Few topics generate as much debate and confusion as handling 404 errors. These seemingly simple HTTP status codes can have far-reaching implications for your website’s performance, user experience, and search engine rankings. Should you redirect these errors to another page, or is it better to let them be?

This article delves into the complexities of 404 errors, offering a comprehensive guide on how to handle them effectively. Drawing from expert insights shared in Google’s SEO Office Hours podcast, alongside industry best practices and SEO knowledge, we will explore the impact of 404 errors on your website and the strategies you can use to manage them.

Understanding 404 Errors

What is a 404 Error?

A 404 error occurs when a user attempts to access a page on your website that does not exist. The server responds with a “404 Not Found” status code, indicating that the page could not be found. This can happen for several reasons, including:

• The page has been deleted or moved without updating the link.
• The URL was mistyped or broken.
• The page never existed in the first place.

404 errors are a normal part of web operations, especially for sites with a large number of pages or dynamic content. However, how you handle these errors can significantly impact your website’s user experience and SEO performance.

The Importance of Handling 404 Errors

When not managed properly, 404 errors can lead to a poor user experience, as visitors may be frustrated when they cannot find the content they are looking for. This can increase your bounce rate and decrease user engagement, both of which can negatively affect your SEO rankings.

From an SEO perspective, Google has stated that 404 errors themselves do not directly harm your site’s overall rankings. However, they can have indirect effects if they lead to a poor user experience or if they signal issues with your site’s maintenance and content management.

In a recent episode of Google’s SEO Office Hours podcast, a site owner asked whether having a lot of 404 errors could harm their site’s rankings if they did not redirect them. Google’s response provided clarity on this issue:

“First off, the 404s would not affect the rest of your site’s rankings. Redirects can play a role in dealing with old pages but not always. For example, if you have a genuine replacement product, such as a new cup that functionally replaces a cup which is no longer produced, then redirecting is fine. On the other hand, if you just have similar pages, then don’t redirect. If the user clicked on your site in search of a knife, they would be frustrated to see only spoons.”

This advice highlights the need for a strategic approach to handling 404 errors, balancing the user experience with the technical aspects of SEO.

The Impact of 404 Errors on SEO

1. Crawl Efficiency

One of the primary concerns with 404 errors is their impact on Google’s crawl efficiency. When Googlebot encounters a 404 error, it may waste crawl budget on pages that do not exist, reducing the amount of time and resources available to crawl your important pages. This can lead to slower indexing of new content and potentially missed opportunities for ranking.

However, not all 404 errors are detrimental. If the page genuinely no longer exists and there is no suitable replacement, a 404 response is the correct response. It signals to Google that the page is gone and should be removed from the index over time.

2. User Experience and Engagement

404 errors can negatively impact user experience if not handled properly. When users encounter a 404 error, they may feel frustrated or confused, especially if they are unable to find the content they were expecting. This can lead to increased bounce rates, reduced time on site, and lower engagement metrics, all of which can indirectly affect your SEO rankings.

To mitigate this, it’s essential to create a custom 404 error page that provides useful information and options for users to navigate back to relevant content. A well-designed 404 page can turn a potential negative experience into an opportunity to engage users and keep them on your site.

3. Link Equity and Redirects

When you delete or move a page, any links pointing to that page will result in a 404 error unless they are redirected. This can lead to a loss of link equity, which is the ranking power passed from one page to another through links.

In some cases, redirecting a 404 error to a relevant page can help preserve link equity and maintain your site’s SEO performance. However, as Google’s podcast highlighted, redirects should only be used when there is a genuine replacement for the content. Redirecting to a page that is not closely related can lead to a poor user experience and may not be beneficial for SEO.

For those interested in optimizing their site’s handling of 404 errors and redirects, Web Zodiac’s SEO services offer expert solutions tailored to your specific needs.

When to Redirect 404 Errors

1. When There is a Relevant Replacement Page

The most common scenario for redirecting a 404 error is when the content has been moved or replaced with a new version. In this case, a 301 redirect (permanent redirect) should be used to point the old URL to the new URL. This ensures that users and search engines are directed to the correct page, preserving link equity and maintaining SEO performance.

For example, if you have a product page for a specific item that has been discontinued and replaced with a newer model, a 301 redirect from the old product page to the new one is appropriate.

