Does A 301 Redirect Have An Effect On SEO Rankings?

A 301 redirect is a permanent server response that tells search engines a page has moved to a new URL forever. Yes, 301 redirects positively impact SEO rankings by transferring 90-99% of link authority from the old page to the new destination.

301 redirects preserve your search rankings when you need to remove pages, change URLs, or restructure your website. They prevent 404 errors that hurt user experience and help consolidate link equity to strengthen your content strategy. Eclipse Marketing helps businesses implement redirects correctly.

This guide covers when to use 301 redirects, how they differ from 302 redirects, and step-by-step implementation methods for WordPress sites. You’ll learn best practices to avoid redirect chains and common mistakes that can harm your SEO performance.

What Are Redirects?

Have you clicked a link and landed on a 404 error page? Dead links frustrate visitors and hurt your website experience.

You can use redirects to fix this problem on your site.

Redirects connect an old URL to a new one. This sends visitors and search engines to the right page. When you redirect a URL, you tell Google and visitors that a page moved to a new location.

Use redirects when you need to:

• Move your website to a new domain or add security
• Fix broken URLs on your site
• Combine two web pages into one
• Change a web page’s URL structure
• Direct multiple domains to one main site
• Remove outdated pages from your website

Many businesses in Denver and Las Vegas use redirects during website migrations to preserve their local search rankings.

Different Types of Redirects

All redirects fit into two main groups: permanent redirects and temporary redirects.

Use permanent redirects when a page moves forever and you don’t need the old URL. Use temporary redirects when pages move for a short time and you want to keep the original URL.

All redirects move traffic from one page to another. So why does the redirect type matter?

Permanent redirects tell search engines the new URL is the main version. Temporary redirects send a weaker signal and may not make the new URL the main one.

A canonical URL is the page Google considers most important among similar pages. Google’s documentation explains that Google crawls and ranks your new page better when it gets a strong signal about which URL matters most.

There are 6 types of permanent redirects:

• HTTP 301 redirect
• HTTP 308 redirect
• Meta refresh redirect
• HTTP refresh redirect
• Javascript location redirect
• Crypto redirect

HTTP 301 and HTTP 308 redirects happen on the server side. When browsers request a page, the server sends a status code and redirects visitors to the new page. This process takes less than a second and users barely notice it.

Server-side redirects aren’t your only option for permanent redirects. You can also use client-side redirects. These redirects tell the user’s browser to go to the new page location.

Meta refresh redirects and javascript redirects are client-side options. They tell the browser to get content from a different location instead.

What Are 301 Redirects?

A 301 redirect permanently moves visitors and search engines to a new URL when the old page no longer works.

A 301 redirect tells browsers that a page moved permanently. When someone visits the old URL, their browser asks the web server for the page. The server responds with a 301 status code and sends them to the new location.

The number 301 is an HTTP response code from the original page. It means the requested page moved to a different URL permanently.

When search engines find a 301 redirect, they remove the old URL from search results. They also check the new page to see if it matches what users searched for. A redirect suggests the new URL should appear in search results. But it doesn’t guarantee the new page will rank for the same keywords.

How Do 301 Redirects Work?

Imagine you have a popular page on your website that gets steady traffic. Google indexed it, you shared it on social media, and visitors bookmarked it for quick access. But now you need to move that content to a different page.

If you delete the original page, visitors will see a 404 error when they try to reach it. But if you set up a 301 redirect, visitors automatically go to the new page without doing anything.

Best Practices for 301 Redirects

Use 301 redirects carefully and strategically. Follow these proven methods to set them up correctly.

Only Redirect to Related Pages

Redirect visitors to pages that match what they originally wanted. If you redirect to unrelated content, Google might treat it like a 404 error instead of a proper redirect. Avoid redirect spam by only sending people to relevant pages.

Avoid Creating Redirect Chains

Don’t link redirects together in a chain. If you redirect page A to page B, then redirect page B to page C, you create a redirect chain. These chains slow down your website and waste your crawl budget. Since page speed affects Google rankings, plan your redirects to avoid chains.

Use tools like Ahrefs Site Audit to find redirect chains on your website. When you discover chains, fix them by making each page redirect straight to the final destination. Skip the middle stops and go directly to the end page.

Remove Old and Unused 301 Redirects

Your website collects 301 redirects over time. These old redirects can create the redirect chains mentioned above. They also slow down your site by filling up your .htaccess file with unnecessary code.

