The importance of 301 redirects
The importance of 301 redirects
When you upgrade your website or change your domain name, it is important not to lose the progress you have already made with Google. One of the key tools to protect your search visibility is the 301 redirect.
A 301 redirect tells Google and your visitors that a page has permanently moved from one web address (URL) to another. When it is set up correctly, anyone visiting the old page is automatically taken to the right new page instead.
What is a 301 redirect?
A 301 redirect is a simple rule on your website that says, “This old page has moved to this new page.” It is called a “301” because that is the technical status code used to show that the move is permanent.
From an SEO point of view, a 301 redirect passes most of the value and trust from the old URL to the new one. This helps you keep your rankings and avoid starting from scratch.
Why 301 redirects matter when you upgrade a website
When a website is redesigned or rebuilt, the URLs often change. For example, /services.html might become /services/, or older pages may be removed or combined.
If those old URLs simply disappear, Google sees them as broken pages. Visitors who click old links may also land on “page not found” (404) errors. Both of these are bad for SEO and user experience.
By using 301 redirects during a website upgrade you can:
- Protect your existing Google rankings.
- Stop visitors from hitting 404 error pages.
- Guide people to the most relevant new page.
- Help Google understand your new site structure.
Why 301 redirects matter when you change domain
Sometimes a business decides to move from one domain to another. For example, from example-old.co.uk to example-new.co.uk.
If you do this without 301 redirects, Google treats the new domain as a completely new website. All the history, rankings and links pointing to the old domain are basically wasted.
When you set up 301 redirects from the old domain to the new one, you:
- Pass SEO value from the old domain to the new domain.
- Keep as much of your existing traffic as possible.
- Make sure old links from other websites still work.
- Show Google that the new domain replaces the old one.
Key benefits of using 301 redirects
Whether you are upgrading a site or changing domains, the importance of 301 redirects is the same. They help you to:
1. Protect your Google rankings
Without redirects, Google may drop your old pages from its index and not know which new pages should replace them. 301 redirects give Google a clear map from old URLs to new URLs, which helps to protect your hard-earned rankings.
2. Keep your website traffic
People may use bookmarks, old emails, saved links or online directories that still point to your old pages. A 301 redirect makes sure they land on a live page instead of a dead end.
3. Preserve the value of backlinks
Backlinks (links from other websites) are a big part of SEO. If those links point to pages that no longer exist, the value is lost. 301 redirects allow that link value to flow through to the new pages.
4. Improve user experience
No one likes clicking a link and seeing a 404 error. Redirects keep things smooth and professional. Visitors reach a useful page, even if the URL has changed behind the scenes.
When should you use 301 redirects?
You should consider a 301 redirect whenever:
- You launch a new version of your website.
- You remove, rename or move an existing page.
- You merge several pages into one new page.
- You change from one domain name to another.
In all of these cases, planning your redirects in advance is the best approach. This is known as a “redirect map” and it lists each old URL and the new URL it should point to.
How we can help with 301 redirects
Setting up 301 redirects properly can be technical and time-consuming, especially if you have a lot of pages or you are moving to a new domain. However, it is one of the most important steps in protecting your SEO.
When we build a new website, restructure an existing site, or help a client move to a different domain, we include a 301 redirect plan as part of the project. This helps to:
- Protect existing rankings and organic traffic.
- Reduce the risk of losing enquiries after a launch.
- Make the transition as smooth as possible for users and for Google.
If you are planning a new website or have recently changed domains and are worried about losing your hard-won visibility, we can put a proper 301 redirect strategy in place so you keep as much of your momentum as possible.
