A 301 redirect is a permanent server-side response that directs users and search engines from one URL to another. Using 301 redirects correctly is important as it helps maintain the value of inbound links when a webpage’s address changes, ensuring that both visitors and search engine crawlers are seamlessly guided to the new location.
When a 301 redirect is implemented, it informs browsers and search engines that the original page has been permanently moved to a different URL. Any link equity or authority associated with the old page can be transferred to the new one, helping to preserve its ranking in search engine results pages (SERPs). This makes 301 redirects particularly useful during website migrations, restructuring of content, or when consolidating multiple pages into one.
301 redirects also enhance user experience by preventing broken links and reducing frustration for visitors who might otherwise encounter error messages like “404 Not Found.” By automatically forwarding users to relevant content without interruption, websites can retain traffic and minimise bounce rates.
