Exploring the 301 Redirects: Scenarios for Using, Setting Up and its Importance for SEO

Delving into the intricacies of a 301 redirect, formally known as "Moved Permanently," it's imperative to understand its significance in the realm of HTTP status codes. First and foremost, the 301 status code falls within the 3XX group, which pertains to redirection and is standard. This classification denotes that the server directs the client to a different location, indicating a permanent move of the requested resource.

In the vast landscape of server response codes, the 301 status code stands out as one of the most prevalent, alongside other notable responses like 200 (OK) and 404 (Not Found). Its widespread usage underscores its importance in web development and SEO practices.

Recognizing the gravity of the 301 error is essential due to its ubiquitous presence in web development and its critical role in website optimization. Understanding its nature and implications is crucial for web admins and SEO practitioners to effectively manage website migrations, URL changes, and overall site architecture.

Unravelling its applications, implications, and best practices, this article serves as a comprehensive guide to effectively empower users and developers alike in harnessing the potential of 301 redirects. They can optimize their online presence for improved user experience and search engine visibility.

Furthermore, statistical data from Atomseo, a leading tool for analyzing server response codes, reveals that over 94.7% of websites analyzed feature at least one instance of the 301 response code in their reports. This statistic underscores the widespread adoption and significance of the 301 redirect in contemporary web environments.

Whether termed as a "permanent redirect" or a "301 response code," the outcome remains consistent: the requested page is redirected to a new address. This ensures a seamless transition for users and search engines, preserving accessibility to the content despite its relocation. Therefore, while the terminology may differ, the practical effect of a permanent redirect and a 301 response code is uniform: redirecting the requested page to a new location.

The 301 redirection, also known as a permanent redirect, is commonly utilized in various scenarios across web development. It is typically employed when a webpage or website undergoes a structural change, such as a change in URL structure, domain migration, or content consolidation.

Additionally, 301 redirects can be implemented within the same domain or across different domains. This means that one domain can redirect to another, and multiple links or domains can redirect to a single domain. The technical implementation of redirects can vary depending on the specific requirements of each scenario.

Main scenarios for using 301 redirects:

1. Moving a Page: When moving a page to a new URL, a 301 redirect ensures a smooth user transition and maintains SEO weight.

For example, the content was previously available at example.com/sample-page

Now, the company has created a new page with exactly the same (or updated) content, which will now be available at example.com/new-sample-page

Then, a redirect is set from the old to the new page:

example.com/sample-page > 301 redirect to > example.com/new-sample-page


2. URL Change: When the page URL changes, the 301 redirects users to the new version, avoiding 404 errors.

For example, the content was previously available at example.com/sample-pag

The company noticed that there was a typo in the page URL and decided to correct it at - example.com/sample-page

Then, a redirect is set from the old to the new page:

example.com/sample-pag > 301 redirect to > example.com/sample-page

3. Deleting a page: When deleting a page, a 301 redirect allows you to redirect users to the most relevant page on your site.

For example, the content was previously available at example.com/sample-page

The company has decided this content is no longer relevant and requires removal.

If the page is deleted (set the response code to 404), then all users who could land on that page will see a 404 error and likely leave the site.

Users will see another page with the most appropriate content if a redirect is installed instead of the 404 code.

For example, example.com/sample-page 301 redirect to example.com/sample-page-new

This is also very relevant for e-commerce sites, which often launch special landing pages for ongoing promotions. For example, a limited-time sale. In this case, after the end of the sale, you can redirect users to the page of another current sale or a catalogue of all offers.

We indicate typical cases of using a 301 page redirect; sometimes, it is not worth installing a redirect if the page ceases to exist. This topic requires a more thorough analysis, and you can get acquainted with it in our particular article on this topic (we will link it to our article when it is ready).

In addition to site visitors' experience, another critical reason when a 301 redirect is set for a deleted page instead of a 404 (not found) response is the desire to preserve link juice.

