What is a 301 redirect?
A 301 redirect is a permanent HTTP status code that automatically forwards users and crawlers from one URL to another. It signals to search engines that the original URL has moved permanently — passing through roughly 99% of the link equity (PageRank) accumulated on the old URL to the new destination.
When to use a 301 redirect
301 redirects are the correct choice for: site migrations (HTTP to HTTPS, domain changes, CMS changes), URL structure updates, consolidating duplicate content, and retiring old pages whose traffic should be sent to a relevant replacement.
Choosing the wrong redirect type has lasting consequences. A 302 (temporary) redirect does not consolidate link equity. A meta refresh redirect is slow and unreliable. A 301 is the default correct choice for permanent moves. In modern implementations like Next.js and Cloudflare Workers, redirects are configured in the framework, not at the server level.
Example
Example
A site migrating from HTTP to HTTPS must 301-redirect every HTTP URL to its HTTPS equivalent. Failing to do so leaves link equity split across two URL versions and may slow the HTTPS pages' ranking consolidation by months.
Frequently asked questions
Does a 301 redirect pass link equity?
Yes, roughly all of it by Google’s current guidance. That is why 301s are mandatory in migrations: every old URL must forward to its closest equivalent or its accumulated authority evaporates.
What is the difference between a 301 and a 302 redirect?
A 301 signals a permanent move and consolidates signals on the destination; a 302 signals temporary and keeps the original URL indexed. Using 302s for permanent moves delays consolidation for months.