A 301 redirect is an HTTP response with status code 301 (Moved Permanently). It signals that a URL has permanently moved to a new location. Browsers automatically follow the redirect, and search engines transfer the majority of the original page's ranking signals — often called link equity or PageRank — to the destination URL.
When to Use a 301 Redirect
- Permanently moving a page to a new URL structure.
- Consolidating duplicate content (e.g.
http→https,www→ non-www). - Redirecting an old domain to a new one after a rebrand.
- Merging multiple pages into a single authoritative page.
301 vs 302
- 301 — Permanent move. Search engines update their index and consolidate signals.
- 302 — Temporary move. Search engines keep the original URL in the index.
SEO Impact
Google passes approximately 99% of link equity through a 301 redirect. Chains of multiple 301s can dilute equity slightly; keep redirect chains to one hop wherever possible.