301 redirect

What is a 301 redirect?

A 301 redirect is an HTTP status code that indicates that a page or URL has permanently moved to a new location (i.e. a permanent referral). When someone or a search engine visits the old URL, it is automatically redirected to the new URL. This way, you can prevent error messages such as a 404 and ensure that visitors always see the correct content. Unlike a 302 redirect, which is temporary, a 301 redirect lets you know that the move is permanent.

When to use a 301 redirect

There are several scenarios where a 301 redirect is the best solution:

• When launching a new website with a modified URL structure.
• When you switch to HTTPS and permanently forward all http://-pagina’s.
• If you want to correct typos or clunky URLs and optimize them for keywords.
• When merging multiple pages into one stronger article or landing page.
• When you make a complete domain change, for example from .nl to .com.

In all these cases, a 301 ensures that both visitors and search engines find the new page effortlessly.

Why is a 301 redirect important for SEO?

A 301 redirect is crucial for SEO because most of the accumulated value of the old page is retained. Backlinks that once referred to the old URL will continue to pass value. The context of anchor texts and signals such as domain authority and trust flow are also included. Without a 301, you lose that value and run the risk of lower rankings and less organic traffic. It also helps Google index the new URL and replace the old one in search results.

301 redirect vs. other redirects

Although 301 is the most used redirect, there are also alternatives. A 302 redirect is temporary and is used, for example, when a product is temporarily unavailable. A 303 is often used after submitting a form, while 307 and 308 are more modern variants that are mainly used in HTTP 1.1 and HTTP 2.0. For SEO, 301 and 302 are the most important because they determine whether a move is seen permanently or temporarily.

How do you set up a 301 redirect?

Setting up a 301 redirect can be done in several ways. For Apache servers, this is usually done via the .htaccess file, where you add rules that forward the old URL to the new one. If you're working with WordPress, you can easily use a plugin like Redirection use to link old and new URLs.

Note: Avoid HTML or JavaScript redirects. These methods are less reliable and can even have negative consequences for your SEO.

Best practices and pitfalls

When it comes to redirects, there are a few important guidelines:

• Make one-to-one referrals and direct visitors to the most relevant new page.
• Avoid chains of multiple redirects in a row or loops where pages keep redirecting each other.
• Modify internal links so that they point directly to the new URL instead of a redirect.

Common mistakes include using a 302 where a 301 is required, or conveniently forwarding all old pages to the home page. Both choices cost you value and relevance.

Conclusion

A 301 redirect is the way to permanently move pages without losing value, visitors, or rankings. It preserves your accumulated SEO signals, prevents error messages and ensures that search engines continue to index your site correctly. By using redirects consciously and carefully, you offer both users and search engines the best experience.