301 Redirects: How to Transfer Link Equity from Expired Domains

How 301 Redirects Work for SEO

A 301 redirect is a permanent server-side redirect that tells search engines a page has moved to a new location. When implemented properly, Google transfers most of the link equity (PageRank) from the old URL to the new destination.

What Happens When You 301 an Expired Domain

When you acquire an expired domain and redirect it to your money site:

• Google discovers the redirect during its next crawl of the expired domain
• Link equity from backlinks pointing to the expired domain flows to your target URL
• The expired domain gradually loses its independent ranking in Google's index
• Your money site may see ranking improvements if topical relevance is maintained

Google's Official Stance on 301 Redirects

Google's John Mueller has addressed expired domain redirects multiple times. The consensus from official statements:

• 301s pass PageRank: Google treats 301 redirects as signals to consolidate link equity
• Topical relevance matters: Redirects between unrelated topics may be discounted or ignored
• Not against guidelines: Using 301 redirects from expired domains is not a violation, but Google may choose to ignore them if they appear manipulative
• No guaranteed results: Google doesn't promise that redirects will improve rankings — it depends on context

Topical Relevance Requirements

The single most important factor in successful 301 redirects is topical relevance. Google evaluates whether the redirect makes sense from a user perspective.

What Qualifies as Topically Relevant?

• Same niche: A fitness blog redirecting to another fitness site
• Related industry: A plumbing domain redirecting to a general home services site
• Geographic overlap: A local business domain redirecting to a regional directory in the same area
• Shared audience: A pet supplies site redirecting to a veterinary clinic

What Google Likely Discounts

• Completely unrelated niches (e.g., fishing site → cryptocurrency blog)
• Generic domains redirected to narrow commercial sites
• Mass redirects of multiple unrelated domains to a single destination
• Thin-content domains with no historical topical authority

Proper Implementation Steps

Follow these steps to implement a 301 redirect correctly:

Step 1: Verify Domain Ownership

• Register the expired domain at your preferred registrar
• Confirm the domain is fully under your control (not in redemption or pending status)
• Update nameservers to point to your hosting provider

Step 2: Set Up Hosting

• Host the expired domain on a server (can be the same server as your money site or separate)
• Ensure the domain resolves via HTTP/HTTPS
• Install an SSL certificate (required for HTTPS redirects)

Step 3: Implement the 301 Redirect

There are several methods to implement a 301 redirect:

Apache (.htaccess):

Add this code to the .htaccess file in the root directory of the expired domain:

RewriteEngine On
RewriteCond %{HTTP_HOST} ^expireddomain\.com [NC,OR]
RewriteCond %{HTTP_HOST} ^www\.expireddomain\.com [NC]
RewriteRule ^(.*)$ https://yourmoney site.com/$1 [R=301,L]

Nginx (server block):

server {
  server_name expireddomain.com www.expireddomain.com;
  return 301 https://yourmoneysite.com$request_uri;
}

PHP (index.php):

<?php
header("HTTP/1.1 301 Moved Permanently");
header("Location: https://yourmoneysite.com");
exit();
?>

Step 4: Verify the Redirect

• Use a redirect checker tool (e.g., httpstatus.io or browser DevTools)
• Confirm the HTTP status code is 301 (not 302 or meta refresh)
• Test both HTTP and HTTPS versions, with and without www
• Verify that all pages on the expired domain redirect correctly

Timing Considerations

Timing affects how quickly and effectively link equity transfers from the expired domain to your money site.

How Long Does It Take?

• Initial discovery: Google may discover the redirect within 24–72 hours if the domain is actively crawled
• Link equity transfer: Typically takes 2–8 weeks for noticeable ranking changes
• Full consolidation: The expired domain may remain in Google's index for 3–6 months before being fully replaced by the target URL

When to Implement the Redirect

• Immediately after acquisition: Most common approach — redirect as soon as you secure the domain
• After restoring content: Some SEOs restore the original site temporarily (2–4 weeks) to re-establish crawl activity before redirecting
• After recrawl confirmation: Wait until Google recrawls the expired domain to ensure it recognizes the domain is active again

Common Mistakes That Waste the Redirect

1. Using a 302 or Meta Refresh Instead of a 301

A 302 redirect signals a temporary move and does not transfer PageRank. Similarly, meta refresh or JavaScript redirects are not recognized by Google for link equity transfer. Always use a server-level 301.

