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A **301 redirect** is a permanent move that tells web browsers and search engines like Google that a webpage has been moved to a new location. This **server-side redirect** is crucial for **SEO** because it passes nearly all of the old page’s link equity or **PageRank** to the new **destination URL**. Implementing a **permanent redirect** correctly ensures that **website traffic** and search engine rankings are preserved when **changing URLs** or **restructuring a website**. When a user tries to access the old URL, the **HTTP status code 301** automatically sends them to the new, updated page. This maintains a smooth user experience and prevents **broken links**, which can negatively impact your site’s performance.