When to use it
When a page moves for good: a new URL structure, a site migration, merged pages, a new domain or switching from http to https. The old URL keeps working for visitors and points search engines to the new one.
301 vs 302
A 301 (or 308) says the move is permanent, so search engines should treat the new URL as the main version. A 302 (or 307) says the move is temporary, for things like short promotions or testing. Using the wrong type sends mixed signals.
How it affects SEO
Google treats permanent redirects as a strong signal that the new URL should replace the old one in search results. Done right, a 301 helps the new page keep the rankings and links the old page earned.
Why 301 Redirect matters
Redirects are the difference between a smooth site change and a traffic drop. Pages moved or deleted without proper 301 redirects are a common cause of traffic loss after a site change.
The redesign that kept its rankings
A company rebuilt its website with new URLs. Before launch, it mapped every old page to its closest new page and set up 301 redirects. Organic traffic dipped briefly and recovered within weeks, instead of falling off as it often does when redirects are skipped.
Common mistakes
Redirecting everything to the homepage
Sending every old URL to the homepage confuses visitors and search engines. Redirect each page to its closest match.
Redirect chains
A redirect that leads to another redirect slows pages and wastes crawling. Point old URLs straight to the final destination.
Using 302 for permanent moves
Temporary redirects for permanent changes can keep the old URL in search results. Use 301 when the move is for good.
Where we work on this
The decision this number feeds into