RRedirects (301/302)

Redirects are server-level instructions that automatically send visitors and search engines from one URL to another. The two most common types are 301 (permanent) and 302 (temporary) redirects. When someone requests the old URL, the server responds with a redirect status code telling browsers and search engines to go to the new URL instead.

For your business, redirects matter because they protect your search engine rankings and user experience. If you restructure your website, rebrand, or move content, redirects ensure visitors don't hit dead ends. Without them, broken links mean lost traffic, poor user experience, and wasted SEO authority you've built up over time. Search engines treat 301 and 302 redirects differently: a 301 transfers ranking power to the new URL permanently, while a 302 signals the change is temporary and doesn't pass full SEO value forward.

The technical difference is crucial. Use 301 redirects when pages permanently move—merging old content, changing domain structure, or retiring outdated pages. Use 302 redirects only when you expect to restore the original URL later, such as during temporary site maintenance. Most redirect situations call for 301s. Misusing 302s can dilute your SEO efforts and confuse search engines about which version to rank.

Implementing redirects requires access to your server configuration, usually through .htaccess files (Apache), server settings (Nginx), or your CMS. Chains of multiple redirects slow page load and complicate tracking, so avoid redirecting A to B to C. Instead, redirect directly from A to C. Monitoring redirect chains and broken links should be part of your ongoing website maintenance.