For example, a company knows that example.com/sample-page is linked to several other important sites. This improves the SEO metrics of the entire site, so deleting such a page would be wrong since link juice would be lost.

In this case, the decision was made to redirect this page to another, preserving the link juice.

4. Domain Merging: When merging domains, 301 pages redirects redirect pages from one domain to another, providing a smooth transition for users.

For example, company A bought the business of company B. In this case, all traffic from the domain of company B will be directed to the domain of company A using a 301 redirect.

It is possible that the domain of company A may be redirected from more than one domain.

This could happen if Company A bought more than one other business, or it can buy the domains of competitors leaving the market. Sometimes, companies deliberately search for domains that can be "stuck" in their main domain to improve their SEO performance. This is a separate direction for searching and checking such domains, which requires careful study and analysis. Sometimes, buying and "sticking" someone else's domain can worsen the performance of the main site.

5. Canonical URL: When there are multiple URL options for a single page, a 301 redirect helps you choose a canonical URL, optimizing your SEO.

For example, example.com/sample-page is the canonical (main) version of the URL

The user may mistakenly write example.com/sample-page/.

In this case, for everything to work correctly, you need to install
example.com/sample-page/ > 301 redirect to example.com/sample-page (canonical)

6. SEO: 301 page redirects can be used to optimize the structure of a website and improve its ranking in search results.

This case has many different implementation examples. For example, when it is determined that the site has too many thin content pages.

This case often occurs in e-commerce stores when the website presents an overly detailed product catalogue. Moreover, there will be 0 products or very few if you go into each such category.

In this case, search engines may consider such pages to be unimportant. Suppose the proportion of such relatively important pages is large (more than 50 per cent). In that case, this may negatively affect the SEO metrics of not only these unimportant pages but the entire site. This is a separate large topic that requires analysis and a detailed approach. You can find out more information on the subject in the article.

7. Rebranding: When rebranding and changing page URLs, 301 redirects ensure that users navigate correctly.

For example, the site was previously available at examplename.com. Now, the company has decided to move to another domain, examplenewname.com.

Then, a redirect is set at the domain level examplename.com.> 301 redirect to examplenewname.com
In this case, if the move is configured correctly in Google Search Console, all link juice and user experience will be preserved.

These are just a few of the most popular cases where a permanent 301 redirect is used.

Settings > Crawl stats

Crawl requests breakdown

By Response

Settings > Crawl stats > Crawl requests: Moved permanently (301)

Atomseo Broken Link Checker is a powerful tool that comprehensively scans and identifies various types of website errors, including errors from the 3xx HTTP status code group. It offers the capability to analyze up to 2000 links per day free of charge, making it an invaluable resource for website owners and developers striving to maintain the health and functionality of their online platforms.

The report will indicate which page gives a 301 response code and which page it links to.

In the popular website scanning tool Screaming Frog Spider, there is also a report available for pages with 301 response codes.

The report will indicate which page has a redirect and the final address (where this redirect is set).

In addition to these standard services for scanning the entire site, there are special services where you can check only installed redirects.

Their advantage also lies in the fact that you can see the initial and final redirect and the redirection loop if one is found.

For example, these are services such as:

https://httpstatus.io/
https://wheregoes.com/
https://www.redirect-checker.org/

A redirect chain or Too Many Redirects Error is a sequence of several redirections from one URL to another. A redirect is an automatic redirection of visitors to a new URL. When redirection occurs in a circle, a cyclical redirect can negatively affect the site's SEO optimization and user experience. In simple words, the final link will not open at all.

First, you must clearly distinguish a chain of redirects from several redirects. In the first case, the final page will never open because the pages will endlessly link to each other.

In the second case, when, for example, from page A, a 301 page redirect is installed to page B, from page B, a 301 redirect is installed to page C, from page C has a 301 redirect installed to page D, which returns a successful response code of 200. Then, instead of page A, page D will open.

This is not exactly the optimal way to work with redirects, but sometimes such cases occur (for example, due to the legacy of changing the structure of the site). If possible, such long chains should also be replaced with shorter ones. In the case of our example, you need to install one redirect from page A to page D, removing unnecessary steps.

