A 301 redirect plays a crucial role in SEO strategies as it directly impacts key aspects such as ranking, page authority and user experience. Below, we explore the key benefits: Impact on ranking and page authority When you implement a 301 redirect, you inform search engines that the original page no longer exists and that its content has been permanently moved to a new URL. This allows search engines to transfer the accumulated "ranking" from the original page to the new one. Without this redirection, search engines could consider the new page as a completely independent content, thus losing the ranking you had achieved.

Q: When should you use a 301 Redirect?

Common cases to implement 301 redirects From Marketzilla SEO Agency we recommend a maximum of 1,000 redirects as best practice. 301 redirects are useful to permanently redirect traffic from an old route to a new URL. For example, when: Reorganising the structure of your URLs (e.g., from marketzilla.agency/mysite to marketzilla.agency). You replace or redesign your site and have new URLs (e.g. from marketzilla.agency/oldhomepage to marketzilla.agency). You move to a completely new domain (e.g. from marketzillaseo.agency to marketzilla.agency). Also when you change your domain extension and want to make your main domain a new one (e.g. from marketzilla.agency to marketzilla.es). When you want to secure alternative domains in case of typographical errors by site visitors (e.g. from marketzilla.net, marketzilla.org or marketzilla.io to marketzilla.agency). Replacement of old content or obsolete pages. Merging multiple pages into a single, more relevant URL. Fixing broken or misconfigured links.

Q: How to choose the right redirection for each case

In order to establish the best option in your case, you should ask yourself a series of questions: 1. Is the change permanent or temporary? If the change is permanent, use 301 to preserve authority and facilitate indexing of the new URL. If the change is temporary, use 302 to indicate that the original URL will become relevant again. 2. SEO impact If you are looking to maximise SEO and maintain the ranking of the old URL, choose 301. If you only need to redirect traffic temporarily without affecting authority, use 302. 3. User experience Both redirects ensure that users do not encounter 404 errors, but a 301 redirect guarantees long-term consistency. 404 errors are bad for SEO and user experience, avoid them at all costs. 4. Testing tools Use tools such as Google Search Console or Screaming Frog to monitor and verify your redirects, ensuring they are working correctly and fulfilling their purpose. Practical example Imagine you have an old page with a URL site.com/old-product and you have launched a new version with site.com/new-product: If the old page will not be reused and the change is permanent, use 301. If you plan to reuse site.com/old-product (e.g. it is a limited offer), use 302.

The 301 redirect is actually a very simple issue of the SEO although it sounds technical. Basically when we set up 301 redirects we tell the search engine that when the user calls URL A it will show URL B instead, it's as simple as that.

What is a 301 Redirect?

A 301 redirect is an HTTP status code that indicates a permanent redirect from one URL to another. In simple terms, it is a tool that informs web browsers and search engines that a page has been permanently moved to a new address.

The main purpose of a 301 redirect is to redirect both the users and the search engines to a new location efficiently. This ensures that the web traffic, as well as the authority and relevance of existing links are transferred to the new URL. Instead of encountering an error or a non-existent page, visitors are taken directly to the updated content or to the corresponding new page. In addition to improving the user experience, a 301 redirect helps maintain SEO visibility by preserving the link juice or accumulated authority of the original URL, thus avoiding loss of search engine rankings. Example: URL https://marketzilla.agency/redirecciones-seo redirects to URL https://marketzilla.agency/redirecciones-301 and will no longer show the first one, unless we remove the redirection created. A redirect is therefore a permanent change of a URL from one location to another for different reasons, which we will explain in detail in this article.

Why are 301 redirects important for SEO?

A 301 redirection plays a crucial role in the SEO strategiesThe benefits of SEO, as it directly impacts fundamental aspects such as ranking, page authority and user experience. Below, we explore the key benefits:

Impact on page ranking and page authority

When you implement a 301 redirect, you inform search engines that the original page no longer exists and that its content has been permanently moved to a new URL. This allows search engines to transfer the content to a new URL. "cumulative ranking from the original page to the new one. Without this redirection, search engines could consider the new page as a completely independent content, thus losing the positioning you have achieved. In addition, Google and other search engines value 301 redirects as a standard practice for maintaining content consistency, which helps preserve your position in the SERPs.

Preservation of link juice

The "link juiceor inbound link authority, is one of the most important most important pillars of SEO. When a page accumulates backlinks from external websites, it gains authority, which directly contributes to improving its ranking. By implementing a 301 redirect, this authority is largely transferred to the new URL, allowing you to continue to leverage the effort invested in link building strategies. Without proper redirect code, inbound links will point to a non-existent page, which not only wastes potential traffic, but also damages the perception of your domain as trustworthy and relevant.

