301 vs 302 Redirect: The Complete Guide to Choosing the Right Redirect

Quick Answer

A 301 redirect permanently moves a webpage to a new URL and passes 90-99% of its ranking authority to the new address, making it the correct choice for permanent URL changes. A 302 redirect moves a page temporarily, keeps the original URL indexed in Google, and does not transfer ranking signals. If the change is permanent, always use a 301. If it is temporary, use a 302.

Introduction

Every website owner eventually faces the technical choice: a page needs to move but which redirect should send traffic to the new location, a 301 or a 302? On the surface this seems simple. In reality it’s one of the most important decisions for SEO. Pick the redirect and you risk losing hard-earned rankings weakening backlink strength and confusing both search engines and visitors.

At Websfirm, our technical SEO team has seen countless websites suffer traffic drops due to misused redirects. Often the root cause was not obvious, a mismatched redirect strategy. 

This guide explains what a 301 redirect and a 302 redirect really are, how they behave from an HTTP and search engine perspective and when to use each so your site keeps its rankings, link equity and user trust.

What Is a 301 Redirect?

A 301 redirect is an HTTP status code that tells browsers and search engines a page has moved permanently to an URL. When Googlebot finds a 301 it understands the change is final. It moves all the ranking signals, backlinks, PageRank, relevance, from the old URL to the new one. Over time Google replaces the URL in its index with the new one completely.

When to Use a 301 Redirect

•     Permanently migrating a website to a new domain
•     Merging two pages or consolidating duplicate content
•     Changing a URL structure (for example, moving from HTTP to HTTPS)
•     Retiring an old product or service page in favor of a new one
•     Fixing broken or outdated URLs after a site redesign

What Is a 302 Redirect?

A 302 redirect means a move. The server tells browsers and search engines “The content is here for now but the original URL will come back.” Because the change is not permanent Google does not pass authority to the destination. Instead it keeps the URL indexed and checks it regularly to see if the page has returned.

When to Use a 302 Redirect

•     Running a limited-time sale or seasonal campaign page
•     A/B testing a new page design or layout
•     Temporarily redirecting users during website maintenance
•     Geo-targeting users to a region-specific page for a short period
•     Redirecting out-of-stock product pages that will be restocked soon

301 vs 302 Redirect: Key Differences at a Glance

Factor	301 Redirect	302 Redirect
Meaning	Moved Permanently	Found / Moved Temporarily
Duration	Permanent	Temporary
Link Equity Transfer	Passes ~90–99% of ranking value	Little to no ranking value passed
Search Engine Indexing	New URL replaces old URL in index	Original URL stays indexed
Browser Caching	Often cached long-term	Rarely cached
Best Use Case	Site migrations, permanent page moves	Promotions, testing, maintenance

Real-World Example: 301 Redirect Done Right

A mid-sized e-commerce brand rebranded from oldstorename.com to newstorename.com. They used 301 redirects for every product, category and blog URL, mapping each page directly to its new equivalent, not sending everything to the homepage.

Within eight to twelve weeks Google Search Console showed the new domain taking over most of the domain’s organic visibility. Keyword rankings bounced back to -migration levels. This is what Google recommends for domain migrations.

Real-World Example: 302 Redirect Done Right

A retailer ran a two-week Black Friday sale. They used a 302 redirect to send their homepage visitors to a sales landing page. Because the redirect was temporary Google kept the original homepage indexed. Once the sale ended the homepage resumed ranking without any drop in authority.

If they had used a 301 instead Google might have started treating the sales page as the one. That could have created a problem once the promotion ended.

Common Mistakes to Avoid

• Redirecting every old URL to the homepage instead of the most       relevant new page
• Leaving a 302 redirect active for months after the change                  becomes permanent
• Creating redirect chains (URL A → B → C) instead of a single,          direct hop
• Forgetting to update internal links and the XML sitemap after a       redirect
• Using a 302 for site migrations, which prevents ranking signals       from transferring

Best Practices for Implementing Redirects

• Always map old URLs to their closest relevant new URL, not a generic landing page
• Use a 301 by default unless the change is genuinely temporary
• Regularly audit existing redirects using tools such as Google     Search Console or a crawler like Screaming Frog
• Update internal links to point directly to the final destination            URL
• Monitor redirected pages for ranking and traffic recovery for at least 8–12 weeks after implementation

Bottom Line

Choosing between a 301 and a 302 redirect isn’t a small detail. It shapes how search engines and AI-powered answer engines understand indexes. Reward your website. Use a 301 redirect whenever a change is permanent. Keep the 302 for short-term situations.

Getting it right protects the ranking equity you’ve already built. It helps your pages stay visible in search results AI Overviews and conversational search assistants alike.

If you’re unsure which redirect strategy fits your site, Websfirm’s technical SEO specialists can audit your redirects, find costly mistakes and build a migration plan that keeps your rankings safe from day one.

Ready to fix your redirects and boost your rankings?

Talk to Websfirm’s SEO experts today and get a free technical SEO audit for your website.