Back to glossary

301 Redirect

When it comes to optimising your website for search engines, one of the most important technical elements is the 301 redirect. While it may sound technical, understanding what a 301 redirect is and how to use it can be a crucial component of your SEO and content marketing strategy.

What is a 301 redirect?

A 301 redirect is a permanent redirect from one URL to another. When a user or search engine crawler attempts to access a particular URL, the server will automatically redirect them to a different URL. The “301” code is a message to search engines that the redirect is permanent, and they should update their index accordingly.

There are a few different scenarios where you might use a 301 redirect. Here are some of the most common:

  • You’ve changed the URL of a page on your website and want to redirect visitors from the old URL to the new one.
  • You’ve merged two websites or pages together and want to redirect traffic from the old URL to the new one.
  • You’ve removed a page from your website and want to redirect traffic to a new, relevant page.

Why are 301 redirects important for SEO?

There are several reasons why 301 redirects are so important for SEO. Here are some of the primary benefits:

1. Preserve link equity

When you create a new page or change the URL of an existing page, you may have built up valuable backlinks that point to the old URL. By using a 301 redirect, you can ensure that any link equity or authority from those backlinks is passed on to the new page. This can help improve the search engine rankings of the new page and ensure that visitors are still able to find it.

2. Improve user experience

When users click on a link and are redirected to an error page or a page that doesn’t exist, it can be frustrating and lead to a negative user experience. By using a 301 redirect, you can ensure that users are seamlessly redirected to the appropriate page, improving their experience and reducing the chance of them abandoning your site.

3. Avoid duplicate content issues

When you have multiple URLs or pages that contain the same or similar content, it can cause duplicate content issues, which can negatively impact your SEO. By using a 301 redirect to consolidate multiple pages into a single URL, you can avoid duplicate content issues and ensure that search engines are able to crawl your site more efficiently.

How to implement a 301 redirect

Implementing a 301 redirect can vary depending on your website platform and hosting provider. Here are some general steps you can follow:

  1. Identify the URL that you want to redirect and the target URL that you want to redirect it to.
  2. Create a 301 redirect rule in your website’s .htaccess file (for Apache servers) or web.config file (for IIS servers).
  3. Test the redirect to ensure that it’s working properly.

If you’re not comfortable making changes to your website’s code, you may want to consider hiring a developer or SEO professional to help you implement 301 redirects correctly.