Dos and Don’ts for 301 Redirects

“301” is an HTTP standing code for a everlasting redirect from one URL to a different. 301 redirects sometimes point out a web page has been moved, deleted, or up to date — sending guests and search bots to the brand new URL.

301 redirects are important for website rebrands and restructures to protect site visitors and exterior backlinks.

Regardless of their recognition, 301s can do extra hurt than good if improperly executed.

Hyperlink Fairness

Google’s founding premise for natural rankings was primarily based on the quantity and high quality of hyperlinks to a web page — i.e., hyperlink fairness. However what occurs to rankings when the web page is 301-redirected to a different?

Ten years in the past, Google’s Matt Cutts said a 301 redirect reduces a small quantity of hyperlink fairness.

Then, in 2016, Moz printed a case research addressing how a lot is misplaced. Per the research, a 301 redirect causes a 15% drop in natural site visitors. A series of redirects — web page A redirects to web page B which redirects to web page C — produces a 15% discount for each.

The research redirected a web page from /barstool.html to /bar-tool.html to /29-inch-bar-stool.html. The end result was a constant lack of natural site visitors.

Moz’s research redirected a web page from /barstool.html to /bar-tool.html to /29-inch-bar-stool.html. The end result was a constant lack of natural site visitors.

Furthermore, there was no proof of restoration months afterward.

In 2022, Google’s John Mueller kind of confirmed that 301 redirects can cut back hyperlink fairness, stating it’s greatest to replace hyperlinks reasonably than redirect them.

Google’s John Mueller implied in 2022 that 301 redirects can cut back hyperlink fairness, stating it’s a very good apply to replace hyperlinks reasonably than redirect them.

1:1 Replacements

Mueller tweeted in 2017 that redirects needs to be used for “1:1 alternative URLs” — presumably redesigns and rebrands. A 301 redirect to an unrelated web page may end in Google passing no hyperlink fairness, akin to a standing code “404,” signaling the web page not exists.

Mueller tweeted in 2017 that redirects needs to be used for “1:1 alternative URLs.”

Therefore, don’t redirect the web page of an expired product even when the brand new product is analogous. Let the expired product web page say “Bought out” and embrace a hyperlink on that web page for the brand new merchandise. Sure, it’s an additional step for customers, however it prevents confusion from touchdown on an surprising web page. And it preserves no less than a little bit of hyperlink fairness.

Dos and Don’ts

Right here’s how I’ve come to make use of 301 redirects after a decade of search engine optimisation.

• Keep away from URL modifications if attainable. I’ve by no means seen a redirected web page totally retain its authentic rating.

• Keep away from 301s for inner hyperlinks. When altering a website’s area identify or construction, change all inner hyperlinks to the brand new URLs. By no means redirect them.

• Replace a web page earlier than redirecting it. If you’ll want to redirect a web page, replace its content material to match the brand new web page and let Google index the unique URL. Then, redirect it. That can allow Google to know each pages are equivalent and cross hyperlink fairness by way of the redirect. Likewise, for a brand new area identify, replace the content material of the outdated website to match the brand new one. Let Google crawl the outdated website earlier than redirecting it. Assist Google perceive the redirects are for precise replacements.

• Beware of buying a website for the backlinks. Assume twice earlier than shopping for a website to redirect its hyperlink fairness. The redirects won’t possible work until the pages are practically equivalent.

Implementing 301s

Establishing a 301 redirect is deceptively simple. Plugins for WordPress and apps for Shopify seem to do the job with out a developer. However these shortcuts should not failsafe.

Inadvertently omitting hyperlinks — inner or exterior — may cause critical rating drops. By no means implement 301s with out a comprehensive strategy involving content material updates, maps of outdated and new URLs, and thorough checking afterward.