Migration · Glossary
301 redirect
Last updated June 29, 2026 · by Tal Gerafi
A 301 redirect is a server response that permanently sends a browser and search engines from an old URL to a new one. It passes nearly all ranking signals and is the standard way to move content without losing SEO.
A 301 redirect is the web's way of saying "this page moved here, for good." When someone (or a search engine bot) requests an old URL, the server answers with HTTP status code 301 Moved Permanently and points them to the new address. The browser follows it automatically, and the old link keeps working even after the page itself is gone.
How does a 301 redirect work?
The number 301 is an HTTP status code. Instead of returning a page, the server returns a short response that says "permanent move" plus a Location header with the destination URL. The browser then loads that destination, usually so fast the visitor never notices.
The "permanent" part is what matters for search. Google treats a 301 as a strong, lasting signal: the old URL is retired and the new one should take its place in the index. This is different from a 302 (temporary) redirect, which tells Google to keep the old URL because the move is just for now.
You set up 301s on the server or framework level. On a WordPress to Next.js migration, for example, you list every old path and its new home — that list is your redirect map — and the framework returns a 301 for each one.
| Code | Meaning | Use it when |
|---|---|---|
| 301 | Permanent move | The page moved for good (most migrations) |
| 302 | Temporary move | A short-term detour you'll undo |
| 308 | Permanent, keep method | Like 301 but preserves POST requests |
Why does a 301 redirect matter for B2B sites?
When you rebuild or move a B2B site, old URLs already carry value: backlinks, rankings, and bookmarks built up over years. Delete them with no redirect and you get 404 errors, broken links, and lost search traffic. A 301 carries nearly all of that earned authority to the new URL, so a redesign doesn't reset your SEO to zero.
A 301 also sets a single home for content that lives at several addresses, working hand in hand with the canonical URL to keep duplicate versions from competing. The two solve related problems: a canonical tag is a hint about the preferred version, while a 301 is a hard instruction that the old address is closed.
In our experience the migration risk is rarely the code — it's the missing redirects. Get the redirect map complete and the launch is quiet. For the full step-by-step on doing this without losing rankings, see our guide to WordPress-to-Next.js migration SEO.
FAQ
What is the difference between a 301 and a 302 redirect?
A 301 tells search engines the move is permanent: retire the old URL and pass its ranking signals to the new one. A 302 says the move is temporary, so search engines keep indexing the old URL and don't transfer authority. Use a 301 for migrations and redesigns; use a 302 only for short-term detours you plan to undo.
Do 301 redirects lose ranking value?
A 301 passes nearly all ranking signals from the old URL to the new one, so a correctly implemented redirect should not meaningfully reset your SEO. The bigger risk is incomplete coverage — old URLs left without a redirect return 404 errors and lose their value. A complete redirect map, with every old path mapped to its new home, is what protects rankings during a move.
How long should you keep 301 redirects in place?
Keep 301 redirects in place for as long as the old URLs still receive traffic or hold backlinks — in practice, that usually means leaving them permanently. Removing a redirect too early can break inbound links and lose any authority those URLs still carry. Since 301s add negligible overhead, the safe default on a migration is to leave them live indefinitely.