{"id":1524848,"date":"2023-07-27T09:36:09","date_gmt":"2023-07-27T13:36:09","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1524848"},"modified":"2023-07-28T06:00:19","modified_gmt":"2023-07-28T10:00:19","slug":"dos-and-donts-for-301-redirects","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/dos-and-donts-for-301-redirects","title":{"rendered":"Dos and Don’ts for 301 Redirects"},"content":{"rendered":"

“301” is an HTTP status code for a permanent redirect from one URL to another. 301 redirects typically indicate a page has been moved, deleted, or updated \u2014 sending visitors and search bots to the new URL.<\/p>\n

301 redirects<\/a> are essential for site rebrands and restructures to preserve traffic and external backlinks.<\/p>\n

Despite their popularity, 301s can do more harm than good if improperly executed.<\/p>\n

Link Equity<\/h3>\n

Google’s founding premise<\/a> for organic rankings was based on the number and quality of links to a page \u2014 i.e., link equity. But what happens to rankings when the page is 301-redirected to another?<\/p>\n

Ten years ago, Google’s Matt Cutts said<\/a> a 301 redirect reduces a small amount of link equity.<\/p>\n

Then, in 2016, Moz published a case study addressing how much is lost. Per the study, a 301 redirect causes a 15% drop in organic traffic. A chain of redirects \u2014 page A redirects to page B which redirects to page C \u2014 produces a 15% reduction for each one.<\/p>\n

The study redirected a page from \/barstool.html<\/em> to \/bar-tool.html<\/em> to \/29-inch-bar-stool.html. <\/em>The result was a consistent loss of organic traffic.<\/p>\n

\"Line<\/a>

Moz’s study redirected a page from \/barstool.html<\/em> to \/bar-tool.html<\/em> to \/29-inch-bar-stool.html.<\/em> The result was a consistent loss of organic traffic.<\/p><\/div>\n

Moreover, there was no evidence of recovery months afterward.<\/p>\n

In 2022, Google’s John Mueller more or less confirmed<\/a> that 301 redirects can reduce link equity, stating it’s best to update links rather than redirect them.<\/p>\n

\"Screenshot<\/a>

Google’s John Mueller implied in 2022 that 301 redirects can reduce link equity, stating it’s a good practice to update links rather than redirect them.<\/p><\/div>\n

1:1 Replacements<\/h3>\n

Mueller tweeted in 2017 that redirects should be used for “1:1 replacement URLs” \u2014 presumably redesigns and rebrands. A 301 redirect to an unrelated page could result in Google passing no link equity, treating the redirected page as if it’s a status code 404 \u2014 no longer exists.<\/p>\n

\"Screenshot<\/a>

Mueller tweeted in 2017 that redirects should be used for “1:1 replacement URLs.”<\/p><\/div>\n

Hence, don’t redirect the page of an expired product even if the new product is similar. Let the expired product page say “Sold out” and include a link on that page for the new item. Yes, it’s an extra step for shoppers, but it prevents confusion from landing on an unexpected page. And it preserves at least a bit of link equity.<\/p>\n

Dos and Don’ts<\/h3>\n

Here’s how I’ve come to use 301 redirects after a decade of SEO.<\/p>\n