What Is a 301 Redirect?
A 301 redirect permanently forwards one URL to another and passes most of the original page’s link equity to the destination. It is the standard fix for broken links and moved pages.
Definition: A 301 redirect is an HTTP status code (301 Moved Permanently) that instructs browsers and search engines to permanently forward all requests for one URL to a different URL. It is the correct way to handle a URL that has moved or been replaced.
How a 301 redirect works
When a browser or crawler requests a URL that has been 301-redirected, the server responds:
- HTTP status code:
301 Moved Permanently - Response header:
Location: https://yoursite.com/new-page/
The browser automatically follows the Location header to the new URL. Search engines process this signal and, over time, update their index to treat the new URL as the canonical address, transferring the old page’s link equity to it.
Why 301 redirects matter for SEO
Without a 301 redirect, a deleted or moved page returns a 404 error. This means:
- Any backlinks pointing to the old URL pass zero authority to your site.
- Google de-indexes the URL rather than consolidating its signals to the new page.
- Users who click old links (from social media, bookmarks, other sites) see an error.
A 301 redirect fixes all three problems. Read our full guide on setting up 301 redirects in WordPress.
301 vs 302: which should you use?
A 301 is for permanent moves (use this for broken links and migrations). A 302 is for temporary redirects (A/B tests, maintenance). See the full comparison: 301 vs 302 redirects.
Frequently asked questions
Does a 301 redirect pass 100% of link equity?
No — a small amount of link equity is typically lost in the redirect hop, but the vast majority (estimated 90–99%) is transferred. This is far better than a broken link, which passes zero equity.
How do I create a 301 redirect in WordPress?
The easiest way is with a plugin. FixLinks AI creates 301 redirects automatically from AI-suggested destinations; the Redirection plugin lets you add them manually. Both work without touching any server configuration files.
How is a 301 different from a 302 redirect?
A 301 is permanent: it signals the old URL is gone forever and link equity should transfer. A 302 is temporary: the old URL is expected to return, so search engines keep it in the index and do not fully consolidate link signals. See our full comparison: 301 vs 302 redirects.