Quick answer
- Use a 301 when a page has permanently moved or been replaced by an equivalent.
- A 302 is for temporary moves; using it for permanent changes can delay signal consolidation.
- Build a one-to-one redirect map, avoid chains and never blanket-redirect to the homepage.
- Test redirects before and after launch and monitor crawl errors.
What a 301 permanent redirect is
A 301 redirect is an HTTP status code telling browsers and crawlers that a URL has moved permanently. Search engines then update their index to the new URL and, in general, transfer the ranking signals of the old page to the new one. If you are asking “what is a 301 redirect”, think of it as a permanent forwarding address for a web page.
Redirects are essential whenever URLs change: redesigns, domain moves, HTTPS migrations, restructured categories or merged pages. They also protect users from landing on error pages from old bookmarks or links.
301 vs 302 redirect
The status code communicates intent.
| Code | Meaning | Use for |
|---|---|---|
| 301 | Moved permanently | Permanent URL changes, migrations, consolidations |
| 302 | Found, temporary | Short-term moves, A/B tests, maintenance |
| 307 / 308 | Temporary / permanent, method preserved | Technical cases where HTTP method must remain |
When to redirect, and when not to
Redirect when a page has an equivalent replacement. If a product is gone but a similar category exists, redirect to the category. If there is genuinely no relevant replacement, a 404 or 410 is more honest than redirecting everything to the homepage, which search engines may treat as a soft 404. Always consider whether a canonical tag would be better, where both URLs need to stay live.
How to build a redirect map
Redirect mapping connects every old URL to its best new match.
- Collect old URLs from your crawl, sitemap, Search Console, analytics and backlink data.
- Collect new URLs from the new site or staging build.
- Match one-to-one by topic and intent, not just by similar names.
- Prioritise high-value URLs with traffic, links or conversions and check them manually.
- Record status codes and notes in the map, and agree it with developers.
- Implement at server level where possible, and test on staging.
Avoid redirect chains and loops
A chain happens when A redirects to B, which redirects to C. Each hop slows users and wastes crawl capacity, and long chains may be abandoned. Loops, where URLs redirect back to each other, break the page entirely. After mapping, flatten chains so every old URL goes directly to its final destination, and update internal links so they point to the final URL rather than relying on redirects.
Implementing redirects: htaccess and platforms
On Apache servers, including many shared hosting accounts, a simple rule in the .htaccess file works, for example Redirect 301 /old-page/ https://example.com/new-page/, with RewriteRule patterns for larger sets. On Shopify, WordPress and other platforms, built-in redirect managers or plugins handle individual redirects, while large lists may need a server-level import. Always test the result in a crawler and in the browser.
301 redirects and SEO: examples, htaccess and impact
People often ask about 301 redirect SEO effects. In general a 301 redirect passes most ranking signals, but the effect depends on relevance and speed of reprocessing. A simple 301 redirect example is /old-service/ pointing to /new-service/ with a single permanent hop. The 301 redirect SEO impact of a poor choice, such as redirecting every page to the homepage, is lost relevance.
For a 301 redirect htaccess setup on Apache, add a line such as Redirect 301 /old-service/ /new-service/ or use RewriteRule for patterns. 301 redirects and SEO should be reviewed together before every migration, because a small mistake in a pattern rule can affect thousands of URLs. Keep a log, test samples and monitor afterwards.
Common redirect mistakes and how to avoid them
Mistakes we see regularly include redirecting everything to the homepage, leaving temporary redirects in place for years, creating chains after several rounds of changes and forgetting to update internal links. Another is redirecting URLs that still have valuable content. Avoid each by keeping a living redirect map, reviewing it after every restructure, testing with a crawler and fixing links at the source.
Remember to include non-HTML assets, such as PDFs and images that have backlinks, and to check that redirects work for both with and without trailing slashes and for HTTP and HTTPS versions.
Testing, monitoring and getting help
Before launch, crawl the map to confirm each old URL returns a 301 to the intended 200 page. After launch, monitor Search Console for crawl errors and watch rankings and traffic against your benchmark. Keep redirects in place for at least a year, and ideally permanently for URLs with backlinks. Our SEO migration consultant service includes redirect planning, and the website migration SEO checklist covers the surrounding steps. For general technical help see technical SEO consulting and our overview, SEO consultant London.
Frequently asked questions
Do 301 redirects pass SEO value?
Yes, in general a 301 passes ranking signals to the new URL, although the process takes time and depends on the relevance of the destination.
How long should I keep 301 redirects?
At least a year, and permanently for URLs that still receive links or traffic.
Is a 302 bad for SEO?
Not when used for genuinely temporary changes. For permanent changes, a 301 is clearer.
Should I redirect deleted pages to the homepage?
Generally no. Redirect to the most relevant equivalent, or return a 404 or 410 if none exists.
How do I find redirect chains?
Crawl your site with a tool that reports redirect paths, then update redirects to point directly to the final URL.
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