What Is a 301 Redirect? What to Do Every Time You Change a URL (and How It Differs From a 302)

Key Takeaways: When a URL Changes, Send the Old One to the New One With a 301

"We redesigned the site and organic traffic fell off a cliff." When I hear that, missing redirects are the first thing I check. Based on Google's documentation, here's what beginners need to know.

1. A redirect automatically sends anyone who visits an old URL to the new one — It works like mail forwarding after a move. Without it, the old URL returns "page not found" (a 404) and gradually drops out of Google's results
2. A 301 says "we've moved"; a 302 says "over here for now" — Google treats 301 and 308 as permanent and shows the new URL in results. It treats 302 and 307 as temporary and keeps showing the original URL. If the change is permanent, use a 301
3. Set redirects up on the server — Google says server-side redirects are the most reliable. Page-level refreshes and JavaScript redirects are fallbacks for when server-side isn't possible
4. Keep redirects in place for a long time — Google's site-move guide recommends keeping them as long as possible, generally at least a year. Expect rankings to fluctuate temporarily during a move

Let's cover what a redirect is, 301 vs 302, how to set one up, a URL-change checklist, and the mistakes I see most.

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1. What Is a Redirect?

A redirect automatically forwards anyone (or any program) requesting one URL to a different URL.

Say you move an article from https://example.com/blog/moving-costs to https://example.com/guides/moving-costs. With a redirect in place, anyone opening the old URL lands on the new page, usually without noticing.

What happens if you skip it?

Change a URL without a redirect and the old address returns "page not found." Technically, the server sends a 404 status code. A status code is the number a server attaches to every response: 200 means success, 404 means not found.

The problem is that you're not the only one who knows the old address.

• Google — It has the old URL in its results. Google says that when a previously indexed URL returns a 404, the URL is removed from the index (the database results come from)
• Other websites — They link to the old URL
• Your readers — They've bookmarked it or shared it on social media

A redirect forwards all of them to the new address. That's your change-of-address notice.

References: How HTTP status codes, and network and DNS errors affect Google Search - Google Search Central

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2. 301 vs 302: "We've Moved" or "Over Here for Now"

Redirects come in types, identified by their status codes. This is where beginners get tangled, so here's the cheat sheet.

Google's documentation says 301 and 308 mean a page has permanently moved to a new location, and recommends permanent redirects when you don't plan to revert.

With a 302 or 307, Google follows the redirect but keeps showing the source page in search results.

An analogy: forwarding your mail vs a "back in 10 minutes" sign

A 301 is mail forwarding after you've moved for good. "We're not coming back. Send everything here." Google updates the address it shows.

A 302 is a sign on the door: "Closed for maintenance, please use the side entrance." Google's own example is a service that's temporarily unavailable, with users sent to an explanation page. The original address still stands, so results keep showing it.

Why getting it wrong matters

Use a 302 for a permanent move and Google reads it as "this will revert," so it may keep the old URL in results. Google does say a target can still be indexed if other signals point to it, but a 301 states your intent clearly.

What struck me comparing Google's pages is how much it wants each code used for what it means. Its status code documentation recommends using the right code partly so that other clients, not just Google, benefit.

References: Redirects and Google Search - Google Search Central How HTTP status codes, and network and DNS errors affect Google Search - Google Search Central

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3. How to Set Up a Redirect: Which Method to Use

There are several ways to redirect. Google ranks them roughly by how reliably it can interpret them.

JavaScript sits near the bottom because Google may fail to render the page, in which case it never sees the redirect.

Where do you actually set it up?

It depends on how your site is built.

• WordPress or another CMS — Most people use a redirect plugin or a built-in setting where you enter the old URL and the new URL
• Apache hosting — Add a line to your .htaccess file, such as Redirect 301 /blog/moving-costs https://example.com/guides/moving-costs
• Hosted platforms — Shopify, Squarespace and similar platforms usually have a URL redirect screen in the admin

Whatever you use, confirm the response is actually a 301. Many plugins and settings screens let you pick 301 or 302, so double-check which one is selected.

References: Redirects and Google Search - Google Search Central

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4. A Checklist for Changing URLs

With the basics down, here's what to do when you actually change URLs. I've reorganized Google's "Site moves with URL changes" guide for beginners.

1. Map old URLs to new URLs — Google calls this mapping critical. A spreadsheet with "old URL" and "new URL" columns is enough
2. Redirect each old URL to its matching new URL with a 301 — Page to page, matching content to content
3. Redirect straight to the final destination — Don't chain A → B → C. Send A directly to C
4. Give each new page a self-referencing canonical — The canonical tag tells Google "this page is the main version"
5. Update your internal links — If menus and articles still point to old URLs, every click triggers a redirect
6. Submit the new sitemap in Search Console — A sitemap lists your pages for Google
7. Moving to a new domain? Use the Change of Address tool — It's in Search Console and is only for domain or subdomain changes. Don't use it for HTTP-to-HTTPS, www changes, or path changes within the same domain
8. Keep redirects for at least a year — Google recommends as long as possible, generally at least a year

For the full domain move process, see A Domain Migration and URL Change Checklist. For mistakes that hit whole redesigns, see 5 Website Redesign Mistakes That Wipe Out Search Traffic.

