A redirect sends a URL to a different URL. For SEO the default is the 301 (permanent), which passes full ranking equity. Use 302 only for genuinely temporary moves, 308 when you must preserve the request method, and avoid meta-refresh and JavaScript redirects. Never chain more than one or two hops, and update internal links to point at the final URL. This is the one-page reference.
The redirect types
| Code | Type | When to use | SEO effect |
|---|---|---|---|
| 301 | Permanent | A page has moved for good | Passes full equity. The default for permanent moves |
| 302 | Temporary | A genuinely short-term move | Keeps the original indexed. Use only when truly temporary |
| 307 | Temporary (HTTP/1.1) | Temporary, must keep the method | Method-preserving version of a 302 |
| 308 | Permanent | Permanent, must keep the method (e.g. POST) | Like a 301 but preserves the request method |
| Meta refresh | Client-side | Avoid | Slow, poor UX, weak signal. Not a real redirect |
| JavaScript | Client-side | Avoid for SEO | Crawlers can miss it. Use a server 301 instead |
| Canonical tag | Not a redirect | Consolidate near-duplicates | A hint, not a redirect. The page stays live |
Redirect rules that protect rankings
| Rule | Why |
|---|---|
| Use 301 for permanent moves | It passes full equity and consolidates the old URL into the new one |
| Keep chains to one hop | Each extra hop loses a little equity and slows the page. Redirect straight to the final URL |
| Update internal links | Point links at the destination, not through the redirect. Save the redirect for external links you cannot control |
| Redirect like-for-like | Send a page to its closest equivalent, not the homepage. Mass-redirecting to the homepage is treated as a soft 404 |
| 301 your HTTPS and www | Force one canonical version of the domain with site-wide 301s |
Status codes are a technical SEO foundation. See the HTTP status codes cheatsheet and the technical SEO cheatsheet.
Frequently asked questions
301 vs 302: which should I use?
Use a 301 for permanent moves: it passes full ranking equity and consolidates the old URL into the new one. Use a 302 only when the move is genuinely temporary and you want the original URL to stay indexed. Using a 302 for a permanent move is a common, costly mistake.
Do 301 redirects pass full link equity?
Yes. Google has confirmed 301 (and 308) redirects pass full PageRank, with no loss from the redirect itself. You still lose a little from long redirect chains and from pointing links through redirects instead of at the final URL.
Are redirect chains bad for SEO?
Yes, keep them to one hop. Each extra hop in a chain wastes crawl budget, slows the page, and can dilute signals. Audit for chains and loops, then point the first URL straight at the final destination.
Is a canonical tag a redirect?
No. A canonical tag is a hint that tells search engines which version of similar pages to index, but both pages stay live and accessible. A redirect actually moves the user and crawler to a different URL. Use redirects to move pages, canonicals to consolidate near-duplicates.
Soaring Above Search
Weekly AI search insights from the front line. One newsletter. Six sections. Everything that actually moved this week, with a practitioner's take.
Chief of Staff at StudioHawk, Australia's largest dedicated SEO agency. Specialising in AI search visibility, technical SEO, and organic growth strategy. Leading a team of 120+ across Melbourne, Sydney, London, and the US. Book a free consultation →