301 redirect

A 301 redirect is a permanent redirect: anyone who requests an old URL lands on the new one automatically, and search engines pass the value the old page built up on to the new one.

How a 301 redirect works

The server answers the old URL with status code 301, "moved permanently", plus the new address. A browser follows it in a fraction of a second. Google reads it as a signal that the new page replaces the old one, and over time moves the rankings, links and click history to the new address.

A 302 redirect looks like it does the same, but it says "temporary". Google then keeps the old URL in its index for longer. For a move that is meant to last, you always pick 301.

When you need a 301 redirect

You move your store to another platform, for example from WooCommerce or Lightspeed to Shopify.

You change your URL structure, for example from /product/123.html to /products/name.

You merge pages or remove products that have a logical successor.

You change domain name or move from HTTP to HTTPS.

Mistakes we see most

Sending everything to the homepage. Google treats that as a soft 404, and most of the old page's value is lost.

Chains. A goes to B, B goes to C. Every extra hop costs load time and crawl budget. Send A straight to C.

Building redirects after launch. By then the first days of traffic and rankings are already gone.

Leaving internal links alone. A redirect is a safety net, not an excuse to keep your own menu and links pointing at old addresses.

301 redirects in Shopify

Shopify has a built-in URL redirect module in the admin, and you can import redirects in bulk via CSV. What Shopify does not do is find your old URLs and map them for you. On every migration we build that redirect map as the first deliverable, not the last fix.

Our guide to technical SEO migration explains the full approach.

Related terms

Website migration

URL

Crawl budget