301 redirect

A 301 redirect automatically forwards one URL to another. With extensions, short URLs can be defined for marketing purposes and used in brochures or flyers. For example, with our short URL https://www.flinkthink.ch/sp/ we can link to our Service Pack. A 301 redirect is permanent. A temporary redirect, by contrast, is called a 302 redirect.

A 301 redirect matters most when relaunching a website. When changing the Permalinks, old addresses lead nowhere and visitors land on a 404 error page. A clean mapping from old to new addresses prevents this and passes on most of the existing rankings.

Two points are important here. Redirect chains, where an address passes through several stops, cost loading time and should be resolved. And a redirect does not replace content: if you redirect all old pages to the home page across the board, you lose the rankings anyway.

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