What Is a 301 Redirect?
A 301 redirect is an HTTP response status code that indicates a permanent URL change. When a web server returns a 301 status, it includes a Location header pointing to the new URL. Browsers automatically follow the new URL without displaying anything to the user, and search engines treat the redirect as a signal to update their index: the old URL should be removed and the new URL should inherit the ranking signals of the old one.
The number 301 comes from the HTTP specification. In the 3xx class of status codes, codes beginning with 3 indicate that the client must take additional action to complete the request. The 301 code specifically means "Moved Permanently." Google, Bing, and other major search engines treat 301 redirects as authoritative signals to consolidate duplicate pages and pass link juice to the destination.
The SEO implication is significant. When a page has earned backlinks from external sites over several years, those backlinks point to its original URL. If that URL is changed without a 301 redirect, those backlinks become dead ends and all their link equity is lost. A properly implemented 301 redirect preserves that equity by telling search engines to associate it with the new URL instead. This is why 301 redirects are a critical component of any website migration plan.
In contrast, a 302 redirect signals a temporary move and does not transfer ranking signals. Google will continue to index the original URL and will not consolidate authority into the destination. This is the correct code for short-term redirects such as pointing visitors to a maintenance page, but using it for permanent changes is one of the most common and costly technical SEO mistakes.
301 Redirects In Practice
The two scenarios below are illustrative examples, not Juicy Designs client results. The figures indicate the scale of effect that 301 redirect work typically produces, so treat them as indicative rather than measured.
Picture a Johannesburg accountancy firm migrating from HTTP to HTTPS as part of a security upgrade. The migration team would create 301 redirects for every HTTP URL pointing to its HTTPS equivalent, covering both the root domain (http://example.co.za/ to https://example.co.za/) and all internal pages. Google Search Console would be set up with the new HTTPS property and a change-of-address notification submitted. In a migration handled this way, Google would typically update its index to reflect the HTTPS versions within a few weeks, and the firm could reasonably expect to retain its existing rankings.
A common scenario requiring careful planning is a site restructure. Imagine a Durban travel operator changing its URL structure from /destination/kruger-national-park to /destinations/south-africa/kruger-national-park/. Without a 301 redirect from the old URL to the new one, any user who bookmarked the old page or follows an old backlink would land on a 404 error. The 301 ensures continuity for users and consolidates all existing authority into the new URL structure. A redirect map should be created before any migration, listing every old URL and its corresponding new destination.
301 versus 302 redirects
The number signals permanence, and choosing wrongly costs ranking. A 301 redirect tells search engines a page has moved permanently; they update the index to the new URL and pass its ranking signal across. A 302 signals a temporary move; search engines keep the original indexed and may not transfer signal, on the assumption the old URL will return. Using a 302 for a permanent move is a common, costly mistake: the new page never inherits the old one's authority, and both can linger. The rule is simple, permanent change means 301, genuinely temporary change means 302, and most SEO-relevant redirects, migrations, consolidations, tidied URLs, are permanent and belong as 301s.
When to use a 301 redirect
Use a 301 whenever a URL permanently changes and you want to keep its value. The common cases are a site migration or redesign that changes URLs, consolidating duplicate or outdated pages into one, moving to HTTPS or a new domain, and cleaning up messy URLs. A 301 preserves the ranking signal the old page earned and sends both users and search engines to the right place, avoiding the traffic loss of a broken link or a lost page. Keep redirects direct, one hop from old to new, since chains of redirects waste crawl budget and slow users, and update internal links to point at the final URL rather than relying on the redirect.
FAQ
How much PageRank does a 301 redirect pass?
Google has confirmed that a 301 redirect passes the vast majority of PageRank to the destination URL. In earlier years some SEO professionals believed there was a small percentage loss per redirect hop, and while Google has not stated a precise figure, it has indicated that the loss is minimal for a single well-implemented 301. Chaining multiple redirects does compound any loss, which is why direct redirects from source to final destination are recommended.
When should a South African website use a 301 redirect?
Use a 301 redirect whenever a page is permanently moved or deleted and there is equivalent content at a new URL. Common scenarios include website redesigns with new URL structures, migrating from HTTP to HTTPS, changing domain names, merging two websites, removing duplicate pages in favour of a canonical version, and updating product or service URLs after a rebrand. Any time you want search engines to permanently recognise a new URL as the authoritative destination, a 301 is the correct choice.
How much ranking signal does a 301 redirect pass?
A 301 passes the large majority of the original page's ranking signal to the destination, so authority is largely preserved across a permanent move. To keep it that way, redirect to a closely relevant page and avoid long redirect chains, which dilute the signal and slow crawling.
What is the difference between a 301 and a canonical tag?
A 301 physically sends users and search engines from one URL to another, so the original is no longer served. A canonical tag leaves both URLs accessible but tells search engines which to index. Use a 301 to move or retire a page, and a canonical to consolidate near-duplicates that must both remain reachable.