Avoiding duplicate content and improving the user experience

Another significant benefit of 301 redirects is the removal of duplicate content. Having multiple URLs displaying the same content can confuse search engines and dilute your site's ranking. With a 301 redirect, you unify the signals into a single URL, helping search engines understand which is the main page to index. It also improves the user experiencebecause visitors are automatically redirected to the right content without encountering 404 errors or outdated pages. This reduces bounce rates and encourages smoother browsing behaviour, increasing the likelihood that users will convert or interact with your content. The 301 redirect is an essential tool to protect your SEO investment. Not only does it maintain your site's traffic and authority, but it also optimises the user experience and ensures that search engines interpret your content correctly. Implementing it strategically can make all the difference to the sustainability of your digital presence.

When should you use a 301 Redirect?

Common cases for implementing 301 redirects From Marketzilla SEO Agency we recommend a maximum of 1,000 redirects as best practice. 301 redirects are useful for permanently redirecting traffic from an old route to a new URL. For example, when:

Reorganisation of the structure of your URLs (e.g. from marketzilla.agency/mysite to marketzilla.agency).
You replace or redesign your site and have new URLs (e.g. from marketzilla.agency/oldhomepage to marketzilla.agency).
You move to a completely new domain (e.g. from marketzillaseo.agency to marketzilla.agency).
Also when you change the extension of your domain and you want the main domain to be a new one (e.g. from marketzilla.agency to marketzilla.es).
When you want to secure alternative domains in case of typographical errors by site visitors (e.g. from marketzilla.net, marketzilla.org or marketzilla.io to marketzilla.agency).
Replacement of old content or obsolete pages.
Merging multiple pages into a single, more relevant URL.
Correction of broken or misconfigured links.

When an old URL is replaced by a new one, the old URL may still be visible in search results. It may have been linked from a blog or forum article, bookmarked, or printed on business cards or other physical materials. Anyone visiting the old URL will be taken to a 404 page. However, if you set up a 301 redirect, visitors will automatically be redirected to the newly specified URL, thus avoiding errors that affect indexing and therefore ranking. Google will eventually index the new structure of your site and the old URLs will be updated. However, 301 redirects are a recommended practice, especially if you want to maintain the authority and ranking of the old URL through linkjuice. Practically almost 100% of link juice (inbound link authority and relevance) is transferred from the old URL to the new one. Note: 301 redirects are relative to your root domain and will not apply to localised slugs or subdirectories. For example, if you want both /old-url as /en/antigua-url is redirected to /new-urlIf you have two separate redirection rules, you will need to configure them as two separate redirection rules.

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Difference between 301 and 302 redirection

There are other types of redirects, such as 302 redirects, which indicate a temporary redirect, but 301 redirects are best if you need to permanently redirect traffic to a new URL. Redirects are essential for managing web traffic and user experience, but not all redirects are the same. 301 and 302 redirects have specific purposes, and choosing the right one can make all the difference to SEO performance and website perception.

Redirect 302: Temporary

DefinitionA 302 redirect indicates that the requested URL has been temporarily redirected to another address, but may return to the original.
SEO effect:
1. Does not transfer full authorityGoogle does not automatically transfer the link juice to the new URL, as it considers the change to be temporary.
2. IndexationThe old URL remains in the search engine index, and the new URL may not be indexed if the redirect persists for a long time.
Use cases:
1. Pages under maintenance or temporary update.
2. Promotions or temporary content (example: redirecting site.com/offer to a special page during a campaign).
3. A/B testing of different versions of a page.

How to choose the right redirection for each case

In order to establish the best option in your case, you need to ask yourself a number of questions:

1. Is the change permanent or temporary?

If the change is definitive, use 301 to preserve authority and facilitate indexing of the new URL. If the change is temporary, use 302 to indicate that the original URL will become relevant again.

2. Impact on SEO

If you are looking to maximise SEO and maintain the ranking of the old URL, choose to 301. If you only need to redirect traffic temporarily without affecting the authority, use 302.

3. User experience

Both redirects ensure that users don't encounter 404 errors, but a redirect 301 ensures long-term consistency. 404 errors are bad for SEO and user experience, avoid them at all costs.

4. Testing tools

Use tools such as Google Search Console or Screaming Frog to monitor and verify your redirects, ensuring they are working correctly and fulfilling their purpose.

Practical example

Imagine that you have an old page with a URL site.com/product-ancient and you have launched a new version with site.com/product-new:

If the old page will not be reused and the change is permanent, use 301.
If you plan to return to using site.com/product-ancient (e.g., it is a limited offer), use 302.

No, this is not entirely true for most platforms or standard web configurations. Although some platforms, such as Webflow, may use a manifest.json file to provide site-specific information (such as icons, names, background colours, etc.) to browsers, redirection rules are typically not stored and managed in this file.

In most cases, redirects are handled through:

The .htaccess file (on Apache servers).

Web server configurationssuch as Nginx or Microsoft IIS.

Hosting management panels or CMSs such as WordPress, which allow you to configure redirects directly from their interface.

Specific redirection management systemsprovided by the platform used (such as integrated tools in Webflow, Wix or Squarespace).

How to set up a 301 Redirect

301 .htaccess redirects method (on Apache servers):

The archive .htaccess is a powerful tool that allows you to configure redirects on Apache servers. This method is common for websites that use Apache servers and do not require advanced access to the server.

Step-by-step instructions for setting up redirects:

1. Access to the archive .htaccess:
  - Connect to the server via an FTP client (such as FileZilla) or access it directly from the file manager of your control panel (e.g. cPanel). If you have WordPress as a CMS you can access it via plugins such as Yoast SEO in the Tools menu.
  - Search for the file .htaccess in the root of your website. If it does not exist, create one.

Add the redirection rule:

- Open the file with a text editor.
- Add the following code to redirect an old URL to a new one:
  apache.

Redirect 301 /old-url https://tu-sitio.com/nueva-url

Practical example:

Redirect 301 /blog/former-article https://tu-sitio.com/blog/nuevo-articulo

3. Full domain redirection

If you have changed your complete domain use the following code:

RewriteEngine On

RewriteCond %{HTTP_HOST} ^old-domain.com [NC]

RewriteRule ^(.*)$ https://nuevo-dominio.com/$1 [L,R=301]

4. Save changes and test:

Save the file and upload it to the server.
Verify the redirection by accessing the old URL in your browser.

Advantages of the .htaccess method:

Granular control over redirects.
Compatible with most shared servers.

301 redirect configuration in NGINX

NGINX is another popular web server that uses a different approach to handling redirects. The configuration is done directly in the server's configuration file.

Basic configuration in the configuration file:

Access to the NGINX configuration file:

- Use SSH to connect to the server (for example, using PuTTY).
- Navigate to your server's configuration file, usually located in etc/nginx/sites-available.

Add the redirection rule:

- Open the configuration file for the site.
- Adds the following block to redirect a URL

Example code

server {

listen 80;

server_name your-site.com;

return 301 https://tu-sitio.com/nueva-url;

}

3. Redirection of an entire domain:

To redirect all requests from an old domain to a new one:

server {

server_name old-domain.com;

return 301 https://nuevo-dominio.com$request_uri;

}

4. Restart NGINX:

Save the changes and restart the server to apply the settings:

Example code:

sudo systemctl restart nginx

5. Test the redirection:

Access the old URL to confirm that it redirects correctly.

Advantages of the NGINX method:

Highly efficient for high traffic sites.
Excellent for handling domain level redirects.

Using WordPress Plugins

For websites built on WordPress, plugins greatly simplify the handling of redirects. This method is ideal for users without advanced technical knowledge.

How to manage redirects easily using plugins:

Installation of the "Redirection" plugin:

1. - Go to the WordPress administration panel.
  - Go to Plugins > Add new.
  - Search for "Redirection" and install it.

Setting up a redirection:

1. - Go to Tools > Redirection.
  - Click on Add new redirection.
  - Introduce:
    - Source URLThe old URL (e.g, /old-url).
    - Destination URL: The complete new URL (e.g, https://tu-sitio.com/nueva-url).
  - Click on Add redirection.

Monitoring and adjustments:

- The plugin allows you to see how many times a redirect has been activated.
- You can also configure advanced rules, such as conditional redirects based on device type or location.

Advantages of the plugin approach:

Intuitive and easy to use.
No direct access to the server is required.
Ideal for non-technical users.
Speed, control and operational safety.

The choice of method for setting up a 301 redirect depends on your server configuration and your level of technical expertise. Advanced users may choose to directly modify the .htaccess or the NGINX configuration, while users of WordPress can turn to plugins such as "Redirection" for a simpler solution. Whatever the method, 301 redirects are key to maintaining authority, traffic and a smooth user experience.

