What Is a 301 Redirect?
A 301 redirect is an instruction that tells browsers and search engines: this page has permanently moved to a new URL. The "301" refers to the HTTP status code for a permanent move, as opposed to a 302, which signals a temporary move.
When someone visits the old URL, they are automatically sent to the new one without seeing an error. From the visitor's perspective, the transition is invisible. From a technical perspective, the server is responding with a clear signal: this resource lives somewhere else now, and it always will.
Why 301 Redirects Matter for SEO
Over time, a page accumulates backlinks, traffic, and search rankings. That value is tied to its URL. If you delete or change a URL without setting up a redirect, all of that accumulated value disappears, and visitors who follow old links land on a 404 error page instead.
A correctly implemented 301 redirect passes the vast majority of that ranking value (often called link equity) to the new URL. This preserves your SEO investment and ensures that the authority your content has earned continues to work for you at the new address.
When to Use a 301 Redirect
There are five common scenarios where a 301 redirect is the right tool.
You Change the URL of an Existing Page
This is the most common scenario. Perhaps you improved your URL structure, renamed a category, or moved a blog post to a new location. Whenever a URL changes, always set a 301 redirect from the old URL to the new one, with no exceptions.
You Migrate to a New Domain
When redesigning or migrating your website to a new domain, map every page from the old domain to its equivalent on the new one. This is critical. A domain migration without proper redirects can cause a significant and lasting drop in search visibility.
You Delete a Page or Product
Rather than returning a 404 error, redirect deleted pages to the most relevant alternative, such as a related product, a parent category page, or a similar article. This keeps visitors on your site and preserves as much link equity as possible.
You Merge Two Pages into One
If you consolidate two pieces of content into a single, stronger page, redirect the less important page to the canonical version. This concentrates authority and avoids splitting your rankings across duplicate or near-duplicate content.
HTTP to HTTPS Migration
When moving your site to HTTPS, every HTTP URL should redirect to its HTTPS equivalent. Your web host or Cloudflare will often handle this automatically, but always verify it is set up correctly and that no mixed-content issues remain.
When NOT to Use a 301 Redirect
Not every situation calls for a redirect, and using one incorrectly can cause its own problems.
Do not redirect to an irrelevant page just to avoid a 404. If there is genuinely no relevant destination for a deleted page, a clean 404 is the more honest and technically correct response. Redirecting users to your homepage or an unrelated page is a poor experience and search engines may discount the redirect anyway.
Do not create redirect chains. A redirect chain occurs when URL A redirects to URL B, which redirects to URL C. Chains slow down page loading and dilute link equity with each additional hop. If you discover a chain, fix it by pointing A directly to C, cutting out the middle step entirely.
How to Set Up Redirects in WordPress
The simplest way to manage redirects in WordPress is with the Redirection plugin, which is free and built by John Godley.
- Install and activate the Redirection plugin from the WordPress plugin directory.
- Go to Tools → Redirection.
- Add your old URL in the "Source URL" field and your new URL in the "Target URL" field.
- Select HTTP 301 Moved Permanently as the redirect type.
- Save the redirect.
Redirection also monitors 404 errors across your site, so you can catch broken URLs as they occur and fix them before they affect your rankings or user experience.
Checking Your Redirects
Once a redirect is in place, verify it is working correctly. Install the free Redirect Path browser extension for Chrome, then visit the old URL. The extension will display the full chain of HTTP status codes. Confirm you see a 301 pointing to the correct destination, with no intermediate hops.
If you see a 302 where you expected a 301, update the redirect type. A 302 does not reliably pass link equity.
A Note on Redirect Chains
If your site has been through multiple URL changes, redesigns, or migrations over the years, there is a good chance some URLs are redirecting through two or three hops before reaching their final destination.
Run a crawl with Screaming Frog SEO Spider (free for up to 500 URLs) to identify redirect chains across your site. For each chain, update the original redirect to point directly to the final URL. This reduces load time, preserves link equity, and keeps your redirect infrastructure clean and maintainable.
Untangling an old redirect map after a migration is part of the technical SEO work I take on for existing sites.
Redirects are easiest to get right when the mapping happens before the URLs change, which is how I plan migrations. Send the project brief with your old and new URL structure.
