In general, the 301 Redirect is an instruction on the server that informs that Page A Page B is now, so that when the visitor to access Page A will be automatically sent to the address of the page B.
Even part of the technical universe, the 301 Redirect is a tool that every marketing professional should know, since it can have a strong impact on the user experience and also the results of your company in search engines.
When you type a URL into your browser, it goes to the web server where the page is hosted, and intends to seek the content that is there. The server, in turn, returns with a code for your browser. Usually this code is HTTP 200, which means your page is ok and so the site is loaded normally. Some other return codes:
Among these codes are 301, which tells your browser that the page or site accessed permanently changed address;
A simple way to identify the code that returns an address is to enter this address in the HTTP Header Checker, free tool from our friends the Master Agency:
So are 3 the most common situations in which the 301 redirect makes sense:
Migration pages that no longer exist (404):
In some cases, it is natural to want a page, a campaign or any other content on your site no longer exists. And just take this out of the air will not maintain the site with the best possible experience to its visitors, as when visiting any of these addresses the user will receive the famous warning “not found pages” (404).
In this case, the ideal is to redirect the user to some other page that is more friendly, preferably with the former related content.
There are cases where the intention is not to change only one page: is to change an entire site!
The SEOmoz, one of the main tools SEO market for some time changed its name to Moz. With that comes the work to move the entire site to the new address. As I had a lot of authority in the old address and wanted to convey this to the new, redirect 301 ended up being the perfect alternative.
All accessing the old address already fall on the new page and Google understands and values the new site in the same way as you would with the old.
Avoid duplicate content
I knew www.suaempresa.com.br and suaempresa.com.br are different addresses? By Google ‘s eyes, this can be characterized as duplicate content, and dilute the authority of the page. That’s not good, right?
That is why the Digital results when entering the address www.resultadosdigitais.com.br , there is a 301 redirect that takes you to resultadosdigitais.com.br address. Thus, we take users who type differently to the same page and unify their authority before Google.
If your site does not do this, thank: chances are that your results improve much when the problem is corrected.
In the video below we have the explanation of Matt Cuts, primarily responsible for Google’s webspam team (which accounts for much of the tool algorithm changes), explaining how Google sees the redirect 301:
One way to know if the 301 redirect is working is to use the HTTP Header Checker tool that indicated in this article.
Another effective diagnosis is to use Google Webmaster Tools , an excellent tool for general analysis of the site.
If the pages are not properly redirected, there will be an increase, indicated in GWT, pages not found – Error 404. This increase in the number of pages not found in the long run will reduce the ranking of your site, since it does not offer a good experience for the user.
There is easy to identify which addresses were not adjusted and need to be redirected as well.
As indicated, the 301 redirect is done on the server, so it will largely depend on the type of server that your company uses.
This more technical aspect marketers do not necessarily know, but if you want to indicate to your developer, there is a good guide at the address below: