What is the difference between 301, 302, 307, and 308 redirects?

The company will launch its new website on Friday afternoon. On Monday morning, it checks the analytics and finds that organic traffic has dropped by half. The design is nicer, the copy is better, and the site loads faster. And yet, traffic has plummeted.

The reason is almost always the same. The website addresses have changed, and no one set up redirects. Both Google and users end up at the old links, where they’re met with a blank page displaying a 404 error.

Redirects are actually a piece of cake. Just a line in the server configuration, a few clicks in the admin panel. The catch is that there are several types, and each one does something slightly different. If you choose the wrong one, you’ll either lose your search rankings or your forms will stop working—and this is often overlooked entirely.

The entire difference fits into a single table

No matter which two types of redirection you're choosing between, there are always two questions to consider.

Is the transfer permanent or just temporary? And will the data the user submitted in the form survive the transfer?

Combining the two results in exactly four possibilities:

The 301 and 308 codes mean the same thing to a search engine and differ only in how they handle the data sent. The same goes for 302 and 307. Once you memorize this matrix, you're all set.

Right at the outset, it’s worth dispelling one common misconception: Data sent via the 301 may also be lost. The official HTTP protocol specification—that is, the rules governing how a browser communicates with a server—describes this behavior exactly the same way for both 301 and 302 responses. A permanent redirect is therefore no more secure than a temporary one in this regard.

Let's go through all four types one by one.

301: Content is being permanently moved

A 301 redirect tells both browsers and search engines that the page has a new address and that the old one will no longer be available. It is the most commonly used type of redirect and, in the vast majority of situations on the web, the correct one.

Reach for it when:

• You are changing the structure of the website or the URL of a single page
• You're moving your website to a new one domain
• You're switching from HTTP to HTTPS because adding a single letter changed the addresses of all the pages
• You are merging two similar pages into one
• You are consolidating the versions with and without "www"

Watch out for one pitfall. The browser remembers the permanent redirect and goes directly to the new address the next time, without asking the server. So if you set up a 301 redirect by mistake, you can't just undo it for visitors whose browsers have cached the page.

Google treats a 301 redirect as a strong signal that the new URL should be the primary one. It will then gradually replace the old URL in search results. From an SEO perspective, you may lose your rankings temporarily, but if the page is high-quality, it will regain them.

302: The content is elsewhere, but only for a little while

A 302 response means that the content is temporarily located elsewhere, but the original address remains the primary one. The browser should check that address again next time.

It's useful when:

• The site is under maintenance, and you're redirecting visitors to an informational page
• You're testing two versions of the page against each other
• A short-term campaign temporarily replaces the regular one landing page
• You are temporarily redirecting visitors to different pages based on their language or country

And here's the catch with the forms. When someone submits an order or inquiry and the request is routed through 302, the entered data may be lost. This is because the browser may not forward it.

A newer version was created specifically for this situation.

307: Temporary, but the data will survive

From a search engine's perspective, a 307 does exactly the same thing as a 302. There is only one difference, but it is a crucial one: the browser must not Discard the submitted data. Whatever the user entered will be sent to the new address.

In the specification, this is not a recommendation but a prohibition. The browser has no choice.

When to use it: anywhere where something is submitted: order forms, logins, inquiries, payment gateways. If you run an online store or web application, 307 is a temporary redirect, which is the one you should use first.

308: Permanent redirect that does not discard data

The 308 is to the 301 exactly as the 307 is to the 302. A permanent redirect in which the sent data is preserved.

Google Documentation lists 301 and 308 side by side as equivalent permanent redirects. From an SEO perspective, there is therefore no difference between them.

The only caveat is its age. 308 wasn't introduced until 2014, so not every older system may support it. This isn't a problem for a standard website using up-to-date browsers.

When to use it: when permanently changing the address to which data is sent. For regular web pages, feel free to stick with a 301 redirect; it's more widely used and behaves the same way.

The Myth of Link Juice That Has Outlived Its Time

The most common rule of thumb regarding redirects goes something like this: A 301 redirect transfers “link juice”—that is, the strength of links—to the new address, while a 302 redirect leaves it with the original one. Sometimes a specific number is even cited, stating that 90 to 99 of the % value is transferred.

That idea used to be true. It isn't anymore, for two reasons.

First, the loss of value during redirection has been eliminated. Until 2016, a loss of around 15 % was indeed expected. Then Google confirmed that redirects no longer cause any loss of link juice, and the percentages of lost link juice ceased to make sense.

Second, and more importantly, Google handles the whole thing differently. It doesn't care how much traffic flows through, but rather which URL it should consider the primary one and which one to display in search results using the canonical tag.

