301 permanent redirect
301 · A type of redirect that tells browsers and search engines that an address has moved permanently to another address.
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Why it matters
When a page's address changes, a 301 redirect moves visitors and links arriving at the old address to the new one, and search engines gradually transfer ranking signals to it. It is the basic tool for protecting traffic during site migrations and URL structure changes.
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Example
A shop changes its URL structure from “/product.php?id=125” to “/products/leather-bag”. Because every old address is 301-redirected to its new equivalent, search traffic returns to its previous level soon after the move.
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Common mistake
Redirecting every old address to the home page, or creating redirect chains. Google may treat irrelevant redirects like soft 404s; each address should go directly to its closest equivalent.
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Related terms
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