301 redirects are useful for a myriad of reasons, from simple URL folder restructuring changes to migrating an entire website to a new domain. Today, we’re walking you through what you need to know about 301 redirects. Below, we discuss what they are, when to use them, and why they are important for your website and for SEO.

What is a 301 Redirect?

301 is a status code, one of many three-digit codes from a server to a browser that communicates information about the server’s response. Most internet users have probably encountered a variety of HTTP status codes, from 404 Not Found to 502 Bad Gateway. These codes or responses are grouped into five categories based on the numbers they start with (1-5), and what they indicate.

301 is a redirection message and refers to a specific HTTP status code which indicates that a webpage has been permanently moved from one location to another. In layman’s terms, the redirect tells the browser that the content has been moved, and so, rather than have users receive an error message when attempting to visit an old page, users are taken to the new page. Beyond a change in the URL at the top, this redirect is meant to be an otherwise seamless process.

When to Use a 301 Redirect

Here are some common reasons to use a 301 redirect:

• Changing a Website Domain: Doing a rebrand, but trying to keep your old traffic from receiving an error message when they visit your old pages? A 301 redirect is key.
• Restructuring a URL: Are you trying to reorganize your URL folders to be more cohesive? A simple change like www.example.com/news/blog to www.example.com/blog can be done with a 301 redirect.
• Restructuring a Website:  Updating or restructuring your website? If you’re consolidating content or migrating content to new pages, you can redirect users to updated content with a 301 redirect.

Why Use a 301 Redirect? 

You may wonder why it would be necessary to use a 301 redirect. Perhaps most obviously, a redirect helps maintain a high user experience, by preventing users from encountering broken links. After all, no one wants to click on a link where they expect to see content, only to be met with a dreaded 404 error. Redirecting users to a functioning page is much more ideal.

However, a redirect is also a crucial way to maintain things like search engine rankings, backlinks, and other SEO-related standards. Without a 301 redirect, all of the links back to your old URLs would be useless, and the traffic coming in from users looking for your old webpages would cease. It’s a great way to maintain a healthy website, and an important way to signal to users and search engines alike that your content has moved to a new location on the web.

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Interested in setting up a 301 redirect for your site? Our team of experts at Relevance Advisors is here to help you succeed. Reach out today to learn more about our services.