An HTTP redirect tells the browser to load a different URL instead. A 301 redirect signals a permanent move and transfers most SEO ranking signals to the new URL; a 302 or 307 signals a temporary move and keeps signals on the original. Using the wrong type quietly costs rankings.
Redirects are how you move pages, enforce HTTPS and retire old URLs without breaking links. The status code you choose — permanent (301/308) or temporary (302/307) — tells search engines whether to transfer ranking signals or keep them on the old address.
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For business owners
Every URL change, HTTPS migration or site restructure depends on redirects. A 302 used where a 301 was needed can leave years of link equity stranded on an old URL while the new one struggles to rank. Getting redirects right is one of the highest-leverage technical SEO fixes you can make.
How it works (technical)
Common redirect codes:
- 301 Moved Permanently — the old URL is retired; search engines transfer ranking signals to the target.
- 302 Found / 307 Temporary Redirect — the old URL may return; signals stay on the original.
- 308 Permanent Redirect — like 301 but preserves the HTTP method (useful for APIs).
Implement via server config (.htaccess, Nginx return 301), application code, or CDN rules. Avoid redirect chains (A→B→C) and loops (A→B→A). Always redirect to the final canonical URL in one hop where possible.
Real-world example
A retailer relaunched with new product URLs but used 302 redirects from every old link. Six months later the new URLs still underperformed in search because Google treated the moves as temporary. Switching to 301 redirects consolidated signals and rankings recovered within weeks.
Why it matters
Redirects preserve link equity during URL changes and enforce HTTPS. Scanners check redirect correctness as part of trust and technical health.
How to fix it
Use
301(or308) for permanent moves: HTTPS migration, renamed pages, domain changes.Reserve
302/307only for genuinely temporary situations.Redirect directly to the final URL — avoid chains of multiple hops.
Test with a redirect checker that shows the full chain and final status.
Update internal links and the sitemap to point at the new URLs.
Best practices
One hop to the canonical destination wherever possible.
Pair permanent redirects with updated canonical tags and sitemap entries.
Document every redirect rule so future changes do not create loops.
Common mistakes
Using 302 for permanent HTTPS or URL migrations.
Long redirect chains that slow every request and dilute signals.
Redirecting everything to the homepage instead of a relevant page.
Frequently asked questions
Does a 301 pass 100% of ranking signals?
Google treats 301 as a strong signal to consolidate signals onto the new URL. It is not always instant or perfect, but it is vastly better than a 302 for permanent moves.
What is a redirect loop?
When URL A redirects to B and B redirects back to A (or through a longer cycle). Browsers show an error and neither page loads. Fix by mapping each old URL to one final destination.
Put this into practice
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