301 Redirect

A 301 redirect is a permanent HTTP status code that automatically forwards search engine crawlers and human users from an old URL to a new URL. It is the most critical tool for preserving organic traffic during site migrations or URL restructures. When implemented correctly, a 301 redirect passes roughly 90-99% of the original page’s link equity (PageRank) to the new destination. Failing to use 301 redirects when deleting or moving high-authority pages is a catastrophic error that instantly destroys rankings and severs the flow of link equity across a domain.

301 Redirect Simplified

A 301 redirect is like filing a permanent change, of-address form with the post office. If you change a webpage’s link, the 301 redirect automatically sends anyone who clicks the old link straight to the new page, ensuring you don’t lose any of the SEO value you already built.