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.

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