Definition
A 301 redirect is a permanent server-side redirect that tells browsers and search engines that a URL has definitively changed. It transfers the full PageRank and authority from the old URL to the new one, making it the fundamental SEO tool for site migrations, URL structure changes, and page consolidation. The 301 redirect is configured in .htaccess (Apache), nginx.conf (Nginx), or via application code. Best practices include precise mapping of each old URL to the most relevant page, avoiding redirect chains, and post-migration monitoring via Google Search Console to verify all redirects work correctly and traffic is maintained.
Key Points
- Transfers 100% of PageRank to the new URL
- Recommended method for any permanent migration or change
- Configurable via .htaccess, nginx.conf, or application code
Practical Examples
Page consolidation
A site merges 3 similar content pages into one comprehensive page and redirects the 2 old URLs to the final page, consolidating SEO authority.
WWW removal
A site redirects all www.example.com URLs to example.com via 301 to avoid duplicate content and consolidate authority on a single domain.
Frequently Asked Questions
Ideally indefinitely, or at minimum 1 year. Google needs time to discover the redirect and update its index. Removing too early can result in 404 errors.
Yes, redirect chains (A -> B -> C) slow crawling and can cause value loss. Google follows up to 10 redirects, but it is better to redirect directly to the final URL.
Go Further with LemmiLink
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Last updated: 2026-02-07