Link Building
301 Redirect
Quick definition
A 301 redirect is a permanent HTTP redirect that tells browsers and search engines a page has permanently moved to a new URL.
301 redirects pass virtually all link equity from the old URL to the new one. They're the standard, SEO-safe way to handle URL changes, site migrations, and content consolidation.
Why 301 Redirect matters
Use 301s when consolidating duplicate pages, migrating to HTTPS, restructuring URLs, or retiring old content. Never use 302 (temporary) when the move is permanent.
How 301 Redirect works in practice
After implementing 301s, verify with crawl tools, monitor rankings for the new URL, and update internal links to point directly at the new destination instead of relying on the redirect.
Best practices
- Use 301 (not 302) for permanent moves.
- Avoid chaining redirects.
- Update internal links to the new URL.
- Keep the redirect in place for at least 12 months.
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Related terms
Redirect Chain
A redirect chain is when one URL redirects to another, which redirects to another — creating multiple hops between the original request and the final destination.
Link Equity
Link equity is the SEO value passed from one page to another through hyperlinks — sometimes informally called 'link juice'.
Indexing
Indexing is the process by which search engines add discovered pages to their searchable index, making them eligible to rank for queries.