What is Redirect 301 and why is it a good friend of the marketer

Redirect 301 is a tool that every Marketing professional should know, as it can have a strong impact on the user experience and also on your company’s results in search engines

Generally speaking, the Redirect 301 is an instruction on the server that informs you that Page A is now Page B so that when the visitor accesses Page A they will automatically be redirected to the address of Page B.

It is through this mechanism that when you access it goes to and also when you access it goes to

Even being part of the technical universe, Redirect 301 is a tool that every Marketing professional should know about, as it can have a strong impact on the user experience and also on your company’s results in search engines.

What are these numeric codes like 301, 404 and what do they mean

When you type a URL in your browser, it goes to the webserver, where the page is hosted and intends to search for the content that is there. The server, in turn, returns a code to your browser. Normally this code is HTTP 200, which means your page is ok and that way the site loads normally. Some other return codes:

  • 500 – Internal Server Error – indicates an internal server failure. There are several reasons that can result in this error, such as read permissions errors or a site stability failure;
  • 404 – Page not Found – indicates that the page was not found. This means that the file (page) hosted on this server was not found, we will comment further on this error and how to resolve it;
  • 302 Temporary redirect – is a redirect from a page to another address, but with indication of temporary character, not permanent.

Among these codes is the 301, which informs your browser that the page or website accessed has permanently changed its address;

Why and what are the main cases in which Redirects 301 should be used

The main reason for using the 301 redirect is that it transmits almost entirely the authority of the old address to the new one, which does not happen with the 302 redirect or with redirects made through JavaScript.

Therefore, there are 3 most common situations in which the 301 redirect makes perfect sense:

Migration of pages that no longer exist (Error 404):
In some cases, it’s natural that you want a page, campaign, or some other content on your site to cease to exist. And just taking this material off the air will not keep the site with the best possible experience for its visitor, since when visiting one of these addresses the user will receive the famous warning “pages not found” (error 404).

In this case, the ideal is to redirect the user to some other page that is friendlier, preferably with content related to the old one.

Website migration there are cases where the intention is not to change just one page: it is to change an entire website!

SEOmoz, one of the leading SEO tools on the market, some time ago changed its name to Moz. With that comes the job of moving the entire site to the new address. As they already had a lot of authority in the old address and wanted to transmit it to the new one, the redirect 301 turned out to be the perfect alternative.

Everyone who accesses the old address already lands on the new page and Google understands and values ​​the new site just as it would the old one.

Avoid duplicate content
did you know that and are different addresses? In Google’s eyes, this can be characterized as duplicate content, in addition to diluting the authority of the pages. That’s not good at all, right?

That’s why in Resultados Digitais, when entering the address, there is a redirect 301 that takes you to the address In this way, we were able to bring users who type differently to the same page and unify their authority before Google.

If your site doesn’t do this, be grateful: chances are good that your results will improve a lot when the problem is fixed.

Did I correctly redirect pages on my site?

One way to know if the redirect 301 is working is to use the HTTP Header Checker tool that Blue World City have indicated in this article.

Another efficient diagnosis is to use Google Webmaster Tools, an excellent tool for general analysis of the website.

If the pages are not correctly redirected, there will be an increase, indicated in the GWT, of pages not found – error 404. This increase in the number of pages not found in the long term will reduce your site’s ranking, as it does not offer a good user experience.

It is easy to identify there which addresses have not been adjusted and need to be redirected as well.

How to redirect 301

As we indicated, the 301 redirect is done on the server, so it will depend a lot on the type of server your company uses.