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Random freezes, missing sound and display glitches usually trace back to one bad driver. Find and replace yours safely.Free scan · under a minuteUse a server-side 301 (or 308) redirect for a permanent URL, protocol, host, or path migration. Map every old URL to its closest final URL, redirect each old address directly, and place a self-referencing rel="canonical" on every destination page. A canonical tag alone is appropriate only when duplicate or near-duplicate URLs must remain accessible.
A redirect changes where browsers and crawlers go. A canonical tag leaves the requested page available and merely recommends which URL represents the set. That difference determines whether your migration preserves access, consolidates indexing signals, and avoids sending Google contradictory instructions.
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The short answer: redirect a move, canonicalize a duplicate
A permanent migration means the old URL no longer represents the intended location. Send an HTTP 301 or 308 response from that old URL to its directly corresponding new URL. On the new page, use a self-referencing canonical and update the rest of the site to reference the new address.
Use rel="canonical" without a redirect when several URLs intentionally remain usable—for example, a parameterized view, a regional variation, or another near-duplicate that visitors may still request. The canonical identifies your preferred representative, but it does not remove the alternate URL, prevent it from being crawled, or guarantee that Google will select your preference.
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Google Search Central recommends permanent HTTP redirects such as 301 and 308 for permanent moves. Its site-migration guidance also says each new URL should have a self-referencing canonical. A permanent redirect is a strong signal that the target should replace the source in search; a temporary redirect generally allows the source to remain eligible.
What a 301 redirect actually does
It operates before a page is delivered
A 301 is an HTTP response from your web server, reverse proxy, CDN, or application. The server answers the old address with a permanent-move status and a Location header. The browser then requests the target URL.
HTTP/1.1 301 Moved Permanently
Location: https://www.example.com/new-path/A 308 also declares a permanent move. The practical SEO choice is usually 301 or 308 according to your platform and method; Google explicitly recommends permanent redirects when possible. A 308 preserves the request method, which can matter for non-GET requests, while a 301 is more widely supported by older infrastructure. For ordinary page migrations, either should be configured consistently and tested.
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The old URL is not presented as the page. It sends the user to the destination, which makes a redirect the correct mechanism when a domain, protocol, directory, slug, or individual document has moved. Bookmarks, external links, and search results that still contain the old address can continue to reach the new page through the redirect.
A redirect is a signal, not a guarantee
Permanent redirects tell search engines that the source has moved and that the target should receive the source’s accumulated signals. They do not guarantee a particular ranking, indexing date, traffic level, or recovery timeline. Relevance, content quality, technical accessibility, and competing signals still affect the result.
What a canonical tag does
It is page metadata on an accessible URL
On an HTML page, the preferred URL is declared in the document head:
<link rel="canonical" href="https://www.example.com/preferred-page/">For supported non-HTML documents, a canonical can also be sent as an HTTP response header. In both cases, the alternate URL remains accessible unless another mechanism changes that.
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It consolidates a duplicate set by recommendation
Canonicalization is useful when the same or nearly the same content is reachable at multiple addresses and those addresses serve a purpose. Common examples include tracking parameters, sortable or filtered views, printer versions, and regional variants that users may still need. The canonical tells Google which URL you consider representative so signals can be consolidated there.
Google treats a canonical as a strong hint rather than an absolute command. If redirects, internal links, sitemap entries, content, or other signals disagree, Google can select a different canonical. A canonical also does not substitute for access control, deletion, authentication, or a redirect.
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301 redirects and canonical tags compared
| Question | 301 or 308 redirect | Canonical tag |
|---|---|---|
| Can a user view the old URL? | No normal page is served; the request is sent to the target. | Yes. The alternate page remains available. |
| Is the change permanent? | Yes. It declares that the source has moved. | No. It expresses a preferred representative among accessible URLs. |
| Where is it implemented? | At the HTTP server, proxy, CDN, or application routing layer. | In HTML page metadata or, for supported files, an HTTP header. |
| What does it tell crawlers? | Replace the source with the destination and follow the move. | Prefer the specified URL for indexing and signal consolidation. |
| Should the old URL remain in navigation and sitemaps? | No. Replace references with the final URL. | Usually yes only where the alternate is intentionally usable; point canonical signals to the preferred URL. |
| Typical use | Domain, HTTPS, hostname, directory, slug, or document migration. | Duplicate, near-duplicate, parameterized, or regional variants. |
| Main validation need | Check status code, destination, hop count, and accessibility. | Check the rendered tag or header and whether other signals agree. |
Do you need both during a migration?
