Redirect 301, 302, 307, 308

HTTP redirects tell browsers and search engines where to go — and the status code communicates whether that instruction is permanent or temporary, and what it means for SEO.

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Definition

An HTTP redirect is a server response that instructs the client — a browser, search engine crawler, or any HTTP client — to request a different URL instead of the one originally requested. The response includes an HTTP status code that communicates the nature of the redirect and a Location header containing the destination URL.

The status code matters beyond simply completing the redirect. Browsers use it to determine caching behaviour. Search engines use it to determine whether to transfer link equity, update their index and how to treat future requests to the original URL.

The Four Redirect Types

301: Moved Permanently

The 301 is the standard redirect for URL shorteners and for any permanent URL change. It signals that the original URL has definitively moved to the destination URL. Browsers cache the redirect — subsequent requests to the original URL are fulfilled from cache without contacting the server. Search engine crawlers follow the redirect, transfer link equity to the destination and update their index to point to the new URL.

For URL shortening, 301 is the correct choice because:

• Short links are stable, permanent aliases for their destinations
• Link equity from any external links pointing to the short link passes to the destination
• Search engines follow the chain and associate content quality signals with the destination

Cuttly uses 301 redirects for all short links. There is no option to select a different redirect type — 301 is the appropriate and default behaviour for all links created on the platform.

302: Found (Temporary)

A 302 signals that the redirect is temporary — the original URL may return to serving its own content. Browsers do not cache 302 redirects. Search engines retain the original URL in their index and do not transfer link equity to the destination.

Appropriate uses: maintenance pages, A/B test variants that may be discontinued, genuinely temporary promotional redirects where the original URL will later serve different content. Not appropriate for URL shorteners, where links are permanent aliases.

307 and 308: Method-Preserving Redirects

307 and 308 are the modern, method-preserving equivalents of 302 and 301 respectively. The key difference: they guarantee that the HTTP method of the original request (POST, PUT, DELETE) is preserved through the redirect. 301 and 302 allow browsers to change a POST request to a GET on redirect — which breaks form submissions and API calls.

For standard browser navigation (GET requests) — which covers all URL shortener use cases — 301 and 307/308 behave identically from the browser's perspective. The distinction matters for API-level HTTP interactions and form submissions, not for clicked links.

The Meta Redirect Exception

Standard HTTP 301 redirects complete before any page-level code executes — the browser is sent to the destination immediately, without loading any intermediate HTML or running any JavaScript. This means that tracking pixels (Facebook Pixel, Google Ads tag) attached to the short link cannot fire during a pure 301 redirect: there is no page, no DOM, no JavaScript execution window.

When a Meta retargeting pixel is attached to a Cuttly short link, Cuttly uses a Meta redirect instead of a direct 301. The visitor briefly lands on an intermediate page that contains the pixel JavaScript — the pixel fires, adding the visitor to the retargeting audience — and then an immediate redirect sends the visitor to the final destination. The intermediate page is designed to be as fast as possible and invisible to the visitor in normal conditions.

This is the only scenario in Cuttly where the redirect behaviour differs from a standard 301.

Redirect Chains

A redirect chain occurs when a redirect points to another URL that itself redirects — creating a sequence of two or more hops before the final destination is reached. Chains add latency (each hop is a separate HTTP request) and can dilute SEO equity transfer. Best practice is to ensure short links redirect directly to their final destination in one hop.

Common cause of redirect chains in URL shortener contexts: the destination URL itself has a redirect (e.g. HTTP to HTTPS, or a www to non-www redirect). The short link adds one hop; the destination's own redirect adds another. Where possible, set short link destinations to the final canonical URL to avoid chaining.

Related Terms

• Canonical URL
• Cache & Redirects
• HSTS
• HTTPS & SSL
• Link Expiration