Understanding 301 Redirects on Squarespace
Learning Objectives
By the end of this chapter, you'll be able to:
- Identify when to use 301 redirects in Squarespace
- Set up 301 redirects using Squarespace's URL mapping feature
- Understand how redirects affect SEO and site performance
- Recognise when redirects are unnecessary
Introduction
When you change page URLs or restructure your Squarespace site, you need to guide visitors from old links to new ones. Without proper redirects, people clicking old links hit dead ends, and search engines lose track of your content.
301 redirects solve this problem by automatically sending visitors from old URLs to new ones. This chapter shows you exactly when to use them and how to set them up in Squarespace.
Lessons
When You Need 301 Redirects
You'll need redirects in these specific situations:
After changing a page URL
If you rename a page or change its URL slug, anyone with the old link gets a 404 error. A redirect sends them to the new location instead.
During site redesigns
When you rebuild your site structure, old bookmarks and external links stop working. Redirects keep these connections alive.
When combining pages
If you merge multiple pages into one, redirects guide visitors from the old pages to the new consolidated version.
Moving from another platform
If you're migrating to Squarespace from WordPress or another platform, redirects help maintain your existing search rankings.
Setting Up 301 Redirects in Squarespace
Here's how to create redirects in Squarespace 7.1:
Step 1: Go to Settings
Log into your Squarespace account and click Settings in the main menu.
Step 2: Find URL Mappings
Navigate to Advanced, then click URL Mappings.
Step 3: Add your redirect
In the text box, type your redirect using this format:
/old-page -> /new-page 301
Step 4: Save and test
Click Save, then test your redirect by visiting the old URL to confirm it works.
Real examples:
/about-us -> /about 301/blog/old-post -> /blog/new-post 301/services/web-design -> /web-design 301
Common Redirect Mistakes to Avoid
Don't redirect everything
New sites rarely need redirects. Only create them when you have existing URLs that people actually use.
Avoid redirect chains
Don't redirect page A to page B, then page B to page C. This slows down your site and confuses search engines.
Check your URLs are correct
A typo in your redirect mapping means it won't work. Double-check both the old and new URLs.
Don't forget the 301
Without specifying 301, Squarespace creates a temporary redirect, which doesn't help your SEO.
When Redirects Are Unnecessary
You don't need redirects for:
- Brand new pages that never existed before
- Internal links you can update directly
- Pages with no external links or search engine value
- URLs that were never live or indexed
Practice
Set up a test redirect on your Squarespace site:
- Create a new page called "Test Page"
- Note its URL (probably
/test-page) - Go to URL Mappings in Settings > Advanced
- Add this redirect:
/old-test -> /test-page 301 - Save your changes
- Visit
yoursite.com/old-testto see it redirect
Once you've confirmed it works, you can delete this test redirect.
FAQs
How many redirects can I create in Squarespace?
There's no official limit, but too many redirects can slow your site. Only create ones you actually need.
Can I redirect to external websites?
Yes, you can redirect to any URL, including external sites. Use the full URL: /old-page -> https://example.com 301
Do redirects work immediately?
Yes, redirects are active as soon as you save them. However, search engines may take time to recognise the changes.
Can I redirect entire folders?
Squarespace doesn't support wildcard redirects. You'll need to create individual redirects for each page.
What if I make a mistake in my redirect?
Simply edit or delete the redirect in URL Mappings. Changes take effect immediately.
Jargon Buster
301 Redirect: A permanent redirect that tells browsers and search engines a page has moved to a new location forever.
URL Mapping: Squarespace's feature for creating redirects, found in Settings > Advanced.
404 Error: The "page not found" error visitors see when they try to access a URL that doesn't exist.
SEO Value: The search engine ranking and authority that gets transferred from old URLs to new ones through proper redirects.
Redirect Chain: When multiple redirects link together (A→B→C), which slows down loading and should be avoided.
Wrap-up
301 redirects are essential for maintaining user experience and SEO when you change URLs or restructure your site. Use them strategically for existing pages that have value, but avoid creating unnecessary redirects that slow down your site.
The key is knowing when they're needed and setting them up correctly in Squarespace's URL Mappings. Test your redirects after creating them, and keep your redirect list clean by removing ones you no longer need.
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