What Is a 301 Redirect?
A 301 redirect is a permanent redirect that forwards both users and search engines from one URL to another, passing along most of the original page’s ranking value.
Why it matters
301 redirects are essential for preserving SEO equity when you change URLs, migrate a site, consolidate pages, or switch to HTTPS. Without them, old links break, rankings are lost, and users hit 404 errors. Unlike a temporary 302 redirect, a 301 tells search engines the move is permanent and that the destination page should inherit the old one’s authority.
Example
If you delete an outdated blog post and 301-redirect its URL to a newer, related article, visitors who click old links land on relevant content and most of the original page’s link equity carries over.
Ready to put this into practice?
Managing redirects safely during migrations is part of our technical SEO services — let’s talk about your goals.