What is 301 Redirect?
Definition
A 301 redirect is a server response (HTTP status 301, "Moved Permanently") that sends browsers and search engines from an old URL to a new one and tells them the move is permanent, so the new address should replace the old one in search results.
Last updated 2026-10-18 · Flowmatix
How a 301 redirect works
When someone requests an old address, the server answers before any page loads: this content now lives somewhere else. The browser follows instantly, so the visitor barely notices. Search engines record the same instruction. Google's documentation on redirects says its indexing pipeline treats a permanent redirect as a signal that the target should become the canonical URL, and it recommends permanent server-side redirects whenever possible.
A concrete example: a renovation company moves its kitchen page from /services.php?id=4 to /kitchen-renovations. With a 301 in place, the bookmark a past client saved, the link from a local directory and the old Google listing all land on the new page instead of an error.
A 302 or 307 does the same job temporarily, for a seasonal promotion or a maintenance window. Use those only when the old URL is coming back.
Why it matters for your business
Every URL you have published has collected something: links from other sites, a position in search results, a place in customers' bookmarks and old emails. Change the URL without a redirect and that value stops at a 404 page. Missing redirects are one of the most common reasons a freshly launched website loses traffic a few weeks later.
Redirects also help with consolidation. Merge two thin service pages into one stronger page, redirect the retired URL, and search engines know which version to keep. That ties directly into how canonical URLs work. If a relaunch is on your calendar, our website redesign checklist walks through redirect mapping step by step.
Common mistakes
- Launching a redesign first and mapping redirects afterwards, once rankings have already slipped.
- Sending every old URL to the homepage instead of the closest matching page. Search engines often treat that the same as a missing page.
- Building redirect chains (A to B to C) across several redesigns. Point each old URL straight to its final destination.
- Using a 302 for a move that is actually permanent.
- Dropping old redirects during a hosting change while other sites still link to those addresses.
Frequently asked questions
Does a 301 redirect lose SEO value?
Google treats a permanent redirect as a strong signal to move the old page's standing to the new URL. A one-to-one redirect to a closely matching page holds rankings far better than any alternative. Value tends to get lost when old pages are redirected to unrelated content.
How long should I keep 301 redirects in place?
Google does not set a fixed period. Keep them for as long as other websites, emails or printed materials still use the old addresses, which for most businesses means indefinitely. They cost almost nothing to maintain.
What is the difference between a 301 and a 308?
Google lists both as permanent redirects. A 308 also requires the browser to repeat the same request method, which matters for some forms and APIs but rarely for ordinary web pages.
How Flowmatix can help
Our website redesign work puts this into practice for businesses in Toronto and around the world. Get a personalised quote in about 3 minutes.
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