The best tools to effectively manage redirects

Screaming Frog

From a redirection point of view, Screaming Frog is an essential tool for identifying, analysing and managing redirects on a website. It allows you to track and detect 301, 302, 307 redirects, redirect chains and loops that could negatively affect SEO and user experience. It also provides key information such as the source URL, the destination URL and the type of redirect implemented. This helps to optimise site structure, maintain link juice and avoid crawl errors or loss of link authority.

Semrush

From a redirection point of view, Semrush is a powerful tool to identify and analyse errors related to 301, 302 and looping redirects. Through its site auditSemrush detects redirect chains, broken links and crawl problems that affect SEO. Semrush provides clear recommendations to correct these problems, helping to optimise site structure and preserve link authority. Its detailed analysis improves user experience and search engine performance.

Google Search Console

From the point of view of 301 redirects, Google Search Console is a key tool for monitoring how Google interprets and tracks a website's redirects. It allows you to verify that 301 redirects are working correctly through the "Coverage" report, where it identifies redirect errors or broken links. It also helps track the impact of redirects on traffic and organic rankings, ensuring that URL transitions preserve link juice and improve the user experience.

Impact of 301 Redirects on SEO

How redirects affect ranking

301 redirects, being permanent, play a crucial role in SEO strategy as they directly impact the ranking of the affected pages. Here are some key ways in which 301 redirects influence SEO:

1. Transfer of link authority (link equity):

A 301 redirect transfers most of the authority (or "link equity") from an old URL to a new one. This ensures that backlinks to the original URL continue to benefit the search engine rankings of the new page. Although it does not guarantee 100% of authority transfer, it is the best option to maintain the relevance and trust earned by the original page.

Changes in traffic and visibility in SERPs:
After implementing a 301 redirect, Google and other search engines gradually update their indexes to reflect the new URL. During this process, it is common to experience fluctuations in traffic and ranking. However, when configured correctly, 301 redirects minimise the negative impact, allowing the new page to regain or even improve visibility in the SERPs (search results pages).

301 redirects are essential to ensure a smooth transition between URLs, preserve authority and maintain a website's SEO performance. Making sure they are well implemented is crucial to avoid significant losses in traffic and ranking position.

Possible problems with 301 redirects

Although 301 redirects are an indispensable tool in SEO, incorrect implementation can lead to problems that affect both the user experience and the SEO performance of the website. The main drawbacks are described below:

1. Chained redirects

A chain redirect occurs when a URL redirects to an intermediate URL before reaching its final destination.

For example:

URL A → URL B → URL C

Problems caused by chain redirects:

Loss of authority: Each step in the chain may dilute some of the transferred authority (link equity), reducing the effectiveness of redirection.
Longer charging time: Users experience slower load times due to additional HTTP requests, which negatively affects the user experience.
Tracking problems: Search engines, such as Google, have a limit on the number of redirects they will follow (usually 5). If this limit is exceeded, crawlers may abandon the process and stop indexing the final page due to crawl budget consumption.

How to solve them:

Conduct regular audits with tools such as Screaming Frog o SEMrush to identify chain redirects.
Modify the redirection rules so that the initial URL points directly to its final destination, eliminating intermediate steps.

For example:

Change from URL A → URL B → URL C to URL A → URL C.

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2. Erroneous redirects and their impact

A redirect error occurs when a URL points to an incorrect or irrelevant destination. This problem can arise from unplanned configurations, lack of strategy or human error.

Negative impacts:

User experience:
If users arrive at a page that is irrelevant or unrelated to what they were looking for, frustration is generated, increasing the bounce rate. This not only affects user satisfaction, but also the site's ranking in Google, as user experience is an important factor for SEO.
Loss of traffic:
When redirects do not lead to relevant pages, the opportunity to retain users and capitalise on organic traffic is lost.
Crawl budget wasted:
Search engines allocate a limited budget to crawl a website. If crawlers devote resources to following erroneous or unnecessary redirects, they will not have enough time to index important pages. This will negatively affect the site's visibility in the SERPs.

How to solve them:

Comprehensive audit: Use tools such as Google Search Console to identify erroneous redirects.
Manual correction: Make sure that each 301 redirect leads to a relevant and functional page that delivers the content expected by users.
Consolidation of redirections: Avoid implementing unnecessary redirects to optimise the crawl budget.

301 redirects are a powerful tactic for URL management, but they require constant monitoring and strategic implementation. Avoiding chain redirects and correcting erroneous redirects are essential actions to preserve site authority, maximise traffic and ensure a positive user experience. Regular auditing with SEO tools and a clear strategy are key to avoiding these problems.