The difference between a permanent and a temporary redirect therefore lies primarily in this decision. With a permanent redirect, Google marks the new address as the primary one; with a temporary redirect, it sticks with the original one. And even with a temporary redirect, Googlebot will still reach the new page and can index it.

This leads to a reassuring conclusion. 302 isn’t a loophole that lets SEO slip through. It’s simply an instruction to „keep the original URL in the index.“ However, if you use it for a permanent redirect, you’re telling Google something that isn’t true in the long run, and eventually, Google will interpret it its own way anyway.

Why does the old address still appear in the results even after it has been properly redirected?

This is enough to scare anyone moving a website for the first time. The redirect is set up correctly, the new address is in the index, and yet Google still sometimes shows the old one.

This isn't a mistake. Google remembers both addresses. One will become the primary one, and the other will remain as an alternative name. The alternative name may appear in the results if the search query suggests that the user is more familiar with the old one. Once people get used to the new domain, this will resolve itself.

When to Choose Which Type

The decision boils down to two questions:

1. Will the content be restored to its original location? If not, it's a permanent redirect, and you're looking for a 301 or 308. If so, you're dealing with a 302 or 307.
2. Is anything from the form being sent to that address? If so, choose the option that preserves the data: 308 for permanent redirects, 307 for temporary redirects. If not, just use the standard 301 or 302.

And here's one more piece of advice you'll hear from anyone who's ever migrated a website: If you're not sure whether the change is permanent, start with a temporary redirect. You can switch from 302 to 301 at any time. Switching back from a permanent redirect that browsers have cached is much more difficult.

How to Set Up Call Forwarding

You have three options, depending on how deeply you want to explore the website.

1. In the admin panel, without any programming

The simplest approach—and one that is entirely sufficient for most companies.

WordPress can't handle redirects on its own, but a plugin can. The most widely used plugin is Redirection, which also supports bulk imports from a spreadsheet and automatically reports which URLs are returning a 404 error to visitors. The SEO plugin Rank Math can also handle redirects.

Shoptet, Upgates, Wix, and other off-the-shelf solutions allow you to manage addresses directly in the admin panel, usually in the URL settings.

2. On the server, via the developer

This is the fastest and most reliable option, because the redirection takes place before the content management system even starts up. However, it requires access to the server configuration.

If you have a developer, this is what you should send them. On an Apache server, this is the .htaccess file:

301 Redirect /old-page https://www.example.cz/nova-stranka

To unify addresses without "www" to the version with "www" and enforce HTTPS at the same time:

RewriteEngine On
RewriteCond %{HTTPS} off [OR]
RewriteCond %{HTTP_HOST} !^www\. [NC]
RewriteRule ^(.*)$ https://www.example.cz/$1 [R=301,L]

You can set up a different type of call forwarding by changing the number, that is, [R=308,L] or [R=307,L]. On an Nginx server, it looks like this:

location = /old-page {
    return 301 https://www.example.cz/nova-stranka;
}

3. Redirects Within the Page Itself

There are two other methods you might come across, but we don't recommend either of them as your first choice:

• Meta refresh is a tag embedded directly into the page. Here’s an interesting fact worth knowing: if the redirect occurs immediately, Google treats it as a permanent redirect. If there’s any delay, it treats it as a temporary redirect.
• Redirects Using JavaScript It works, but it's the least reliable. Google doesn't record it until the page has finished rendering, which doesn't always happen.

In its documentation, Google lists the order of reliability exactly as follows: first, server-side redirects; then, meta refresh; and finally, JavaScript.

How to Verify That the Redirect Is Working

Simply entering the old address into your browser isn't enough. That's because you won't be able to see what type of redirect the server returned or how many redirects occurred along the way.

• Browser extension. The simplest option for non-developers. Redirect Path shows the entire path and the type of redirect with a single click.
• Developer Tools in Chrome. Open it by pressing F12, switch to the Network tab, and check the „Preserve log“ box. You'll see the redirection code in the Status column.
• The entire website at once. Screaming Frog or Ahrefs will crawl all pages and find chains, loops, and links leading to redirects.
• Google Search Console. In the indexing overview, watch as the old address disappears and the new one appears. After the migration, don't forget to submit the updated sitemap.

