🔁 301 Redirects: Why They Matter for SEO & Site Success
At David Marketing Specialist, we often say: "SEO isn’t just about keywords — it’s about structure."
One of the most underrated but vital elements of SEO?
👉 301 redirects.
Whether you're redesigning your site, switching URLs, or just cleaning things up, 301 redirects are essential to keep your traffic — and rankings — intact.
Let’s dive in.
🔍 What Is a 301 Redirect?
A 301 redirect is a permanent instruction that tells browsers and search engines:
> “This page has moved — here’s the new one.”
So when someone (or Google) tries to visit your old URL:
https://www.davidms.co.uk/old-services-page
They’ll automatically be sent to your updated one:
https://www.davidms.co.uk/services
💡 Why Are 301 Redirects Important for SEO?
✅ 1. Preserve Your Rankings
If you delete or change a page URL without a redirect, you lose:
All traffic to that page
All backlinks pointing to it
All keyword rankings
A 301 redirect passes ~90–99% of the SEO value (also called "link equity") from the old URL to the new one. It’s like telling Google, “Transfer the credit to this new address.”
✅ 2. Avoid 404 Errors (Page Not Found)
Broken pages = bad experience for users and bots.
Too many 404s and Google may see your site as messy or poorly maintained — hurting your rankings.
✅ 3. Consolidate Duplicate URLs
Does your site work with both of these?
https://davidms.co.uk
https://www.davidms.co.uk
That’s a duplicate in Google’s eyes. A proper 301 redirect from one version to the other consolidates domain authority and avoids confusion.
✅ 4. Maintain Brand & Analytics Integrity
Redirects ensure that:
Visitors land on live, relevant pages
Analytics accurately reflect where users are going
Your ads, emails, or shared links don’t go to dead ends
🧠 Real-World Examples
Migrating from http to https? ➜ Use a 301 redirect
Changed your blog post title & slug? ➜ Use a 301 redirect
Built a new site with different page names? ➜ Redirect the old ones
Merging two sites into one? ➜ Redirect everything properly
🛠 How We Use 301 Redirects at DavidMS
As part of every SEO campaign or website redesign, we: ✅ Audit your existing URLs
✅ Identify pages with traffic or backlinks
✅ Map them to new destinations
✅ Implement clean, search-friendly 301 redirects
✅ Test to ensure a seamless user journey
🚫 What Not to Do:
❌ Don’t use 302 (temporary) redirects for permanent changes — Google won’t pass ranking credit the same way
❌ Don’t just delete pages without redirecting them
❌ Don’t redirect everything to the homepage — this confuses users and hurts SEO
🔚 Final Thoughts
301 redirects aren’t just technical housekeeping — they’re a direct link to your site’s SEO strength.
Whether you're rebranding, updating your content, or just fixing broken links, 301 redirects protect the hard-earned authority your site has built over time.
At David Marketing Specialist, we manage every part of this process so our clients avoid traffic loss, broken rankings, and SEO setbacks.
📞 Need help restructuring your site the smart way?
Let us plan your redirects properly — and preserve your SEO while moving forward.
👉 Get in touch today
📍 Based in Devon — working with businesses across the UK.