URL redirects are a standard part of website management. They help send users and search engines from one web page to another when a URL changes. Whether you're moving a webpage or running a temporary campaign, using the correct type of redirect is essential.
There are two main types of redirects: 301 and 302. Both serve different purposes and can affect your site's SEO (Search Engine Optimization) and UX (User Experience) in various ways.
Using the wrong type of redirect can confuse search engines, cause ranking drops, or lead to poor user experience. In this blog, we'll explain what 301 and 302 redirects are, their differences, and when to use each one for the best SEO and user results.
What Is a 301 Redirects?
A 301 redirects is used when a webpage has moved to a new URL permanently. It automatically sends visitors and search engines from the old page to the new one, helping maintain SEO rankings and ensuring users find the correct content.
Meaning of "permanent" redirect
The word permanent means you are telling Google and other search engines that the page has moved forever. They should stop indexing the old URL and start indexing the new one instead.
How it works behind the scenes
When a server sees a request for a URL that has a 301 redirect, it sends a signal (HTTP status code 301) telling the browser or search engine to go to a new location. This new URL is shown in the browser.
Common examples of when to use a 301 redirect
- You change your domain name (example.com → newexample.com)
- You remove a page or merge it with another
- You switch from HTTP to HTTPS
- You fix URLs with or without "www."
- You restructure your site or change permalink settings
Impact on SEO: passes link equity (PageRank)
One of the most significant benefits of using a 301 redirect is that it passes most of the SEO value (called link equity or PageRank) from the old URL to the new one. It means your new page can keep ranking well in search results.
What Is a 302 Redirects?
A 302 redirects is used when you want to send visitors and search engines to a different URL temporarily. It tells them that the change is not permanent. It means the original page will come back later, and search engines should keep indexing the old URL.
Meaning of "temporary" redirect
"Temporary" means the original URL will come back later. Search engines should keep the old
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How it works behind the scenes
Just like a 301, a 302 sends a signal to the browser or bot, but this time, it tells them that the move is temporary. So, the original page is still considered the main one.
When to use a 302 redirect
- A product page is temporarily out of stock
- You are running a short-term campaign or promotion
- You are doing A/B testing
- You are updating content but plan to bring the original back
Impact on SEO: does not pass full link equity
Because 302 is temporary, Google doesn't pass full SEO value to the new page. So, if you use a 302 for a page that's moved permanently, you could lose rankings.
Key Differences Between 301 and 302 Redirects
Let's compare the two redirects side by side:
| Feature | 301 Redirect | 302 Redirect |
| Purpose | Permanent move | Temporary move |
| SEO Link Equity | Passed to the new page | Usually not passed |
| Indexed Page | New page gets indexed | Old page remains indexed |
| Status Code | HTTP 301 | HTTP 302 |
| Use Case | Site migration, deleted pages | Temporary testing or changes |
| Search Engine Behavior | Transfers ranking signals | Does not transfer signals (usually) |
SEO Impact (link equity, crawl behavior)
A 301 redirect helps with SEO because it passes link equity and ranking power to the new page. But a 302 redirect tells search engines the move is temporary, so they don't
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User experience and browser handling
Both types of redirects send users to the right page, but 301 shows the new URL in the browser, while 302 may keep showing the old one, depending on the settings.
Indexing and ranking effects
- 301: New page will rank.
- 302: The old page continues to rank, even if users go to the new one.
SEO Impact: Which Redirect Helps Your Rankings?
Search engines look at redirects differently, and choosing the wrong one can hurt your SEO.
Why search engines treat 301s and 302s differently
Search engines like Google treat 301 and 302 redirects differently because each one sends a different message. A 301 redirect tells search engines, "This page has moved permanently." So, they pass most of the SEO value (called link equity) from the old page to the new one. It helps your new page keep its search rankings.
But a 302 redirect means, "This move is only temporary." So, Google keeps the old page indexed and does not transfer much SEO value to the new page. It is okay for short-term changes, but it can hurt rankings if used for a permanent move.
How Google handles each type
Google has gotten smarter and sometimes treats a 302 like a 301 if the redirect stays in place for a long time. However, this is not guaranteed and can take time. That's why using a 301 for permanent changes is still the safest and best option for SEO.
Risks of using the wrong redirect for SEO
- If you use a 302 redirect for a permanent move, Google may not pass link equity.
- Your new page might not get indexed or appropriately ranked.
- It may also confuse search engines and users, leading to lower traffic.
Example use cases with SEO outcomes
- Using a 301 to redirect an old blog post to a new one helps keep your rankings and traffic.
- Using a 302 for a permanent site migration may result in ranking loss and less visibility on Google.
UX Impact: How Redirects Affect User Experience
Redirects also affect how smooth the user journey is.
Page load speed and redirect chains
When a user clicks on a link, they expect the page to load quickly. But if there are too many redirects, it can slow things down. For example, if a page goes from A → B → C instead of directly from A → C, it creates a redirect chain. Each extra step takes time and can make your site feel slow. Even worse, redirect loops—where a user is sent in circles—can make the page never load. Always check and fix these issues to keep your site fast and smooth.
clear navigation and user journey
Redirects should help users, not confuse them. If someone bookmarked a page and you moved it to a new URL, a proper redirect will take them to the correct location without breaking the experience. A 301 redirect is best for this, as it updates the browser and helps users reach the content they're looking for without interruption.
Avoiding confusion with temporary redirects
A 302 redirect doesn't update the browser's address bar. So, even though the user is viewing a new page, the browser still shows the old URL. It can be not very clear—especially if they want to save or share the link. A 301 redirect fixes this by updating the URL, making it clear where the user is.
