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301 redirect

A 301 redirect is a server response saying a page has moved to a new address for good, so visitors and Google are sent there automatically.

How it works

The old address answers with status code 301 and the new address, and the browser goes there. Google treats a permanent redirect (301 or 308) as a signal to show the new address in search. A temporary one (302, 303 or 307) gives no such signal. Google recommends server-side redirects, kept at least a year after a move so that signals pass to the new URLs.

A store needs many redirects when it moves to a new platform and URLs change. Because a redirect replaces a page for good, it suits a discontinued product with a close replacement, but not a seasonal page that will be needed again. What to do with discontinued and seasonal pages compares the options.

Where you see it

  • Search Console, Page indexing report: the old address appears as “Page with redirect” and is not indexed; chains that are too long or loop show as “Redirect error”.
  • Google Ads: an ad whose final URL redirects to a different domain is disapproved for “Destination mismatch”.

Example

Example store, not client data.

The tableware shop moves to a new platform, and /product/1234 becomes /plates/white-dinner-plate-27cm. The old address answers “301 Moved Permanently” with the new one. Bookmarks and Google reach the new page, and Search Console lists /product/1234 as “Page with redirect”.

Not to be confused with

  • Canonical URL — the main address of a page that opens at several addresses. A rel="canonical" link names it for Google, but visitors stay where they are; a redirect sends them on.
  • Soft 404 — a page that looks like an error but answers “success”. Google may treat a mass redirect to an unrelated page the same way.

Right and wrong readings

  • Wrong: “Redirect every discontinued product to the home page to keep its rankings.” Right: Google advises against sending many old URLs to one unrelated page and may treat such redirects as soft 404 errors.
  • Wrong: “After the move the redirects can be removed in a month.” Right: Google recommends keeping them at least a year.

Sources