SEO audit tools help you find redirects you no longer need. Remove these outdated redirects to keep your website running smoothly.

Do 301 Redirects Impact SEO Performance?

Redirects help you control traffic flow on your website. But when you use them wrong, they can hurt your SEO rankings and user experience.

The good news is that 301 redirects work well for moving traffic without damaging your SEO. Use them correctly and your search rankings stay protected. Digital marketing services can help ensure proper implementation.

Why Do SEO Experts Recommend 301 Redirects?

301 Redirects Pass Link Authority

The biggest advantage of 301 redirects is they move link power from the old URL to the new one. This makes 301 redirects the top choice for permanent moves that protect SEO value.

When you need to remove a page permanently, don’t delete it and lose its link authority. If you have another related page, use a 301 redirect to move the original page’s link power to the new destination.

Using 301 Redirects in Your Content Strategy

Since 301 redirects move link authority, you can use them safely to build stronger content. How does this work?

Real Example of Strategic 301 Redirects

Picture this: you have two similar pages that both get decent organic traffic. Each page ranks well enough for SEO but could be stronger.

You research keywords again and discover something important. You can better match what searchers want by combining both pages into one comprehensive piece.

When you merge these pages, you create one strong page instead of two average ones. Use a 301 redirect from the weaker page to send its link authority to your stronger page.

You can also use 301 redirects to fix keyword cannibalization problems. This happens when multiple pages compete for the same search terms.

301 Redirects vs 302 Redirects: What’s the Difference?

Both 301 and 302 redirects are server-side redirects that send visitors to new URLs. The key difference is timing: 301 redirects are permanent while 302 redirects are temporary.

Use 302 redirects only when you’re moving a page temporarily. Choose 302 redirects when you need to:

• Update a webpage but keep the user experience consistent
• Test a new page without making it permanent
• Fix a broken webpage while you work on repairs

In the past, 302 redirects caused PageRank loss, but that’s no longer true. Google confirmed that both 301 and 302 redirects preserve your PageRank and SEO signals.

Still, follow best practices: use 302 redirects for temporary moves and 301 redirects for permanent changes. Businesses in New Brunswick often need guidance on choosing the right redirect type during site updates.

When Should You Use 301 Redirects?

Besides merging content, several other situations call for 301 redirects to move URLs permanently.

Use 301 Redirects for Permanent Changes

A 301 redirect tells search engines that a page moved permanently to a new URL. It passes full link authority, helping the new page inherit the original page’s ranking power. Instead of deleting the page and losing traffic, a 301 redirect sends users and search engines to a related replacement page.

Cleaning Up Broken Pages

404 error pages frustrate visitors and make your website look unprofessional. Don’t leave these dead ends on your site.

Delete broken pages and remove their links when possible. But if you want to keep the page’s link authority, use a 301 redirect to send its traffic to another page permanently.

Look for similar pages on your site or other pages that make sense for visitors. When you find a good match, use a 301 redirect instead of deleting the broken page completely.

Changing Your Website Structure

Updating your site structure helps you organize and categorize content better. When you merge pages or move them into new folders, 301 redirects help manage the changes smoothly. They guide visitors to the right pages without confusion.

Professional web design services help implement structural changes while maintaining SEO value.

Moving Your Blog From Subdomain to Subdirectory

If your blog runs on a subdomain and you want to combine it with your main domain, redirect your posts to new URLs in a subdirectory. This helps consolidate your site’s authority in one place.

Moving Your Website to a New Domain

Moving to a new domain doesn’t mean losing all the traffic and SEO value you worked hard to build. Use 301 redirects to migrate from your old domain to the new one and guide visitors to your new location.

Remember to use Google Search Console’s Change of Address tool too. This tells Google officially that you moved your domain.

Switching From HTTP to HTTPS

HTTP used to be the web standard for all websites. Today, most sites use HTTPS, a safer protocol that encrypts communications with a TLS certificate.

When you switch from HTTP to HTTPS, use a 301 redirect with a canonical tag. This ensures Google indexes your new secure pages correctly and users reach the right version of your site. Web.dev provides guidance on implementing HTTPS correctly.

Fixing URL Case and Trailing Slash Issues

URLs are case-sensitive. An uppercase URL leads to a different page than a lowercase one, even when they look identical. Also, a URL with a trailing slash (www.website.com/home/) represents a different page than one without (www.website.com/home).

Clean up your URLs and make them consistent. Use 301 redirects to send visitors and search engines to one specific URL format, like all lowercase with trailing slashes.

