Short answer: A 301 redirect tells browsers and Google that a page has moved for good to a new address. Google uses a permanent redirect as a signal that the new page should be canonical, so it shows the new address in results. A temporary redirect, such as a 302, keeps the old page in results.
Permanent and temporary redirects
| Redirect | Type | What Google shows |
|---|---|---|
| HTTP 301 (moved permanently) | Permanent | The new address |
| HTTP 308 (moved permanently) | Permanent | The new address |
| Meta refresh after 0 seconds | Permanent | The new address |
| HTTP 302 (found) | Temporary | The old address |
| HTTP 307 (temporary redirect) | Temporary | The old address |
| Meta refresh after a delay | Temporary | The old address |
Visitors can’t tell these apart. Google reads them differently: with a temporary redirect, it follows the link but doesn’t treat the new page as the canonical one.
From Google Search Central, “Redirects and Google Search”, read November 2, 2026.
When to use a 301
Use one when you move your site to a new domain, or merge two sites and want old links to land on the right pages. It also fits when you remove a page and want to send people to a new one.
It also helps when people reach the same page through several addresses, such as https://example.com/home and https://www.example.com. Pick one as your canonical address and redirect the others to it.
For a short break, such as a service that is unavailable for a while, Google suggests a temporary redirect instead. The original address then keeps its place in search results.
How to set one up
Google recommends a permanent server-side redirect whenever possible: a rule in your server settings, such as the .htaccess file on Apache, or a header sent with PHP. Platforms like Blogger and Shopify may already have their own redirect tools.
If your platform can’t redirect on the server, an instant meta refresh counts as permanent and a delayed one as temporary. Use a JavaScript redirect only if neither is possible: Google runs JavaScript after crawling, and if rendering fails, it never sees the redirect.
After a redirect, Google keeps both addresses. The old one becomes an alternate name and can still show up now and then, especially after a domain move.
How to move a page with a 301
- List the old addresses that still get visits or links from other sites.
- Pick the new page that best matches each old one.
- Check whether your platform has a redirect tool before you edit server files.
- Set up a permanent server-side redirect, 301 or 308, from each old address.
- Use a 302 or 307 only when the old page will come back.
- Open each old address in a browser and check it lands on the new page.
- Update your own links and your sitemap so they point straight to the new addresses.
Our guide to getting your website on Google covers how to ask Google to read your new pages.
What our own redirects do
When we rebuilt our site in October 2026, we read 219 of the old site’s addresses from the Internet Archive and mapped 218 of them to new pages. Old service pages point to the main page of that service, and old blog posts to the main Spanish page that covers their topic.
At 11:28 PM on November 2 we tested 10 of those addresses as a visitor. All 10 answered 301 and landed on a page that answers 200.
Before you switch on a redirect
- The move is permanent, so the code is 301 or 308.
- Each old address points to the closest new page.
- The redirect runs on the server, not in JavaScript.
- The new page answers 200.
- Your menus, links and sitemap use the new address.
- A temporary change uses 302 or 307 instead.
RememberUse a 301 when a page moves for good and set it up on the server. Send each old address to its closest new page, and keep 302 for short breaks.
If you want us to plan the redirects for a new site, see our technical SEO service.
Quick answers about 301 redirects
What is the difference between a 301 and a 302 redirect?
A 301 is permanent: Google uses it as a signal that the new page should be canonical and shows the new address in results. A 302 is temporary: Google follows it but keeps showing the old page.
Does a 301 redirect pass SEO value to the new page?
MDN says search engines that receive a 301 attribute links to the original URL to the redirected resource, passing the ranking to the new URL.
Should I use a 301 or a 308?
Both mean the page moved for good, and Google treats both as permanent. MDN notes that after a 301 a browser may change a form submission from POST to GET, while after a 308 changing the method is prohibited.
Can I redirect with JavaScript?
Only if you can’t use a server-side or meta refresh redirect. Google runs JavaScript after crawling, but rendering can fail, so it might never see a JavaScript redirect.
Why does Google still show my old address?
After a redirect Google keeps both addresses: one becomes the canonical and the other an alternate name. After a move to a new domain, the old addresses can show up now and then, and Google says they fade away without you doing anything.
Sources
Read on November 2, 2026. Google Search Central: Redirects and Google Search. MDN Web Docs: 301 Moved Permanently. Our own case: our redirect map and a sample of its addresses, on November 2, 2026.