3. Include a URL that has been redirected in the sitemap

Including a redirected URL in the Sitemap is a common mistake. It occurs when the redirect has been performed and the SEO consultant forgets to remove the original URL from the sitemap. This negatively affects SEO and crawling efficiency. Sitemaps should only reflect final URLs that are accessible to users and search engines with code 200.

If a redirected URL is included, search engine bots consume crawling budget unnecessarily by following the redirect, which delays the indexing of other important pages. It also creates confusion about what the canonical URL is, which could dilute the authority of the page and affect ranking. The solution is to update the sitemap with the final URLs.

Practical examples of well-implemented redirects

Migration of an entire site to a new URL
When an entire domain is moved, such as changing from www.tuwebantigua.com a www.tuwebnueva.comFor example, it is crucial to implement 301 redirects for each old URL to its corresponding URL on the new domain. For example, www.tuwebantigua.com/productos should redirect to www.tuwebnueva.com/productos. This preserves link juice, avoids 404 errors and ensures that users and search engines find the right content.
Consolidation of similar pages under stronger content
If you have several pages with similar content, such as yourwebsite.com/best-shoes y tuweb.com/shoes-guideyou can combine them into a single, more complete page (tuweb.com/shoes). Implementing 301 redirects from old URLs to the new consolidated page improves topical relevance, optimises SEO and centralises link authority in a single resource.

Practical examples of well-implemented redirects

Example 1: Migration of a complete site to a new URL

Suppose that a company changes its domain from www.miempresaantigua.com a www.miempresanueva.com. To preserve your search engine ranking and redirect users correctly, 301 redirects are implemented for each old URL to its corresponding new one. For example, www.miempresaantigua.com/productos permanently redirects to www.miempresanueva.com/productos. This ensures the transfer of the link equity and a good user experience.

Example 2: Consolidation of similar pages under stronger content

An online shop has several pages with similar content, such as /summer-offers y /heat-promotionswhich generate confusion for users and search engines. To solve this, the content is unified under a single, more complete page: /seasonal-offers. 301 redirects are applied from the old URLs to the new one, preserving the authority of the old pages and consolidating traffic on a single, better optimised page.

Why 301 Redirects are essential

301 redirects are an indispensable tool in the armoury of any SEO strategy. They help maintain link authority, ensure an optimal user experience and preserve search engine visibility after changes in URL structure, site migrations or content consolidation. However, their incorrect implementation can lead to problems such as chain redirects or loss of traffic.

It is crucial to configure them properly in order to maximise their benefits and avoid errors that can damage your positioning.

Need help setting up redirects on your website? Contact our SEO experts at Marketzilla to ensure a smooth transition and maximise your results.

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301 Redirect: A complete guide on how it works

​What is a 301 Redirect?

Why are 301 redirects important for SEO?

Impact on page ranking and page authority

Preservation of link juice

Avoiding duplicate content and improving the user experience

When should you use a 301 Redirect?

Difference between 301 and 302 redirection

Redirect 302: Temporary

How to choose the right redirection for each case

1. Is the change permanent or temporary?

2. Impact on SEO

3. User experience

4. Testing tools

Practical example

How to set up a 301 Redirect

301 .htaccess redirects method (on Apache servers):

Step-by-step instructions for setting up redirects:

Access to the archive .htaccess:

Add the redirection rule:

3. Full domain redirection

4. Save changes and test:

Advantages of the .htaccess method:

301 redirect configuration in NGINX

Basic configuration in the configuration file:

Access to the NGINX configuration file:

Add the redirection rule:

3. Redirection of an entire domain:

4. Restart NGINX:

5. Test the redirection:

Advantages of the NGINX method:

Using WordPress Plugins

How to manage redirects easily using plugins:

Installation of the "Redirection" plugin:

Setting up a redirection:

Monitoring and adjustments:

Advantages of the plugin approach:

The best tools to effectively manage redirects

Screaming Frog

Semrush

Google Search Console

Impact of 301 Redirects on SEO

How redirects affect ranking

1. Transfer of link authority (link equity):

Possible problems with 301 redirects

1. Chained redirects

Problems caused by chain redirects:

Would you like one of our SEO Analysts to audit your website?

2. Erroneous redirects and their impact

3. Include a URL that has been redirected in the sitemap

Practical examples of well-implemented redirects

Practical examples of well-implemented redirects

Example 1: Migration of a complete site to a new URL

Example 2: Consolidation of similar pages under stronger content

Why 301 Redirects are essential

SEO Blog

Don't let the competition make you losenot one more customer

What is a 301 Redirect?

Don't let the competition make you lose
not one more customer