A redirect is a useful way to forward one URL to another. More simply put, it’s a way to send users (and search engines) to a different page than the one they originally landed on. This can be helpful if you want to take users from an old website to a new one, or from a broken page to a working one. There are different types of redirects (301s, 302s, and 307s), but in the world of SEO, 301 redirects are recommended. 301 refers to the HTTP status code, and these types of redirects are permanent and maintain ranking power throughout the redirecting process.