301 redirect is a code assigned for server-side redirection of the user and search engine from one address (usually an old one) to another. According to web standards, it means a permanent change of address. Redirection can be used to glue mirrors together. It provides translation from different types of url (with www, without it, http, https) to one. This approach is used in SEO to transfer link juice to one version of a page that actually gets better ranking positions.

When using this code, it is important to understand that search engines take into account various aspects of organizing information, including the similarity of the pages between which the redirect is made. This means that transferring from the url of the old site to the main one of the new one will not bring any weight. In some cases, such an approach can be considered as a doorway, which search engines are not very fond of, reducing positions in search results. If a redirect is carried out between main pages with different URLs, the one to which all the others are transferred receives up to 85% of the weight (in some cases 90-99%).

Stimulating the transition to https from Google

At the beginning of the year, one of the most popular search engines underwent dramatic changes. Google encourages sites to switch to the secure https protocol. To maintain link juice, 301 redirects are used. This is relevant when users enter a URL or log in with http in the address.

Google promises a slight improvement in rankings for sites with secure encryption. However, according to previous standards, the result of using 301 redirects was a loss of up to 15% of the link weight. In this regard, in 2016 the company launched a new approach to PageRank distribution:

 

  • 301 redirect – 100% weight (compensates for losses when switching to https);

  • 302 redirect (temporary redirect) – 100% weight;

  • 307 and 3xx redirects – 100% weight transfer.

 

Previously, only 301 redirects gave 85%, the rest - 0%.

Thanks to this, within the search engine, when switching to https, you can save up to 85% of the link juice, increasing your positions in search rankings. Numerous experiments have proven the effectiveness of this approach, provided that redirection is used correctly.

Nuances of https and redirect

At switches to https and using 301 redirects, you need to understand that redirects are a web standard to which companies and search engines respond differently. Google promises 100% page weight transfer, but other search engines and social networks may work differently. If the main promotion medium is Google, switching to https will be a necessary measure that increases the security of the resource and preserves PageRank. When promoting in other search networks, a slight drop in PR may be observed.

What you need to understand:

  • using a redirect is always a risk for SEO;

     

  • 301 redirects remain preferable. The remaining 3xx transmit weight only within the Google search engine;

     

  • the rules for using forwarding have not changed. Weight is transferred between pages with the same content;

     

  • https is a more secure protocol. But switching to it may entail slight PR losses.

Selecting the main page url

When performing a 301 redirect from one page that has different addresses, you need to choose the main url correctly. Things to consider:

  • which address option has the best positions in the search engine;

     

  • which url option has more pages indexed.

When using https, an address with this protocol (with or without www) must take precedence. If in doubt, the implementation of this task should be delegated to competent specialists.