By Mehdi HassanWhat is a 301 redirect?
A 301 redirect is an HTTP status code a server sends when someone requests a URL that no longer lives there. It says the page has moved permanently, gives the new address, and the browser follows it automatically.
For search engines, the 301 carries more meaning. It tells Google to replace the old URL with the new one in its index and to consolidate the old page's signals, such as links pointing to it, onto the new page. It's one of the definitions we keep in the SEO and AEO glossary because almost every site project touches it.
What's the difference between a 301 vs 302 redirect?
The difference between a 301 and a 302 is intent: a 301 is a permanent move, and a 302 is a temporary one where the original URL is expected to return. Google's own documentation describes permanent redirects as a strong signal that the target should be shown in results, and temporary ones as a weak signal.
Redirect | Meaning | Use it when | SEO effect |
|---|---|---|---|
301 Moved Permanently | Gone for good | Slug changes, redesigns, domain moves | New URL replaces the old one |
308 Permanent Redirect | Gone for good, method kept | APIs and forms that must keep the request method | Treated like a 301 |
302 Found | Temporary move | A short promotion, A/B test or maintenance page | Old URL usually stays indexed |
307 Temporary Redirect | Temporary, method kept | Temporary moves where the method matters | Treated like a 302 |
Meta refresh or JavaScript | Client-side redirect | Only when you can't touch the server | Weaker and slower, avoid for SEO |
If you never plan to bring the old URL back, use a 301. Google's guide to redirects and Google Search covers the server-side options.
How do 301 redirects work during a redesign?
During a redesign, 301 redirects connect every old URL that matters to its closest new equivalent, so traffic, bookmarks and backlinks keep working on launch day. The work happens before launch, in a redirect map of old and new URLs.
Hypothetical example: a B2B SaaS site restructures its product pages
For example, suppose a B2B SaaS company moves its old page at /invoicing-software to /product/invoicing, and its dated blog URLs to short slugs.
The team exports every URL from the old sitemap and Search Console, then maps each one. Retired feature pages go to the nearest relevant page, not the homepage. On launch, each old URL returns a single 301 straight to its final destination, and the team spot-checks the top pages by traffic the same afternoon.
Our step-by-step method, with a template, is in how to create a 301 redirect map. If you're moving platforms, for example from Framer to a custom build, the redirect map is one of the cost drivers explained in Framer to Next.js migration cost.
What are the most common 301 redirect mistakes?
The most common 301 mistakes are redirecting everything to the homepage, stacking redirects into chains, and deleting redirects a few months after launch. Each one throws away signals the redirect was meant to keep.
- Homepage dumping. Google tends to treat a mass redirect to an unrelated page as a soft 404, so the old page's value doesn't transfer.
- Chains and loops. Old URL to interim URL to final URL wastes crawl effort and adds delay. Point every old URL at the final one. We cover the cleanup in redirect chains and loops.
- Using 302s by accident. Some platforms and plugins default to temporary redirects. Check the status code, not just that the page loads.
How does a 301 redirect relate to other SEO terms?
A 301 redirect works alongside canonicals and status codes, and each answers a different question. A redirect moves the visitor. A canonical tag tells search engines which similar page to prefer without moving anyone. A 404 says the page is gone with no replacement.
After a migration, your XML sitemap should list only the new, final URLs. When we rebuild a site, we include redirects and SEO checks in any migration we take on, and the scope is set on the intro call.
