“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 web site rebrands and restructures to protect visitors and exterior backlinks.
Regardless of their significance, 301s redirects 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 stated a 301 redirect reduces a small quantity of hyperlink fairness.
Then, in 2016, Moz revealed a case research addressing how a lot is misplaced. Per the research, a 301 redirect causes a 15% drop in natural visitors. A series of redirects — web page A redirects to web page B which redirects to web page C — produces a 15% discount for every one.
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 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 visitors.
Furthermore, there was no proof of restoration months afterward.
In 2022, Google’s John Mueller roughly confirmed that 301 redirects can scale back hyperlink fairness, stating it’s finest to replace hyperlinks somewhat than redirect them.
Google’s John Mueller implied in 2022 that 301 redirects can scale back hyperlink fairness, stating it’s a superb observe to replace hyperlinks somewhat than redirect them.
1:1 Replacements
Mueller tweeted in 2017 that redirects needs to be used for “1:1 substitute URLs” — presumably redesigns and rebrands. A 301 redirect to an unrelated web page might end in Google passing no hyperlink fairness, similar to a standing code “404,” signaling the web page not exists.
Mueller tweeted in 2017 that redirects needs to be used for “1:1 substitute 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 “Offered out” and embody a hyperlink on that web page for the brand new merchandise. Sure, it’s an additional step for buyers, however it prevents confusion from touchdown on an surprising web page. And it preserves at the least 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 optimization.
- Keep away from URL modifications if attainable. I’ve by no means seen a redirected web page solely retain its unique rating.
- Keep away from 301s for inner hyperlinks. When altering a web site’s area title 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 it’s essential 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 may allow Google to know each pages are equivalent and go hyperlink fairness via the redirect. Likewise, for a brand new area title, replace the content material of the previous web site to match the brand new one. Let Google crawl the previous web site earlier than redirecting it. Assist Google perceive the redirects are for precise replacements.
- Beware of buying a web site for the backlinks. Suppose twice earlier than shopping for a web site to redirect its hyperlink fairness. The redirects is not going to seemingly work except the pages are almost equivalent.
Implementing 301s
Organising a 301 redirect is deceptively straightforward. Plugins for WordPress and apps for Shopify seem to do the job with no developer. However these shortcuts aren’t failsafe.
Inadvertently omitting hyperlinks — inner or exterior — could cause severe rating drops. By no means implement 301s with no complete technique involving content material updates, maps of previous and new URLs, and thorough checking afterward.