What is a 301 redirect?
A 301 redirect permanently forwards an old URL to a new one, carrying over most of its built-up value.
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What is a 301 redirect?
A 301 redirect permanently forwards an old URL to a new one, carrying over most of its built-up value.
If a page's address changes, the old URL should point to the new one using code 301 (permanent). A 302 redirect is temporary and does not pass on that value.
Redirects should be mapped one-to-one: every old page to the most comparable new page, not everything dumped onto the homepage.
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Geschreven door: Lubna Ouarghi
Why it matters
This is the most critical step when launching a new website. Overlooked redirects are the number one cause of lost traffic after a relaunch.
Visitors notice it too: hitting a 404 from a shared link or an outdated Google listing instantly costs you an enquiry.
How we approach it
With every migration, we first map out a complete list of existing URLs before building the new site. That way, every URL remains accessible.
Wherever possible, we keep the URL exactly the same; then a redirect isn't even needed.
Frequently asked questions
How long should redirects stay in place?
As long as possible. There is no good reason to remove them after a year.
Will I lose rankings?
With a meticulous one-to-one migration, usually only temporarily and minimally. With merged pages, permanently.
Bronnen en controle
Laatst bijgewerkt en gecontroleerd: September 2026 — door Lubna Ouarghi
This explanation is based on the official documentation below and on my own work in client projects.
- Google Search Central — SEO Starter Guide — what SEO is and where to start
- Google Search Central — Do you need an SEO specialist? — what a specialist does and what to look out for
- Google Search Essentials — the rules your site must comply with
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