301 Redirects: Using Redirects Correctly
A 301 redirect is a permanent server-side redirect that sends browsers and search engines from an old URL to a new URL while transferring most of the ranking power (Link Equity).
Key Takeaways
- ✓301 = permanent, transfers Link Equity
- ✓302 = temporary, transfers less Link Equity
- ✓Essential for URL changes and domain migrations
- ✓Avoid redirect chains (max. 1 hop)
- ✓Old redirects can be removed after 1 year
301 Redirects are the primary tool for preserving SEO value during URL changes.
301 vs 302 vs 307
301 is a permanent redirect. Google transfers most of the Link Equity to the new URL. 302 is temporary — Google keeps the old URL in the index. 307 is the HTTP/2 variant of 302. For SEO, the distinction is critical: A 302 where a 301 should be can cost rankings.
When to use 301 Redirects
For URL structure changes, domain migrations, consolidating pages (Content Consolidation), HTTP-to-HTTPS migration, and removing outdated pages (redirect to relevant alternative).
Avoid Redirect Chains
When URL A redirects to B and B redirects to C, that's a Redirect Chain. With each hop, some Link Equity is lost and loading time increases. Maximum one redirect hop is best practice.
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— Gary Illyes, Google Search Analyst