HubSpot SEO Certification Practice Test

What is the purpose of a 301 redirect?

1. To temporarily redirect users from one URL to another.

2. To permanently redirect users from one URL to another.

3. To change the content of a page.

4. To create a sitemap for the website.

The correct answer is: To permanently redirect users from one URL to another.

A 301 redirect serves the important function of permanently redirecting users from one URL to another. This is particularly useful when a webpage has been moved to a new location, such as when a website undergoes a redesign, a URL structure change, or when content has been consolidated under a different page. By implementing a 301 redirect, you inform both users and search engines that the original page has been moved permanently to the new URL. From an SEO perspective, using a 301 redirect is crucial because it allows the search engine to pass along the original URL’s ranking power (or "link juice") to the new URL. This helps maintain search engine rankings, ensuring that the new page can inherit the authority built by the old page. Moreover, users who attempt to access the old URL will be seamlessly taken to the new URL, which enhances user experience and reduces confusion. In contrast, a temporary redirect (which is not the correct answer) would only signal that any moves are temporary, meaning the link equity might not transfer as effectively. Changing the content of a page or creating a sitemap does not involve redirects at all, highlighting the specific and critical purpose that a 301 redirect fulfills in web management and SEO strategies.