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301 Redirect Expired Domains: A Guide to Boosting Domain Authority Through Rebranding

An illustration of redirecting an expired domain to a new domain with HTTP 301 status code.

301 redirecting expired domains is a popular SEO strategy professional SEO experts use to transfer domain authority and rebrand a website. This strategy helps to optimize the new website for search engines by redirecting the old domain to the new one using a 301 redirect code. This article aims to teach you how to redirect expired domains with a 301 redirect code to transfer domain authority and rebrand a website.

Key Takeaways

  • Taking benefits of expired domain redirection
  • The best SEO strategy combined with 301 redirection
  • How to properly redirect the expired domain to a new domain

What are Expired Domains Exactly?

Expired domains are those that are dropped and available for registration for everyone. The previous owner may have chosen not to renew that domain for some reason. Numerous domains expire in a single day. Therefore, not every domain is worth your attention. To understand better, let’s look into the common reasons why the previous domain owner failed to renew the domain, and it expires, is deleted from the registrar, and is available for registration. Here is the list of common reasons:

  1. The previous domain owner used it for temporary purposes and then left it.
  2. The domain owner was unable to use that domain for his goals.
  3. The domain renewal was accidentally missed.
  4. There may be financial. Constraints that the previous owner did not renew it.
  5. Maybe the domain owner did not renew the domain due to legal issues.
  6. The domain owner rebranded his website with a new name and released the old domain name.
  7. If some business is closed, it may/or may not renew the domain name.

Considering the reasons, we may think that not every expired domain is worth redirecting to your website for SEO purposes. For example, suppose the previous owner registered and created a website on a domain and later did not work on it and let it expire after a year. In that case, this domain should not carry any SEO benefits that you may benefit from. Before registering an expired domain for SEO, read my guide on finding quality expired domains for SEO with Ahrefs. If you are familiar with expired domain hunting, my expired domain checklist can help you evaluate the quality and authority of an expired domain.

Understanding the Power of Expired Domain 301 Redirects

What are 301 Redirects?

HTTP status code 301 is a permanent redirection response code used by servers to indicate that a requested resource has been moved permanently to a new URL. This code is commonly used in website redesigns or restructuring or when a website or page has moved to a new domain. In the SEO industry, 301 redirects are widely known as acquiring an expired domain with authority backlinks and ranking power and then redirecting it to your website. 301 Redirects passes all the rating power from old to new URLs. (HubSpot).

Why 301 Redirects Help Increase Ranking Power?

Consider a scenario in which a website owner rebrands their website while retaining the original domain name. They possess the authority to redirect their old domain to the new one and inform users of the name change. Google acknowledges this right to modify website names, and when a domain is redirected to a new one, Google automatically maps old URLs to their corresponding new URLs. Throughout this transition, the authority and backlinks of the original domain are redirected, effectively transferring the SEO power to the relevant URLs on the new domain.

SEO Benefits of 301 Redirecting Expired Domains

Famous brands and established SEO agencies are using the 301 redirect method to increase the ranking power of their website. There are many SEO benefits when you redirect an expired domain to a new one. Here are the top ten SEO benefits of 301 redirecting an expired domain to a new domain:

  1. Preservation of Link Equity: By redirecting the expired domain to a new one, you retain the valuable link equity accumulated by the old domain over time, helping to maintain or improve search rankings.
  2. Transfer of Authority: The authority associated with the expired domain, including its domain age and trustworthiness, is passed on to the new domain through the redirect, giving it a head start in building credibility with search engines.
  3. Retained Backlinks: Backlinks pointing to the expired domain are redirected to the new domain, ensuring that valuable inbound links continue contributing to the new site’s SEO profile.
  4. Minimized Traffic Loss: 301 redirects ensure that users who attempt to access the expired domain are automatically redirected to the new domain, minimizing the risk of losing traffic during the transition.
  5. Consolidation of SEO Efforts: Redirecting multiple expired domains to a single new domain allows you to consolidate SEO efforts, focusing resources on one authoritative website rather than spreading them thinly across multiple domains.
  6. Faster Indexation: The redirect signals to search engines that the content from the expired domain has permanently moved to the new domain, facilitating faster indexation of the new site’s pages.
  7. Improved User Experience: Redirecting users to the new domain ensures a seamless transition and prevents them from encountering dead links or error pages, enhancing their overall experience and reducing bounce rates.
  8. Enhanced Branding: Rebranding efforts are supported by 301 redirects, allowing you to transition to a new domain name while maintaining brand continuity and recognition in search engine results.
  9. Mitigation of Duplicate Content Issues: Redirecting the expired domain to the new domain helps prevent duplicate content issues that could arise if both domains were indexed separately by search engines.
  10. Long-Term SEO Growth: By leveraging the SEO benefits of redirecting expired domains to a new domain, you establish a solid foundation for long-term SEO growth, positioning the new site for success in search engine rankings and visibility.

