Do 301 Redirects Hurt SEO? [The Right Guide]

Times constantly change, trends come and go, and sometimes that means updating your website and its content. But do 301 redirects hurt SEO (search engine optimization) efforts?

If you are unsure, this is the right article for you! Have you found yourself having to change, remove or sometimes combine page URLs within their site when you own websites? Simply put, 301 redirects are used to redirect one webpage to another, and they are essential to preserving SEO value. So, no, if done properly, 301 redirects can boost overall SEO.

Search engine optimization is an integral part of any website’s success, and one main aspect of SEO is to ensure the website’s URL structure is user-friendly and organized. It’s common for websites to undergo changes when a page is deleted, or a website is rebranded. However, to help preserve the SEO value of prior URLs and redirect traffic to the new URLs, 301 redirects are often used.

In this article, we’ll dive into the ins and outs of 301 redirects and their impact on SEO.

What is a 301 Redirect?

A 301 redirect is a permanent redirect from one URL to another destination URL. This means when a user or search engine bot attempts to access a URL that has been redirected, they are automatically forwarded to the new URL in place. It is a very common protocol on the internet. “301” is a code telling search engines and browsers specifically why you are taking your visitors to a new URL.

There are several reasons why a website may need to implement a 301 redirect. For example, a page may have been deleted or moved to a different URL, or a website may have undergone a rebranding and now has a new domain name. In such cases, implementing a 301 redirect ensures that users and search engines are redirected to the correct page or website without encountering any errors.

When to use a 301 redirect

Changing domains

Usually, when a user visits an old domain, a 301 redirect can send them directly to your new website with a different URL.

Moving a page

When you change a page’s URL, you might have some users who bookmarked the previous location. A 301 redirect can prevent those readers from finding a 404 error. You can ensure any traffic or backlinks directing to the old URL are redirected to the new one. This helps preserve the old URL’s SEO value and ensures that users can still access the content they seek.

Deleting a page

301 redirects can help direct users toward other content on your website so readers won’t run into a blank page or 404. A server side redirect which is a forwarding method in which the server sends a 3xx HTTP status code when a URL is requested. The server determines what URL visitors and search engines should be sent to.

Fixing broken links

If your website has broken links pointing to no longer existing pages, you can use a 301 redirect to redirect users to a working page. This can help to improve the user experience and reduce bounce rates.

Consolidating multiple pages or domains

If you have multiple pages or domains serving similar content, consider consolidating them into one page or domain to avoid duplicate content issues. A 301 redirect can be used to redirect traffic from the old pages or domains to the new, consolidated page or domain. You can also try a canonical tag when dealing with duplicate content issues, which specifies the “best” or “preferred” version of the duplicated content you would like.

Updating an outdated website

If you want to update an outdated website, you may need to remove old pages or reorganize your content. In this case, a 301 redirect can redirect traffic from the old pages to new ones or let search engines know that the old pages no longer exist.

A 301 redirect should generally be used whenever you make a significant change to your website that could impact your pages’ user experience or SEO value. By redirecting traffic from old pages to new ones, you can ensure that your website remains accessible and SEO-friendly, even as you make changes over time.

How to Use a 301 Redirect

Implementing a 301 redirect might differ based on your website’s platform and hosting environment. Although there are some general steps you can take to use a 301 redirect:

Pick the old URL: This is the URL you want to redirect traffic from.
Pick the new URL: This is the URL you want to redirect traffic to.
Set up 301 redirect: There are different ways exist to set up a 301 redirect depending on your hosting environment.

Here are two standard methods:

Using a .htaccess file: If using an Apache web server, you can set up a 301 redirect by editing your website’s .htaccess file.

Add the following code to the file, replacing “old-URL” with the old URL you want to redirect and “new-URL” with the new URL you want to redirect to:

Redirect 301 /old-url http://www.example.com/new-url

Using a web.config file: If using a Microsoft web server, you can set up a 301 redirect by editing your website’s web.config file.

Add the following code to the file, replacing “old-url” with the old URL you want to redirect and “new-URL” with the new URL you want to redirect to:

</rule>

Test the 301 redirect once it is set up. Test it by entering the old URL into a web browser and verifying you are redirected to the new URL.
Monitor the impact of the 301 redirect by monitoring your website’s traffic and search engine rankings to ensure the redirect works as expected. Search engines may take some time to recognize the redirect and update their index, be patient, and monitor the impact over time.

By following these steps, you can use a 301 redirect to redirect traffic from old pages to new ones and preserve the SEO value of any website. You can also check out how to do a javascript redirect through this link: Javascript Redirect. There are many ways to do 301 redirects depending on your search engine, and google search or google search console can guide you when having to use different codes.

(CAN ALSO ADD IN MORE RELEVANT CODES FOR SAFARI OR GOOGLE CHROME?)

How Can 301 Redirects Impact SEO?

Implementing a 301 redirect can help improve the user experience. If a user tries to access a page that no longer exists or has been moved, they will automatically be redirected to the new URL, rather than seeing a 404 error page. This can ultimately help reduce bounce rates and keep users on the website for longer periods, positively impacting SEO.

Although, implementing a 301 redirect has several implications for SEO. It can help preserve the old URL’s SEO value by redirecting any traffic and link equity of the old URL to the new URL. It can also negatively affect SEO if too many 301 redirects occur on your site, slowing down page load times.

