Alexis Kestler
Hey there! Redirection on websites is like helping lost visitors find their way to the desired location. Imagine you shifted your website to a different URL. How will you tell your visitors that you’ve already moved?
Some of your frequent visitors might have seen an update or prior notice about it. But most of them won’t know about the change at all. This is where redirects, especially a 301 redirect, come in handy! Whenever a visitor enters your old URL, they’ll automatically be forwarded to the new one.
In this guide, I‘ll explain everything you need to know as a beginner about 301 redirects and how to use them effectively.
What is a 301 redirect?
A 301 redirect is an HTTP status code that permanently redirects one URL to another.
When a user types in your old URL, the 301 redirect will forward them to the new or changed URL. It also passes on the SEO value and ranking power of the previous URL to the new destination.
There are many reasons websites use 301 redirects. The most common is when they move to a new URL or delete a page. This way, when someone types the old URL, they automatically reach the new page with the content they wanted.
A 301 redirect forwards all the search engine ranking power the old URL had. It tells Google and other search engines that the content moved but is otherwise unchanged, so its rankings should stay the same. A 301 has no negative effect on your site‘s SEO performance.
301s also prevent 404 error pages if you delete a page. Instead of a 404, visitors get redirected to the new location. The redirection is so fast they may not even notice the URL changed! Even old bookmarks will update to the new URL after a 301 redirect.
Creating a 301 is simple, no coding needed. WordPress plugins can handle it for you (I‘ll explain more later).
First, let‘s look at common cases where you need a 301 redirect:
When to Use 301 Redirects
1. After Changing a URL
Sometimes you have to change a URL due to poor optimization or site structure updates. Most content management systems don‘t automatically redirect old URLs, so check them after changes and add 301s where needed.
2. Launching a New Website
Many servers now initialize sites without the "www" subdomain. If yours includes it, redirect variations like:
This ensures all versions reach the same site.
3. Adding an SSL Certificate
SSL certificates are crucial security for websites. If you go from http to https with SSL, redirect the old URL to the new secured one.
4. Recreating a Page
When changing page themes or layouts, redirect the old URL to the new design to maintain SEO.
5. Moving or Merging Sites
Redirect old URLs with a 301 when changing domains or merging two sites. This passes SEO value to the new destination.
Now let‘s look at the SEO impact of 301 redirects.
301 Redirect SEO Effects
Search engine algorithms are secret, so any SEO insights come from tests and experiences.
A few years back, some sources suggested 301s could cause a slight rankings drop around 10%:
https://www.youtube.com/watch?v=A_Z7CVSLO18
Google would never confirm numbers, but that estimate seemed reasonable. Fortunately that‘s outdated – properly implemented 301s today have no SEO downside.
The key is avoiding long redirect chains, as bots stop following after 5+ hops. This can hurt rankings and slow page loading speed, an important ranking factor. As long as you redirect directly without chained jumps, 301s are great for SEO.
Okay, let‘s look at how to properly add a 301 redirect in WordPress.
How to Add a 301 Redirect in WordPress
There are a few methods to add 301 redirects depending on your needs. I‘ll cover two common uses: normal pages and affiliate links.
Ideally you‘d redirect at the server level for speed, but that requires understanding your server environment. Instead I recommend WordPress plugins for easy 301 management.
1. Standard URL Redirect
For regular redirects, a great free plugin is Redirection by John Godley. Here‘s how to use it:
Install Plugin
In WordPress Admin, go to Plugins > Add New. Search "Redirection" and install the plugin by John Godley.
Once installed, click "Activate".
Configure Plugin
Go to Tools > Redirection in the menu. Complete the initial setup.
Add 301 Redirect
Click "Add New" and enter the old URL as the source and new URL as the target. Select 301 as the redirect type.
Click "Add Redirect" and you‘re done!
Now let‘s look at redirecting affiliate links.
2. Affiliate Link Redirect
For affiliate links, I recommend ThirstyAffiliates. The free version can handle 301 redirects.
Install Plugin
Same as above, search "ThirstyAffiliates" and install + activate the plugin.
Create New Link
In the plugin page, click "New Affiliate Link" and add a title and destination URL.
Set Redirect Type
In Link Options, select "301" as the redirect type.
Click "Save Link" and your 301 affiliate redirect is ready!
It‘s a good idea to test redirects with a tool like Geekflare‘s Redirect Checker. Just enter your URL to audit for issues.
Okay, now that you know how to properly add 301 redirects, let‘s go over some common mistakes to avoid.
What to Avoid with 301 Redirects
When used incorrectly, 301s can negatively impact SEO. Watch out for these issues:
1. Redirect Chains
Avoid chaining multiple 301s together. Search bots stop following after 5+ hops, which can reduce rankings. It also slows page loading speed.
2. Outdated or Irrelevant Pages
Pointing a 301 to outdated content or something irrelevant to the original page helps neither visitors nor SEO. Use 301s thoughtfully.
3. Unnecessary Redirects
Adding pointless redirects just clogs up server files and slows things down. Only use what‘s needed.
As long as you avoid these pitfalls and implement 301s carefully, they are extremely useful. Now let‘s answer some common questions about redirects.
FAQs about 301 Redirects
Here are answers to some frequently asked questions:
What‘s the difference between 301 and 302 redirects?
Both are HTTP redirect status codes:
- 301 = Permanent redirect
- 302 = Temporary redirect
301s are used much more often for SEO purposes.
How do 301 Redirects differ from Canonical Tags?
A 301 redirect sends visitors and search bots from one URL to another.
A canonical tag indicates a single URL when there are multiple versions of a page. It‘s meant for duplicate content issues.
What other redirect types exist?
- 301: Permanent
- 302: Temporary
- 303: Temporary redirect for a new URI
- 307: Temporary like 303
- 308: Permanent like 307
301 and 302 cover most use cases. The rest are less common.
I hope this guide has helped explain everything you need to know about getting started with 301 redirects! Proper implementation can be hugely beneficial for your website‘s SEO and user experience. Let me know if you have any other questions!