Five Mistakes That Cost You Traffic

1. Redirect chains. Address A leads to B, B to C, and only C to the destination. Each link in the chain causes a delay and unnecessarily eats into crawl budget, that is, based on the attention Google pays to your website. Always redirect directly to the final URL.
2. Loops. It leads to B, and B leads back to A. The browser gets stuck in a loop, and the visitor won't see anything. Longer loops involving three or more addresses tend to be particularly insidious.
3. Everything on the homepage. If there is no corresponding replacement after a redesign, the correct response is a 404 error page, not a redirect to the home page. Google will catch on to this, and it will just frustrate the visitor.
4. Uncorrected links on our own website. The redirects are intended to capture external links and bookmarks. Replace links in your own content and in the sitemap with the new addresses right away.
5. Cancel the forwarding after a few months. Google recommends keeping permanent redirects active for at least a year, ideally indefinitely. Links to the old address won't disappear, even years later.

The Most Common Scenario: Moving a Website

Most companies handle URL redirection precisely because of a redesign or a transition to a new platform. In those cases, it’s not just one URL that changes, but potentially thousands at once.

Three things that most often make or break it:

• Mapping takes place before the program starts, not after. A list of old URLs will be retrieved from the sitemap and Search Console, and each one will be mapped to the closest corresponding new page. The redirects will then be implemented at the same time as the new website goes live.
• Redirects from previous redesigns must also be transferred. If a website has changed its structure three times over the past ten years, there are three layers of redirects. If you discard them during the migration, you'll lose the links that were created two generations ago.
• Don't forget the images and the transition from HTTP to HTTPS. The addresses have changed there as well, and there are backlinks there, too.

Expect that even after a job well done, your rankings will drop slightly for a few weeks. This is normal and will even out. Not without redirection.

Frequently Asked Questions

What is the difference between a 301 and a 302 redirect, and when should each be used?

A 301 redirect is permanent and tells search engines that the new address should be the primary one. A 302 redirect is temporary and leaves the original address in the index. Use a 301 when content is being moved permanently, and a 302 during maintenance, testing, or a short-term campaign.

When is it appropriate to use a permanent redirect instead of a temporary one?

Whenever the content will no longer be available at its original address. This typically happens when the website’s structure changes, when switching to a new domain, when migrating to HTTPS, or when merging two websites. If you’re not sure, start with a temporary redirect, since it’s easier to revert from one.

Does a 302 redirect pass on SEO value?

Yes. Since 2016, redirects have not reduced link juice. The difference between a 301 and a 302 redirect is not in the amount of link juice transferred, but in which URL Google considers the primary one and displays in search results.

How do I set up redirects without access to the files on the server?

Use a plugin or the admin panel. In WordPress, the most widely used plugin is Redirection, but Rank Math can handle it as well. Shoptet and Upgates let you manage URLs directly in the admin panel. You don't need to write any code.

How do I test the redirect after moving the content?

The fastest way is to use Redirect Path, which displays the entire path and the type of redirect. You can find details in Chrome DevTools under the Network tab with the „Preserve log“ option enabled. Scan the entire website using Screaming Frog.

How do I set up bulk redirection for an entire website?

Prepare a mapping of old and new URLs in a spreadsheet before launching the new website, and redirect each URL to the closest matching page—not to the homepage. Avoid URL strings, and scan the entire website after deployment.

How long should I keep the forwarding active?

Ideally, permanently. Google recommends at least one year, but links and bookmarks to the old addresses will still exist even years later. If you remove the redirect, they will immediately become error pages.

When should you use a redirect, and when is it better to use a canonical tag?

Use a redirect when the old URL is no longer valid. Use the canonical tag to tell Google which of several similar pages it should consider the primary one when both URLs need to remain accessible. This is typically used for filters in an online store, where the user needs to see the filtered results.

Who can help with website migration, including redirects?

Web agencies and SEO consultants handle migration. At Apador, we map old and new URLs as a standard part of our redesign process, including post-deployment checks. Get in touch with us, and we’ll walk you through the process for your specific website.

What to Take Away From This

Remember this matrix. Whether it's permanent or temporary determines which address Google will show in the results. Data retention determines whether your forms will work.

For a regular page that's being permanently moved, use a 301. For a temporary change, use a 302. And whenever something is being submitted, use the 308 and 307 pair.

You don't need to worry about the percentage of link juice passed on. Today, it's about something else: which URL you designate as the primary one, and whether you'll lose the order along the way.

Are you planning a website redesign or a move to a new domain? Redirects are a small detail that’s easy to overlook—and one that can cost you dearly in the form of a drop in search rankings. Contact us and we'll walk you through the address mapping process before you launch your new website.

You'll most often need to handle redirects when moving a website, when thousands of URLs change all at once. We've described the entire process—from URL mapping to the launch date to tracking rankings—in our article on website migration.

Redirects also have a second, often-overlooked effect: each additional round-trip between the browser and the server increases the page load time. A chain of two or three consecutive redirects can thus slow down a website just as much as unoptimized images, as we discuss in article on website speed optimization.