However, the main difference between this scheme and a looping redirect is that the final page will always open here.

In general, redirect loops can cause harm in the following ways:

1. Chains of redirects can lead to loss of link juice and negatively affect page indexing.
2. Search engines may view the site as unsafe for users due to the cyclic redirect.
3. Users cannot get the content they are accessing because the page will not open.

A 301 redirect is a permanent redirection of search queries and users from one URL to another. It is one of the main tools for website SEO optimization.

For an effective SEO strategy, it is recommended to use 301 redirects to redirect users from outdated pages to new ones, as well as to avoid duplicate pages. When setting up redirects, you must ensure they work correctly and avoid manipulating search engines.

Doorways

A doorway is a web page or multi-page site that redirects the user to another resource and is search spam.

The main task of the doorway is to optimize the resource as much as possible and get to the highest positions in the search results. Spamming methods usually achieve this when many keywords are added to the page and its meta titles. When a user enters a corresponding query, the doorway site appears in the search results. A person clicks on the snippet and goes to the site. After clicking, the following options are possible:

• The user is immediately redirected (301 redirect) to another resource
• The user sees a pop-up banner, clicks on it, and is also redirected to another resource

That is, manipulation occurs - when, after going to the site, the user does not see the contents of the doorway page but is automatically sent to another resource.

Expired domain abuse

This is a method when sites are purchased whose registration period has expired and they become available on exchanges for purchase. This is usually done in order to, after purchasing such a site, redirect users using a redirect from it to your site.

This is done to use the metrics of such a domain (links to it, and even traffic (if the domain is still in the search engine index) for your site.

In many highly competitive niches (medicine, gambling, crypto business), this method is one of the leading methods for search engine optimization of the main site. But it refers to black hat search engine optimization methods.

However, it is important to note that using 301 pages redirects to manipulate search engines can lead to negative consequences, such as losing search engine trust and lower site rankings. Therefore, it is necessary to use 301 redirects responsibly and following SEO rules and SPAM Policies.

No specific percentage of pages with a 301 response code can be considered acceptable on a site. The use of 301 redirects should be justified and carried out only in cases where it is necessary to improve the user experience and SEO optimization of the site. Using 301 redirects to manipulate search engines is not recommended, as this can lead to negative consequences, such as loss of trust in search engines and lower site rankings.

For example, the Google Core and SPAM Update (March 2024) had a negative impact on many sites that chose redirect manipulation methods as the main ones for their business. Some sites were subject to manual fines by Google and even complete deindexation of sites (they completely disappeared from the search results).

The most common way is setting up 301 redirect through .htaccess file. Requires programming knowledge and access. Suitable for Apache and Nginx.

Example:

Code snippet
Redirect 301 /old-url/ https://www.example.com/new-url/

A simple method that does not require programming knowledge.
The control panel interface may vary.

Examples of setting up 301 redirects on popular hosting sites:

1. CPanel:

• Go to "Domains" -> "Redirects".
• In the "Old URL" field, enter the address of the page from which you want to redirect.
• In the "New URL" field, enter the address of the page you want to redirect to.
• Select "301 - Permanent Redirect" from the "Type" list.
• Click the "Add" button.

2. ISPmanager:

• Go to "Domains" -> "Redirects".
• In the "Old URL" field, enter the address of the page from which you want to redirect.
• In the "New URL" field, enter the address of the page you want to redirect to.
• Select "301 - Permanent Redirect" from the "Response Code" list.
• Click the "Add" button.

3. Jino:

• Go to "Domains" -> "DNS Management".
• Select the domain for which you want to configure the redirect.
• Click the "Add Record" button.
• Select the "CNAME" record type.
• In the "Name" field, enter "www".
• In the "Value" field, enter the address of the page you want to redirect to.
• Click the "Add" button.

4. Godaddy

GoDaddy offers several ways to set up 301 redirects for your domain. Here's a breakdown of the simplest method for basic redirects.

