A 301 redirect means "this page has moved permanently to a new address". When a user or a bot goes to the old URL, the server automatically sends them to the new one. It is like mail forwarded to your new home when you change your address.

When is it needed?#

  • Changing the URL of a page or article.
  • Moving a site to a new domain.
  • Migrating from http to https.
  • Unifying the www and non-www versions.
  • Merging several similar pages.

Why does it matter for SEO?#

If you change a URL and don't set up a redirect, the backlinks and authority it had built up are lost, and the user hits a 404 error. With a 301, Google understands the move and passes on most of the authority.

301 versus 302#

A 301 is permanent; a 302 is temporary. If the move is permanent, use a 301.

Example#

An article has moved from /old-guide to /new-guide. On a WordPress site, with a redirect plugin or a server setting, you create one rule and everything keeps working smoothly.

Common mistakes#

  • Chained redirects (A to B, B to C), which slow speed and crawling.
  • Redirecting all deleted pages to the home page; it is better to go to a relevant page or let a 404 or 410 stand.
  • Forgetting to update internal links after the move.