A redirect automatically sends visitors (and search engines) from one URL to another.
A 301 indicates a permanent move; a 302 indicates a temporary one. Google treats them differently when selecting a canonical URL, not as a simple percentage of ranking credit passed.
The gist: A forwarding address for a web page.
When you need one
- Moved a page. You renamed or relocated a URL.
- Merged pages. Two similar pages became one.
- Site changes. You switched to https or a new domain.
Do it right
- Use 301 for permanent moves. It signals that the destination is the new permanent location.
- Match the target. Send people to the closest page, not the homepage.
- Avoid chains. A redirect pointing to another redirect wastes crawl and speed.
Frequently asked questions
What is the difference between a 301 and 302?
A 301 signals a permanent move and a 302 a temporary move. Choose the status that matches the intended move rather than assuming a fixed amount of ranking credit.
Do redirects hurt SEO?
A relevant redirect helps users and search engines reach the replacement page, but rankings can change after a move. Problems come from long redirect chains or pointing everything at the homepage instead of the closest page.
When should I use a redirect?
When you move or rename a URL, merge two pages, or switch to https or a new domain, so users and Google reach the right place.
Further reading: Google redirect guidance.