A Wix 301 redirect tells browsers and search engines that a URL has moved permanently. Use the URL Redirect Manager in SEO and GEO for single paths, group path changes, and cleanup after slug edits. Wix can auto-create a redirect when you change a page slug. Your job is to keep old money URLs pointing at the new product, collection, or blog URL instead of a 404.
This page owns redirect setup and migration URL changes. Preferred URL signals: Wix canonical URL. Discovery: Wix sitemap. Monitoring: Google Search Console on Wix. Wix help: Setting up a 301 redirect. Google: Redirects and Google Search.
What a 301 redirect does on Wix
When someone opens an old path, Wix responds with a permanent redirect to the destination you set. Search engines treat that as a lasting move. That preserves bookmarked links, ad landing pages, and backlinks better than letting the old URL 404.
- Permanent move signal (301), not a temporary experiment
- Works for paths on your connected custom domain
- Can target another page on your site or, where supported, an external URL
- Does not replace writing unique content on the destination page
When stores need redirects
| Scenario | Redirect type | Notes |
|---|---|---|
| Renamed product or blog slug | Single (often auto) | Confirm the auto rule after publish |
| Merged two product URLs | Single | Old SKU URL to surviving product |
| Path pattern changed in a migration | Group | Example: products to product-page |
| Retired landing page with backlinks | Single | Send equity to the closest live offer |
| Brand domain change | Domain redirect | Connect domains in Wix domain settings |
Automatic redirects on slug change
When you edit a page URL slug, Wix can create a 301 from the old slug to the new one. Keep that option unless you already manage the old path manually. After publish, open the URL Redirect Manager to confirm the rule exists and does not conflict with an older manual redirect.
Important
If Wix cannot create an automatic redirect because a manual rule already owns that old path, resolve the conflict in the Redirect Manager. Keeping both versions active is how loops and wrong landings start.
Create a single 301 redirect
- Go to SEO and GEO in the site dashboard.
- Under Tools and settings, open URL Redirect Manager.
- Click New Redirect and choose Single redirect.
- Enter the old URL path (the slug visitors used before).
- Enter the new destination page or full URL.
- Save, wait a few minutes, then test the old path in a private browser window.
Wix documents limits such as a large but finite redirect cap and restrictions around homepage path redirects in the manager. Domain-to-domain moves use domain settings. Confirm live help if you hit an edge case.
Group redirects for migrations
Group redirects remap a shared path segment across many URLs. Wix's example for stores: old /products/product-name patterns moving to /product-page/product-name. Enter the old path segment and the new path segment, then save. See Creating a group redirect (301).
- Good for catalog path renames after a platform move into Wix
- Not for collapsing an entire folder onto one page
- Cannot reuse a path already claimed by another redirect
- External domain group redirects are not the same tool as on-site path groups
Redirects vs canonical URLs
Use a 301 when the old URL should stop serving the page. Use canonical tags when similar URLs still resolve and you need a preferred version hint. On Wix, canonicals are largely automatic. Changing slugs without redirects creates duplicates. Changing slugs with redirects plus a clean destination URL is the store-safe pattern. Details: Wix canonical URL.
How to test redirects
- Open the old URL and confirm the address bar ends on the new path.
- Test with and without a trailing slash if both were linked historically.
- In Search Console, inspect a sample of old URLs after a migration week.
- Check ads and email templates still pointing at old paths.
- Watch the Pages report for soft 404s on URLs you thought you redirected.
Mistakes
- Redirecting every retired URL to the homepage instead of the closest product
- Chaining A to B to C when A can go straight to C
- Leaving the old page published and indexable alongside the redirect
- Forgetting mobile or UTM variants that still hit the old path
- Assuming a sitemap entry alone replaces a redirect
When not to add redirects
- The URL never ranked, never earned links, and never ran ads. A tidy 404 after unpublish can be enough.
- You are only testing a draft page. Keep it unpublished instead of redirect theater.
- The real issue is thin content on the live URL. Redirects do not add product detail.
- You do not have a custom domain connected yet. Finish domain setup first.
SEO order: how to improve Wix SEO. Checklist: Wix SEO checklist. Crawl rules: robots.txt on Wix.
FAQ
How do I set up a 301 redirect on Wix?+
Open SEO and GEO, then URL Redirect Manager under Tools and settings. Click New Redirect, choose Single redirect, enter the old path and the new destination, and save. Wait a few minutes, then test the old URL.
Does Wix create redirects when I change a URL slug?+
Yes. Wix can automatically create a 301 when you update a page slug. You can edit or delete that redirect later in the URL Redirect Manager after publishing.
What is a group redirect on Wix?+
A group redirect remaps a shared path segment for many URLs at once, such as /products/ to /product-page/ during a migration. It is not for sending every old product to one homepage.
Do 301 redirects work on the free Wix subdomain?+
Wix documents that 301 redirects in the manager require a connected custom domain. Plan redirects on the domain shoppers and Google use.
Is a 301 the same as a canonical tag?+
No. A 301 sends browsers and crawlers from an old URL to a new one. A canonical tag hints which URL is preferred when duplicates still resolve. Use redirects when the old URL should stop serving content.
Can I import many redirects at once?+
Wix supports bulk workflows in the Redirect Manager (including CSV import on supported plans and flows). Confirm the live dashboard labels, then verify a sample of old URLs after import.
Still deciding what fits your store?
Tell us what you are running today and we will tell you what to add, swap, or skip.
