Meta Refresh vs 301 Redirect: Which Should You Use?

You've just redesigned your site or moved a page, and now you need to send visitors (and search engines) to the new URL. The two most common ways are a meta refresh and a 301 redirect. But they're not interchangeable. Choosing the wrong one can cost you rankings and confuse users. Here's what you need to know to decide.

What's the difference?

A 301 redirect is a server-side response. When a browser or search engine requests the old URL, the server replies with a status code (301 Moved Permanently) and points to the new location. It's instant, seamless, and passes the vast majority of link equity to the new page.

A meta refresh is an HTML-based redirect. The old page loads briefly, then a <meta http-equiv="refresh" content="0; url=https://example.com/new-page"> tag in the <head> tells the browser to navigate to the new URL after a specified delay (often 0 seconds). It works, but it's a client-side redirect.

Why 301 redirects are better for SEO

Search engines treat 301 redirects as a permanent move. They update their index to point to the new URL, transfer ranking signals, and consolidate the page's authority. That's why 301s are the gold standard for any permanent URL change.

Meta refreshes, on the other hand, are treated more cautiously. While Google can follow them, they don't pass the same level of signal as a 301. Historically, meta refreshes were seen as a spam tactic, and search engines may not pass as much equity through them. They also create a poor user experience: the old page flashes briefly before the redirect, which can feel jarring and slow.

When to use a meta refresh

There are a few legitimate cases where a meta refresh makes sense:

Temporary landing pages: If you need to show a message (e.g., "You're being redirected...") for a few seconds, a meta refresh with a delay is a simple way to do it.
JavaScript-free environments: If you can't implement a server-side redirect (e.g., on a static host that doesn't support redirects), a meta refresh is a fallback.
Non-critical pages: If the page has no SEO value and you just want to move a visitor, a meta refresh is acceptable.

But for any page you care about in search results, use a 301.

When to use a 301 redirect

Use a 301 redirect whenever you permanently move a page and you want to preserve its search presence. Common scenarios:

Changing domains: Moving from oldsite.com to newsite.com — redirect every old URL to its new counterpart.
Restructuring URLs: Changing your URL structure (e.g., from /?p=123 to /blog/post-title).
Merging pages: Combining two similar pages into one — redirect the removed page to the surviving one.
Fixing duplicate content: If you have multiple URLs serving the same content, redirect the duplicates to the canonical version.

In all these cases, a 301 is the right choice because it tells search engines the move is permanent and passes the page's authority to the new location.

How to implement each

301 redirects

Apache: Add a line to .htaccess: Redirect 301 /old-page https://yoursite.com/new-page
Nginx: Use the rewrite directive or return 301.
WordPress: Use a plugin like Redirection or add code to your theme's functions.php.
Many site builders (Wix, Squarespace, Shopify) have built-in redirect tools in their settings.

Meta refresh

Add this to the <head> of the old page:

<meta http-equiv="refresh" content="0; url=https://yoursite.com/new-page">

The content value is the number of seconds before redirecting. 0 is instant, but you can use 5 to show a message first.

The bottom line

For SEO, always prefer a 301 redirect for permanent moves. Meta refreshes are a fallback, not a first choice. They don't pass as much authority, can be slower, and are less reliable. If you're unsure whether your old pages are redirecting correctly, use a tool like Screaming Frog or check the network tab in your browser's developer tools to see the status code.

If you're planning a site migration or restructuring, make sure every old URL returns a 301 to its new equivalent. That's the single most important step to avoid losing rankings. And if you want a quick health check of your site's redirects and other SEO fundamentals, run a free audit to see where you stand.

For more on keeping your site's technical health in shape, browse the guides library.

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