you’ve worked hard to build. Just remember—it’s permanent, so make sure you’re committed before you set it.

Have a redirect question we didn’t cover? Drop it in the comments—we’re here to help.