301 Redirect
A 301 redirect is a permanent HTTP redirect that sends both users and search engines from an old URL to a new one.
What is a 301 redirect?
A 301 redirect is an HTTP status code that tells browsers and search engines a page has permanently moved to a new address. When the server responds with 301 Moved Permanently, anyone requesting the old URL is automatically forwarded to the new one, with no action needed from the visitor. Unlike a 302, the signal is permanent: the crawler does not expect the old URL to return.
Why does a 301 redirect matter?
For an online store, a 301 is the safest way to move a URL without losing SEO value. Google passes effectively all of the page’s link equity to the destination, so backlinks and earned rankings follow to the new address. Without a redirect, the old URL would end up as a 404 error, and both traffic and earned authority would be lost.
Common use cases
- Changed product URL. When you rename a product’s handle in Shopify, the old path stops working and needs a 301.
- Domain change. Forward every URL from the old domain to the new one.
- Consolidating pages. Point two competing pages to one strong URL.
- Deleted products. Redirect discontinued items to the nearest category instead of a 404.
Shopify perspective
In Shopify you create 301 redirects under Online Store → Navigation → URL Redirects — the interface always creates a 301, never a 302. Redirects are handled server-side, so they fire before the page renders and do not affect site speed. Avoid redirect chains (A→B→C): always point the old URL directly to the final destination to preserve link equity and crawl budget. For larger migrations, you can bulk import redirects via CSV.