SEO Expert: John Vargo July 15, 2023

What is a 301 Redirect and Why is it Important?

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Introduction to 301 Redirects and What They Are

If you run a website, you’ve likely encountered broken links or have made changes to your website that require you to move or delete pages. But what happens to the traffic that was trying to access those pages? This is where a 301 redirect becomes important. In this article, we’ll break down what a 301 redirect is and why it’s crucial for maintaining your website’s user experience and search engine ranking.

What is a 301 Redirect?

A 301 redirect is a permanent redirect from one URL to another. When a user or search engine crawler attempts to access a page that has been redirected, they are automatically sent to the new URL instead. The “301” code tells the search engine that the original page has been permanently moved to the new page.

For example, let’s say you changed the URL structure of one of your blog posts. Instead of “/blog/post-title,” you want to change it to “/category/post-title.” Without redirecting the old URL to the new one using a 301 redirect, any external links pointing to the original URL would result in a 404 error page, which not only creates a bad user experience but also negatively impacts your search engine ranking.

Why is a 301 Redirect Important?

Using a 301 redirect is important for SEO and website maintenance. Here’s why:

  1. Prevents Broken Links: When a page is deleted or moved without a redirect in place, the URL becomes a broken link. Broken links negatively impact user experience and can also harm your website’s SEO ranking.
  2. Preserves Backlinks: If you’ve earned backlinks to a specific page, redirecting the old URL to a new one ensures that you don’t lose the authority of those links. If you delete a page without a redirect, any backlinks to that page are rendered useless, and your website’s authority can suffer as a result.
  3. Helps Search Engines to Crawl Your Site: Redirecting pages that have been moved or deleted ensures that search engines can continue to crawl your site effectively. If search engine crawlers encounter a lot of broken links, they may interpret it as neglect or a sign of low-quality content, which can negatively affect your website’s ranking.

How to Implement a 301 Redirect

Implementing a 301 redirect is relatively simple and can be done using a variety of methods, including through your website’s .htaccess file or via a plugin. Here’s a step-by-step guide to implementing a 301 redirect on a WordPress website using the Simple 301 Redirects plugin:

  1. Install and activate the Simple 301 Redirects plugin.
  2. Navigate to the “Settings” menu in your WordPress dashboard and select “301 Redirects”.
  3. In the “Request” field, enter the original URL that needs to be redirected.
  4. In the “Destination” field, enter the new URL where the traffic should be redirected.
  5. Click “Save Changes” to update the redirect.
  6. Test the redirect by accessing the original URL to ensure it directs you to the new page correctly.

Common 301 Redirect Mistakes to Avoid

When implementing a 301 redirect, there are a few common mistakes to avoid:

  1. Forgetting to update Internal Links: When you redirect a page, be sure to update any internal links on your site that still point to the old URL, as these will create unnecessary redirects.
  2. Implementing a Temporary Redirect: Temporary redirects (302 redirects) should be avoided as they can result in the search engine indexing the wrong URL and can impact your website’s ranking.
  3. Redirecting to the Homepage: Redirecting all error pages to the homepage is often seen as a lazy solution that negatively impacts the user’s experience. Instead, redirect users to a relevant page or a custom 404 error page.


In summary, implementing a 301 redirect is crucial for maintaining your website’s user experience and search engine ranking. By using a permanent redirect, you prevent broken links, preserve your backlinks, and help search engine crawlers to index your site effectively. By following the steps outlined in this article, you can implement and manage your website’s redirects with ease, and avoid common mistakes that could negatively impact your website’s performance.

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