What is a 301 Redirect?

A 301 redirect is a type of HTTP status code that indicates a permanent redirection of a web page or URL to a new location. When a web server sends a 301 status code, it tells search engines and web browsers that the requested URL has been permanently moved to a different address.

Why are 301 redirects used?

A 301 redirect is commonly used for various purposes, including:

  1. Website restructuring: When you change your website’s structure or move pages to different URLs, you can use 301 redirects to ensure visitors and search engines are directed to the new locations.
  2. Domain changes: If you change your website’s domain name or migrate to a new domain, 301 redirects help preserve search engine rankings and ensure users can still access your content.
  3. Correcting typos and outdated URLs: You can use 301 redirects to fix broken or outdated links by redirecting them to the correct and up-to-date URLs.
  4. Canonicalization: To consolidate SEO value and prevent duplicate content issues, you can use 301 redirects to designate the preferred version of a URL (e.g., redirecting from “http://example.com” to the secure version “https://example.com“).

A 301 redirect is considered a best practice for implementing permanent URL changes because it informs both users and search engines that the change is permanent, and they should update their records accordingly.

It helps maintain the SEO ranking of the old page by passing the page’s authority and relevance to the new destination URL.

How do you set up a 301 redirect?

To set up a 301 redirect, you typically need access to your web server’s configuration files or a content management system (CMS) that allows you to manage redirects.

Here’s how to set a redirect up using two of the most popular eCommerce platforms, Shopify and WordPress:


To set up a 301 redirect on Shopify, you can use the built-in redirection module.

Log in to your Shopify admin area, then head to Online Store > Navigation and locate the ‘View URL Redirects’ button:

Shopify 301 redirects button

Then click the ‘Create URL redirect’ button in the top corner:

create 301 redirect shopify

And finally, add the old url you want to create the 301 redirect from, and the new url it should point to.

301 redirect url Shopify

Then click Save to finalize the redirect.



The easiest way to set up a 301 redirect within WordPress is by using an SEO plugin like RankMath.

To set up a redirect with RankMath, follow these steps:

  1. Install the RankMath plugin
  2. Navigate to the Redirections menu
  3. Enter the URL you want to redirect from
  4. Enter the URL you want to redirect to
  5. Ensure the redirect is set as a 301 redirect
  6. Save

Your page should now redirect successfully.

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