SEO Terms: 301 Redirects and 302 Redirects
Have you ever heard of 301 and 302 redirects? What are the differences between them? How can you best use them for SEO purposes?
Redirects are rules used to redirect users and search engines from one URL (web address) to another. When a page changes its URL, is deleted, or is moved, redirects help maintain a smooth user experience by preventing errors such as the infamous 404 Not Found. The two most common types of redirects are 301 and 302, and both are essential for properly managing changes within a website.
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What are 301 and 302 redirects?
When content on our website is no longer available, users will be directed to a page where the content has been removed , and a 404 error code will be displayed . You’ve probably come across this yourself at some point.
A 404 error should be avoided because, in addition to creating a sense of distrust and confusion among visitors to our site, it signals to search engines that a particular piece of content is missing; as a result, the search engine will remove that content from its index.
301 Redirect: Permanent Redirect
A 301 redirect indicates that a page has been permanently moved to a new address. This type of redirect directs users and search engines directly to the new URL, while also transferring the SEO value accumulated by the old page. Over time, Google and other search engines index the new URL and remove the old one from search results.
302 Redirect: Temporary Redirect
A 302 redirect is a type of redirect that indicates the URL change is temporary. In this case, the search engine continues to index the old page, since the redirect is viewed as a temporary solution. This type of redirect is useful when performing maintenance on the site or when you want to test changes without permanently altering the URL.
When to use 301 and 302 redirects
When content on a website is removed or moved, it is essential to redirect users to another piece of content using a redirect.
One key point to keep in mind, however (given that users won’t notice the difference regardless of the type of redirect you choose) , is to select the correct status code to avoid causing ranking issues—which, incidentally , may go unnoticed for a long time.
When is a 301 redirect appropriate?
- Whena page's URL is permanentlychanged
- When you plan to change your domain name
- When a page on your website needs to be deleted
- When you decide to switch from http to https
- When your website's URL structure needs to be changed
- When a broken URL is present
- When a product in your e-commerce store is discontinued (although removing it isn't always the best solution in this case)
Essentially, a 301 redirect is essential when a web page receives traffic because it has been indexed by search engines and various referral sources but must, for some reason, be removed.
When is a 302 redirect appropriate?
A 302 redirect is a temporary redirect used when you want to temporarily redirect users from one page to another without permanently changing the original URL. This type of redirect is useful when you know the original page will be active again in the future. Here are some common situations where a 302 redirect is appropriate:
- Single-page A/B testing: When you run an A/B split test to compare two versions of a page and see which one performs better, you can use a 302 redirect to route some of the traffic to a test page. Once the test is complete, you can redirect all traffic back to the original page or the new version, depending on the test results.
- Website maintenance: During maintenance work on the website, it may be helpful to temporarily redirect users to another page or a dedicated version of the site. In this case, a 302 redirect ensures that search engines continue to index the original URL, since the change is only temporary.
- Limited-time promotions: If you’re running a special promotion or a temporary campaign, you can use a 302 redirect to send users to a dedicated page. Once the promotion ends, the redirect can be removed, allowing users to return to the original page.
- Testing design or content changes: If you’re testing changes to a page—such as a new layout or content—but don’t want to make the change permanent right away, you can use a 302 redirect. This allows you to monitor the impact of the changes without compromising the SEO value of the original page.
The Effects of 301 and 302 Redirects on SEO
301 and 302 redirects affect SEO in different ways due to their different nature: a 301 redirect is permanent, while a 302 redirect is temporary.
Effects of a 301 redirect on SEO
A 301 redirect transfers most of the SEO value from the old URL to the new one. When you set up a 301 redirect, Google and other search engines remove the old URL from their index and begin indexing the new URL as a permanent replacement. This means that, over time, the new page inherits the rankings and value of the old one.
Specific effects of a 301 redirect
- Link equity transfer: A 301 redirect allows you to transfer almost all of the value of backlinks (external links pointing to the old URL) to the new URL. This is essential for maintaining the page’s ranking in search results.
- Preserving organic traffic: Since SEO value is transferred to the new URL, organic traffic that was previously directed to the old page will gradually be redirected to the new one, reducing the risk of losing search rankings.
- Temporary impact on rankings: During the transition, you may notice a temporary drop in rankings, as search engines take some time to update their index and transfer SEO value to the new page.
Effects of a 302 redirect on SEO
A 302 redirect, on the other hand, does not pass SEO value to the new URL because it signals to search engines that it is a temporary redirect. As a result, the old page remains indexed and retains its ranking, while the new URL is considered only a temporary solution.
Specific effects of a 302 redirect:
- Preserving the original page's ranking: Since a 302 redirect indicates that the redirect is temporary, the search engine does not transfer the ranking to the new URL. The original page remains indexed and retains its SEO value.
- No link equity transfer: Backlinks pointing to the old page do not transfer value to the new URL, as the search engine assumes that the old page will become active again.
- Safe to use for temporary tests: A 302 redirect is ideal for A/B testing, maintenance, or limited-time promotions, as it allows you to redirect users without affecting the original page’s search ranking.
