A 301 redirect is implemented to tell a browser that a page address has relocated, and where the new page can be found.
With a 301 redirect in place, the web browser will automatically display the new page location, redirecting anyone who lands on the old URL. This process is super speedy, so most of the time, you won’t even notice the redirect. It also helps eliminate a ‘404 not found’ page which ensures a positive user experience.
A 301 redirect is considered an SEO friendly method for relocating pages and content on your website and Google recommends implementing a 301 redirect if any URL changes are made to your website. Moreover, any page ranking gained by the previous URL is usually transferred to the new URL if using a 301 redirect.
When might I need to implement a 301 redirect?
If your website is undergoing a redesign, some pages may be moved or renamed, your business name has changed and you have a new domain name, a page on your website no longer represents a relevant product or service, if any 404 pages are discovered, as part of an ongoing SEO campaign and website maintenance.
Google’s Search Console is a great, free resource for identifying any broken link errors on your website and will highlight any instances of 404 pages. Redirecting any broken links should be incorporated into your website maintenance and SEO campaign as too many broken links can have a negative impact on your website’s organic search rankings.
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