Content Matters Labs

How to set up a 301 redirect from an old URL to a new one

A 301 redirect points an old URL to a new one. When someone clicks a link to the old address — from Google, a bookmark, or another site — they land on the new page instead of hitting a “not found” error. Search engines also pass ranking signals from the old URL to the new one, so you don’t lose the SEO you’ve built up.

When you’d need one:

  • You changed a URL slug after publishing.
  • You moved a page under a new section (e.g. /blog/article → /resources/article).
  • You deleted a page but want traffic from old links to land somewhere useful.
  • You migrated to a new CMS or a new domain.

How to add a 301 redirect by CMS:

  • WordPress: Install the free Redirection plugin (Plugins → Add New → search “Redirection”). Once active: Tools → Redirection → Add New → paste the old path as “Source URL” and the new path as “Target URL” → Save.
  • Squarespace: Settings → Advanced → URL Mappings → add one line per redirect in the format /old-slug -> /new-slug 301.
  • Webflow: Site Settings → Publishing → 301 Redirects → paste “Old Path” and “Redirect To” → Save.
  • Wix: Marketing & SEO → SEO Tools → URL Redirect Manager → Add Redirect → paste the old URL and the new URL → set Redirect Type to “301 (permanent)” → Save.
  • HubSpot: Settings → Website → Domains & URLs → URL Redirects → Add → paste Original URL and Destination URL → set Redirect Type to “Permanent (301)” → Save.

Tips:

  • Use “301” (permanent), not “302” (temporary). Search engines only pass ranking with 301.
  • Test the redirect after saving — paste the old URL in a fresh browser tab and confirm you land on the new URL, not a 404.
  • Don’t chain redirects (old → intermediate → final). Point directly to the final URL.

— From Content Matters Labs —You didn’t get into this field to become a content marketer. But your buyers still Google before they call. That gap is why the Complete Deployment Packet exists — the research, the writing, the SEO, the CTAs, all done — so you can show up in the search without becoming a full-time writer.

Common 301 redirect issues:

  • Redirect loop (A → B → A) — your browser will error with “too many redirects.” Check both entries — the destination shouldn’t point back at the source. Delete one of them.
  • Redirect chain (A → B → C) — always redirect directly to the final destination. Chains lose ranking signal and slow page loads.
  • WordPress: plugin installed but redirects don’t work — activate the plugin (Plugins → Installed Plugins → click Activate), then re-add the redirect. Some hosts also cache aggressively; clear the site cache after saving.
  • Old URL still showing in Google search after weeks — Google recrawls on its own schedule. Speed it up by requesting re-indexing of the OLD URL in Google Search Console. Confirms the 301 is being followed and updates the search result.
  • I changed a whole section, do I need a wildcard redirect? — if your CMS supports pattern matching (regex or wildcards), yes — one wildcard rule beats manually redirecting 50 pages. WordPress Redirection and Webflow both support patterns; Squarespace and Wix require one line per page.

Still stuck? Email us at contact@contentmatterslabs.com with your CMS and a screenshot. We’ll email you back within one business day with the answer.