What Is a 301 Redirect? Preserving Link Equity and Rankings

Brody Hall
Oct 26, 2023

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Curious about 301 redirects and how they can bolster your SEO strategy? You’ve come to the right place.

301 redirects are straightforward in practice—essentially, they reroute one web page to another. But, peel back the surface, and you’ll find that their relationship with SEO is a tad more complex.

To help you get your head around 301s, in this comprehensive guide, we’ll

  1. define what is a 301 redirect,
  2. break down their importance,
  3. look at their impact on SEO,
  4. and explain how they differ from 302s.

What Is a 301 Redirect?

Don’t be alarmed by its cryptic name—a 301 redirect is simply a way of signaling to web browsers and search engines that a web page has permanently moved to a new location. It’s called a “301” redirect because “301” is the HTTP status code for this type of redirect in the server’s response.

Webmasters commonly use 301 redirects—that’s you—to improve user experience, maintain SEO rankings, and be sure that website visitors are directed to content that appropriately replaces the original web page.

Learn more: SEO glossary 250+ terms explained.

Why is a 301 Redirect Important?

Definition out of the way. Let’s now take a look at why 301s are so important.

Enhances User Experience (UX)

Ever clicked on a link expecting to land on a web page, just to be greeted with a 404 error page? Frustrating, isn’t it?

Thanks to 301 redirects, this doesn’t have to be the case.

301 redirects effectively steer website visitors away from defunct or relocated pages to active URLs. Ideally, these redirects should point to an updated version of the original content or at least something contextually relevant. Don’t fall into the trap of redirecting to unrelated content—it doesn’t enhance the user’s experience. Instead, you’re only likely to achieve the opposite. It’s a frustrating detour as visitors comb through content only to find it doesn’t answer their search query or provide the help they sought.

Not something that’s likely to do your website any favors.

Follows SEO Best Practices

Okay, let’s talk search engine optimization (SEO). Imagine a visitor clicks a link to a page that’s been moved or deleted without a redirect. This would lead them to the original URL, only to find a 404 error. A dead end.

This is more than just a UX blunder.

It can also negatively impact your website’s SEO performance. Why? Because search engines like Google interpret such disruptions as poor user experience—a key factor in search rankings. Consequently, frequent 404 errors could put a dent in your SEO efforts.

Mind you, 404 errors aren’t universally a bad thing. There are instances when a web page may have been permanently deleted without the need for replacement—here, a 404 is entirely fitting. The real problem arises when your website amasses a raft of 404 error pages that lead to nowhere. This scenario is a red flag for search engines. Imagine Google knocking on the door of your Google Search Console, demanding an explanation for the mess.

If you do, however, want to move or replace a web page, the use of a 301 redirect follows SEO best practices.

It alerts Google to update its index, and crucially, it transfers the link equity or link juice—essentially the SEO value—from the original page to the new one. This practice is key to preserving the reputation of a high-performing webpage in Google’s eyes.

If a URL is carelessly deleted or its slug is altered without a redirect, you stand to lose all your prior efforts. Even if the content remains unchanged, the new URL could suffer a drop in search engine results page (SERP) position, lose social share metrics, and experience a decrease in page authority.

Such losses are definitely not conducive to your SEO goals.

Learn more: link audit and bad backlink removal service.

Consolidates Website Authority

301 redirects are also great at fortifying your website’s authority. What does this look like in practice? Imagine you’ve made the decision to overhaul your website’s structure, perhaps to streamline content, to make the navigation of your site more intuitive, or maybe you’ve decided to merge the content from several different web pages into a single-page resource.

In these scenarios, if a 301 redirect was used, you’ll ensure any backlinks to the original pages aren’t lost during the reshuffle. Instead, they are redirected to the new URL.

Why is this important?

Backlinks—particularly those from highly reputable, authoritative third-party websites—are a key ranking factor. In fact, high-quality backlinks are arguably the most important ranking factor and remain a seriously potent way to boost your site’s standings with search engines.

With such a pivotal role in SEO, it’s absolutely essential these backlinks aren’t lost during any redirect processes. They should not merely be discarded into the vast abyss of the internet. Instead, meticulous care should be taken to ensure these backlinks are transferred when setting up a redirect, preserving their value and your site’s overall SEO health and performance.

Learn more: how to fix redirect chains.

301 Redirect vs. 302 Redirect: What’s the Difference?

Both 301 and 302 redirects serve the purpose of taking users and search engines from one URL to another. However, there is a clear distinction between the two. Let’s quickly discover what that is.

The Permanent Move: 301 Redirect

As we’ve already discussed, a 301 redirect informs search engines and users that a page has permanently moved to a new URL. This means that all the link equity from the original page is transferred to the new page. And as a result, the new page assumes the SEO value and ranking of the original page.

The Temporary Detour: 302 Redirect

On the flip side, a 302 redirect indicates a temporary move. This means the original page is expected to be back, and the redirect is only in place for a short period.

This is an important distinction because 302s signal to search engines that you would not like to pass the link equity onto the new URL, meaning the original page retains its SEO value and ranking.

So, if you’re planning to move a page permanently, use a 301 redirect. But if the move is just temporary, a 302 redirect is the way to go.

Note: it’s crucial to use these redirects correctly. Misuse of 301 and 302 redirects may confuse search engines, leading to suboptimal SEO outcomes. So, make sure you’re clear about the nature of your page move—permanent or temporary—before deciding on the type of redirect to use.

Learn more: what is a redirect?


Navigating the complex realm of 301 redirects can be a touch daunting at first, but with the know-how you’ve taken from this guide, you’ll soon be tackling them like nobody’s business.

Just remember, mastering redirects is just a small sliver of the SEO pie. To truly stand out on the SERPs, you need a comprehensive, tailored approach to your SEO strategy—and that’s where Loganix steps in.

🚀 Ready to skyrocket your website’s SEO performance? Discover our SEO services today 🚀

Hand off the toughest tasks in SEO, PPC, and content without compromising quality

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Written by Brody Hall on October 26, 2023

Content Marketer and Writer at Loganix. Deeply passionate about creating and curating content that truly resonates with our audience. Always striving to deliver powerful insights that both empower and educate. Flying the Loganix flag high from Down Under on the Sunshine Coast, Australia.