301 Redirect
A 301 redirect is an HTTP status code indicating a permanent redirect from one URL to another. It tells both users and search engines that the original URL has been permanently moved to the new location, and that all signals (link equity, ranking history) should be transferred to the destination URL. The "301" refers to the HTTP response code returned by the server.
301 redirects are the standard method for URL changes in SEO: migrating from HTTP to HTTPS, consolidating duplicate content, restructuring URL hierarchies, or retiring old pages. Google passes most (though not all) link equity through 301 redirects. They should be implemented server-side for best performance, and the redirect should go directly to the final destination URL to avoid redirect chains.
Why it matters for SEO
The 301 redirect is the correct tool for permanently consolidating URL authority. Using it properly during site migrations and URL changes preserves ranking signals rather than losing them. Failure to implement 301 redirects on changed URLs can cause significant traffic drops as link equity is lost and old URLs return 404 errors.
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