2. Redirecting to the Homepage Only

Redirecting all pages of the expired domain to your homepage dilutes relevance. Instead:

• Map expired domain pages to topically similar pages on your money site
• Use RewriteRule to preserve URL paths where possible
• If no direct match exists, redirect to the most relevant category or article

3. Ignoring Topical Relevance

Redirecting a domain with no topical overlap to your site is unlikely to provide any SEO benefit and may trigger algorithmic penalties.

4. Redirecting Low-Quality Domains

Not all backlinks are valuable. Redirecting domains with spammy backlink profiles or thin content can hurt your site. Always vet domains thoroughly before redirecting (see The Vetting Blueprint).

5. Redirecting Too Many Domains at Once

Suddenly redirecting 10+ expired domains to your site within a short period can appear manipulative. Google may discount the redirects or apply a manual review.

Case Studies: Real Examples

When NOT to Use 301 Redirects

There are scenarios where redirecting an expired domain is not advisable:

• No topical overlap: If the expired domain has no connection to your niche, skip the redirect
• Spammy backlink profile: Domains with toxic links should be avoided entirely (use spam checking tools)
• Manual action history: If the domain has a Google penalty, redirecting will transfer the penalty to your money site
• Too recent expiration: Domains that expired recently (within 30–60 days) may still have brand searches — redirecting can confuse users
• Valuable brand name: If the expired domain has strong brand recognition, consider building a standalone money site instead of redirecting

Technical Setup Guide

Pre-Implementation Checklist

• Verify the expired domain has been fully vetted (backlinks, spam score, history)
• Confirm topical relevance between expired domain and target site
• Set up hosting and SSL certificate for the expired domain
• Create a URL mapping spreadsheet (old URLs → new URLs)
• Back up your money site before implementing redirects

Post-Implementation Monitoring

• Add the expired domain to Google Search Console (if not already added)
• Monitor crawl errors and redirect chains in Search Console
• Track rankings for target keywords weekly using a rank tracker
• Monitor organic traffic changes in Google Analytics
• Check for manual actions or algorithmic penalties in Search Console

Redirect Chain Prevention

A redirect chain occurs when a URL redirects to another URL, which then redirects again. This dilutes PageRank and slows page load times.

Example of a bad redirect chain:

expireddomain.com → www.expireddomain.com → https://www.expireddomain.com → https://yourmoneysite.com

Correct implementation:

expireddomain.com → https://yourmoneysite.com (direct, single-hop redirect)

Measuring Success

Track these metrics to determine if your 301 redirect strategy is working:

• Organic traffic increase: Monitor Google Analytics for traffic growth to the target pages
• Keyword ranking improvements: Track rankings for target keywords using Ahrefs, SEMrush, or SERPWatcher
• Domain authority changes: Check Moz DA or Ahrefs DR for your money site (expect gradual increases)
• Referring domains growth: Verify that Google recognizes the backlinks from the expired domain as pointing to your site
• Indexed pages: Check if the expired domain's pages are being de-indexed and replaced by your money site URLs

Key Takeaways

• 301 redirects can transfer link equity, but success depends on topical relevance and domain quality
• Always use server-level 301 redirects (not 302, meta refresh, or JavaScript)
• Google's algorithm increasingly discounts unrelated or manipulative redirects
• Map expired domain pages to relevant pages on your money site for maximum impact
• Vet domains thoroughly to avoid toxic backlink profiles that can harm your site
• Space out redirects and avoid redirecting too many domains at once
• Monitor Search Console, rankings, and traffic closely after implementation