You’ve clicked a link only to land on a 404 page—and so have your visitors. That dead end not only hurts user experience, it can tank your SEO. In this post, you’ll learn what a 301 redirect is and why you need permanent redirects to keep your site ranking signals intact and your readers happy.
Understand 301 redirects
Definition and purpose
A 301 redirect is an HTTP status code that tells browsers and search engines a page has moved permanently to a new address. When someone visits the old URL, your server automatically forwards them to the replacement page (Semrush). This permanent move signal also instructs Google to pass ranking signals—like PageRank—from the old URL to the new one.
How they work
Sounds technical? Let’s break it down.
- A user or crawler requests
example.com/old-page. - Your server responds with “301 Moved Permanently” plus the new URL.
- The browser or bot follows the redirect and lands on
example.com/new-page. - Over time search engines swap the old address for the new one in their index.
Recognize key benefits
Wondering why redirects matter for SEO? Here are the main wins:
- Preserve search rankings by transferring authority to the new URL (Semrush).
- Improve user experience by steering visitors away from broken links.
- Consolidate duplicate or thin content under a single page.
- Support domain migrations or protocol changes (HTTP to HTTPS).
- Maintain link equity so you don’t lose value from existing backlinks.
You can dive deeper into the benefits of using 301 redirects.
Identify common use cases
Not sure when to set one up? You’ll often need a permanent redirect when you:
- Change URL slugs to fix typos or make them more descriptive.
- Migrate to a new domain name or switch from HTTP to HTTPS.
- Merge similar pages to streamline content and avoid duplicate issues.
- Redirect old campaign URLs to current landing pages without losing traffic.
See our guide on how to implement 301 redirects for step-by-step instructions.
Set up 301 redirects
Using .htaccess on Apache
If your site runs on Apache, the simplest place to add redirects is your .htaccess file in the root directory. For example:
# Redirect old-page to new-page
Redirect 301 /old-page https://www.yoursite.com/new-page
This approach means you don’t have to edit individual files (Stack Overflow).
In WordPress
You can avoid code by installing a plugin like Redirection. Once activated, just enter the source URL and the destination URL in the plugin’s settings. For a full walkthrough, check how to set up 301 redirects in WordPress.
Avoid redirect chains
Redirect chains (A → B → C) slow down page loads and dilute ranking signals. Always point your old URL directly to the final destination (A → C). Use crawling tools or plugins to spot and eliminate chains.
Monitor site health
Want to catch redirect issues early?
Track performance
Use Google Search Console to monitor crawl errors and see how often your redirects are followed. A spike in errors could mean a broken redirect.
Audit broken links
Tools like Screaming Frog or the Broken Link Checker plugin will flag dead links or misconfigurations. Fixing these quickly helps you keep traffic flowing and rankings steady.
Review key takeaways
- A 301 redirect tells browsers and search engines that a page has moved permanently.
- They preserve SEO value by transferring ranking signals and link equity.
- Common uses include URL changes, site migrations, and content consolidation.
- You can set them up via
.htaccess, WordPress plugins, or server configs—just avoid chains. - Regularly audit redirects in Search Console and with link-checking tools.
Ready to keep your site running smoothly? Try adding a 301 redirect for any URL change today. Have questions or tips? Drop them in the comments below.
source https://localseoagency.co.za/what-are-301-redirects/
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