What Is a 301 Redirect?
A 301 redirect is an HTTP status code indicating that a page has permanently moved to a new location. When a browser or crawler requests the old URL, the server responds with a 301 and forwards them to the new URL automatically.
Crucially, a 301 passes the majority of the old page's link equity to the new one, which is why it is the preferred method for preserving rankings when URLs change. Search engines update their index to the new URL over time.
When to Use a 301 Redirect
Use a 301 whenever a page permanently moves or is consolidated: changing a URL structure, migrating to a new domain, switching to HTTPS, merging duplicate or cannibalizing pages, or retiring a page in favor of a more relevant one.
For content consolidation, redirecting an old URL to the most relevant live page preserves its accumulated authority rather than losing it to a 404. This makes 301s a key tool in fixing keyword cannibalization and cleaning up site structure.
301 vs 302 Redirects
A 301 is permanent and passes link equity, while a 302 signals a temporary move and is intended for situations where the original URL will return. Using the wrong type can cause problems: a 302 where a 301 is needed may prevent authority from transferring and keep the old URL indexed.
For any permanent change, use a 301. Reserve 302s for genuinely temporary situations, such as a short-term promotion or maintenance redirect, where you want search engines to keep the original URL in their index.