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.