By A10 Digital. Published .
A 301 redirect is an instruction that permanently sends visitors and search engines from one web address to another. It is how a page can move without breaking the links, bookmarks and search results that point to the old address.
How does a 301 redirect work?
When a browser asks for the old address, the server replies with the code 301, meaning “moved permanently”, and the new address. The browser goes there without the visitor noticing. Search engines read the same reply and, over time, show the new address in their results.
What is the difference between a 301 and a 302 redirect?
A 301 is permanent. A 302 is temporary, and tells a search engine to keep the old address in its results because the page will be back. Using a 302 for a permanent move is a common mistake, although Google may come to treat a long-standing 302 as permanent.
When is a 301 redirect needed?
- A page address changes, for example in a redesign.
- Two pages are merged into one.
- A page is removed and another covers the same subject.
- A business moves to a new domain name.
What happens without one?
Anyone following an old link reaches an error page. Search engines treat the new address as a page with no history, so visibility the old page had earned can be lost. Google’s documentation on redirects and Google Search sets out how it handles each type.
How are 301 redirects set up?
On the web server or through the website’s content management system. On WordPress they are commonly managed with a plugin. What matters more than the method is the map: a list of every old address and where each one should lead.
How do you check redirects are working?
Visit the old addresses and confirm each arrives at the right page. Broken or missing redirects are one of the things an SEO audit looks for.
Related service: website redesign from A10 Digital.