However, there are some potential downsides to using 301 redirects as well. One concern is that implementing too many 301 redirects can slow down page load times, negatively impacting SEO. If a 301 redirect is implemented incorrectly, it can result in a chain of redirects or redirect loops, confusing search engines and hurting the website’s SEO.

Here are some ways that 301 redirects can impact SEO:

Preserving link equity: The link equity of the old URL is transferred to the new URL. Meaning any backlinks pointing to the old URL will now pass authority and value to the new URL. This can help improve the new page’s SEO and boost its search engine rankings.
Reducing crawl errors: If you have moved or deleted pages on your website without setting up a redirect, search engines may encounter crawl errors when trying to access those pages. This can negatively impact SEO because search engines may view your website as less reliable or trustworthy. Using a 301 redirect, you can redirect traffic from old to new pages eliminating crawl errors.
Avoiding duplicate content: Duplicate content can hurt your SEO efforts because search engines may not know which version of the content to index and rank. When you use a 301 redirect to redirect traffic from an old to a new page, you can avoid duplicate content issues and consolidate the value of multiple pages into a single page.
Losing traffic and rankings: If you don’t set up a 301 redirect when moving or deleting pages on the website, you may lose traffic and rankings for those pages. This is because search engines will continue to index the old URLs even though they no longer exist. A 301 redirect can redirect traffic from the old URLs to new URLs and ensure users and search engines can find your content.
Slowing down your website: Too many redirects or redirect chains can slow down your website’s load time. This can result in a negative impact on SEO because search engines prioritize fast-loading websites. To avoid this issue, try to limit the number of redirects on your website and avoid redirect chains.

Overall, 301 redirects can significantly impact SEO, both positively and negatively. So make sure to use them carefully and strategically. You can preserve link equity, reduce crawl errors, avoid duplicate content, and maintain traffic and rankings for your website.

Strategies for Preserving SEO Value

Redirect to a Page with Similar Content

When you redirect an old URL to a new URL, try to redirect it to a page with similar content. This will help preserve the relevance and authority of the old page and transfer it to the new page.

Use a 1-to-1 Redirect

A 1-to-1 redirect means that you are redirecting one old URL to one new URL. This strategy helps preserve the link equity of the old page and transfer it to the new page. If you redirect multiple old URLs to a single new URL, you may dilute the link equity and reduce the SEO value of the new page.

Use a Relevant HTTP Status Code

When you redirect an old URL to a new URL, use a relevant HTTP status code. A 301 redirect is the most appropriate code to use when you are permanently redirecting a page. This communicates to search engines that the old page has permanently moved and that the new page should receive the link equity and authority of the old page.

Update Internal Links

After implementing a 301 redirect, update any internal links that point to the old URL. This will help ensure a seamless user experience and transfer the link equity and authority of the old page to the new page.

Monitor Traffic and Ranking

After implementing a 301 redirect, monitor traffic and rankings for the old and new URLs. This will help you identify any issues or errors and ensure the redirect works as intended.

Avoid redirect chains

Redirect chains occur when one URL is redirected to another URL, which is then redirected to a third URL, and so on. This can dilute the old page’s link equity and reduce the new page’s SEO value. Try to avoid redirect chains by redirecting each old URL directly to a new URL.

Common 301 Redirect Mistakes

Some common mistakes people make when implementing 301 redirects:

Failing to Redirect all URL Versions

When you move or delete a page on your website, it’s important to redirect all URL versions to the new page. This includes the HTTP and HTTPS versions of the URL, as well as the www and non-www versions of the URL. Failing to redirect all URL versions can result in duplicate content issues and negatively impact SEO.

Using Temporary Redirects (302 redirects)

30x redirects, also known as 301 or temporary redirects (302 redirects) are intended for use when a page is temporarily unavailable or has moved temporarily. Permanent redirects (301 redirects) are intended for use when a page is permanently moved or deleted. Failing to use a permanent redirect can result in lost link equity and negatively impact SEO.

Redirecting all Pages to the Home Page

Redirecting all pages to the home page can harm your SEO efforts because it creates a poor user experience and can result in lost traffic. Instead, redirect each old URL to a new one with similar content.

Redirecting to Irrelevant Pages

When you set up a 301 redirect, it’s essential to redirect traffic to a page that is relevant to the old page. Redirecting to an irrelevant page can confuse users and search engines and negatively impact SEO.

Not Updating Internal Links

After implementing a 301 redirect, updating internal links pointing to the old URL is essential. Failing to update internal links can result in a poor user experience and a negative impact on SEO.

Creating Redirect Chains

Redirect chains occur when one URL is redirected to another URL, which is then redirected to a third URL, and so on. This can slow down your website’s load time and confuse search engines. Try to avoid redirect chains by redirecting each old URL directly to a new URL.

By avoiding these common mistakes, you can ensure that your 301 redirects positively impact SEO and help maintain traffic and rankings for your website.

Final words

301 redirects are used to redirect one webpage to another, and they are essential to preserving SEO ranking and value. Search engine optimization is an integral part of any website’s success, and one main aspect of SEO is to ensure the website’s URL structure is user-friendly and organized. It’s common for websites to undergo changes when a page is deleted, or a website is rebranded.

However, to help preserve the SEO value of prior URLs and redirect traffic to the new URLs, 301 redirects are often used. Make sure to avoid common mistakes, and track your analytics through google analytics or something similar. Lastly, use the strategies above to guide you when creating your own strategy to do a URL redirect or find a local SEO digital marketer to boost your overall SEO performance.