301 Redirect — what this tool is and how to set it up

301 Redirect — what this tool is and how to set it up

When managing any website, sooner or later, you may need to delete pages, change their URLs, or even migrate the entire resource to a new domain. If done without proper preparation, this can lead to the loss of valuable backlinks, negatively affecting search rankings. To prevent this, a redirect should be used to direct users and search engines from one URL to another.

Today, we'll explore what a 301 redirect is and when it should be applied. We’ll also discuss why it plays a crucial role in SEO promotion and what alternatives exist.

301 Redirect: what it is

A 301 redirect (301 Permanent Redirect) is a redirection from one URL to another. Its key feature is its permanent nature. The main purpose of a 301 redirect is not only to send users to a new address but also to inform search engines that the old page is no longer relevant and should be removed from Google’s index. At the same time, all its link equity (SEO value) is transferred to the new URL. Over time, the number of requests to the old address should decrease.

In contrast, a 302 redirect is a temporary redirection that does not transfer link equity. This method is used when a page is temporarily unavailable, such as during maintenance. A 307 redirect also implies temporary redirection but has one key difference: it prevents search engines from caching the new address. Such tools are used when users need to be briefly redirected without affecting indexing.

Photo 1 - 301 Redirect — what this tool is and how to set it up

When a 301 redirect is necessary

A 301 redirect is one of the key tools for ensuring a website functions correctly and is optimized for SEO. It may be required in the following cases:

➤ When migrating a website to a new domain. If you're changing your domain name (e.g., during rebranding), it's crucial to ensure all accumulated traffic and link equity from the old site are passed to the new address. Without a 301 redirect, search engines will treat the new site as a separate entity without history or ranking authority.
➤ When merging multiple pages into one. If your site has similar content across several pages, merging them can help prevent duplication and improve SEO. A 301 redirect will send users and search engines to a single, optimized page and transfer all link signals.
➤ When changing URLs. Redirects are essential when updating the CMS or redesigning the site. To avoid confusion for users and search engines following old links, set up a 301 redirect from the previous URLs to the new ones.
➤ To fix broken links (404 errors). On large content platforms and e-commerce sites, pages are often removed. Redirecting them to the homepage or another relevant section ensures better user experience and preserves authority.
➤ To switch from HTTP to HTTPS. This is an essential step for improving website security and user trust. Since 2015, HTTP has been considered outdated, and using it can hurt SEO. Search engines treat HTTP and HTTPS as separate versions, so a 301 redirect is needed to consolidate traffic on the secure version.
➤ To eliminate duplicate pages. A site may be accessible through different URLs: with or without www (https://www.example.com vs. https://example.com), with or without trailing slashes (https://example.com/page/ vs. https://example.com/page), or with different URL parameters (e.g., https://example.com?ref=google vs. https://example.com). Search engines treat these as separate pages, causing ranking issues. Proper redirection consolidates traffic and authority to a single preferred version.

To achieve the desired goals, it is crucial to correctly configure a 301 redirect. Mistakes can lead to traffic loss and a decline in SERP rankings.

How 301 redirect works

When a user or search engine bot requests a page with a 301 redirect configured, the following processing steps occur:

➤ The browser or search engine sends a request to the old URL;
➤ The server responds with a 301 status code and provides the new URL;
➤ The browser automatically redirects the user to the new page;
➤ Search engines update their index, replacing the old URL with the new one (this process may take some time).

With a properly configured redirect, the user doesn't even notice the redirection. Over time, search engines completely remove the old URL from their index.

Methods for configuring a 301 redirect

Let’s look at how to set up a 301 redirect using different methods, depending on the type of web server, CMS, or programming language used.

Via .htaccess (Apache)

The .htaccess configuration file is used on Apache servers to manage redirects. To find it, you need to enable the display of hidden files in an FTP client or the hosting control panel. If the file does not exist, you can create it manually. Examples of configuration:

✅ Old URL → new URL (301 redirect from one page to another):

Redirect 301 /old-page.html /new-page.html

✅ From HTTP to HTTPS:

RewriteEngine On RewriteCond %{HTTPS} !=on RewriteRule ^(.*)$ https://example.com/$1 [R=301,L]

✅ from WWW to non-WWW:

RewriteEngine On RewriteCond %{HTTP_HOST} ^www\.example\.com$ [NC] RewriteRule ^(.*)$ https://example.com/$1 [R=301,L]

✅ Domain redirection from one to another:

Redirect 301 / https://newsite.com/

✅ From 404 Not Found:

ErrorDocument 404 http://www.site.com/301.html

Configuration via .htaccess is convenient for global redirects and works well with a large number of pages.

