301 Redirect

A 301 redirect is an HTTP status code that permanently sends one URL to another. It tells browsers and search engines that a page has moved for good and that all future requests should go to the new location. Search engines transfer the original page’s ranking signals to the destination URL.

The “301” is the status code a server returns in its response header. The full label is “301 Moved Permanently.”

HTTP/1.1 301 Moved Permanently
Location: https://example.com/new-page

How a 301 Redirect Works

A 301 redirect runs at the server level before the page loads. When a browser requests the old URL, the server responds with a 301 status and a Location header pointing to the new URL. The browser then requests the new URL automatically.

The process happens in three steps:

1. A user or bot requests the old URL. The request hits the server.
2. The server returns a 301 status and the new location. No page content loads at the old address.
3. The browser follows the Location header. It loads the new URL, often without the user noticing.

Browsers cache 301 redirects aggressively. Once a browser sees a 301, it may skip the old URL entirely on future visits and go straight to the destination. This makes 301s fast but hard to undo, so set them only when a move is permanent.

301 vs 302 Redirect

A 301 is permanent and a 302 is temporary. That single difference changes how search engines treat each one.

• 301 (permanent). Signals the move is final. Search engines pass ranking signals to the new URL and eventually drop the old one from the index.
• 302 (temporary). Signals the original URL will return. Search engines usually keep the old URL indexed and may not pass full ranking signals.

Use a 301 when content moves for good, such as a URL change, domain migration, or HTTP-to-HTTPS switch. Use a 302 for short-lived moves, like an A/B test or a temporary promotion page. There is also a 308 redirect, a stricter permanent redirect that preserves the request method (GET or POST). For an overview of how redirect types differ, see the link redirect glossary entry.

How to Set Up a 301 Redirect

The method depends on your server or platform. Three common approaches cover most cases.

Apache (.htaccess):

Redirect 301 /old-page https://example.com/new-page

Nginx (server block):

location /old-page {
 return 301 https://example.com/new-page;
}

WordPress: Use a plugin like Redirection or Yoast SEO Premium, which writes the redirect without editing server files. Enter the old path and the new URL, then save.

After setting any redirect, confirm it returns a 301 and not a 302 or a chain of hops. linkutm’s redirect checker shows the exact status code and the full redirect path for any URL.

301 Redirects and SEO

A 301 passes nearly all of the original page’s ranking signals to the new URL. Google’s Gary Illyes confirmed in 2016 that 30x redirects no longer lose PageRank, ending years of guidance that suggested a small loss.

Three rules protect rankings during a redirect:

• Redirect to the most relevant page. Point the old URL to a close-match page, not the homepage. Irrelevant redirects can be treated as soft 404s.
• Avoid redirect chains. A URL that redirects to another redirect slows crawling and can leak signals. Point directly to the final destination.
• Keep redirects in place. Google needs time to process a move. Keep a 301 live for at least a year so signals transfer fully.

Frequently Asked Questions

What is a 301 redirect?

A 301 redirect is a server response that permanently points one URL to another. It tells browsers and search engines the page has moved for good. Ranking signals from the old URL pass to the new one.

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

A 301 is permanent and a 302 is temporary. A 301 passes ranking signals and removes the old URL from search results over time. A 302 keeps the original URL indexed because the move is expected to reverse.

Does a 301 redirect hurt SEO?

No, a properly set 301 does not hurt SEO. Google confirmed that 30x redirects pass full PageRank. Problems arise only from redirect chains, irrelevant targets, or redirecting to the homepage instead of a matching page.

How do I do a 301 redirect?

Set it at the server level or through a plugin. On Apache, add a Redirect 301 line to the .htaccess file. On WordPress, a plugin like Redirection handles it without editing files.

To confirm a redirect returns the right status code and avoids chains, run the free redirect checker at linkutm.