Mobile and cross-device performance
Some websites use different URLs for mobile and desktop (like m.example.com). If redirects aren't set up correctly, users might land on the wrong version of the site. A good redirect should work smoothly on all devices, keeping the experience consistent for everyone.
When to Use 301 Redirects
A 301 redirect is the best choice when you want to send users and search engines to a new page permanently. This type of redirect passes most of the SEO value from the old page to the new one. It helps you keep your rankings, backlinks, and search traffic. Let's look at when to use it:
Moving a page or website permanently
If you are changing your website domain (like from example.com to newexample.com), use a 301 redirect. It tells search engines the move is final and helps you keep your search engine rankings and traffic.
Changing URLs during a website redesign
Sometimes, during a redesign, your page URLs might change. For example, a blog post URL may go from /blog/SEO-tips to /seo/SEO-tips. A 301 redirect ensures that users and Google go to the new URL and do not see a "404 Not Found" error.
Fixing broken URLs or setting canonical versions
Old or broken links hurt user experience and SEO. You can use a 301 redirect to send traffic from outdated or incorrect URLs to the correct version. It also helps fix duplicate content by pointing similar pages to one main (canonical) page.
Consolidating similar or low-quality pages
If you have multiple pages targeting the same keyword or topic, combine them into one high-quality page. Then, use 301 redirects from the old pages to the new ones. It helps improve your rankings by focusing all your SEO power on a single, stronger page.
When to Use 302 Redirects
A 302 redirects should only be used when the change is temporary. It tells search engines not to pass full SEO value to the new page and to keep the original URL in their index. It is useful when you know the original page will return soon. Using a 302 in the right situation helps you keep SEO rankings for the original page and avoid confusion for search engines and users.
A/B testing or page experiments
If you're testing two versions of a landing page to see which performs better (A/B testing), a 302 redirect is perfect. It allows you to temporarily send users to a test page while keeping the original URL indexed. Once testing is done, you can go back to the main page without losing SEO value.
Temporary promotional pages or maintenance
When a product or service page is down for a short time—for example, during updates or limited-time sales—you can use a 302 redirect to send visitors to another relevant page. It keeps the user experience smooth without telling search engines to treat the change as permanent.
Redirecting users by device or location
Some websites serve different content based on device (mobile or desktop) or user location. In such cases, use a 302 redirect to temporarily send users to the correct version without affecting how search engines view the main page.
Keeping the original URL indexed
If the original page will return soon, a 302 redirect tells Google to keep indexing that URL. It helps protect your SEO and ensures your original page doesn't lose its rankings when it comes back.
Common Redirect Mistakes to Avoid
Redirects are very helpful for guiding users and search engines to the right page, but if they're not set up correctly, they can hurt your SEO and user experience. Here are some common mistakes you should avoid:
Using 302 instead of 301 (or vice versa)
One of the most common mistakes is using the wrong type of redirect. If you want to move a page permanently, use a 301 redirect. If the move is only temporary, use a 302 redirect. Using the wrong one can confuse search engines. For example, if you use a 302 for a permanent move, Google might not pass link equity to the new page, which could lower your rankings.
Creating redirect loops or chains
A redirect chain happens when Page A redirects to Page B, which then redirects to Page C. A redirect loop is worse—where a page keeps redirecting back to itself or another page in a never-ending circle. Both issues slow down your site, hurt SEO, and frustrate users. Always check that redirects go straight to the final destination.
Forgetting to update internal links
If you change a page URL, make sure to update your internal links, too. Don't rely only on redirects. Linking directly to the new page improves user experience and helps search engines crawl your site more efficiently.
Not monitoring redirect performance.
After setting up redirects, use tools like Google Search Console, Screaming Frog, or Ahrefs to monitor them. It helps you catch errors, broken redirects, or performance drops early so you can fix them before they affect SEO.
How to Set Up Redirects Correctly
Redirects can be set up in different ways depending on your platform.
Tools for setting up 301/302 redirects
- .htaccess file (for Apache servers)
- nginx.conf (for NGINX)
- Redirect plugins (for WordPress, like Rank Math or Redirection)
- CMS-specific settings
Redirects in WordPress, Apache, NGINX
Each platform has its method:
- WordPress: Use a plugin or modify .htaccess
- Apache: Use Redirect 301 or Redirect 302 in .htaccess
- NGINX: Use rewrite or return rules in your config file
Testing redirects with browser tools or SEO audit tools.
Use tools like:
- Chrome DevTools (to see status codes)
- Screaming Frog
- Ahrefs Site Audit
- Google Search Console
Tracking redirect impact
- Track user behavior and search impact using
- Google Analytics: To monitor traffic
- Search Console: To see indexing and crawl errors
Conclusion
Choosing between a 301 and 302 redirect is not just a technical step—it has a real impact on your SEO performance and user experience. If you make the wrong choice, you could lose rankings and traffic and even confuse your visitors. Always use a 301 redirect when the page has moved permanently. It passes most of the SEO value to the new URL and helps you keep your search engine rankings. It also updates the browser and search engines, keeping everything clean and clear.
Use a 302 redirect when the change is temporary, like during a test, promotion, or maintenance period. It tells search engines to keep the old page in their index and not pass link equity. Keep your redirects direct. Avoid redirect chains or loops, as they slow down page speed and create confusion. And always track and monitor your redirects using tools like Google Search Console to catch any errors early.
By making the right redirect decisions, you improve your site's SEO, help search engines understand your content, and give users a smoother experience. A small redirect choice can make a big difference—so choose wisely.