Through the Nginx configuration file

On Nginx servers, redirects are set in the configuration file. For example:

✅ Old URL → New URL

location /old-page {

    return 301 https://example.com/new-page;

}

✅ from HTTP to HTTPS:

server {

    listen 80;

    server_name example.com;

    return 301 https://example.com$request_uri;

}

✅ from WWW to non-WWW:

server {

    server_name www.example.com;

    return 301 https://example.com$request_uri;

}

Changes take effect after restarting the server (sudo systemctl restart nginx).

Through PHP code

The page redirect can be written in a PHP file:

<?php

header("Location: https://example.com/new-page", true, 301);

exit();

This method is useful if the server does not allow editing .htaccess or nginx.conf.

Through CMS (WordPress, Joomla, OpenCart)

If the optimizer does not want to edit htaccess manually or is afraid of breaking the website, they can use plugins for content management systems. Most CMS offer built-in tools or modules to configure URL redirects.

Redirect plugins for WordPress:

➤ Redirection — the most popular plugin, allows you to manage redirects through a user-friendly interface;
➤ Yoast SEO — includes a redirection feature in addition to SEO optimization;
➤ Simple 301 Redirects — a lightweight plugin for setting up redirects.

In WooCommerce, redirects can also be configured in the "Settings → Permalinks" section.

If the site is based on Joomla, you need to find the "Redirect" tool in the admin panel (Components → Redirects). It tracks broken links and allows you to replace them with working ones. When the website is powered by OpenCart, you can manage redirection using the "301 Redirect Manager" module. In this case, there's no need to edit server files.

Checking the 301 redirect

After setting up a permanent redirect, it’s important to check if everything is working correctly. You can use different methods for this:

➤ Webmaster Consoles. Google Search Console offers tools for retrieving HTTP responses. To check how a bot sees the redirection, go to the “URL Inspection” section and enter the old page URL. If everything is set up correctly, the old link will automatically redirect to the new one. It’s also important to ensure that the redirection positively affects indexing.
➤ Online Tools. Redirect Checker shows the redirection chain and server response codes (301, 302, etc.). Header Checker Tool or Bertal provide detailed HTTP header information, including redirect settings. These tools are suitable for checking redirections on individual pages.
➤ SEO Browser Plugins. Useful for regularly checking redirects. For example, Redirect Path (Chrome) automatically displays redirect chains and server response codes when visiting a URL. It also issues warnings about redirect errors. Ahrefs Toolbar analyzes URLs, their redirects, and other SEO metrics — perfect for quick website analysis directly in the browser.

Each of these methods has its advantages. For complete confidence in the proper setup, it’s best to combine different checking methods.

How 301 Redirect affects SEO

A 301 redirect plays a crucial role in SEO promotion. It was previously believed to pass around 85–90% of link equity. However, Google specialists now state that modern algorithms transfer nearly 100% of PageRank if the redirect is properly configured. Both external and internal links pointing to the old URL retain their value, helping to minimize ranking losses.

When changing the URL structure, a 301 redirect ensures that new pages will be indexed faster. Search algorithms automatically associate the new address with the old one, helping to avoid "duplicate content" and loss of positions.

Link equity may not be fully transferred if the new URL is significantly different from the old one in meaning. This process is further complicated by frequent changes (e.g., in the case of a 301 → 302 → 301 chain). Redirection should only be applied when necessary.

Errors in setting up 301 Redirects

Photo 2 - 301 Redirect — what this tool is and how to set it up

Errors in setting up URL redirection can negatively affect SEO. The main issues include:

➤ Cyclical redirects. In this case, the redirection loops the user or search bot back to the same URL endlessly. This blocks access to the page content and can lead to penalties from search engines.

➤ Multi-level redirect. This occurs when a redirect leads through several intermediate URLs. As a result, page loading slows down, user experience deteriorates, and SEO equity is diminished. Search engine bots may fail to reach the final destination URL, causing partial or complete deindexing.

➤ Incorrect redirect type. A 301 redirect is not always appropriate. For example, if you want to temporarily redirect users from /products to /products-sale, a 302 redirect should be used. This keeps the original /products URL in search engine indexes and preserves its ranking after the promotion ends.

Incorrect redirect settings can lead to a complete loss of traffic.

Alternatives to 301 Redirect

When using a 301 Redirect is not possible or desirable, it is worth considering alternative methods of redirection and indicating the primary source of content:

➤ Using rel="canonical". This helps inform search engines which of several similar pages should be treated as the primary one. The canonical tag is useful when multiple URLs lead to the same content (e.g., URLs with UTM parameters).

➤ JavaScript redirects. These are client-side redirects executed via JavaScript code. They’re used when redirection depends on user actions or specific conditions, such as geolocation or device type.

➤ Meta refresh redirect. This method uses an HTML tag to redirect users after a specified delay. It’s typically used for temporary redirection or when server-level configuration is not accessible.

The choice of alternative depends on the task. However, for SEO and user convenience, 301 Redirect is usually the most preferred option.

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