Use a 301 redirect when a page has moved permanently to a relevant replacement; return a true 404 or 410 response when the content is gone and no suitable replacement exists. Redirecting every removed URL to the home page can confuse visitors and may be treated as a soft 404.
When should a website use a 301 redirect?
A 301 is appropriate when changing a page slug, consolidating overlapping pages, switching to a new permanent location, or mapping old URLs during a redesign. Redirect each old address to the closest useful equivalent, then update internal links, canonical tags, and sitemap entries to the destination.
When is a 404 response correct?
A true 404 tells browsers and search engines that the requested resource was not found. It is correct when a page was removed and there is no comparable replacement. A custom 404 page can still help visitors by explaining what happened and linking to search, popular services, or the home page while the server preserves the 404 status.
What is a soft 404?
A soft 404 occurs when a page looks missing or empty but returns a success status, or when an irrelevant redirect sends users somewhere unexpected. Google may exclude such pages. Do not create a normal-looking error message with a 200 response, and avoid mass redirects to an unrelated destination.
How should redirects be checked after a redesign?
Crawl the old URL list, test status codes and destinations, remove redirect chains, and update links to point directly to final pages. Review Google Search Console indexing reports and use URL Inspection for important pages. Keep redirects long enough for users and external links to find the new location.
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Disclaimer: This article is general information, not a guarantee of search performance. Implementation requirements and search-engine behavior can change; rankings, traffic, leads, and revenue are not guaranteed.