301 vs 302 Redirect: Which Should You Use?

The main difference between a 301 vs 302 redirect is permanence. A 301 redirect tells search engines "this page has permanently moved" — use it for rebrands, migrations, and domain consolidations. A 302 redirect signals "this is temporary" — use it for short campaigns or A/B tests. Choosing the wrong type can hurt your SEO or lock you into changes you can't easily undo.

This article covers the key differences between 301 and 302 redirects, plus a 10-second decision framework to help you choose. For the complete technical breakdown, see our complete guide to URL redirects.

Key Takeaways

• 301 = permanent — use for rebrands, migrations, domain consolidations
• 302 = temporary — use for short campaigns, A/B tests, maintenance pages
• Both pass link equity, but only 301 signals search engines to update their index
• When unsure, default to 301 — it's the safer choice for most business scenarios
• You can switch from 302 to 301 later, but switching from 301 to 302 is harder to undo

What is a 301 Redirect?

A 301 redirect is a permanent redirect that tells browsers and search engines "this page has moved permanently to a new location." It's the most common redirect type for domain migrations, rebrands, and URL structure changes.

When to use a 301 redirect:

• Domain rebrands (oldbrand.com → newbrand.com)
• Website migrations to a new domain
• Consolidating duplicate pages or domains after mergers
• Changing URL structure permanently
• Standardizing on www or non-www

SEO impact of 301 redirects:

• Passes ~90-99% of link equity (PageRank) to the new URL
• Old URL gradually removed from Google's index over 2-6 months
• Recommended by Google for all permanent moves
• Browsers cache 301s aggressively (good for performance, but harder to undo)

What is a 302 Redirect?

A 302 redirect is a temporary redirect that tells browsers and search engines "this page has temporarily moved." Use it when you plan to restore the original URL later.

When to use a 302 redirect:

• A/B testing different landing pages
• Seasonal campaigns (e.g., holiday microsites)
• Temporary maintenance or downtime pages
• Geographic routing tests before permanent rollout
• Testing a new domain before full migration

SEO impact of 302 redirects:

• Does NOT transfer link equity permanently
• Original URL stays in Google's index
• Browsers cache 302s minimally (easier to change)
• Use only when you plan to restore the original URL

301 vs 302 Redirect: Key Differences

The key question: Will the original URL ever serve content again? If no, use 301. If yes, use 302. If unsure, default to 301 — it's the safer choice for most business scenarios.

Concerned about SEO impact? See Are Redirects Bad for SEO?

301 or 302 Decision Framework

The choice between 301 and 302 comes down to one simple question: will the old domain ever serve its original content again?

→ If not (the old domain is retired, the brand is dead, the company is consolidating), use 301. This signals to browsers and search engines that the change is permanent and that they should update their records.

→ If yes (you're running a short campaign, testing something for a few weeks), use 302. This signals the original domain will return to service.

When NOT to Use Each Redirect Type

Knowing when not to use a redirect type is just as important as knowing when to use it. Here are the scenarios where each type is the wrong choice.

Don't Use a 301 Redirect When:

• Testing a new domain before committing — Use 302 until you're certain the migration is permanent
• Running a temporary campaign — 301s are hard to undo due to aggressive browser caching
• You might revert the change — 301 signals permanence to Google, and reversing it causes confusion
• A/B testing landing pages — You'll want the original URL back when testing ends

Don't Use a 302 Redirect When:

• The change is permanent — You'll lose SEO value over time as Google doesn't transfer link equity
• It's been active for 3+ months — Switch to 301 for clarity; Google may treat long-running 302s as permanent anyway
• You're doing a rebrand — Rebrands are permanent by nature; commit with a 301
• You're consolidating domains after a merger — Acquired domains won't serve content again

How to Check Your Redirect Type

Not sure what redirect type a URL is currently using? Here are three ways to check:

