What is the 301 Status Code (Moved Permanently), And How can It Be Fixed?

Suppose you have just relocated to a new residence. You don’t want mail, friends, or packages received at your old place, right? The same goes for websites when URL addresses change. That’s what the 301 status code exists for, as it leads visitors and search engines to the content at the new location without confusion.

A 301 redirect is not just a simple URL switch but is critical to website administration and SEO. If properly implemented, it protects your rankings, keeps the user experience intact, and avoids dead links. However, improperly set up-redirects result in lost traffic, ranking losses, and infuriating redirect loops.

So, when do you use a 301 status code? How will it influence your website’s SEO? And how can you implement it without generating technical problems? 

In this blog, we’ll explain everything you need to know to use 301 redirects effectively. Let’s get started!

301 Redirects: What You Need to Know

The 301 status code is a fundamental element of the HTTP protocol. If a web server responds with status code 301, it indicates to the browser and search engines that the requested page has permanently moved to another location.

In contrast to a temporary redirect (302), which simply relocates a page temporarily, a 301 redirect guarantees that search engines update their index to show the new URL. This is especially useful for SEO, as it maintains rankings and keeps your site from being hurt by broken links.

How Does a 301 Redirect Work?

• A user or search bot asks for a web page.
• The web host sees that the page has moved for good and sends a 301 code.
• The browser sends the user to the new page on its own.
• Search bots update their lists and pass rank values to the new link.

With a 301 code, site owners help users and search bots find the right page without dead links or lost rank.

Why Does a 301 Redirect Matter?

There are several reasons why employing HTTP status code 301 is necessary for website administration and SEO.

1. SEO Benefits

A status code 301 is the best way to retain search engine ranking during a URL change. Because 301 redirects almost all the ranking power from the original page to the new address, it helps retain any SEO work you’ve invested in when you change your site structure. When a page has been deleted or moved, and there is no proper redirect, search engines see this as a broken link, which can affect your rankings. 

A 301 redirect tells search engines to update their records with the new page. This process takes time, so your rankings may change for a while. Search engines also need time to pass the page’s authority to the new link.

2. Better User Experience 

A dead page or broken link does not promote a good user experience. When a proper 301 redirect is done, visitors are sent to the intended content and don’t see error pages. This is useful when rebranding, merging sites, or even rewriting outdated URLs. 

3. Avoids Duplicate Content  

Duplicate content creates issues for search engines and can lead to penalties if ranking is impacted. When there are two or more different URLs delivering the same content to search engines and users, a 301 status code can consolidate into a single authoritative webpage and, as a result, improve SEO performance.

When Should You Use a 301 Redirect?

You should use a 301 redirect whenever you need to relocate a webpage to a permanently different URL while maintaining SEO significance and user experience. This is very important when you are restructuring domain names, merging or restructuring pages, restructuring URL structures for better readability, or fixing broken links.

Applying an HTTP status code 301 lets you gently forward users and search engines to the right page, preventing lost traffic and keeping your search rankings. If you do not, visitors may discover dead links, which could harm your SEO.

1. Domain Name Changes or Rebranding

If you’re moving your site to a new domain, redirecting traffic from the old domain to the new one requires a 301 status code. This helps users and search engines to notice the switch and adjust accordingly.

For example, if a company changes its domain from oldwebsite.com to newwebsite.com, implementing a 301 redirect prevents traffic and search rankings loss.

2. Merging or Consolidating Webpages

If you combine multiple pages or sites, you need to use http status code 301 to reroute the old pages to the most related new ones. By doing this, you will not leave users on old content while facilitating the transfer of any SEO authority. 

For example, if you used to have two separate blog posts on related topics and now consider those topics better in one post, a 301 redirect would usher users who came from those old URLs to the associated new URL.

3. Refreshing URL Structures

Search engine optimization (SEO) guidelines suggest that clean URLs with keyword relevance should be used instead of nonsensical or cryptic URLs. If you are considering changing URLs for clarity and readability, you must use a 301 redirect so that users can find the new address and search engines can find the new URL as well.

For example, changing a URL from example.com/?page=123 to example.com/best-seo-tips requires a 301 status code to retain SEO value.

4. Fixing Broken or Deleted Pages

When you delete a page with inbound links and/or traffic, setting up a 301 redirect sends users to an appropriate replacement instead of a 404 error page.  

For example, if an e-commerce website stops selling a product, it could set up a 301 to redirect users to a similar product page instead of a broken link.

Common Issues with 301 Redirects and How to Fix Them

While 301 redirects play an important role in the function of a website, if they are done incorrectly, they could create issues. Here are some of the issues and how you would solve them.

1. Infinite Redirect Loops

Problem: When a page redirects to another page, which redirects back to the original page, this creates an infinite loop. Not only does this create errors, but it will also prevent the user from ever seeing the site. 

Solution: Check your .htaccess file (for Apache servers) or server settings to set the redirects correctly. Do not redirect a page to itself or create unnecessary chains. 

2. SEO Rankings Drop After Redirects

Issue: Sometimes, sites may experience a short-term drop in rankings immediately following a 301 error redirect. This happens because search engines take time to update and index the changes.

Resolution: Verify that the new page is relevant to the old page. Monitor redirects through Google Search Console and update any internal links with the new URL instead of just relying on redirects.

3. Redirects Not Working Correctly

Problem: If users are still navigating to the old page instead of the new redirected URL, the 301 status code may be misconfigured.

Resolution: You can run a server configuration test or use a redirect tester tool to check that the 301 error code works correctly. WordPress plugins, such as “Redirection,” allow you to make URL changes.

How to Implement a 301 Redirect

Implementing a 301 redirect varies depending on the web server and content management system.

On an Apache Server (Using .htaccess)

On an Nginx Server

Utilizing WordPress Plugins

If you’re using WordPress, you can add a plugin like “Redirection” to manage 301 redirects. You won’t need to work with server files or code, and it’s a straightforward choice for those without tech experience.

Best Practices for 301 Redirects

• Redirect old links to the most relevant new page instead of the homepage.
• Avoid redirect chains by ensuring each link points directly to its final destination.
• It is suggested that redirects be periodically audited using tools such as Google Search Console, Screaming Frog, or Ahrefs.
• It is also best practice to update internal links so they point directly to the new URL (instead of redirecting to the new URL). 

Bottom Line

Applying a 301 status code is a good way to handle changes, maintain SEO equity, and enhance the user experience on your site. But if you do it incorrectly, you’ll lose rankings and have dead links. Your site can still be dynamic and optimized with a mix of best practices and re-checking redirect traffic.