A 301 redirect is a permanent way to send both visitors and search engines from an old URL to a new one. In other words, if someone tries to access a page at its old URL, a 301 redirect ensures they’re automatically sent to the new, correct URL.
301 redirects are often used when you change a page’s URL, reorganize your site’s structure, or move your website to a new domain. By using a 301 redirect, you:
- Maintain any search rankings or credibility the old page had, so you don’t lose your hard-earned visibility in search engines
- Avoid broken (meaning non-working) links
- Avoid unnecessary “Page Not Found” errors
Think of it like updating your mailing address: just as the post office forwards your mail, a 301 redirect forwards visitors and search engines to the new URL.
To set up a 301 redirect, you usually just need to make a small update to your site’s configuration file (like .htaccess) or use a redirect tool in your content management system (CMS). With this simple step, you ensure everyone can easily find your content, without confusion or loss of search visibility.
Further reading: What Are 301 Redirects & How Do They Impact SEO?