• Login to your GoDaddy account.
• Go to your "Domain Portfolio".
• Select the domain you want to redirect.
• Check the box next to the domain.
• From the "Actions" menu, choose "Forward".
• Enter the destination URL (the new location) in the "Forward To" field.
• Under "Forward Type", choose "301 (Permanent)".
• Click "Continue" to save the settings.

A convenient way to install redirects if you use a CMS (WordPress, Joomla, etc.). There are many plugins with additional functions for installing redirects.

WordPress Plugins (For WordPress Sites):

If you use WordPress, there are plugins available that simplify redirect management.

• Login to your WordPress dashboard.
• Go to "Plugins" -> "Add New".
• Search for "301 redirect" plugins (e.g., redirection).
• Install and activate a suitable plugin.
• Follow the plugin's instructions to add your desired redirects.

Popular plugins for installing 301 redirects on popular CMS:

WordPress:

• Redirection: One of the most popular plugins, easy to use and rich in features.
• Simple 301 Redirects: A lightweight plugin ideal for basic redirects.
• SEO Redirection: Advanced plugin with SEO-focused features, 404 error tracking and analytics.
• Easy 301 Redirects: A simple plugin with a user-friendly interface.

Joomla:

• SEO Redirects: Universal plugin with support for 301, 302 and other redirects.
• Redirect Manager: A simple plugin for managing redirects.
• J redirectoR: Lightweight plugin with tracking and logging functions.

OpenCart:

• 301 SEO Redirects: Advanced plugin with SEO optimization and multilingual support.
• Simple Redirect: Lightweight plugin for simple redirects.
• SEO URL Manager: Plugin for managing SEO URLs and redirects.

Magento:

• Mageplaza Advanced SEO: Advanced plugin with SEO optimization, redirects and other features.
• SEO Suite Ultimate: Comprehensive SEO plugin, including redirect management.
• Easy 301 Redirects: A simple plugin for installing 301 redirects.

PrestaShop:

• 301 Redirects Manager: Powerful plugin for managing redirects.
• Advanced SEO & URL Manager: Advanced plugin for SEO, URLs and redirects.
• Simple 301 Redirects: Lightweight plugin for simple redirects.

Important:

• Before installing any plugin, create a backup of your site.
• Make sure the plugin is compatible with your version of CMS.
• Explore the plugin's features and choose the one that suits your needs.

Suitable for Nginx servers.
Requires skills in working with Nginx configuration.

Example:

Code snippet
server {
server_name example.com;
location /old-url/ {
return 301 https://www.example.com/new-url/;
}
}
Use code with caution.

Rarely used because not recommended by search engines.
Doesn't convey SEO weight.

Example:

HTML
<meta http-equiv="refresh" content="0; URL=https://www.example.com/new-url/">

Basic Rules:

• Make sure the new URL exactly matches the content you want to redirect.
• When creating redirects, use absolute URLs rather than relative URLs to avoid problems with incorrect redirects.
• Redirect pages to similar or closely related pages on your site to improve the user experience.
• Use 301 redirects only for permanent redirects.
• Avoid chains of redirects.
• Notify search engines about the redirect, especially when moving from one domain to another (you can report it through Bing Cosonole or Google Search Console).

Backup:

Before you make changes to your .htaccess files or server configurations, make sure you have backups of these files so that if problems occur, you can quickly restore the previous configuration.

We also recommend preparing a table of redirects, which will indicate the address of the old link and the address of the new one (to which the redirect is installed).

Testing:

After setting up redirects, it is important to test their operation to ensure they function correctly. You can use web verification tools such as Redirect Checker to verify that redirects are configured correctly.

Setting up 301 redirects requires care and precision to avoid traffic loss and SEO issues. It's always better to be careful and test things a few times before changing your site's settings.

When all work is completed, ensure the new URL works correctly. It should return the server response code - 301 (in the case of a temporary redirect - 302). You can check that a page returns a 301 code using the Atomseo Broken Link Checker.