A 301 redirect is a permanent redirect that sends users and search engines from one URL to another, passing the original page's SEO value to the new destination.
How is a 301 redirect different from a 302 redirect?
A 301 redirect signals to search engines that a page has moved permanently. The original URL should be removed from the index and replaced by the new one, and link equity passes to the destination. A 302 redirect signals a temporary move: the original URL is retained in the index and link equity does not pass in the same way. Using a 302 when the change is permanent is a common mistake that results in the wrong URL being indexed and ranking signals being lost.
When should I use a 301 redirect?
301 redirects should be used when a page moves permanently to a new URL, when a website migrates to a new domain, when multiple pages are consolidated into one, or when a site's URL structure is changed. They are essential during website migrations to ensure that existing rankings and link equity are preserved. When managing site migrations, mapping and implementing 301 redirects is one of the first tasks completed before a new site goes live, covering every old URL that is being moved or retired.
Do 301 redirects pass SEO value?
Yes, though not all of it. Google's guidance is that 301 redirects pass the majority of link equity from the original URL to the destination. In practice, some value may be lost in the transfer, and each additional hop in a redirect chain reduces what is passed further. For this reason, redirects should always point directly to the final destination URL rather than chaining through intermediate pages.
[Screenshot: Google Search Console Coverage report showing excluded URLs including redirect errors, allowing identification of broken or chained redirects. Alt text: Google Search Console coverage report showing redirect errors and excluded URLs.]
What is a redirect chain and why should I avoid it?
A redirect chain occurs when URL A redirects to URL B, which then redirects to URL C, instead of going directly to the final destination. Each hop dilutes the link equity being passed and slows down page loading. Search engine crawlers may stop following a chain after a certain number of hops, leaving some URLs unresolved. Redirect chains are common on older websites that have been migrated or restructured multiple times and should be identified and cleaned up during a technical audit.
How do I set up a 301 redirect?
301 redirects can be configured at the server level via an .htaccess file (for Apache servers) or nginx configuration, through a CMS using built-in settings or a plugin, or through a hosting control panel. For large-scale migrations involving many URLs, a structured redirect mapping document, listing every old URL alongside its correct destination, is the most reliable approach before any implementation begins.
Related KB articles:
• What is Technical SEO
• How Long Does Google Take to Index a Website
• Google Search Console: A Quick Guide
External links:
• Google Search Central, redirects guide