What Is a 301 Redirect and How It Works in SEO
301 redirect is a permanent redirect from one URL to another. It tells browsers and search engines that the original page has moved permanently, passing most of its SEO value to the new page.How It Works
A 301 redirect works like a forwarding address for a website page. Imagine you moved to a new house and you tell the post office to send your mail to your new address. Similarly, when someone tries to visit the old URL, the server automatically sends them to the new URL instead.
This redirect sends a special message to browsers and search engines saying the page has permanently moved. Because of this, search engines transfer the ranking power from the old page to the new one, helping maintain your site's search visibility.
Example
This example shows how to set a 301 redirect in an Apache web server using the .htaccess file.
Redirect 301 /old-page.html https://www.example.com/new-page.html
When to Use
Use a 301 redirect when you permanently move or delete a page and want visitors and search engines to find the new location. Common cases include:
- Changing your website’s URL structure
- Merging two pages into one
- Moving to a new domain
- Fixing broken or outdated URLs
This helps keep your SEO rankings intact and improves user experience by avoiding broken links.
Key Points
- A 301 redirect is permanent and passes SEO value to the new URL.
- It improves user experience by automatically sending visitors to the correct page.
- It is essential when restructuring or moving website content.
- Use server-side settings like .htaccess or server config to implement it.