In a normal site move, yes—but they perform different jobs. The redirect handles every old URL. The self-referencing canonical on each new page confirms the preferred final address once the request arrives there.
Do not place a canonical on the old URL and assume the move is complete. A crawler or visitor can still request that old page, and the canonical only recommends another URL. Conversely, do not redirect a page to a destination whose canonical points somewhere else; that creates conflicting instructions and can cause the signals to be ignored.
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The combination should be consistent:
- Old URL: one direct 301 or 308 to the matching final URL.
- New URL: a canonical whose value is the new URL itself.
- Internal links, XML sitemaps, hreflang annotations, structured data, and other references: the new URL.
When a 301 or 308 is the right choice
Changing domains or hostnames
If old.example is replaced by new.example, redirect each old page to its corresponding page on the new host. A site-wide redirect to the new home page discards useful context and can be treated as a soft 404 when the destination is not a close match.
Moving from HTTP to HTTPS
Redirect every HTTP URL to the HTTPS equivalent, preserving the host, path, and meaningful query behavior. Update internal links, canonical tags, sitemaps, and hreflang values so the secure URLs are the only preferred references.
Changing a directory or URL pattern
For a move such as /blog/old-slug/ to /guides/new-slug/, create a one-to-one rule. Preserve the path-specific destination rather than sending all requests to /.
Replacing or consolidating documents
When an old article, product page, or downloadable document has a clearly corresponding replacement, redirect the old address directly to that replacement. If there is no relevant successor, a useful 404 or 410 may be more honest than an unrelated redirect.
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Parameterized URLs
A campaign URL such as /guide can remain shareable and measurable while the clean guide URL is declared canonical. Keep the parameterized page accessible if your application needs it, but ensure its content and canonical behavior are deliberate.
Sorting, filtering, and print views
Product lists or articles may have alternate views that users can request. If those views are substantially the same and you do not want each one indexed separately, point them to the representative URL instead of redirecting every variant.
Regional or language variants
Regional pages can be intentionally accessible. Use the canonical that matches your duplicate strategy and keep hreflang annotations internally consistent. Do not use a canonical to hide genuinely different language or regional content from search; those pages may need their own indexable URLs.
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Near-duplicates with a continuing user purpose
If an alternate URL must remain available for an application workflow, partner link, or user interface, canonicalization preserves that access while indicating which version should represent the content in search.
A migration procedure that avoids mixed signals
1. Inventory every old URL
Export URLs from your current XML sitemaps, analytics, server logs, internal-link crawl, and important external references. Include pages that receive little traffic; a migration that handles only the homepage and top articles leaves avoidable not-found errors.
Record the old URL, status, page type, intended new URL, and whether the content is moving, consolidating, or being retired. Normalize protocol, hostname, trailing-slash rules, case behavior, and query parameters before writing rules.
2. Build a closest-match URL map
Assign one final destination to each changed URL. A topic, product, or document should land on the most relevant successor, not merely the new site’s homepage. Mark URLs with no suitable replacement for a deliberate 404 or 410 response.
| Old request | Final destination | Recommended action |
|---|---|---|
http://old.example.com/ |
https://www.example.com/ |
301 or 308 |
http://old.example.com/article-a/ |
https://www.example.com/guides/article-a/ |
Direct 301 or 308 |
http://old.example.com/obsolete/ |
None relevant | Intentional 404 or 410 |
3. Configure direct server-side redirects
Implement the map at the earliest reliable layer. Test that each old URL returns the intended permanent status and a single final destination. Avoid redirecting an old URL to an intermediate URL that then redirects again.
# Apache example (adapt to your host and test environment)
Redirect 301 /old-path/ https://www.example.com/new-path/Configuration syntax varies by server, framework, and CDN. Do not paste a rule into production without checking escaping, query-string behavior, case sensitivity, and interactions with existing rules.
4. Keep chains short
Google advises keeping redirect chains low—ideally no more than three hops and fewer than five. A chain adds latency, increases the chance of a broken intermediate rule, and makes crawling harder. Point the original URL straight to the final canonical destination whenever possible.
5. Publish self-referencing canonicals on new pages
Every migrated destination should identify itself:
<link rel="canonical" href="https://www.example.com/guides/article-a/">Use the final protocol, host, path, and slash convention. Generate the value from the canonical URL your site actually serves, not from an old template or an untrusted query parameter.
6. Replace site-wide references
Update navigation, contextual links, breadcrumbs, pagination where applicable, XML sitemaps, hreflang annotations, structured-data URLs, feeds, downloadable references, and JavaScript-generated links. A redirect can recover an old link, but a clean migration should not keep creating requests for the old address.
