What is a 301 redirect?

A 301 redirect is a permanent redirect from one URL to another. Visitors and search engines that request the old URL are sent to the new one automatically. The server does this by returning the HTTP status code 301 (Moved Permanently), which tells Google that the move is lasting.

Why is a 301 redirect important?

Keeps your visibility: Google can show the new URL instead of the old one and carry over existing signals.
No dead ends: visitors do not land on a 404 error when a page has moved.
Links keep working: backlinks pointing to the old URL still benefit the new page.

Examples of a 301 redirect

A store moves from http:// to https:// and redirects every old address to the secure version.
A roofing contractor shortens /services/roof-renovation to /roof-renovation.
A company that has renamed itself redirects oldname.com to newname.com.

How do you use a 301 redirect?

Set up the redirect on the server, for example in the .htaccess file, or through your CMS. Point each old URL to the closest matching new page rather than sending everything to the homepage, and avoid chains of redirects. Moving a whole website? We can guide you through an SEO migration.

301 redirect