What is a 301 redirect?
A 301 redirect is a permanent link which forwards from one URL to another. Also known simply as a “301” or an “http 301,” these redirects are typically set up when the old URL is no longer active. They can be used for website pages or (blog) posts, and once they’re put in place, the redirect takes place automatically. A message is displayed to the visitor that the page they are trying to reach has been moved to a new location, and the new page is displayed.
When a public web page is deleted without setting up a 301 redirect, a visitor attempting to access the page will receive a 404 page not found error message. Not only is such a result off-putting to a visitor, a 404 page not found error hurts the authority of a website.
When would you utilize a 301 redirect?
Some cases when a 301 redirect may be used are detail pages for services that you no longer offer, or bio pages for past employees. Other situations where a 301 redirect may be appropriate are listed in this post.
It’s good practice to set up a permanent redirect whenever deleting a page, because the URL may have been bookmarked by a visitor, embedded in a blog post or article, or linked to from another website or other content.
There are various WordPress plugins that can be used to set up permanent redirects. We highlighted the redirection plugin in a prior blog article (see this post).
Why are 301 redirects necessary (and who benefits)?
Basically, it’s poor housekeeping to delete URLs without caring for content that links to them. Two important audiences are affected by this lack of action: First, website visitors. These prospective clients, partners or customers engaging with your website content find their momentum derailed when seeking to explore further through an apparent link. The redirect has the capability to tell users that the page they are trying to reach has been permanently moved — and also escort the user to the new page.
Second, search engines. Deleting pages without providing redirects causes broken links and loss of valuable backlinks. Both of these factors negatively impact your site’s domain authority and rankings in search results.
How do you set up 301 redirects?
Several WordPress plugins provide the advanced SEO functionality to enable redirects. A highly rated plugin, the All in One SEO (AIOSEO) includes the “redirection manager” within the Pro version. We’ve included a link to their expert step-by-step guide below.
The Redirection plugin is a free plugin that offers similar capability; we explored it in some detail in a prior post.
If you’re a reader of our blog, you know that we stress the importance of processes and structures to streamline your marketing efforts. It’s a good practice to periodically review your website content to identify broken links as well as content that is no longer relevant. As your site grows over time, managing your body of website content can become complex.
Thank you for this post-I guess. I had no idea that I needed to do the 301 redirecting, but it makes sense to not want people who go to your web page to see ‘page not found’. I guess if you have a website person he or she would know this kind of stuff. But I have my hands full running my business. Could you look at my website and help me if I have any places that need a redirect?
Dennis, I understand it can be upsetting to learn about the negative impacts of 301 errors. Maintaining a website (not to mention online profiles like Google My Business and other social networks) is a ton of work. There are always updates to plugins and maintenance items requiring action. I have emailed you directly about your website, and would be happy to set up a call to discuss.
Very helpful post – as usual. Thank you for the straightforward information and explanations about 301’s. I had heard the term but didn’t really understand what it was or why it is important. Now I do.
Keep your blog posts coming.
Thanks for your comment, Cristina. You are in good company being vaguely familiar with a term, yet not really grasping its full meaning or scope. Many business owners manage their sites on their own, and really value educational posts like this one.