● The short answer
A 301 redirect is a permanent redirect: it tells browsers and search engines that a page has moved for good to a new URL. Google treats the new URL as the main version and transfers its ranking signals there. Use one whenever you move, rename or merge a page, switch domains or move to HTTPS. Use a temporary redirect only for temporary moves.
Key takeaways
- A 301 redirect permanently moves a URL and tells Google to treat the new one as canonical.
- Use 301s when moving, renaming or merging pages, changing domains or switching to HTTPS.
- Use 302 or 307 for temporary moves, and 404 or 410 for pages that are truly gone.
How redirects work
When someone visits a URL that has a 301, the server responds with a status code saying "moved permanently" plus the new address, and the browser goes there automatically. Search engines do the same, then update their index to show the new URL. Links pointing to the old address keep their value because they now lead to the new page.
According to >Google's redirect documentation, 301 and 308 redirects signal a permanent move, and Google uses the target as the canonical URL. Temporary redirects (302, 303, 307) are followed too, but Google keeps showing the original URL in results.
The how is where we come in.
What we walk through with you, for your business:
- Redirect types at a glance
- When to use a 301
- How to set one up
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
Do 301 redirects lose ranking value?
Google has said for years that permanent redirects pass ranking signals to the new URL, so a well-matched 301 should not cost you meaningfully. Losses come from poor matches, such as redirecting a detailed guide to an unrelated page, or from chains and loops. Point each old URL to its closest equivalent.
How many redirects is too many?
There is no limit on how many URLs on your site can redirect. The concern is hops per URL. Each redirect should resolve in one step. Google follows a limited number of hops in a chain, and every hop slows visitors down, so collapse chains whenever you find them.
Sources
- Google Search Central: Redirects and Google Search
- Google Search Central: Site moves with URL changes
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