301 Redirect
A 301 redirect is a permanent redirect from one URL to another. It signals to search engines that a page has moved for good, and that most of its authority should be transferred to the new address. It is the default choice when content is permanently moved or merged.
When two product pages are merged, one can be set up with a 301 redirect to the other to consolidate the signals.
In-depth guide
How to set up a 301 redirect
The most common method on an Apache web host is via .htaccess:
Redirect 301 /old-page/ /new-page/If the site runs on a CMS like WordPress instead, the feature typically lives inside an SEO plugin (e.g. Yoast or Redirection) under a setting called “Redirects.” Use a 301, not a 302, when the move is permanent, that is the most important decision in the setup.
301 vs. 302: when to use which
- 301 (permanent) is used when a page has moved for good, e.g. when merging two pages or making a lasting URL change. Most of the old page’s authority transfers to the new one.
- 302 (temporary) is used when the move is only short-term, e.g. a campaign page that will later revert to the original URL. Here Google keeps the original page in its index.
The most common mistake is using a 302 when the move is actually permanent, which delays or entirely prevents the authority from transferring over.
Avoid redirect chains
A redirect chain happens when page A points to B, which points to C. Every extra redirect costs load time and makes it harder for search engines to follow the chain all the way through. Always point directly from the original URL to the final destination, not through intermediate stops.
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