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301 redirects are permanent redirects. When your web page has moved to a new URL, anyone searching for the old page will get a 404 error message. 404 errors speak poorly of a website and if there are several of them for one site, search engines might consider them unworthy of high rankings.

With a 301 redirect, you can send visitors and search engine robots visiting the old page to the correct new destination. These redirects are thus ideal when you move your website pages to a new domain and many of the old pages are still in search engine indexes. Anyone landing on the old URLs through the search engines (or otherwise) will be automatically sent to the new page.

The 301 redirect can be implemented in different ways. In servers that run Apache with Mod-Rewrite enabled, you can insert some lines into the .htaccess file of your server. You can also implement the redirect with codes in different scripting languages such as PHP, ASP, etc. A PHP redirect, for example, could look like:

You will include your new page URL in place of the “http://www.new-url.com” above.

301 redirect is also an excellent solution (a search engine-friendly solution) when the same page can be accessed by typing in different URLs. In such a case, search engine ranking factors might be distributed among all these different URLs. You might prefer to assign all ranking factors to one single URL and can use 301 redirects on all the other URL alternatives to send search engine robots to the preferred URL.

301 redirects need some server side expertise to implement in a proper search engine friendly manner. Unless you have the required expertise, it might be better to do in consultation with experts.

SEO77 is a leading UK based Digital Marketing Agency. We work for clients across all industry sectors providing digital media consultancy and implementation.

We’ve been developing and optimising websites for over ten years and between them our team has decades of experience working in new media. So we really know where the internet has come from and where it’s going.

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