Manage the 301 redirection for your expired domain name

If you are interested by the SEO but the number 301 only evokes a car from the brand with a lion, you probably need a little explanation! The 301 redirection is an important technique to know whether for the creation or the redesign of a website. Discover all the secrets to put your site under the 301 redirection and know when and how to use it.

What is a 301 redirection?

The 301 redirection is a permanent redirection technique intended, as the name suggests, to redirect the old url of your page to a new address. This technique forces your browser to view the content at another address indicated in this 301. This type of redirection is considered to be Google friendly, meaning Google interprets this redirection favorably. Thus, the new address will replace the old one in order to appear in the SERPs of Google. In addition, all the backlinks and history of the old url will be reinjected in to the new one. Nothing is lost, everything is transmitted!

How to do a 301 redirection?

From a technical point of view, the most efficient redirection is to be performed at the server level in the htaccess file. It is indeed advisable to avoid JavaScript redirections as it can be associated with a practice of spam and “refresh” meta tag. The 301 redirection has the advantage of being well read by robots and it passes all the SEO juice. To write definitive web pages, there is the 302 redirection which is a temporary redirection

When to do a 301 redirection?

The use of a 301 must be done in the interest of the visitor. Several cases may arise:

In order to replace a content that has disappeared, the 301 redirection allows you to propose a content similar to the old one. Indeed, the 301 is considered the best technique of redirection when a page has changed its address and you want the search engines to replace the old address by the new one in their index. This can be done within the same website, for example if you choose not to display the old page, but to keep the links pointing to that page and redirect them to the new one. Indeed, Google can take weeks or even months to take this change into account. The new address will benefit from the existing reputation of the old one. The 301 redirection make it possible to overcome this problem.

Moreover, one of the classic mistakes we often encounter is the use of www. If you forget to create the subdomain you deprive yourself from a lot of traffic. Worse, if your site remains accessible via without being redirected to the official version, you take the risk that the site is indexed twice by the search engines. The consequences can be deleterious for your SEO as the content will be considered identical. Google will apply penalties for duplicate content.

Another use of a 301 redirection may be related to having multiple registered domain names. To avoid typosquatting, you will undoubtedly have registered your domain name in the singular, plural, with or without accent, with dashes between each word composing the domain … If you have recovered a good generic domain name, it will be relevant to put a 301 redirection to your current website. This can be useful if the new domain is easier to memorize than the old one.

A 301 redirection can also be considered in the event of a redesign of the web ecosystem, for example an old site or blog that pointed to a subdomain or another domain that you close and wish to recover its traffic.