301 Redirect

301 Redirect Definition

A 301 redirect is a server-side instruction that permanently moves traffic from an old URL to a new one. It informs browsers and search engines that the change is permanent, ensuring users reach the correct page while maintaining link equity (SEO value). It’s commonly used during website migrations, domain changes, or when consolidating content.

How 301 Redirect Works

• A server is configured with a 301 status code and target URL.
  
  
• When users visit the old URL:
  
  
  
  • They are automatically redirected to the new location.
    
    
  • Search engines transfer most of the old page’s authority to the new one.
    
    
• Applied via:
  
  
  
  • .htaccess file (Apache servers)
    
    
  • Server settings (Nginx, IIS)
    
    
  • CMS plugins (WordPress, Shopify)
    
    
• Redirect is permanent, signaling that the old page should be removed from search results over time.

Example of 301 Redirect

A company rebrands from www.oldbrand.com to www.newbrand.com. They implement 301 redirects to ensure visitors and search engines are sent to the updated domain, retaining existing search rankings and backlinks.

Why 301 Redirect Matters in Advertising

• Preserves SEO authority and rankings during URL changes
  
  
• Ensures seamless user experience when links or domains are updated
  
  
• Prevents broken links that could hurt brand credibility or performance
  
  
• Supports rebranding, restructuring, or consolidation efforts