A 301 redirect is an HTTP status code that means "moved permanently." When someone visits an old URL, the server responds with this code and points them to the new address. Browsers follow the redirect automatically. Search engines treat it as a signal that the old URL's value should transfer to the new one. If you are planning to redirect a domain or individual pages, understanding 301 redirects is the foundation for doing it correctly.
What does a 301 redirect do?
When a browser requests a URL that has a 301 redirect configured, the server does not serve the page at that address. Instead, it returns a response with status code 301 and a Location header containing the destination URL. The browser then requests the new URL and displays that page to the visitor.
From the visitor's perspective, the process is usually instant. They type or click the old URL and land on the new one. From a search engine's perspective, the 301 tells crawlers that the move is permanent. Over time, indexing and ranking signals associated with the old URL consolidate toward the destination.
When should you use a 301 redirect?
Use a 301 redirect whenever a URL change is permanent: moving to a new domain, restructuring page URLs, consolidating duplicate content, or switching from HTTP to HTTPS. If the change is short term, use a 302 instead. See what a 302 redirect is for the difference.
301 redirects can be configured at your hosting server for full control, or at your registrar through domain forwarding for whole-domain redirects. Before any redirect works, your domain must point to the right place. The guide on how to point your domain to your website covers the DNS side.
What happens to SEO when you use a 301 redirect?
A properly configured 301 redirect tells search engines that the old URL should be replaced by the new one in their index. Link equity, the value passed through inbound links, generally flows to the destination URL over time. That transfer is not always instant, but a permanent redirect is the correct mechanism for preserving rankings during a domain or URL migration.
Common SEO mistakes include using a temporary redirect for a permanent move, creating redirect chains where URL A goes to URL B which goes to URL C, and redirecting everything to the homepage instead of the most relevant matching page. Each of those weakens the signal you are trying to send.
After setting up a redirect, visit the old URL in a browser and confirm you land on the correct destination. Test both www and non-www versions, and use a redirect checker to confirm the response code is 301 rather than 302.
How does WEMASY handle redirects?
When you connect a custom domain to a WEMASY website, the WEMASY system manages SSL and hosting for that domain automatically. If you need to redirect an older domain to your WEMASY site, you configure forwarding at your registrar pointing to your WEMASY domain. The platform handles the secure destination side. See what is included with each plan at WEMASY pricing.
Frequently asked questions
How long does it take for a 301 redirect to take effect?
Server-side redirects usually work within minutes once saved. Registrar-level forwarding may take a few hours while DNS updates propagate. Search engines can take days or weeks to fully process a permanent redirect and update their index. With WEMASY's website builder, you can set this up directly on your website.
Can a 301 redirect pass all SEO value to the new URL?
A 301 redirect is the standard way to transfer ranking signals during a permanent move. Most link equity flows to the destination over time. The transfer is not always complete or instant, and redirecting to a less relevant page reduces the benefit. Match old URLs to the closest equivalent new page for the best result.
Should I use a 301 redirect when switching from www to non-www?
Yes. Pick one preferred version of your domain and set up a 301 redirect from the other. This consolidates traffic and signals onto a single canonical URL. Apply the same approach when moving from HTTP to HTTPS. Consistency across versions prevents duplicate content issues.
What is a redirect chain and why should I avoid it?
A redirect chain happens when URL A redirects to URL B, which redirects to URL C. Each hop adds load time and can dilute the signal passed to search engines. Always point the original URL directly to the final destination. Remove any intermediate redirects that are no longer needed.
Does a 301 redirect affect email on my domain?
A 301 redirect affects web traffic only. Email delivery depends on MX records in your DNS, which are separate from redirect rules. As long as you do not change MX records during a redirect setup, email continues working normally. Verify MX records after any DNS change just to be safe.
Can I redirect a single page without redirecting the whole domain?
Yes. Server-side and platform-level redirect tools let you map individual old paths to new destinations. You do not need to redirect an entire domain when only one page moved. Page-level 301 redirects are common during site restructures and content migrations.
You now know what a 301 redirect is and when a permanent redirect is the right choice. The next chapter covers how to set up domain redirects step by step, including registrar forwarding and server-side configuration.