What Is 301 Redirect?
Quick Answer
A 301 redirect is a permanent server instruction that automatically sends visitors and search engines from an old web address to a new one — used whenever a page is moved, renamed, or deleted, so links and rankings pointing to the old address aren't lost.
Also known as: Permanent Redirect
301 Redirect vs. 302 Redirect — What's the Difference?
| 301 Redirect | 302 Redirect | |
|---|---|---|
| Meaning | Permanent | Temporary |
| Use case | Page moved/renamed for good | Short-term change (maintenance, testing) |
| SEO signal | Transfers most ranking value to the new URL | Search engines keep indexing the original URL |
Why Does a 301 Redirect Matter for a Small Business?
- Without one, deleting or renaming a page turns every link to it — from Google, from other sites, from your own marketing — into a dead end.
- It preserves most of the SEO value (rankings, authority) the old page had built up, rather than starting from zero.
- It prevents visitors from hitting a frustrating "Page Not Found" error.
How Does a 301 Redirect Work?
- A visitor or search engine requests the old URL.
- The server responds with a "301" status code and the new address.
- The browser automatically loads the new page — the visitor usually doesn't notice anything happened.
- Over time, search engines transfer most of the old page's ranking signals to the new URL.
Key Takeaways
- A 301 redirect permanently forwards an old URL to a new one.
- It preserves most of the SEO value the old page had built.
- Use 301 for permanent changes, 302 only for genuinely temporary ones.
How NetNav Helps
A NetNav audit automatically flags broken links and pages that should have a redirect in place but don't.
Frequently Asked Questions
Does a 301 redirect hurt my SEO?
No — done correctly, it preserves the large majority of the original page's ranking value. The main risk is redirecting to an unrelated page, which confuses both visitors and search engines.
When should I use a 301 instead of a 302?
Use a 301 any time the change is permanent (a page renamed or retired for good). Use a 302 only for genuinely temporary situations, like a page under maintenance.
How long does it take Google to update after a redirect?
Often within days for well-linked pages, but it can take several weeks for Google to fully re-crawl and transfer ranking signals across the whole site.