Method 1: Browser DevTools

1. Open Chrome DevTools (F12 or Cmd+Option+I on Mac)
2. Go to the Network tab
3. Check "Preserve log" to capture redirects
4. Visit the URL you want to test
5. Look for the Status column — it will show 301 or 302

Method 2: curl Command (Terminal)

Run this command to see redirect headers:

curl -I https://example.com

Look for:

• HTTP/1.1 301 Moved Permanently — permanent redirect
• HTTP/1.1 302 Found — temporary redirect
• Location: header shows the destination URL

Method 3: Online Redirect Checker

Use our free Redirect Tester to check any URL instantly. It shows the full redirect chain, status codes, and final destination.

URL Redirects: Three Common Scenarios

1. Domain rebrand

Your company is changing names. Oldcompany.com will never serve content again. Everything points to newcompany.com. This is the textbook 301 redirect.

Use 301 because the old domain is permanently retired. Search engines should transfer ranking signals (the SEO value and search visibility) to the new domain. Backlinks pointing to the old domain should pass their value to the new one.

One mistake: hesitating to use 301 because you want to "see if the rebrand works." If you're launching a rebrand publicly, you've committed. The redirect should match that decision.

Ready to implement? See How to Set Up a Domain Redirect in 3 Minutes.

2. Temporary Campaign Domain

You're running a three-week promotion at promo.brand.com redirecting to brand.com/sale. When it ends, the campaign domain will shut down or redirect elsewhere. Use 302 for explicit short-term campaigns.

Duration matters. If your promotion runs longer than a few months, consider switching to 301. Google's John Mueller has stated that search engines may eventually interpret long-running 302s as permanent. You can verify how Google is handling your redirect using the URL Inspection Tool in Search Console. For campaigns you know will be brief, 302 is appropriate.

3. Consolidating Multiple Domains

You own five domains from past acquisitions (old1.com through old5.com). You're consolidating everything under brand.com. None of the old domains will serve content again. Each needs a permanent 301 redirect.

Implementation detail: each old domain needs its own redirect pointing to brand.com. Don't create redirect chains where old1.com redirects to old2.com which redirects to brand.com. While Google typically follows chains up to around 5 hops, best practice is keeping redirects to a single hop. Each domain should redirect directly to its final destination.

Map URLs thoughtfully. If old1.com/products had valuable content, redirect it to brand.com/products, not the homepage. This preserves both user experience and SEO value.

For large-scale migrations, see our Domain Migration SEO Checklist.

Common Mistakes to Avoid

Even with the right redirect type chosen, implementation details matter. Here are the mistakes that derail otherwise well-planned redirects.

• Redirect chains compound quickly. You might start with a simple redirect, then add another redirect on top of it months later when plans change. Suddenly you have old1.com redirecting to old2.com redirecting to brand.com. Each hop in the chain adds delay. Google typically follows redirect chains up to around 5 hops, but keeping redirects to a single hop ensures faster page loads and cleaner signal transfer. Always audit your redirect structure to ensure direct paths from source to final destination.
• Using 302 as a hedge against uncertainty. Teams implement 302 thinking "we're not sure yet, so let's keep it temporary." Three months pass. Six months. A year. The redirect stays 302 because no one explicitly decided to make it permanent. If you're past several months with a 302 still active and have no plans to revert, switch it to 301 for clarity.
• Not testing before launch. Test your redirects before going live. Check that both HTTP and HTTPS versions work correctly. Verify that users land on the intended destination. A broken redirect is worse than no redirect at all: users hit error pages, and search engines may deindex your content entirely.

Read further
For more details on redirect fundamentals, see our Complete Guide to URL Redirects.

Frequently Asked Questions

Related Articles

• How to Set Up a Domain Redirect in 3 Minutes — Step-by-step setup guide
• Are Redirects Bad for SEO? — Impact on search rankings explained
• Domain Migration SEO Checklist — For bulk redirects and complex migrations
• Complete Guide to URL Redirects — Technical deep dive

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