What Is a 301 Redirect? Meaning & SEO Use Cases

Team Pepper

•

Posted on 20/02/26•3 min read

A 301 redirect is an HTTP status code that permanently redirects users and search engines from one URL to another. It signals that content has moved permanently, transferring link equity and preserving search rankings when URLs change.

When someone requests a URL with a 301 redirect configured, the server automatically sends them to the new destination. Search engines update their index to reflect the change, consolidating ranking signals from the old URL to the new one.

301 Redirect Explained

The “301” in 301 redirect refers to the HTTP status code, officially named “301 Moved Permanently.” When your server returns this code, it tells browsers and search engine crawlers that the original URL no longer exists and all future requests should go to the new location.

Here’s what happens technically:

A user or crawler requests the old URL
The server detects the 301 redirect rule
The server responds with the 301 status code and the new URL location
The browser or crawler automatically follows the redirect to the new page

This process happens in milliseconds, invisible to most users.

*Protecting search visibility while seamlessly moving users to a new URL.*

Why 301 Redirects Matter for SEO

301 redirects preserve the SEO value you’ve built over time. When you change a URL without redirecting it, you lose all accumulated link equity, rankings, and traffic to that page.

Google transfers authority, ranking power, and backlinks from the old URL to the new location when encountering a 301 redirect.

Common scenarios requiring 301 redirects:

Domain changes: Rebranding from oldcompany.com to newcompany.com
HTTPS migration: Moving from HTTP to HTTPS
URL structure updates: Changing /blog/post-title to /resources/post-title
Content consolidation: Merging duplicate pages into one authoritative version
Deleted pages: Redirecting removed content to relevant alternatives

*Without 301 redirects, rankings disappear. With them, authority compounds.*

301 vs 302 Redirect: What’s the Difference?

Aspect	301 Redirect	302 Redirect
Signal	Permanent move	Temporary move
Link equity	Transfers to new URL	Stays with original URL
Search index	New URL replaces old	Original URL remains indexed
Use case	Site migrations, deleted pages	A/B testing, maintenance pages

The key distinction: 301 redirects tell search engines to transfer all SEO value to the new URL and remove the old one from their index. 302 redirects keep the original URL indexed because the change is temporary.

Using a 302 when you mean 301 is a common mistake. Search engines won’t transfer link equity, and your new URL won’t inherit the ranking power from the original.

Quick Takeaway: Use 301 redirects for permanent URL changes to preserve SEO value, and 302 redirects only for genuinely temporary moves like A/B tests or scheduled maintenance.

Frequently Asked Questions

What does a 301 redirect mean in simple terms?

A 301 redirect automatically sends visitors from an old web address to a new one, telling search engines the move is permanent and to transfer all ranking value to the new location.

Do 301 redirects pass link equity?

Yes. Since 2016, Google has confirmed that 301 redirects pass full link equity to the destination URL, preserving the SEO value accumulated by the original page.

When should a 301 redirect be used?

Use 301 redirects for permanent changes: domain migrations, HTTPS upgrades, URL restructuring, content consolidation, and redirecting deleted pages to relevant alternatives.

How long do 301 redirects take to process?

Search engines typically consolidate the old and new URLs within days to months, depending on crawl frequency. Keep 301 redirects active for at least one year to ensure a complete transition.

Can too many 301 redirects hurt SEO?

Individual 301 redirects don’t harm SEO, but redirect chains (multiple redirects in sequence) slow page speed and waste crawl budget. Aim for direct redirects to final destinations.