How long until things settle?

Google says rankings may fluctuate temporarily during a move. For small to medium sites, it says most pages typically move within a few weeks, and larger sites take longer.

So don't panic and start changing settings the week after launch. "Why Do Search Rankings Change Every Day?" explains normal day-to-day movement.

For sitemaps in depth, see "XML Sitemap Strategy 2026." For internal linking, see "Topic Clusters & Internal Linking Strategy."

References: Site moves with URL changes - Google Search Central Change of Address tool - Search Console Help

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5. Common Misconceptions and Mistakes

Redirect mistakes are sneaky because nothing looks broken right after launch. Here are the usual ones.

Mistake 1: Redirecting every old URL to the homepage

Building a URL map feels tedious, so everything goes to the homepage. Google explicitly says to avoid redirecting many old URLs to one irrelevant destination such as the new homepage. It confuses visitors and may be treated as a soft 404, meaning Google sees it as "not found" anyway.

Mistake 2: Using a 302 for a permanent move

The settings screen was left on 302. With a 302, Google keeps showing the original URL in results. Switch permanent moves to 301.

Mistake 3: Redirect chains

Redesign after redesign, redirects pile up: A → B → C → D. Googlebot can follow up to 10 hops in a chain, but Google's site-move guide recommends fewer than 5, ideally 3 or fewer. Point old redirects straight at the final URL.

Misconception 1: "Once Google picks up the new URLs, I can remove the redirects"

Too early. Other sites' links and readers' bookmarks still point to the old URLs. Google recommends at least a year and, from a user's perspective, suggests considering keeping redirects indefinitely.

Misconception 2: "Redesign and domain change at once saves time"

Google's site-move guide recommends making one major change at a time. Change the design, URLs and domain all at once and you won't know which change caused a problem.

One more launch check: make sure no staging noindex rules or robots.txt blocks came along for the ride. "Why Isn't My Page on Google?" covers that in detail.

References: Site moves with URL changes - Google Search Central How HTTP status codes, and network and DNS errors affect Google Search - Google Search Central

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6. How to Check Your Own Site

Here's how to confirm your redirects work.

1. Open an old URL in your browser — If you land on the new URL, the redirect works
2. Confirm the status code is 301 — In Chrome, right-click → Inspect → Network tab, then load the old URL to see the status code. Free redirect checker tools work too
3. Check Search Console's Page indexing report — "Page with redirect" means the redirecting URL itself isn't indexed, which is normal if the destination is. "Redirect error" flags problems such as chains that are too long or redirect loops

If Search Console is new to you, start with "Your First Hour in Google Search Console."

Tracking your key keywords before and after a move helps you spot trouble early. I recommend starting at least a few weeks before the move. Without a baseline, you can't tell normal ups and downs from migration damage. LinkSurge's rank tracker records rankings for the keywords you register automatically every day.

References: Page indexing report - Search Console Help

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Quick Check

Q1: Which redirect should you use when an article's URL changes permanently?

Answer: A 301 (or 308). Google treats the target of a permanent redirect as the canonical and shows the new URL in results.

Q2: With a 302 redirect, which URL is Google more likely to show in results?

Answer: The original (source) URL. A 302 is temporary, so Google keeps showing the source page.

Q3: After a site move, when can you remove the old redirects?

Answer: Google recommends keeping them as long as possible, generally at least a year. For links and bookmarks, keeping them indefinitely is the safe choice.

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Frequently Asked Questions

Will a 301 redirect hurt my rankings?

Google says rankings may fluctuate temporarily during a site move, and that most pages on small to medium sites move within a few weeks. If each old URL redirects to a matching new page, the standard approach is to wait for things to settle.

What's the difference between 301 and 308, or 302 and 307?

Google treats 308 like 301 (permanent) and 307 like 302 (temporary). If in doubt, use 301 for permanent changes and 302 for temporary ones.

Should I redirect every page I delete?

Redirect it with a 301 if a new page covers the same content. Don't bulk-redirect deleted pages to unrelated pages or the homepage. If a page is truly gone with no replacement, returning a 404 is the natural choice.

Do I need the Change of Address tool when switching from HTTP to HTTPS?

No. Search Console's Change of Address tool is for moving to a new domain or subdomain. For HTTP to HTTPS, www changes, or URL changes within the same domain, 301 redirects are enough.

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Conclusion: Start With a URL Map and a Baseline

Before you change any URLs, build a map of old URLs to new ones. Then redirect page by page with 301s, update internal links and your sitemap, and leave the redirects in place for at least a year.

After the move, check Search Console for errors and watch rankings for a few weeks. Resisting the urge to keep tweaking settings is the slow-looking path that's actually fastest.

This wraps up the first round of the beginner series. The previous article is "Rankings, Impressions, and Clicks Are Not the Same Thing," and a closely related one is "Why Isn't My Page on Google?." Stuck on a term? Try the "SEO Glossary for Beginners." The full reading order lives in the "SEO, GEO and AIO for Beginners: A Reading Order From Zero."

LinkSurge's rank tracker records your key keyword rankings daily, before and after a URL change or site move.