When NOT to Use 301 Redirects

Not every situation needs a 301 redirect. Here’s when you should avoid this redirect type.

• For Temporary Changes: Don’t use 301 redirects when you only want to redirect traffic temporarily. Use a 302 redirect instead for short-term moves. When you want Google to keep the original URL in search results, choose a temporary redirect.
• To Send Traffic to Unrelated Pages: Don’t use 301 redirects to send visitors to completely unrelated pages unless absolutely necessary. Google may treat redirects to homepages or unrelated content as soft 404 errors instead of proper redirects. Only use 301 redirects to guide traffic toward relevant pages.

For complex redirect strategies involving Google Ads campaigns, ensure landing page URLs remain consistent to maintain Quality Score.

How to Set Up Redirects in WordPress

Ready to create 301 redirects in WordPress? You have several ways to do this.

Use the .htaccess File

For sites on Apache servers, edit the .htaccess file in your site’s root folder to create 301 redirects.

Editing .htaccess files can be tricky, especially if you’re not technical. Luckily, plugins can simplify this process. There are also other redirect methods if digging into server files isn’t your thing. Talk to your web developer for help.

Use PHP Code to Create Redirects

You can also create redirects with PHP code. WordPress has a built-in wp_redirect function that makes this easier.

If you choose the .htaccess or PHP method, use a URL redirect generator to create the code for you. These tools give you ready-to-use code that you can copy and paste into the right location.

Use a WordPress Plugin

Creating 301 redirects in WordPress is easier than on other platforms. You don’t need to edit .htaccess files or write PHP code. Just use WordPress plugins designed specifically for redirects.

Popular plugins that simplify the process include Redirection, Yoast, and Easy Redirect Manager. These tools handle the technical work for you. Google consulting services help choose the right plugin.

How to Check for 301 Redirect Errors

You can manually test your 301 redirects to make sure they work. Type the old URL into your browser and see if it sends you to the correct new page. If the wrong page appears, your redirect isn’t set up properly.

You can also use online redirect checker tools like Screaming Frog to test multiple redirects automatically. These tools work especially well when you need to check many redirects at once. A redirect checker finds any errors hiding on your website so you can fix them quickly.

Conclusion

301 redirects are powerful tools that protect your SEO value while improving user experience. They preserve link authority, prevent 404 errors, and guide visitors to the right content.

Start by auditing your current redirects and removing any unnecessary chains. Fix broken pages with strategic redirects to relevant content. When restructuring your site or moving domains, implement 301 redirects to maintain your search rankings.

Remember the key rules: redirect to related pages only, avoid redirect chains, and use 302 redirects for temporary changes. WordPress users can leverage plugins like Redirection or Yoast to simplify the process.

Test your redirects regularly using manual checks or automated tools like Screaming Frog. Proper 301 redirect implementation keeps your website running smoothly and your SEO performance strong. Contact our team for professional help.

Frequently Asked Questions

When Should I Use a Redirect?

Use redirects when removing pages to send visitors to similar content. If you delete low-performing content that can’t be optimized, redirect those URLs to relevant pages. This helps search engines unindex old pages while creating better user experiences and preserving SEO value.

Do 301 Redirects Hurt SEO?

No, properly implemented 301 redirects support your SEO goals. They let you remove poor-performing content while passing link authority to better, more relevant pages. Since 2016, Google officially confirmed that both 301 and 302 redirects don’t harm PageRank and actually transfer link equity effectively.

Can I Have Too Many 301 Redirects?

There’s no official limit on redirect numbers, but too many redirects slow down browsing experiences and waste your crawl budget. Keep redirects necessary and strategically relevant to maintain optimal site performance.

Can I Implement Several 301 Redirects at Once?

Yes, but avoid creating redirect chains. While technically possible to stack redirects, chains significantly slow site speed and waste crawl budget. Always redirect pages straight to their final destinations instead.

Will My 301 Redirect Transfer Backlinks?

Yes, 301 redirects successfully transfer link equity and backlink authority from the original redirected page to the new destination page.

Can I Redirect an Entire Domain?

You can’t redirect a whole domain simultaneously, but you can redirect all individual pages to another domain. For HTTP to HTTPS migrations, redirect each page to its corresponding HTTPS equivalent URL.

Should I Remove Canonical Tags Before Redirecting?

Yes, remove canonical tags from pages being redirected to avoid sending search engines mixed signals. Add canonical tags to new destination URLs if they don’t already have them.