Search Engine OptimizationTutorials

What is 301 Redirection?

A 301 redirect is a permanent redirect means it can’t be reverted back. The objective is to send visitors and search engines to new URL while keeping maximum link juice. When a website is moved from one URL to another, this redirect provides smooth transition without affecting web traffic of the website.

“Mail forwarding is a good example of this redirect. Just like mail forwarding ensures that no message is missed when you are using a different mail id, the redirect also ensures that every visitor lands on the new web address”

301 redirect transfers the domain authority existing URL to a new address and also maintains the search ranking of the site when the website is moved to a new URL. It saves the time of the users that would otherwise need entering the new web address in the browser.

Is it necessary to use 301 redirect?

It could be killing to move a website from one URL to another without using 301 redirect. Doing so would be like starting from scratch and doing all the labor you did to build the existing website.

Here’re some cases where permanent redirect is needed

Case 1: A brand adopts a new name and starts the process of switching its website from present URL to a new domain. A 301 redirect is set and the changeover starts. The redirect transfers the power of inbound links of the existing URL to the migrated one. Also, the website visitors are taken to the new address.

Case 2: Sometimes brands buy similar looking names and domains. Here 301 redirect ensures that they retain their link power, authority and search ranking while switching their websites between domains.

A 301 redirect is better for search engine optimization that the temporary 302 redirect that could be the default redirect of website management software.


Udit Khanna is a Digital Marketing Course professional at Expert Training Institute, an expert in Digital Marketing, Search Engine Optimization, Pay Per Click, Social Media, etc. who helps companies attract visitors, convert leads, and close customers. Previously, Udit worked as a marketing professional for various startups and tech companies. He graduated with B.Sc from IGNOU with a dual degree in Business Administration (Marketing & Finance).

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