Technical Seo
301 Redirect
A permanent server-side redirect that sends users and search engines from one URL to another. It passes the majority of link equity from the old URL to the new one.
Why 301 Redirect Matters for SEO
301s are essential during site migrations, URL structure changes, and cleaning up old content. They preserve the ranking power you've built and prevent users from hitting dead ends. Getting redirects wrong during a migration is one of the fastest ways to tank organic traffic.
How 301 Redirect Works
When a browser or bot requests the old URL, the server responds with a 301 status code and the new URL location. Search engines eventually drop the old URL from the index and transfer its signals to the destination. Most link equity passes through, though there can be minor dilution.
Common Mistakes
- Redirecting all old pages to the homepage instead of the closest equivalent
- Creating redirect chains (A to B to C) instead of direct redirects
- Using 302s when you mean 301s, confusing search engines about permanence
Sources & Further Reading:
Related articles: