301 Redirect

A permanent HTTP redirect that transfers users and link equity from one URL to another, signalling the change to search engines.

Definition

A 301 redirect is an HTTP status code that tells browsers and search engines that a URL has been permanently moved to a new location. When a user or crawler requests the original URL, the server returns "301 Moved Permanently" along with the new URL in the Location header. Browsers then automatically send the user to the new URL, and search engines update their index to replace the old URL with the new one over time.

From an SEO perspective, 301 redirects are the preferred method for permanent URL changes because they pass link equity (PageRank) from the original URL to the destination. Google has confirmed that 301 redirects pass "full" PageRank, though empirical evidence suggests small losses may still occur — particularly with chains of multiple redirects. The key distinction between 301 (permanent) and 302 (temporary) redirects is intent: use 301 for changes that are genuinely permanent, 302 for A/B tests, maintenance pages, or truly temporary moves.

Common legitimate uses of 301 redirects: HTTP-to-HTTPS migration, domain changes or rebrands, URL structure changes after a redesign, redirect from www to non-www (or vice versa), and consolidating multiple URLs into a canonical version. Avoid implementing unnecessary 301 redirects — each hop adds latency and every redirect rule adds configuration overhead.

Frequently Asked Questions

What is the difference between a 301 and a 302 redirect?

A 301 tells search engines the move is permanent — they should replace the old URL with the new one in their index and transfer ranking signals. A 302 signals a temporary move — search engines keep the old URL in the index and do not transfer full ranking signals. Use 301 for all permanent URL changes.

How long does it take Google to recognize a 301 redirect?

After implementing a 301 redirect, Google typically discovers and processes it within a few days to a few weeks, depending on how frequently the old URL was crawled. High-authority URLs with frequent crawl schedules are processed faster. PageRank transfer follows crawl, not the redirect implementation date.