2. When Consolidating Content

If you have multiple pages covering similar topics, you may choose to consolidate them into a single, more comprehensive page. In this case, you can use 301 redirects to point the old URLs to the new, consolidated page. This helps to reduce duplicate content issues and ensures that users and search engines find the most relevant and authoritative version of your content.

For example, if you have several blog posts on similar topics, you can merge them into a single post and redirect the old URLs to the new, more comprehensive post.

3. When Addressing Outdated or Obsolete Content

If you have content that is outdated or no longer relevant, you may choose to delete it and redirect the URL to a related page that provides up-to-date information. This is particularly important for evergreen content that remains relevant over time. Redirecting outdated content to a more current page helps maintain your site’s authority and relevance in search results.

For example, if you had a page discussing a past event or outdated information, you could redirect it to a more recent article or a general topic page that remains relevant.

4. When Fixing Broken Links

Broken links, or links that point to non-existent pages, can harm your site’s user experience and SEO. If you discover that a 404 error is the result of a broken link on your site, it’s essential to either fix the link or implement a 301 redirect to point the URL to the correct page. This ensures that users and search engines are directed to the right content, preventing the loss of link equity and improving the overall user experience.

For more advanced strategies on handling redirects and maintaining link equity, consider exploring white label SEO services that offer customized solutions tailored to your website’s needs.

When to Let 404 Errors Be

1. When the Page is Gone for Good

If a page no longer exists and there is no relevant replacement, it’s often best to let the 404 error stand. A 404 response signals to search engines that the page is permanently gone and should be removed from the index over time. This is a normal and healthy part of website management, especially for sites that regularly update or remove content.

For example, if you had a page for a limited-time offer that has expired and there is no ongoing promotion, letting the page return a 404 error is appropriate.

2. When Redirecting Would Lead to a Poor User Experience

Redirecting a 404 error to a page that is not closely related to the original content can lead to a poor user experience. Users may feel misled if they are expecting one type of content but are directed to something entirely different. In such cases, it’s better to let the 404 error stand rather than risk frustrating your users.

For example, if a user is looking for a specific product and is redirected to a generic category page or the homepage, they may become frustrated and leave the site.

3. When the 404 Error is a Result of User Error

Sometimes, 404 errors occur because of user error, such as mistyping a URL or clicking on a broken link. In these cases, it’s often unnecessary to implement a redirect, as the error is not a reflection of your site’s content management. Instead, focus on ensuring that your site’s internal links are accurate and that your custom 404 page provides helpful navigation options.

4. When Using 410 Gone for Permanent Content Removal

In some cases, you may want to signal to search engines that a page is permanently gone and will not return. In these instances, you can use a 410 Gone status code instead of a 404. The 410 status code tells search engines that the page has been intentionally removed and should be removed from the index immediately.

This approach is useful for content that you want to be permanently removed from search results, such as pages related to discontinued products or outdated information that should no longer be accessible.

Best Practices for Handling 404 Errors

1. Create a Custom 404 Error Page

A custom 404 error page is an essential tool for maintaining a positive user experience. Instead of showing a generic “Page Not Found” message, a custom 404 page can provide helpful information, such as:

• A message explaining that the page could not be found.
• Links to popular or related content on your site.
• A search bar to help users find what they’re looking for.
• Contact information or a link to your homepage.

A well-designed 404 page can help keep users on your site even when they encounter a broken link or a missing page. It can also provide valuable opportunities for engagement, such as suggesting other content they might be interested in.

2. Monitor and Fix Broken Links Regularly

Regularly monitoring your site for broken links and 404 errors is crucial for maintaining a healthy website. Tools like Google Search Console, Screaming Frog, and other SEO software can help you identify broken links and 404 errors so that you can address them promptly.

By fixing broken links and implementing redirects where necessary, you can improve user experience, preserve link equity, and maintain your site’s SEO performance.

3. Use 301 Redirects for Permanent Changes

When you need to redirect a URL due to permanent changes, such as moving content to a new location or replacing old content with new, always use a 301 redirect. This type of redirect tells search engines that the change is permanent and helps preserve the link equity from the old URL.

Avoid using 302 redirects (temporary redirects) for permanent changes, as they do not pass link equity in the same way and can lead to confusion for search engines and users.

