What Is a 301 Redirect?
A 301 redirect is an HTTP status code that indicates a page has permanently moved to a new URL. When a browser or crawler requests the old URL, the server responds with a 301 status and the new location. Search engines transfer most of the old page's ranking signals (link equity) to the new URL and eventually replace the old URL in their index.
Why 301 Redirects Matter for SEO
301 redirects are the primary tool for preserving SEO value when URLs change. Without them, you lose all link equity built up over time. They are essential during site migrations, URL restructuring, domain changes, and when consolidating duplicate content. Google has confirmed that 301 redirects pass full link equity.
How to Implement 301 Redirects
Configure redirects in your web server (Nginx: return 301, Apache: RedirectPermanent or .htaccess). Always redirect to the final destination URL directly — avoid redirect chains. Test redirects with CrawlBeast to verify they work correctly and don't create loops.
📖 Related Article: Finding and Fixing Redirect Chains — Read our in-depth guide for practical examples and advanced techniques.
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