Use a 301 redirect for a permanent move and a 302 for a temporary move. A 301 passes ranking signals to the new URL; a 302 tells search engines to keep the original URL indexed. Picking the wrong one can hide your site from search results.
This guide explains how each redirect works, when to use it, the most common mistakes that occur, and how to fix them across platforms.
What Does a 301 Redirect Do?
A 301 redirect is an HTTP status code that tells browsers and search engines a page has moved to a new URL for good. According to the Wikipedia entry on HTTP 301, the code means that links or records pointing to the old URL should be updated to the destination provided in the Location field of the server response.
Both Bing and Google recommend using a 301 redirect to change the URL of a page as it is shown in search engine results, providing that the URL will permanently change and is not due to be changed again any time soon.
The 301 code is also considered a best practice for upgrading users from HTTP to HTTPS. The response is cacheable unless indicated otherwise. Except for a GET request, the body should contain a hyperlink to the new URL(s). Except for a GET or HEAD request, the client must ask the user before redirecting.
What Does a 302 Redirect Do?
A 302 redirect tells browsers and search engines that a page is at a different URL for now. The Wikipedia list of HTTP status codes describes 302 as “Found,” which used to be called “Moved Temporarily” in HTTP/1.0. The HTTP/1.0 specification required the client to redirect with the same method, but popular browsers changed the request to GET. Because of this, HTTP/1.1 (RFC 2616) added two status codes: 303 which requires changing the request to a GET and 307 which preserves the original request type. Despite the greater clarity provided by this disambiguation, the 302 code is still used in web frameworks to preserve compatibility with browsers that do not support HTTP/1.1.
The key fact for SEO is this: a 302 redirect tells search engines to keep the original URL indexed because the page will return. If you use a 302 when you mean a permanent change, you are telling Google to keep an old URL alive and to withhold credit from your new page.
For a real temporary move in modern sites, the cleaner choice is often 307, which keeps the original request method. But 302 still appears in most CMS tools and that is why it matters for SEO work.
When Should You Use a 301?
Use a 301 any time the change is meant to last. Common cases include:
- A website redesign where URLs change.
- Moving a site from HTTP to HTTPS.
- Switching to a new domain name entirely.
- Joining two location pages into one combined page.
- Removing an old page by pointing it to a relevant page that still exists.
Each of these is a permanent move. A redirect map should list every old URL and its new destination.
When Should You Use a 302?
Use a 302 only when you fully plan to bring the original URL back. Real cases are rare. A seasonal promotion page, an A/B test between two landing pages, a short maintenance window, or a temporary holding page while a section is rebuilt are the main reasons.
The simple test: will the original URL serve visitors again at its current address in the near future? If yes, use a 302. If no, or if you are not sure, use a 301.
Many CMS tools and hosting platforms default to 302. Whoever sets up the redirect must change the type if the change is meant to be permanent.
What Are the Biggest Redirect Mistakes?
The single most common mistake is using a 302 when a 301 is needed. Old URLs can stay indexed for years while the new page never gets full credit.
Redirect chains are the next big problem. This is when URL A points to URL B, which points to URL C, which points to URL D. Each hop adds load time and one more step for crawlers to follow. Wikipedia notes that a user agent should prevent cyclical redirects. Best practice is for every redirect to point straight to the final URL.
Redirect loops are worse. Page A points to page B and page B points back to page A. The page becomes unreachable, browsers show an error, and search engines stop crawling it.
How Do You Implement Redirects Correctly?
The method depends on the platform.
- WordPress: Plugins like Redirection or Yoast SEO Premium let you set up and manage 301 and 302 redirects without touching code.
- Shopify: Redirects are managed in the admin panel under Online Store and Navigation.
- Apache servers: Developers edit the .htaccess file. Wikipedia shows examples of using .htaccess to redirect a non-secure URL to a secure address without the leading “www”.
- nginx servers: Nginx has an integrated http rewrite module, which can be used to perform advanced URL processing and even web-page generation.
- Static HTML: A custom directory redirect is also possible using an index.html file.
- Programming languages: Perl CGI, PHP, and Express.js all support redirects at the code level.
Keep a redirect map in a spreadsheet. List every old URL and its new home. This becomes invaluable during migrations and future audits. Run these checks regularly if your site changes often.
What About 307 and 308?
The Wikipedia list of HTTP status codes also describes 307 Temporary Redirect and 308 Permanent Redirect. 308 parallels the behavior of 301, but does not allow the HTTP method to change. For most websites that is not a concern, but it matters for forms and API calls. When in doubt, 301 and 302 cover the SEO needs of nearly every small business site.
How Do Redirects Affect AI Search?
AI search tools pull from indexed URLs the same way traditional search engines do. If your old URLs are stuck in 302 loops or chains, AI tools may not find your new pages. A clean redirect map helps all search systems reach the right content. If you want a quick check on how your business shows up in AI search, try a free BizScoreAI scan for an AI Visibility Score.
For deeper help with redirects and the rest of your technical SEO, consider our AI-SEO audit service or our broader AI-SEO services.
What Other URL Issues Should You Watch?
URL redirection is not only about 301 and 302. The Wikipedia page on URL redirection lists many purposes:
- Forcing HTTPS so visitors always reach the secure version.
- Catching mistyped domain names.
- Moving pages to a new domain.
- Post/Redirect/Get, a web development design pattern that prevents some duplicate form submissions.
- Device and geotargeting, such as sending mobile users to a mobile version.
Redirects have been misused to trick search engines through URL hijacking. Search engines use detection technologies that flag URL hijacking and usually apply ranking penalties on sites that get caught.
How Do You Test Redirects Before Going Live?
Always test redirects before a launch. Crawl the old site, export the URL list, and build a redirect map. After the new site is live, crawl it with Screaming Frog, Ahrefs, Semrush, or Sitebulb. Look for 404s, chains, and loops. Submit the new sitemap in Google Search Console so search engines can process the changes faster.
For step-by-step help with migrations, audits, and redirect maps, contact NewSunSEO. You can also learn more about NewSunSEO or read more posts on our blog.
FAQ
What is the main difference between a 301 and a 302 redirect?
A 301 redirect is permanent and passes ranking signals to the new URL. A 302 redirect is temporary and tells search engines to keep the original URL indexed.
Which redirect do most small business sites need?
Most small business sites need 301 redirects. Site redesigns, HTTPS moves, domain changes, merged pages, and removed pages are all permanent changes.
How many redirects in a chain are okay?
Best practice is one redirect per old URL, pointing straight to the final destination. Each extra hop adds load time and one more step for crawlers to follow.
How do I find bad redirects on my site?
Run a crawl with Screaming Frog, Ahrefs, Semrush, or Sitebulb. You can also use the URL Inspection tool in Google Search Console. Look for chains, loops, and 302s that should likely be 301s.
Do redirects affect AI search tools?
Yes. AI search tools pull from indexed URLs. Broken chains, loops, and bad 302s can stop AI tools from finding your new pages, the same way they hurt traditional search rankings.
Should I use 307 instead of 302?
For modern sites with forms or API calls, 307 is cleaner because it keeps the original request method. For most SEO use cases, 302 is what CMS tools offer and is fine for a true temporary move.
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