301 Redirect
Traditional SEO
A 301 redirect is a permanent redirect that sends both users and search engines from an old URL to a new one, preserving the ranking authority of the old page so it transfers to the new URL.
Definition
A 301 redirect is a permanent redirect that sends both users and search engines from an old URL to a new one, preserving the ranking authority of the old page so it transfers to the new URL. The "301" is an HTTP status code that specifically signals permanence, telling Google to update its index to point to the new URL and pass the accumulated ranking signals along with it. It is the standard redirect type for site migrations, URL restructuring, and any situation where content moves permanently.
How It Works
When a user or search crawler requests a URL that has a 301 redirect, the server immediately responds with the new URL and the 301 status code. The browser (or crawler) follows the redirect to the new destination. Google then updates its index to associate the content and authority with the new URL.
301 redirects should be used when: moving a page to a new URL, restructuring your site's navigation, migrating from HTTP to HTTPS, switching from www to non-www (or vice versa), or consolidating multiple old pages into a single new page. They should not be used for temporary content changes (which use 302 redirects) or as a substitute for the page being live.
Why It Matters
Removing or restructuring pages without 301 redirects sends users and search engines to 404 errors, which destroys the ranking authority those pages had accumulated. A business that relaunches its website without redirecting old URLs can see months of SEO progress wiped out in a single day. Proper 301 redirects are the difference between a site migration that preserves rankings and one that causes a significant traffic drop.
Example
A dental practice renames its services from "cosmetic dentistry" to "aesthetic dentistry services" and changes the URL accordingly. Without a 301 redirect, the old URL returns a 404 error, and the page loses all of its accumulated backlinks and ranking history. With a 301 redirect, users who follow old links land on the new page, Google transfers the ranking authority, and search position is maintained through the transition.
Related Terms
Technical SEO, Canonical Tag, 404 Error, Crawl Budget, Domain AuthorityIf you are working on your business's search visibility and want a practical starting point, the AI Workflow Audit includes a review of your current content and search presence. Calculate how much slow follow-up costs your business while you are at it.
Related terms
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