301 redirects are a way of ensuring online traffic gets sent to the most up-to-date version of a URL. For example, if you delete a page on a website and your customers try to access that page and it’s no longer there, they get an error message, which isn’t a great user experience, right? So, what you do is permanently redirect the old URL to the new, or most appropriate, URL. This is known as a 301 redirect.