What is a 301 redirect?
A 301 redirect is a permanent way to send both visitors and search engines from an old URL to a new one. In other words, if someone tries to access a page at its old URL, a 301 redirect ensures they’re automatically sent to the new, correct URL.
301 redirects are often used when you change a page’s URL, reorganize your site’s structure, or move your website to a new domain. By using a 301 redirect, you:
- Maintain any search rankings or credibility the old page had, so you don’t lose your hard-earned visibility in search engines
- Avoid broken (meaning non-working) links
- Avoid unnecessary “Page Not Found” errors
Think of it like updating your mailing address: just as the post office forwards your mail, a 301 redirect forwards visitors and search engines to the new URL.
To set up a 301 redirect, you usually just need to make a small update to your site’s configuration file (like .htaccess) or use a redirect tool in your content management system (CMS). With this simple step, you ensure everyone can easily find your content, without confusion or loss of search visibility.
Further reading: What Are 301 Redirects & How Do They Impact SEO?
Ensure 301 Redirects Are Implemented Correctly
with the Site Audit Tool
The Semrush Team brings together AI visibility experts, SEO specialists, data analysts, and product practitioners to help businesses grow and manage their online visibility. We publish research, experiments, and practical guidance grounded in real data from the Semrush platform, covering search, content marketing, and the broader digital marketing landscape.
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