4. Regularly Audit Your Site’s 404 Errors

Conducting regular audits of your site’s 404 errors can help you identify patterns and address issues proactively. For instance, if you notice a high number of 404 errors related to a specific type of content or a particular section of your site, you can investigate the underlying cause and take corrective action.

Audits can also help you identify opportunities to improve your custom 404 page, update your sitemap, or implement new redirects to enhance user experience and SEO.

5. Use Google Search Console to Monitor Crawl Errors

Google Search Console is an invaluable tool for monitoring your site’s crawl errors, including 404 errors. By regularly checking the Crawl Errors report, you can identify issues that may be affecting your site’s performance and take action to resolve them.

Search Console also provides insights into how Googlebot is interacting with your site, allowing you to optimize your crawl budget and ensure that your most important pages are being indexed.

For those looking to optimize their site’s handling of crawl errors and 404 pages, Web Zodiac’s SEO services provide expert guidance and support.

Case Studies: Successful Management of 404 Errors

Case Study 1: E-Commerce Site Improves SEO by Properly Handling 404 Errors

An e-commerce site with a large inventory of products frequently faced 404 errors due to products being discontinued or temporarily out of stock. Initially, the site used 302 redirects to the homepage for all 404 errors, leading to a poor user experience and confusion for search engines.

Action Taken:

The site conducted a comprehensive audit of its 404 errors and implemented a more strategic approach:

• 301 redirects were used to point discontinued product pages to related product categories or similar products.
• Custom 404 pages were created to provide users with helpful navigation options when encountering an error.
• Regular monitoring of 404 errors and broken links was established using Google Search Console.

Results:

The site saw a 20% increase in organic traffic, a decrease in bounce rate, and improved customer satisfaction. The strategic use of redirects and a well-designed custom 404 page helped maintain SEO performance and enhanced the overall user experience.

Case Study 2: Blog Reduces Bounce Rate by Enhancing 404 Page Experience

A popular blog with a large archive of content discovered that many of its older pages were generating 404 errors, leading to high bounce rates and frustrated users.

Action Taken:

The blog implemented the following strategies:

• A custom 404 page was created, featuring links to popular blog posts, a search bar, and a personalized message explaining that the page could not be found.
• Regular audits were conducted to identify and fix broken links within the blog content.
• 301 redirects were implemented for older, high-traffic pages that had been removed, pointing users to related content.

Results:

The blog experienced a 15% reduction in bounce rate and an increase in user engagement. The enhanced 404 page not only improved user experience but also provided new opportunities for readers to discover content they might have otherwise missed.

Case Study 3: SaaS Company Maintains SEO Rankings with Strategic Use of 410 Gone

A SaaS company with a complex website structure needed to permanently remove several outdated product pages that were no longer relevant to their offerings. Instead of letting these pages return 404 errors, the company opted to use the 410 Gone status code to signal to search engines that these pages were permanently removed.

Action Taken:

The company:

• Implemented 410 Gone for pages related to discontinued products and outdated services.
• Updated the sitemap to reflect the removal of these pages.
• Monitored the impact of the 410 status codes using Google Search Console.

Results:

The SaaS company maintained its SEO rankings and improved crawl efficiency by ensuring that search engines no longer spent resources on non-existent pages. The use of 410 Gone provided clear communication to both users and search engines, leading to a cleaner, more focused website.

Conclusion

404 errors are an inevitable part of managing a website, but how you handle them can make a significant difference in your site’s SEO performance and user experience. By understanding when to use redirects and when to let 404 errors stand, you can maintain a healthy, well-optimized site that meets the needs of both users and search engines.

Creating a custom 404 page, monitoring and fixing broken links, and using tools like Google Search Console to track crawl errors are all essential practices for effective 404 error management. When handled correctly, 404 errors can be minimized, and their impact on your site can be mitigated, ensuring that your website continues to perform well in search results.

For those looking to enhance their approach to 404 errors and overall SEO strategy, Web Zodiac’s SEO services and white label SEO services provide expert solutions to help you achieve your goals.

By implementing the best practices outlined in this article, you can ensure that your site remains user-friendly, search engine optimized, and resilient in the face of inevitable 404 errors.