How to Set up 301 Redirects

So, you’re launching a shiny new website (cue the champagne!) or finally giving your site structure the organizational glow-up it deserves. 

You’re updating URLs, rethinking your pages, maybe even changing your domain name…and everything looks better than ever.

But then… your traffic starts dipping. Your best blog post isn’t bringing in leads anymore. You’re seeing “Page Not Found” errors pop up for content that used to perform really well.

What gives?

Chances are, it’s a website redirect problem. More specifically: it’s a lack of 301 redirects.

301 redirects are like forwarding addresses for your website. They quietly, efficiently send both visitors and search engines from old URLs to new ones without dropping the ball on your hard-earned SEO. If you skip this step during a redesign or restructure, it’s like shutting down a storefront without putting a sign on the door telling people where you moved. Yikes!

In this post, we’re breaking down how to set up 301 redirects, when to use them, and how they help preserve (and protect!) your search rankings, especially when launching a new design or restructuring your website.

Whether you’re working with a designer or DIY-ing your website, this blog will help you understand what’s at stake and exactly how to add a redirect URL.

Ready to make sure your new site launches without losing your SEO momentum? Let’s do it.

What is a 301 Redirect?

A 301 redirect is a permanent redirect from one URL to another. Think of it as a change-of-address notice for your website. When someone tries to visit an old link (like that blog post you published in 2020 or the services page you just renamed), a 301 redirect makes sure they land on the new version without running into a dreaded 404 error.

But it’s not just about user experience (although that’s super important). It’s also a critical move for your SEO.

Here’s why:

Search engines use website redirects to understand where content has moved

When you set up a 301 redirect, you’re telling Google, “Hey, this page isn’t gone—it just lives over here now.” That way, Google doesn’t drop your rankings or think you’ve deleted something valuable.

It passes on the SEO value (a.k.a. link juice)

A proper 301 redirect helps transfer most of the authority and ranking power from your old URL to your new one. That means you won’t lose the visibility you worked so hard to earn.

It helps users and bots find the right content, fast

If you’re restructuring your site or changing domains, redirects keep everything seamless for both real people and search crawlers.

When do you need to use 301 redirects?

So, when do you actually need a 301 redirect? Here are a few scenarios we run into all the time, especially with clients refreshing their websites or restructuring their content.

You’re launching a new website (with a new layout or page structure)

If your new site has different URLs from your old one—even if the content is mostly the same—you’ll want to redirect those old URLs to their updated counterparts. Otherwise, anyone with a bookmark (or Google search result) pointing to the old page will get a “Page Not Found” error.

You’re deleting or merging outdated pages

Let’s say you had an old service that’s no longer available, or you’re consolidating several blog posts into one updated guide. You don’t want to leave dead ends. Instead, redirect the old pages to your new, relevant content.

You’re changing domain names

This one’s a biggie. If you’re rebranding and moving to a new domain (like from travelwithkatie.com to katieplannervibes.com), 301 redirects ensure your current traffic and SEO rankings transfer smoothly.

You want to clean up messy URLs

Switching from yourdomain.com/page123 to yourdomain.com/travel-planning ? That’s a HUGE accomplishment and a big step toward putting better SEO practices in place.Just don’t forget to set up a redirect from the old URL to the new, cleaner one.

 

You found broken links or 404 errors

If Google Search Console or another tool flags broken URLs that people are trying to visit, set up a redirect to the next best piece of content—so those clicks don’t go to waste.

 

How to set up 301 redirects in WordPress (step-by-step)

The good news? You don’t need to write a single line of code to set up 301 redirects on your WordPress site. With a handy plugin like Redirection, it’s as easy as filling out a short form. Here’s how to do it:

1. Install the Redirection Plugin

In your WordPress dashboard, head to:

Plugins → Add New → Search for “Redirection”
Click Install Now, then Activate

This plugin is free, lightweight, and trusted by over 2 million WordPress sites (aka, a safe bet.)

2. Navigate to the Settings 

Once activated, go to:

Tools → Redirection
If it’s your first time using the plugin, it’ll prompt you through a quick setup. We recommend keeping the default options.

3. Add a new redirect

Now, it’s time to actually set up your redirect!

• Under the “Add New Redirection” section:
  • Source URL = the old URL (the one people might still be clicking)
  • Target URL = the new URL (where you want them to go instead)
    

Click “Add Redirect” and you’re done!

4. Test the redirect

Once it’s saved, open a private or incognito browser window and try visiting the old link. If it automatically forwards you to the new page, you nailed it.

Pro Tip: If you have a long list of redirects to make (like after a full website redesign), the Redirection plugin also lets you import them via CSV, so you don’t have to enter each one manually. Or just hire a WordPress pro (like us!) to help.

Why 301 redirects matter for SEO

So, why does all this redirect stuff actually matter for your Google rankings?

A 301 redirect tells search engines that a page has moved permanently, which means:

• The SEO value (also called “link equity”) built up on the old URL gets passed to the new one.
• You avoid losing rankings or visibility from pages that were previously performing well.
• Visitors and bots alike are smoothly guided to the new content, keeping your traffic intact.
  Without redirects, Google sees the old page as missing (and may assume your content disappeared.) That can mean lost rankings, confused site visitors, and a bunch of 404 errors (which can add up to a bigger SEO issue over time).

Don’t forget to update your sitemap! 

Once you’ve set up your 301 redirects, there’s one more step you don’t want to skip—updating and resubmitting your sitemap to Google. Redirects tell search engines that something has moved, but your sitemap tells them where everything currently lives.

If you’ve changed or removed URLs on your site, here’s why it’s a good idea to update your sitemap ASAP:

It helps search engines understand your site’s new structure

Google uses your sitemap to learn which pages are live and important. Submitting an updated one ensures crawlers don’t waste time looking for pages that no longer exist.

 

It speeds up reindexing

Redirects are helpful, but submitting a new sitemap helps Google find and crawl the updated pages faster, meaning your new content starts showing up in search results sooner.

 

It helps reduce crawl errors

If you’ve made a bunch of changes, chances are some outdated pages are still lingering in Google’s index. A new sitemap gives Google a clean list to work from and reduces the number of “404 Not Found” issues over time.

Need more info on how to update and submit your sitemap to Google? Read our guide here!

Now you’re ready to redirect like a pro! 

Whether you’re refreshing your website or giving it a full-blown glow-up, website redirects are the way to a smooth transition. They keep your visitors from hitting dead ends, preserve your hard-earned SEO rankings, and make sure Google knows exactly where your content lives now.

If you’re changing up your URLs, removing old pages, or shifting domains—don’t skip this step. It’s one of the easiest ways to avoid that dreaded drop in traffic and stay on Google’s good side.

Need a hand making sure everything’s in the right place?

That’s exactly what we’re here for. At Southern Creative, we help service providers and small business owners create smart, SEO-optimized websites that work with you (not against you).

Let’s chat about your site refresh or redirect strategy. We’d love to help you get it right the first time.