Newbies who want this strategy should know that expired domains with bad backlinks can hurt your website’s SEO instead of helping you rank better. Furthermore, they mostly use the wrong ways to redirect their expired domains. Let’s go to the next section, where we will discuss how to redirect an expired domain to your website to increase its ranking power.

Ways to 301 Redirect Expired Domain to New Domain for SEO Power

There are several methods to 301 redirect an old domain to a new one. Here are a few popular and easy ways to redirect your domain:

  1. 301 Redirect Using Domain Registrar Dashboard
  2. 301 Redirect Using .htaccess File
  3. 301 Redirect Using Content Management System

1. 301 Redirect Using Domain Registrar Dashboard

This is the most popular way to redirect your old domain to the new domain. Every domain registrar allows you to control DNS records and redirects within their dashboard. All you need is to log in to the domain registrar where you have registered the old domain and redirect it to the new one. Here is the step-by-step guide:

  1. Log in to Your Domain Registrar Account: Go to your domain registrar’s website and log in to your account using your username and password.
  2. Access Domain Management Dashboard: Navigate to your account’s domain management or domain settings section. This is where you can manage the settings for your domains.
  3. Select the Expired Domain: Locate the expired domain for which you want to set up the 301 redirect. Click on the domain name to access its management options.
  4. Find the Redirect or Forwarding Option: Look for an option related to forwarding, redirection, or domain settings. Depending on your registrar, this option might be labeled differently, but it typically involves managing domain forwarding or redirects.
  5. Choose Permanent (301) Redirect: Select the option to set up a permanent (301) redirect. This ensures that search engines recognize the redirect as permanent and pass on the SEO value from the old domain to the new one.
  6. Enter the New Domain URL: In the provided field, enter the new domain URL to which you want the expired domain to be redirected. Make sure to include the full URL, including “https://” or “http://”.
  7. Verify Redirect Settings: Review the redirect settings to ensure they are configured correctly. Double-check the entered URL to avoid any typos or errors.
  8. Save or Apply Changes: Once you’re satisfied with the redirect settings, save or apply the changes. This action typically involves clicking a button labeled “Save”, “Apply”, or “Update”.

After saving the changes, test the redirect to ensure it’s functioning correctly. Open a web browser and type in the URL of the expired domain. You should be automatically redirected to the corresponding page on the new domain.

2. 301 Redirect Using .htaccess File

Step 1: Access Your Website’s Server: Log in to the server where your website’s files are hosted. Navigate to the directory containing the .htaccess file.

Step 2: Backup Your .htaccess File: Before making any changes, create a backup of your existing .htaccess file to ensure you can revert to it if necessary.

Step 3: Open the .htaccess File: Use a text editor or FTP client to open the .htaccess file for editing.

Step 4: Add the Redirect Rule: Insert the following code into your .htaccess file:

RewriteEngine On
RewriteRule ^(.*)$$1 [R=301,L]
This rule captures any URL path from the old domain and redirects it to the corresponding URL on the new domain.

Step 5: Adjust the Redirect Rule: Replace “” with the URL of your new domain. This ensures that all old URLs are redirected to the correct corresponding URLs on the new domain.

Step 6: Save and Upload the .htaccess File: After adding the redirect rule, save the changes to the .htaccess file. If you’re using an FTP client, upload the modified .htaccess file to the root directory of your website.

Now, Verify that the redirect is working as expected by visiting any URL on the old domain. You should be automatically redirected to the corresponding URL on the new domain.

3. 301 Redirect Using Content Management System

Sometimes, you don’t want to redirect all of your website’s old URLs to the new URLs. In that case, you redirect using a content management system. For example, If you’re using a Content Management System (CMS) like WordPress, you can set up 301 redirects using plugins. Here’s how to do it using the popular Redirection plugin for WordPress:

  1. Install and Activate Redirection Plugin: Log in to your WordPress dashboard, navigate to the “Plugins” section, and click “Add New.” Search for the “Redirection” plugin, install it, and activate it.
  2. Access Redirection Settings: Once the plugin is activated, click “Tools” in the WordPress admin menu and click “Redirection.”
  3. Set Up New Redirect: You can add a new redirection in the Redirection settings. Click on it to create a new redirect.
  4. Enter Source and Target URLs: In the “Source URL” field, enter the old page URL on the expired domain you want to redirect. In the “Target URL” field, enter the corresponding URL of the new page on the new domain.
  5. Choose Redirect Type: Select “301 – Moved Permanently” as the redirect type. This ensures that search engines recognize the redirect as permanent and pass on the SEO value from the old URL to the new one.
  6. Save the Redirect: Once you’ve entered the source and target URLs and chosen the redirect type, click the “Add Redirect” button to save the redirect.
  7. Test the Redirect: After saving the redirect, test it by visiting the old URL on the expired domain. You should be automatically redirected to the corresponding URL on the new domain.
  8. Repeat for Additional Redirects: If you have multiple URLs to redirect, repeat the process for each one, creating separate redirects in the Redirection plugin.

