Redirects and SEO
Redirects send users and crawlers from one URL to another. For permanent moves, use 301 redirects so that link equity and relevance pass to the new URL. This guide covers when to use 301 vs 302, how to avoid redirect chains and loops, and how to implement redirects during a migration or URL change without losing rankings.
301 vs 302 and implementation
Use 301 for permanent moves so search engines transfer value to the new URL. Use 302 for temporary moves. Implement redirects at the server level where possible. Avoid long chains (A → B → C); redirect directly to the final URL. After a migration, verify that key URLs redirect correctly and that the new site is indexed. Update internal links to point to the new URLs so you don't rely only on redirects.
- 301 for permanent moves
- Direct redirects, no long chains
- Update internal links to new URLs