# 301 Redirect | SEO Glossary

> 301 Redirect explained in plain English. Understand what 301 redirect means, why it matters for SEO, and how it works.

**Source:** https://www.lawrencehitches.com/glossary/301-redirect/

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Breadcrumb Category tag Technical Seo H1

# 301 Redirect

Definition block 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.

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Expanded explanation

## 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

Video (if available) Article link (if exists) External sources Sources & Further Reading:

- [Google: Redirects and Google Search](https://developers.google.com/search/docs/crawling-indexing/301-redirects)
- [Moz Learn: Redirection for SEO](https://moz.com/learn/seo/redirection)

Related articles Related articles:

- [Broken Links: How to Find and Fix Them](https://www.lawrencehitches.com/broken-link/)
- [URL Redirects: How They Work](https://www.lawrencehitches.com/url-redirection/)

Related terms Author bio About the Author

Lawrence Hitches is an [AI SEO consultant based in Melbourne](https://www.lawrencehitches.com/) and Chief of Staff at StudioHawk. He specialises in AI search visibility, technical SEO, and organic growth strategy. [Book a free consultation →](https://www.lawrencehitches.com/contact/)

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*Lawrence Hitches is an AI SEO consultant in Melbourne and Chief of Staff at StudioHawk, Australia's most awarded SEO agency. Agent edition of this site: https://www.lawrencehitches.com/md/index.md*