Do 301 Redirects Pass Link Equity and PageRank?

Yes. Google has said that 301 redirects do not lose PageRank in the way SEOs once feared, so a permanent redirect from an old URL to a relevant new one passes the old page’s signals along. The catch is relevance: redirecting to an unrelated page, or through long chains, is where rankings are actually lost.

What a 301 tells search engines

A 301 status says a page has moved permanently. Search engines then transfer the old address’s signals to the new one and, over time, show the new address in results.

Where value is really lost

• Irrelevant targets: sending an old guide to the homepage looks like a mismatch.
• Long chains: every extra hop adds delay and risk. See how to find and fix redirect chains and loops.
• Temporary codes: a 302 used for a permanent move can slow the transfer.
• Removing redirects too soon: the signals stop flowing.

How to redirect well

1. Map each old URL to the closest equivalent new page.
2. Use a single 301 hop, not a chain.
3. Update internal links to point directly at the new address.
4. Test every rule with the free redirect and status code checker.

Check that it works

After a migration, test a sample of old URLs and watch Search Console for errors. For other codes you may meet, read HTTP status codes for SEO.

Frequently asked questions

Next steps

Planning a migration? Contact me here for a redirect plan.