How to Use 301 Redirects When a Page Address Changes
A redirect automatically sends visitors and search engines from an old page address to a new one. Use a permanent redirect when a page has moved for good, such as after renaming it, merging two pages or changing the domain, and a temporary redirect only when the change will be reversed soon.
What a redirect does
Every page on the web has an address. If that address changes and nothing points the old one to the new one, visitors land on an error page and search engines lose track of the content. A redirect fixes this by answering the request for the old address with the location of the new one. Browsers follow it without the visitor noticing, and search engines learn that the page has moved.
Permanent or temporary
Redirects come in two groups, and the group tells search engines what to do with the old address.
- Permanent redirects (status codes 301 and 308) say the page has moved for good. Search engines treat the new address as the one to show in results.
- Temporary redirects (status codes 302 and 307) say the change is short term. Search engines keep the original address in their results.
A practical test: if you would not move the page back, use a permanent redirect. If you are sending visitors elsewhere for a limited time, for example while a service is unavailable, use a temporary one.
When you need a redirect
- You renamed a page or changed its address, as discussed in the URL structure guide.
- You merged two similar pages into one, or deleted a page that has a good replacement.
- You moved the whole site to a new domain or platform. The full process is in the guide to moving a website.
- You switched to HTTPS, so old addresses must point to the secure versions. See the HTTPS guide.
- Your site can be opened with and without www and you want only one version, which is also a case for canonical signals.
How to set one up
Search engines say that server-side redirects are the most reliable method, so start there. Where you do this depends on how the site is built.
- Website builders and hosted platforms usually have a redirect or URL settings page where you enter the old and the new address. This is the easiest route.
- Hosting control panels often include a redirect tool.
- Server configuration files can hold the rules for those who manage their own server.
When a server-side redirect is not possible, there are fallbacks. A page-level refresh instruction in the page header can work, and an instant one counts as permanent while a delayed one counts as temporary. A redirect made with a script is a last resort, because search engines may never see it if the script fails to run. Showing a visible link with an explanation is the weakest option and should not be relied on.
Mistakes to avoid
- Redirect chains. A points to B, which points to C. Point the first address straight to the final one.
- Redirect loops. Two rules sending visitors back and forth until the browser gives up.
- Sending everything to the homepage. Visitors who wanted a specific page are confused, and search engines may treat it as a missing page. Redirect each old page to its closest equivalent.
- Removing redirects too soon. Keep them for a long time, at least a year for a site move, because search engines and other sites keep using the old addresses for a while.
- Using a temporary redirect for a permanent move. The old address may stay in search results longer than you want.
Why the old address may still appear
After a move, search engines track both addresses and choose one as the main version. The old one may still appear in results for a while, especially after a domain change. This usually fades by itself as the new address is crawled and trusted.
How to check that it works
- Type the old address in a browser and confirm that it lands on the right new page.
- Use a free status-code checker to see the type of redirect and the number of steps.
- Test a sample of old addresses, not only the homepage.
- Watch the page indexing report in Search Console for errors in the following weeks.
Redirects and canonical tags
Both help search engines find the preferred address, but they work differently. A redirect actually moves the visitor, while a canonical tag only suggests the preferred version and lets both addresses stay reachable. If an old page should no longer be visited, use a redirect. If several versions must remain reachable, for example with tracking parameters, use a canonical tag.
FAQ
Is a 301 or a 302 better?
Neither is better in general. Use 301 for permanent moves and 302 for temporary ones.
Do redirects lose ranking?
Search engines have said that permanent redirects do not lose the value of links. A messy set of redirects can still cause problems, so keep them clean and direct.
How long should I keep a redirect?
For a site move, keep them for at least a year. For a single renamed page, keep the redirect for as long as the old address might be used.
What is the difference between a redirect and a canonical tag?
A redirect sends visitors to a new address. A canonical tag keeps both reachable and tells search engines which one to prefer.
Can I redirect a page to an unrelated one?
You can, but it confuses visitors and search engines may ignore it. Redirect to the closest equivalent page.
Your next step: list the addresses you have changed or plan to change, and write the new address next to each. Set up the redirects together, then test every line.