301 redirect
Permanent redirect
In short
A 301 redirect automatically sends visitors and Google from an old address to a new one, and says that the move is permanent.
301 is the status code the server replies with when a page has moved for good. The browser jumps on to the new address without the visitor noticing. You need it when you change domain, build a new website or give a page a new URL.
What you lose without it
If you change a page's address without a redirect, everyone arriving via the old one gets an error page. That includes bookmarks, old search results and links from other websites. The backlinks you spent years collecting suddenly point at nothing.
The difference between 301 and 302
Google states that a permanent redirect is a signal that the new address should be treated as the main one. A temporary redirect (302 or 307) does not send that signal, and the old address then often stays in the search results. If the move is for good, it should be a 301.
How to check
Type an old address into your browser. If you land on the right new page, and not on the front page or an error page, all is well. If you are replacing your website, ask for a list of all old and new addresses before launch, so nothing falls through the cracks.
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