At times, website management and SEO for small businesses can feel like unraveling a spool of tangled thread. One of the threads that often puzzles beginners is the concept of redirects. Most URL redirects are permanent, so this guide covers 301 redirect best practices.
What is a 301 Redirect?
A 301 redirect is like a change-of-address form for your website content. It informs browsers (and search engines) that a page has permanently moved to a new location. The redirect automatically sends website visitors from the previous URL to another one.
From a technical perspective, a 301 redirect is an HTTP status code. In simpler terms, it’s a way for the website to tell your browser, “The content you're looking for has moved permanently to a new address. Let me take you there.” This type of server-side redirect is preferred over client-side redirects, such as meta refresh or javascript redirects.
301 Redirects and SEO
Whether you delete a page, move to a new domain, or update a site’s structure, 301 redirects are a very important SEO tool. Redirects help maintain a good user experience by avoiding broken pages. And a 301 redirect passes along ranking signals associated with the original page—without it, the SEO value of the redirected page would be lost.
Many website “issues” are a result of 301 redirects not being properly implemented or ignored altogether.
When to use a 301 Redirect?
301 redirects allow search engines to understand changes you make to your website.
Changing or merging domains: When moving from one domain to another or merging domains, you want to ensure site visitors are redirected to the proper domain. Site moves also include changing from HTTP to HTTPS.
Note, when moving to a new domain, Google might still display the old URLs in search results, even after the new ones are indexed. This is expected, and as users become familiar with the new domain, the old URLs will naturally decline in visibility.
Site redesigns or restructures: When you update a site's structure, URLs often change or get removed.
Deleting or merging pages: If you are removing content or combining similar articles into one, the old URLs can be redirected to a new page.
URL changes: We don’t advocate changing URLs unless necessary, but if you change a page’s URL, you’ll want to redirect from the old URL to the new one. Learn about proper URL structure.
301 vs 302 vs 404
Different status and error codes send various signals to search engines. It is not always necessary to 301 redirect. A 301 redirect is for permanent changes, a 302 code indicates temporary content movement, while a 404 error informs users a page is not found. Deciding between these options obviously depends on whether the change is temporary, permanent, or if the content will no longer exist.
While redirection ensures a seamless user experience, not all deleted pages should be redirected. Serving a 404 error can be the right choice. A 404 clearly signals to both users and search engines that the content no longer exists, without misleadingly directing them to unrelated content. Used judiciously, 404s can keep your website's architecture clean and provide clarity about its current content. Note, 404s do not impact your site’s Google search performance.
⚠️ Note: If you use Squarespace, their documentation implies you should redirect deleted pages to your homepage, but this is not a one-size-fits-all solution for any site or platform. See our advice regarding redirects on Squarespace.
How to Implement Redirects
How you implement redirects will depend on your website hosting platform. On Wordpress, you’ll edit the .htaccess file or use plugins. Other CMS platforms offer simple URL mapping portals, see documentation for popular website builders here: Wix, Squarespace, Shopify, and WebFlow.
301 Redirect Best Practices
Preparation and Documentation:
Map out changes: For complex site moves, before making changes, create a list of old URLs and determine where they should redirect (remember, 404 might be appropriate for some URLs). Screaming Frog can generate a list of your URLs. Then use Google Search Console and Google Analytics to analyze your list.
Document changes: This is important for large teams or when multiple people manage a site. Documenting your redirects ensures consistency and helps avoid future confusion.
Technical Precautions:
Avoid redirect loops: Ensure you don't create loops where one URL redirects to another, which then redirects back to the original URL (A > B > A). This creates a poor user experience and can confuse search engines.
Check for chains: Avoid creating chains of redirects (A > B > C). Not only can they slow down the user experience, but they can also dilute SEO value. Always redirect from the original URL to the final URL directly. On large sites, managing multiple redirects can become complex.
Limit the number: While 301 redirects are useful, having too many can slow down server response time. Avoid unnecessary redirects.
Strategic Implementation:
Keep it relevant: Redirect users to a page with similar content. Redirecting users to unrelated pages can increase bounce rates and create a poor user experience.
Update internal links: Even though 301 redirects help preserve SEO value, it's more efficient to update internal links to point directly to the new URL, reducing the reliance on redirects.
Update external links: Where possible, update external links to point directly to the new URL, eliminating the need for a redirect.
Enhance Visibility and Performance:
Test all redirects: After setting up your redirects, test them to ensure they work correctly. Tools like Screaming Frog can help check a large volume of redirects.
Watch for 404 errors: Regularly monitor for 404 errors using tools like Google Search Console. This can help identify if any redirects are missing or broken.
Regularly monitor redirects: You’ll want to keep redirects in place for at least a year, but you also want to ensure that any redirects are still relevant, especially if you've made changes to your site's content or structure.
Conclusion
Implementing 301 redirects with careful attention to detail can ensure a smooth transition for both users and search engines. When used correctly, they can maintain and even enhance your website's SEO value. Approach redirects with a strategy in mind, and they will guide users and search engines through your website’s changes.
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