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7. Remove staging barriers
Before launch, identify temporary noindex directives, password protection, robots blocks, and test host restrictions. Remove only the controls intended for staging; leaving one in place can prevent the new site from being crawled or indexed.
8. Validate before and after launch
- Request a representative sample of old URLs and confirm a 301 or 308, the correct
Location, and no unexpected chain. - Request each final URL and confirm a successful response, usable content, and a self-referencing canonical.
- Crawl the old and new URL sets with a validator such as Screaming Frog to find loops, chains, incorrect destinations, blocked pages, and internal links that still point to old addresses.
- Use Google Search Console URL Inspection on important new pages and review indexing and not-found reports after launch.
- Check XML sitemaps and hreflang reports for old hosts, protocols, or paths.
9. Watch capacity and errors
Google says it may crawl the new site more heavily after a migration. Monitor origin servers, CDN limits, redirect volume, latency, crawl errors, and application logs. A technically correct map can still fail if the server cannot answer the increased request load.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Common migration failures and fixes
Redirecting everything to the homepage
Symptom: Hundreds of unrelated old URLs all land on one generic page.
Fix: Restore one-to-one mappings to the closest relevant destination. If no meaningful replacement exists, return an intentional 404 or 410. An irrelevant redirect can confuse visitors and may be treated as a soft 404.
Using a 302 for a permanent move
Symptom: Old URLs remain prominent or the new URLs are not treated as replacements.
Fix: Reserve 302 redirects for genuinely temporary changes, experiments, or maintenance. Use a 301 or 308 when the move is permanent.
Leaving redirect chains
Symptom: Old HTTP URLs go to an old hostname, then to HTTPS, then to a new path.
Fix: Collapse the rules so the original address goes directly to the final HTTPS URL on the final host and path.
Conflicting canonicals
Symptom: A new page canonicalizes to an old URL, a different page, or a URL that redirects.
Fix: Make the destination page self-canonical, ensure the canonical returns a successful response, and align links, sitemaps, redirects, and hreflang values.
Keeping old URLs in internal links or sitemaps
Symptom: Crawlers repeatedly request redirected URLs and reports show mixed host or protocol signals.
Fix: Replace references with final URLs. Leave redirects in place for external users and legacy bookmarks, but do not use them as the site’s preferred navigation paths.
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Symptom: Redirects work for browsers, but new pages do not enter the index.
Fix: Remove temporary staging blocks, verify that important pages are crawlable, and inspect the rendered response and headers rather than relying only on source templates.
How much SEO value does a 301 pass?
A permanent redirect is the mechanism Google recommends for transferring a moved URL’s signals, so it is the appropriate choice when preserving a page’s search identity. That does not mean every ranking signal, link, or impression transfers perfectly or immediately. The target must be accessible and relevant, and the migration must avoid errors, conflicting directives, and large-scale content changes that make the new site a different result.
Do not promise a fixed recovery percentage or timeline. Official guidance does not establish a universal performance figure, and crawl and indexing behavior varies with site size, server capacity, URL quality, and the nature of the change.
Decision checklist
- The address is permanently moving: use a direct 301 or 308.
- Several addresses must remain usable: keep them accessible and use a canonical hint.
- The old URL should disappear from normal use: a canonical alone is insufficient.
- The new page is the final representative: add a self-referencing canonical.
- There is no close replacement: consider a deliberate 404 or 410 instead of an unrelated redirect.
- Signals disagree: align redirects, canonicals, internal links, sitemaps, hreflang, and structured data before launch.
FAQ
Are canonical tags enough when changing domains?
No. A domain change is a permanent move, so redirect each old URL to its matching URL on the new domain. Use self-referencing canonicals on the new pages as confirmation, not as a substitute for the redirects.
Can I use both a redirect and a canonical on the same old URL?
The old URL normally cannot deliver a page-level canonical after it issues a redirect. Put the redirect on the old URL and the self-referencing canonical on the destination page.
Should I redirect a deleted page to the homepage?
Only if the homepage is genuinely the closest useful replacement, which is uncommon. Otherwise return a deliberate 404 or 410, or redirect to a closely matching successor.
Is a 308 better than a 301 for SEO?
Both communicate a permanent move. Choose the status your infrastructure handles reliably; Google recommends permanent redirects such as 301 and 308. Test method preservation and compatibility if requests other than ordinary page loads are involved.
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How long should redirects remain?
Keep them while users, crawlers, bookmarks, and external links may still request the old URLs. The appropriate duration depends on your audience and link ecosystem; removing them quickly creates avoidable not-found errors.
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