A 301 redirect generally tells browsers and search engines that a URL has moved permanently. A 302 redirect usually indicates a temporary move. Both send visitors to a new destination, but the status code should reflect what is actually happening—not just whichever setting is easiest to click in a CMS.
Redirects are important during redesigns, URL changes, domain moves and temporary maintenance. Used correctly, they keep visitors from hitting dead ends and help search engines understand where content has gone. Used carelessly, they can create chains, send users to irrelevant pages or leave the preferred destination unclear.
TL;DR
- Use 301 for a lasting URL move when the old address should point to the new one.
- Use 302 for a temporary change when the original URL is expected to return.
- Redirect to the closest relevant destination, not automatically to the homepage.
- Update internal links, canonical tags and sitemaps after permanent URL changes.
What is a 301 redirect?
A 301 is an HTTP status commonly used when a resource has permanently moved. Examples include changing a page slug as part of a planned site structure, consolidating duplicate URLs or moving a website to a new domain. Where the destination genuinely replaces the old page, a 301 helps browsers and search engines follow the permanent move.
Use a relevant destination. If /services/old-offer/ has been replaced by /services/new-offer/ and the new page serves the same user need, a 301 may make sense. If a page has simply disappeared and there is no replacement, forcing it to the homepage does not recreate the missing content.
What is a 302 redirect?
A 302 usually indicates that the move is temporary. For example, a page may be temporarily directing visitors to an alternate destination while a short-lived issue is resolved, with the original URL expected to return. The exact behaviour and handling can depend on the server and client, so test the actual response rather than relying on a label in an admin interface.
Do not use 302 simply because you are unsure which destination should become permanent. Decide whether the move is genuinely temporary or permanent based on the intended user experience. If the temporary destination remains for months and the original page is no longer coming back, revisit the plan.
Common redirect examples
Example 1: Changing a blog slug
If an article changes from /blog/old-title/ to /blogs/new-title/ and the new URL permanently replaces the old one, use a permanent redirect. Update internal links and sitemap entries to point directly to the new URL.
Example 2: Moving to HTTPS
If the website has permanently moved to HTTPS, ensure HTTP requests resolve to the HTTPS version and that canonical tags and internal links use HTTPS consistently. Do not leave both versions functioning as separate preferred URLs.
Example 3: Temporary campaign destination
A short-lived campaign might direct users to a temporary page while the original landing page remains the canonical long-term destination. A temporary redirect may fit that scenario, but make sure measurement, consent and customer messaging still work correctly.
Example 4: Removing an obsolete service
If another active service is a genuine replacement, redirect to it. If nothing relevant remains, return a proper 404 or 410 response. A redirect is not required for every deleted URL.
Planning a site change?
The Super Shoppe's SEO & GEO service can help review URL structure and technical SEO before and after a migration. If a larger rebuild is needed, explore our website service and plan the redirects before launch—not after visitors begin hitting errors.
Redirect mistakes to avoid
Redirect chains. URL A redirects to B, which redirects to C. Chains add requests and complicate troubleshooting. Where possible, point A directly to C and update internal links.
Redirect loops. A redirects to B, and B redirects back to A. The browser cannot reach the content. Test the final response after each deployment.
Irrelevant destinations. Directing unrelated URLs to the homepage may confuse visitors and be treated as a soft 404. Match the new page to the original intent.
Temporary status for a permanent move. The redirect code should reflect the intended lifespan of the change. Keep a record of redirects so the team can distinguish temporary campaigns from permanent URL consolidation.
Forgetting other signals. After a permanent move, update canonical tags, internal links, sitemap entries and campaign URLs. Redirects should be part of the migration plan, not the only step.
How to test redirects
- List each old URL and intended destination before making changes.
- Check that every destination actually exists and answers the same or a closely related need.
- Test the response status and full redirect path using a crawler or HTTP inspection tool.
- Verify that no loops or unnecessary chains remain.
- Update internal links and the sitemap to use the destination URL directly.
- Inspect key pages in Search Console and monitor errors after release.
For large migrations, maintain the URL map as a working document and use a crawler to test every row. Test common variants such as HTTP/HTTPS and www/non-www as well as individual article paths.
How The Super Shoppe can help
The Super Shoppe helps businesses plan technically sound websites and improve organic visibility. Explore SEO & GEO services if you need a redirect and indexing review, or view our website service when a redesign includes URL changes.