Google Clarifies How Redirects Pass Ranking Signals

Google has clarified how different redirects affect canonicalization and ranking signals in Search. In reporting from Search Engine Journal, Google representatives said both permanent and temporary redirects can help Google recognize related URLs, but they do not send the same signal about which URL should appear in search.

The explanation centers on 301 and 302 redirects. Google said a 301 tells its systems that a URL change is permanent, while a 302 indicates the change is temporary and the original URL is expected to return.

What changed

Google explained that one page will still be indexed regardless of whether a site uses a 301 or a 302 redirect. The larger difference is how Google handles clustering, canonicalization, and ranking signals after that redirect is seen.

According to the discussion, both 301 and 302 redirects can help Google cluster similar pages together during deduplication. But only a 301 has a canonicalization effect, meaning it signals that the new URL should represent the content in search. Google also said a 301 transfers ranking signals from the old URL to the new one, while a 302 does not because Google treats it as a temporary move and tends to keep the old URL in search results.

Google also noted that 308 and 307 redirects serve the same general permanent and temporary roles as 301 and 302. The difference is in how browsers handle submitted POST data. In addition, Google recommended server-side redirects over JavaScript redirects and meta refreshes because server-side redirects are a direct instruction to the browser.

What it means for your website

If you permanently move a page, the redirect type can affect which URL Google chooses to show. A 301 gives Google a clear signal that the new page should replace the old one and receive its ranking signals. A 302 does not send that same message, so the old URL may continue to be treated as the main version.

For business websites, this matters during URL changes, site redesigns, and page consolidation. If a page move is only temporary, a 302 may be appropriate. If the move is meant to last, using a temporary redirect could lead to the wrong URL being shown in search or the new URL being largely ignored by Google.

What to do now

• Review recent redirects on pages that changed URLs during a redesign, migration, or cleanup.
• Use a 301 redirect for permanent URL changes so Google can treat the new URL as the canonical version and transfer ranking signals.
• Use a 302 only when the move is truly temporary and the original page is expected to return.
• If a form, checkout, or other submitted data is involved, check whether 307 or 308 is more appropriate for how the browser should handle that POST data.
• Prefer server-side HTTP redirects instead of JavaScript redirects or meta refreshes when possible.