Definition
A Permanent Redirect, commonly known as a 301 redirect, is an HTTP status code that permanently moves one URL to another. This code informs search engines and browsers that the original URL has been replaced permanently by a new destination.
What is it?
A Permanent Redirect serves as a signal that the change of location for a webpage is not temporary. When a 301 redirect is implemented, it directs users and search engine crawlers from the old URL to the new one, and importantly, it passes along the majority of the original page’s link equity and ranking signals. This ensures that the SEO value built by the original URL is not lost during transitions, such as website redesigns, domain migrations, or consolidations of duplicate content. By clearly communicating that the change is permanent, search engines update their indexes to reflect the new URL, maintaining continuity in organic search performance.
How is it used?
Webmasters typically set up a 301 redirect through server configuration or via a content management system to route visitors and crawlers from an outdated or unwanted URL to the desired one. Regular monitoring is essential to ensure the redirect is functioning correctly and that there are no redirect chains or loops, which could negatively impact user experience and SEO. Properly implemented Permanent Redirects help preserve search rankings, avoid broken links, and maintain a seamless user journey when URLs change.
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