What Is 301 redirect

Content on WhatAnswers is provided "as is" for informational purposes. While we strive for accuracy, we make no guarantees. Content is AI-assisted and should not be used as professional advice.

Last updated: April 15, 2026

Quick Answer: A 301 redirect is a permanent HTTP status code (301 Moved Permanently) that forwards users and search engines from an old URL to a new one, preserving up to 90% of the original page's SEO value.

Key Facts

The 301 status code was standardized in RFC 2616 in June 1999
301 redirects pass about 90% of link equity to the new URL
Google officially recommended 301 redirects for site migrations in 2006
Improper use can cause redirect chains, increasing load time by 200–500ms per hop
301 redirects are cached by browsers and search engines for faster future access

Overview

A 301 redirect is an HTTP status code indicating that a webpage has been permanently moved to a new location. It tells both web browsers and search engines that the original URL should no longer be used and that all future requests should be directed to the new address. This mechanism is essential for maintaining SEO rankings during website restructuring or domain changes.

Unlike temporary redirects such as 302s, a 301 redirect signals permanence, which helps preserve search engine optimization (SEO) value. Search engines like Google interpret this as a directive to transfer most of the ranking authority from the old page to the new one. As a result, websites undergoing rebranding, URL optimization, or content consolidation rely heavily on 301 redirects.

Permanent redirection: A 301 status code explicitly indicates that the move is permanent, distinguishing it from temporary 302 redirects used for short-term changes.
SEO preservation: Up to 90% of link equity is transferred from the old URL to the new one, minimizing traffic loss after migration.
Standardized protocol: Defined in RFC 2616 in June 1999, the 301 status code is part of the HTTP/1.1 specification adopted globally.
Search engine indexing: Google updates its index to reflect the new URL, removing the old page and replacing it with the redirected version over time.
Browser caching: Once processed, browsers cache 301 redirects, reducing latency on subsequent visits by skipping the original server request.

How It Works

When a user or search engine bot requests a URL with a 301 redirect, the server responds with a '301 Moved Permanently' status and includes the new location in the 'Location' header. The client then automatically fetches the new URL, and future requests bypass the old address entirely due to caching.

HTTP Status Code 301: This server response tells clients the resource has been permanently moved, prompting automatic redirection to the new URL.
Location Header: The server includes a 'Location: https://new-url.com' header, specifying where the content has moved.
Client-Side Action: Browsers and bots immediately follow the redirect without user intervention, ensuring seamless access to the new page.
Search Engine Interpretation: Google treats 301s as a strong signal to transfer ranking signals, including backlinks and domain authority.
Caching Behavior: Most browsers cache 301 redirects indefinitely, meaning users never revisit the old URL unless manually cleared.
Server Configuration: Implemented via .htaccess (Apache), nginx.conf (Nginx), or server-side scripts like PHP using header() functions.

Comparison at a Glance

Below is a comparison of different HTTP redirect types based on SEO impact, caching behavior, and use cases:

Redirect Type	Status Code	SEO Impact	Caching	Best Use Case
301 Redirect	301	High (up to 90% link equity)	Yes (permanent)	Permanent site moves, domain changes
302 Redirect	302	Low (no equity transfer)	No (temporary)	Short-term campaigns, A/B testing
307 Redirect	307	None (temporary only)	No	POST request preservation
308 Redirect	308	High (like 301)	Yes	Permanent redirects with method preservation
Meta Refresh	HTML-based	Low to none	No	Client-side fallbacks

While 301 redirects are ideal for permanent changes, misuse—such as chaining multiple redirects—can slow page load times by 200–500ms per hop and dilute SEO value. Proper implementation ensures smooth transitions for users and search engines alike.

Why It Matters

Understanding and correctly implementing 301 redirects is crucial for maintaining website integrity, user experience, and search visibility during digital transitions. Whether migrating to HTTPS, consolidating content, or rebranding, these redirects ensure continuity without sacrificing traffic or authority.

HTTPS migration: When moving from HTTP to HTTPS, 301 redirects ensure all traffic is securely routed and indexed under the new protocol.
Domain changes: Companies rebranding from old domains preserve traffic by redirecting every old URL to its new counterpart.
Content consolidation: Merging duplicate pages into one authoritative version prevents SEO cannibalization and improves rankings.
Broken link recovery: Redirecting deleted pages to relevant content reduces bounce rates and retains user engagement.
Mobile site transitions: Legacy mobile URLs can be redirected to responsive versions to maintain search rankings.
Canonical enforcement: Prevents duplicate content issues by redirecting variant URLs (e.g., www vs. non-www) to a single preferred version.

Proper use of 301 redirects safeguards years of SEO investment and ensures users always find what they're looking for, even as websites evolve over time.