Transcript: This video covers everything you need to understand about 301 redirects: their definition, functionality, and the appropriate use cases.A 301 redirect informs search engines of a permanent content relocation and reroutes users to the new URL. I’ll illustrate this with a scenario. Have you ever clicked on a link and ended up on a 404 error page? It’s quite irritating, isn’t it? Imagine a company with the URL WXYZ.com decides to drop the W and rebrand to XYZ.com.Without a redirect, if someone searches Google and the old URL appears, they’ll receive a “404 Error” message, which doesn’t enhance the company’s image. It also detracts from user experience.This scenario also applies if another website links to the old URL within their content.A 301 redirect prevents such errors by directing traffic from the old URL, WXYZ.com, to the new URL, XYZ.com.301 redirects are also beneficial for resolving broken links, where a sought-after page is no longer available or has been moved. Instead of a 404 error, users can be redirected to a new page, improving user experience or UX.Enhanced user experience also offers SEO benefits. Google acknowledges the value of UX and allows link equity to pass to the final URL, as retaining the old one would be impractical.When executed properly, 301 redirects can maintain rankings for pages that have been redirected to new URLs. Links carry something known as link equity, or ‘link juice,’ which is the value passed from one site to another. For instance, if a reputable medical journal links to your site after a blog post about a medical breakthrough, they pass on some of their link equity to you.A 301 redirect transfers the link juice from the old page to the new one.This enhances your Google ranking by improving the perception of your site.By preserving the link equity of the original URL and informing Google that the new URL is equally valuable, you maintain the site’s credibility.Do all redirects pass on link equity? The answer is no. A 302 redirect, for example, is a temporary redirect that does not transfer link equity. So, unless making a temporary website adjustment, 301 redirects should always be the preferred choice.When to Utilize a 302 Redirect?A 302 redirect should be used when temporarily diverting traffic to another page. For instance, if you’ve redesigned your site and want to direct users to a new page permanently, a 301 redirect is necessary to signal this change to Google. Misusing a 302 redirect where a 301 is required can result in the loss of the original link’s value.The technical aspect involves using your site’s .htaccess file if you’re on an Apache server. An .htaccess file is a plain text file that handles directory configurations and access on Apache servers. Modifying it can be complex, so thorough research and possibly consulting a webmaster are recommended. For WordPress users, there are plugins available to assist with managing 301 redirects. For more insights into digital marketing, subscribe to our YouTube channel and read our blog for expert insights. Stay tuned for more!
