Using the wrong redirect type is one of the most common SEO mistakes — and it can silently destroy your rankings. A 301 redirect passes about 95% of your page's SEO value to the new URL. A 302? It passes zero. Choose wrong, and you could lose years of built-up authority overnight.
This guide explains exactly when to use 301 vs 302 redirects, how redirect chains damage your SEO, and how to find and fix redirect problems on your site. Test your URLs with our free Redirect Checker.
How Redirects Work
When a browser requests a URL, the server can respond with a redirect status code telling the browser (and Google) to go to a different URL instead. The status code determines whether the move is permanent or temporary — and this distinction has massive SEO implications.
How Redirects Work (Toggle Type)
/old-page
Removed from Google index
/new-page
Inherits SEO value
301 vs 302: The Critical Difference
301 — Moved Permanently
- Passes ~95% of link equity (PageRank)
- Google deindexes the old URL over time
- Browsers cache it — faster for returning visitors
- The right choice 90% of the time
302 — Found (Temporary)
- Does NOT pass link equity
- Google keeps the old URL in its index
- Not cached — checked every time
- Only for genuinely temporary moves
When to Use Each Type
Page permanently moved to a new URL
Transfers SEO value permanently
Site migration (new domain)
Tell Google all pages have moved
HTTP to HTTPS upgrade
Permanent protocol change
www to non-www (or vice versa)
Canonical domain consolidation
A/B testing different pages
Temporary — you'll revert
Maintenance page while site is down
Temporary — original page returns
Geo-redirecting users by country
Original URL still valid for other regions
Seasonal promotion page
You'll remove the redirect later
Redirect Chains: The Silent SEO Killer
A redirect chain happens when one redirect leads to another, forming a sequence of hops. Each hop adds latency and can dilute SEO value. Here's how a typical chain destroys your rankings:
The Redirect Chain Problem
Result: The final page receives almost zero SEO value. 3 hops + a 302 destroyed the link equity.
Use our Redirect Checker to find chains like this.
- Run your site through our Redirect Checker
- Find any URLs with 2+ hops in the chain
- Update each redirect to point directly to the final destination
- Update internal links to point to the final URL (no redirect needed)
- Verify with the checker that chains are eliminated
Other HTTP Status Codes You Should Know
Page loaded successfully
Like 302 but preserves HTTP method (POST stays POST)
Like 301 but preserves HTTP method. Modern alternative to 301.
Page doesn't exist. Google removes it from index.
Page permanently removed. Stronger signal than 404.
Temporary downtime. Google retries later.
Free Tools to Check Your Redirects
Redirect Checker
Trace full redirect chains with status codes and timing
Website Speed Test
Full site audit including redirect detection
SSL Checker
Verify your HTTPS is working after redirect setup
SERP Preview
Check your final URL appears correctly in Google
Migrating your website or cleaning up redirect issues? Our SEO team handles the entire process — from URL mapping to redirect implementation and post-migration monitoring. Get a free consultation.
