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Glossary · Technical SEO

301 redirect

Also called permanent redirect

Reviewed 31 Oct 2026 By Madiha Fatima 4 min read Check it yourself: yes, free

4 min
Definition

A 301 redirect is a permanent forward from one address to another. When a visitor or a search engine asks for the old address, the server answers with the new one and sends them there. Google treats the move as permanent, so the rankings and links the old page earned pass to the new page instead of being lost.

A 302 redirect says the move is temporary, so Google may keep the old address in its results. Most website platforms default to 301 for a reason, and almost every rename, merge or rebuild should use it.

Short version: the old address forwards, the credit comes with it.
Why it matters for your business

A rebuild without redirects
starts the SEO from zero.

Every page on your current site has a history. Some of it has links from other sites, some of it ranks for a search you did not know about, all of it has been crawled and trusted for years. When a new site goes live with new addresses and nobody maps the old ones to the new ones, that history points at pages that no longer exist. Visitors get a 404 error, Google drops the old pages and the new ones begin as strangers.

This is the single most common reason a business tells us the new website looks great but enquiries fell off a cliff. It is not the design. It is the missing redirect map, and it should be a line item in any scope of work for a rebuild, not an extra billed afterwards.

Redirects also mop up the small stuff: a product you renamed, a blog post you merged into a better one, the www and non-www versions of the site. Each one done right keeps the credit in the family.

Example

A real estate agency moves to a new site
and changes every address.

What the agency sees

The old site listed areas at /areas/marina.html and the new one uses /locations/marina/. Twelve area pages, all renamed. The developer says the new pages are live and look fine.

/areas/marina.html → /locations/marina/ /areas/downtown.html → /locations/downtown/ /listings.php?id=4471 → /properties/two-bed-marina-view/
What Google sees

Twelve addresses it has ranked for years now return 404. Twelve new addresses it has never seen. With a 301 from each old page to its replacement, Google follows the forward, keeps the rankings and updates its results within a few weeks. Without it, the new pages queue up behind every competitor who never moved.

Try it
  • /locations/marina/
  • /areas/marina.html
  • /areas/downtown.html
  • /listings.php?id=4471

The old addresses forward to the new ones and hand over their history. One page ranks, with everything the old ones earned.

How to check it on your site

Four checks, all free.

Tick each one as you go. 0 of 4 checked on your site.

  1. Type an old address into the browser

    Find a page from your previous site, an old brochure or an old social post and open it. A good result lands on the right new page with the new address in the bar. A bad result is a page-not-found message, the homepage or a page about something else.

  2. Watch the status code in the network tab

    Open the browser's developer tools (F12), choose Network, then load the old address. The first row should read 301 and point straight at the final page. A 302 means temporary, and several redirect rows in a line mean a chain that should be collapsed into one hop.

  3. Read the Not found report

    In Google Search Console, open Pages and look at Not found (404). Every old address with traffic or links that appears there is a redirect waiting to be written. Export the list and give it to whoever built the site.

  4. Check www, http and the trailing slash

    Type your homepage four ways: with and without www, with http and https. Each should redirect once to the same final version. If two versions both load without redirecting, you have duplicate pages and a canonical tag job as well.

Related service

Redirect maps are part of every rebuild in the web design service and the technical audit in month one of the SEO service checks the ones you already have. Prices are on the price list, not on a call.

See the web design service
Reviewed by Madiha Fatima, founder of 99creatix

Every entry in this glossary is written and checked by the person who runs the agency, reviewed at least once a quarter and dated. Last reviewed 31 October 2026.

Spotted an error or a term we are missing? Tell us and it is fixed within the week.

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Next step

Rebuilding soon,
or just rebuilt?

Fifteen minutes with your old sitemap and your new one. We will tell you which addresses still need forwarding and whether the drop in enquiries is the redirects or something else, before you commit to anything.