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What are 301 Redirects & How to Implement it

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There are many status codes that a browser sends to you when you might be searching for something on the Web. Common examples of these status codes are 404 – Not Found, 500 – Server Error, and 403 – Forbidden. 301 Redirects are one of these status codes, which act as a mail forwarder when you have permanently redirected the content of your Web page to another Web page.

What are 301 Redirects?

Whenever you move your content from any of your URLs, 301 Redirects are responsible for letting the user and search engines know where to find that content. Search engines are able to interpret which URL the content has moved to by indexing, and the users get forwarded to the said URL via 301 Redirects. 

Now that you know what is 301 redirect, let’s take a look at how it works and when to implement it.

When to Implement 301 Redirection?

  • When moving a page to a new URL permanently

There are many instances when you might need to shift the content on a page to a new URL. For instance, if there was SEO-related content on “https://www.website.com/old_page/” which was moved to “https://www.website.com/new_page/” then a 301 redirection must be used for this permanent redirect. This will help the users to get redirected to the new page and the search engine to index the new page and keep its ranking intact.

  • Site migrating to a new domain

Businesses change their domain names for many reasons, such as expanding the reach of their website overseas, rebranding, and so on. A few examples of website migration include:

  1. Changing the name of the website from https://www.oldwebsite.com to https://www.newwebsite.com
  2. Changing the domain name from https://website.com to https://www.website.co.uk

Using the “change of address” tool from the Search Console of Google, a 301 redirection should be implemented in such cases.

  • Moving from HTTP to HTTPS

HTTP and HTTPS protocols play a crucial role in the indexing process of search engines. Many websites have shifted to the HTTPS protocol, while some still use the HTTP protocol. Hence, if you’re switching from HTTP to HTTPS, it is imperative that you use 301 redirects as they help the search engines index your protocol shift. They prevent the “404 – Not Found” code from showing up and redirect the user to the new page.

  • Moving from non-www to www URL

This is primarily to avoid any duplication issues. https://website.com and https://www.website.com are the two options here.

If you observe that your website is accessible through both non-www and www URLs, then it is important to implement 301 redirects to your preferred URL. Since there are no SEO benefits of choosing either URL structure, you can choose either of these for your website based on your preference.

  • Resolving uppercase and trailing slash

Trailing slashes are an important part of the URL structure. A URL with a trailing slash will be different from a URL without a trailing slash. For instance, the URL https://abc.com/page will redirect to a different page than the one https://abc.com/page/ redirects to. Hence, it is important to maintain consistency in using trailing slashes for your URLs. Apply 301 redirects to the version of the URL that you do not intend to use.

The use of Upper Cases can cause similar problems too.  https://abc.com/page/ will be a different Web page than the one associated with https://abc.com/Page/. 

How to redirect a page using WordPress?

  • Redirect via server

This is one of the most effective methods, both from the perspective of page loading speed and technical efficiency. WordPress doesn’t enable 301 redirects directly. Hence, redirection using the server is the most preferred option. Although this approach totally depends upon the stack of software your WordPress domain might be using.

  • Redirect using plugins

You should only go for this option if, for some reason, redirecting via a server is not working out for your domain. Using plugins for 301 redirects will be comparatively slower and will rely heavily on a third-party, which might not be very trustworthy.

Few mistakes to avoid in 301 redirection

  • Setting 302 redirection

301 redirects are used for permanent redirection of a Web page, and 302 redirects are used for temporary redirection of a Web page. It is common to confuse them both. Use the Site Audit Tool to identify which redirection status is used on your Web page.

  • Redirecting a page where the intent differs from the original one

Proper organization and record-keeping can help you avoid this mistake. Make sure that the users are redirected to the page they’re looking for and not another Web page.

  • Javascript redirection

Javascript redirection should be avoided at all costs as there is a high possibility that search engines won’t be able to render the page. Many websites do not allow JS or CSS files to be  crawled, which can cause this issue.


Infidigit is an SEO company in Mumbai that offers professional SEO services that can help you with the technical aspects of SEO, like 301 redirects. With competent SEO experts, our team offers an error-free and expansive range of SEO-related services that can help your business generate optimum traffic and revenue.

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