Frequently Asked Questions about 301 Redirects

1. What is the disadvantage of a 301 redirect?

A 301 redirect, while powerful for maintaining and transferring page rank and domain authority when URLs change or sites are merged, has a few disadvantages. One primary disadvantage is the potential for a temporary drop in search rankings as search engines take time to process the change and update their index. Additionally, 301 redirects can lead to broken links or redirect loops if not implemented correctly, negatively impacting user experience and SEO. There’s also the overhead of server resources for handling redirects, especially if there are many, which can slightly slow down site response times.

2. Do 301 redirects hurt SEO?

If properly implemented, 301 redirects do not hurt SEO; in fact, they are recommended for preserving SEO value when URLs are permanently changed. However, misuse or excessive use without proper structure can dilute link equity and temporarily impact rankings negatively. Search engines need time to recognize and attribute the original page’s authority to the new URL.

3. How long does a 301 redirect last?

A 301 redirect is considered permanent and should stay in place as long as the redirection’s intent remains valid. There is no technical expiry for a 301 redirect; it should remain in effect indefinitely or until manually removed or altered. This permanence helps search engines understand and permanently transfer the SEO value to the redirected URL.

4. Are too many 301 redirects bad for SEO?

While 301 redirects are useful for SEO, having too many can be detrimental. Excessive 301 redirects can create complex chains that search engines and browsers may struggle to follow, potentially leading to crawling issues or delays in content indexing. This can dilute link equity and negatively impact site performance and user experience, indirectly affecting SEO.

5. Is 301 or 302 better for SEO?

For SEO purposes, a 301 redirect is generally better because it indicates a permanent move, allowing search engines to transfer the full link equity to the new URL. A 302 redirect is interpreted as temporary, and search engines are less likely to pass on the full SEO value. Use 301 for permanent changes and 302 for temporary ones to align with how search engines treat these redirects.

6. Do I need SSL for the 301 redirect?

While SSL (Secure Sockets Layer) is not technically required for a 301 redirect to function, having SSL (or its successor, TLS) is critical for securing your site and user data, especially post-redirect. If you’re redirecting from HTTP to HTTPS (which is a common and recommended practice for security and SEO), you will need an SSL/TLS certificate for the target domain to ensure the redirected connection is secure.

7. Does Google penalize 301 redirects?

Google does not penalize 301 redirects that are correctly implemented. They are a legitimate tool for webmasters to indicate a permanent page or site move. Google’s algorithms are designed to follow such redirects and transfer SEO value accordingly. However, misuse or incorrect implementation can lead to issues that might indirectly affect your site’s performance in search results.

8. How many 301 redirects can I have?

There is no strict upper limit on the number of 301 redirects you can implement. However, from a practical perspective, it’s important to keep redirects to a minimum to avoid potential issues with site performance and user experience. Excessive redirects can create complex chains that are hard for search engines to follow and may slow down user page loading times.

9. What is a 301 redirect for backlinks?

A 301 redirect for backlinks is used when you want to transfer the SEO value of existing backlinks to a new URL. If a page with backlinks is moved or deleted, a 301 redirect can direct users and search engines to a new relevant page, ensuring that the link equity (the SEO value of those backlinks) is not lost but instead transferred to the new URL.

10. What is a 301 redirect at the domain level?

A 301 redirect at the domain level means the entire domain is permanently redirected to another domain. This is common in rebranding cases, where you want to preserve the SEO value of the entire site by redirecting all of its URLs to a new domain. This ensures that any SEO authority and link equity the original domain has built up is transferred to the new domain.


To summarize, using 301 redirects to redirect expired domains to new destinations can be an effective SEO strategy to increase website authority and improve search engine rankings. By understanding the benefits and process of these redirects, website owners can transfer the SEO value from old domains to new ones while keeping link equity, domain authority, and backlinks intact. This helps to minimize traffic loss and enhance user experience.

Setting up 301 redirects is a straightforward process that can be done using various methods such as domain registrar dashboards, .htaccess files, or content management system plugins like Redirection for WordPress. Each method has its own advantages and offers flexibility, allowing site owners to choose the best approach based on their requirements and technical expertise. Proper implementation of 301 redirects is crucial for a strong SEO strategy, as it can improve search engine visibility and drive organic traffic to new domains, leading to sustained growth and success.

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