A 404 error is one of the most common yet overlooked issues in website management. It occurs when a user tries to access a page that no longer exists or has been moved, leading to a frustrating “Page Not Found” message. While this may seem like a minor inconvenience, 404 errors can have a significant impact on both search engine rankings and user experience.
From an SEO perspective, broken links and 404 errors can signal to Google that a website is poorly maintained, potentially affecting its ranking. If left unchecked, a high number of 404 errors can increase bounce rates, reduce user engagement, and ultimately harm conversions. For visitors, encountering multiple broken links creates a negative impression, reducing trust and discouraging them from exploring more of the site.
Fortunately, website owners and SEO professionals can effectively manage and prevent 404 errors by implementing best practices, monitoring tools, and proactive strategies. In this article, we’ll explore what causes 404 errors, how they impact SEO, and, most importantly, how to identify, fix, and prevent them to maintain a smooth user experience and improve search rankings.
What Is a 404 Error and Why Does It Happen?
A 404 error, also known as “Page Not Found,” is an HTTP status code indicating that the requested page could not be found on the server. This typically occurs when a user tries to access a URL that has been deleted, moved without proper redirection, or simply mistyped.
Common Causes of 404 Errors
- Deleted Pages Without Redirects
- If a webpage is removed from a website without setting up a proper 301 redirect, users trying to access it will encounter a 404 error.
- Changed URLs Without Updating Internal Links
- If a webpage’s URL is modified but internal or external links still point to the old URL, visitors will land on a 404 page.
- Broken External Links
- Websites linking to outdated or incorrect URLs on your site can generate 404 errors.
- Mistyped URLs by Users
- If a user manually enters a URL incorrectly, the server won’t be able to find the corresponding page.
- Server or CMS Issues
- Problems with website configurations, hosting issues, or content management system (CMS) errors can sometimes lead to unexpected 404 errors.
While occasional 404 errors are normal, a high frequency of them can harm both SEO and user experience. That’s why it’s crucial to monitor and manage them effectively, which we’ll explore in the next sections.
How 404 Errors Affect SEO and User Experience
404 errors are more than just an inconvenience for users—they can negatively impact both search engine rankings and website engagement. While Google does not directly penalize websites for having 404 errors, a poorly managed approach to broken links can create problems that indirectly affect SEO performance.
Impact on SEO
- Crawling and Indexing Issues
- Search engine bots regularly crawl websites to index pages. If they frequently encounter 404 errors, they may waste crawl budget (the number of pages Google is willing to index on your site), potentially delaying the indexing of important content.
- Loss of Link Equity
- When a page with backlinks returns a 404 error, the link equity (SEO value passed through links) is lost. This can weaken your website’s authority and rankings.
- Higher Bounce Rates
- If users land on a broken page and immediately leave, it increases the bounce rate, which can signal to Google that your site provides a poor user experience.
Impact on User Experience
- Frustration and Poor Navigation
- Users encountering frequent 404 errors may find your site unreliable, reducing their willingness to explore further.
- Decreased Trust and Credibility
- A website with too many broken links may appear outdated or poorly maintained, discouraging potential customers or clients from engaging.
- Lower Conversion Rates
- If users cannot access critical pages (such as product pages, contact forms, or blog posts), they are less likely to complete desired actions like making a purchase or signing up for a newsletter.
To maintain strong SEO performance and a positive user experience, it’s essential to regularly monitor and fix 404 errors. In the next section, we’ll cover how to identify and track broken links efficiently.
How to Identify and Monitor 404 Errors
Before you can fix 404 errors, you need to identify them. Regular monitoring helps prevent a poor user experience and ensures search engines don’t waste crawl budget on broken links. Fortunately, several tools and methods can help you detect and track 404 errors efficiently.
1. Google Search Console
Google Search Console is one of the most effective tools for identifying 404 errors on your site. Here’s how to find them:
- Go to Google Search Console and select your website.
- Navigate to Pages > Not Indexed and look for “Not found (404).”
- Click on individual errors to see affected URLs and investigate further.
2. Screaming Frog SEO Spider
This desktop application crawls your website like a search engine, detecting 404 errors and other SEO issues. To use it:
- Enter your website’s URL and start the crawl.
- Filter the results to find “Client Error (4xx)” responses.
- Export the list to analyze and prioritize fixes.
3. Broken Link Checkers
There are several free and paid tools that scan your website for broken links, including:
- Dead Link Checker (online tool)
- Ahrefs Site Audit
- SEMrush Site Audit
- Xenu’s Link Sleuth (Windows tool)
4. Google Analytics
Google Analytics can reveal 404 errors by tracking user behavior:
- Navigate to Behavior > Site Content > All Pages and filter for URLs containing “404.”
- Check the referral sources to see where users are encountering broken links.
5. Manual Testing
If you suspect certain pages may be broken, testing them manually or using browser extensions (such as Check My Links) can help verify their status.
Regularly monitoring your website for 404 errors ensures you catch and fix issues before they harm your SEO and user experience. In the next section, we’ll explore the best practices for handling 404 errors effectively.
Best Practices for Handling 404 Errors
Once you’ve identified 404 errors on your website, the next step is to handle them effectively. Proper management of broken links ensures a smooth user experience and prevents SEO issues. Below are the best practices for dealing with 404 errors.
1. Set Up 301 Redirects for Moved or Deleted Pages
- If a page has been deleted or its URL has changed, use a 301 redirect to send users and search engines to a relevant new page.
- Example: If /old-page no longer exists, redirect it to /new-page to preserve link equity.
- Avoid redirect chains (multiple redirects in a row), as they slow down loading times.
2. Customize Your 404 Page for a Better User Experience
- Instead of a generic “Page Not Found” message, create a helpful and engaging custom 404 page.
- Include:
- A friendly message (e.g., “Oops! This page doesn’t exist.”)
- A search bar
- Links to popular pages
- A call to action (e.g., “Return to Home” or “Contact Us”)
- A well-designed 404 page can keep users on your site instead of leaving immediately.
3. Fix Internal Links That Lead to 404 Errors
- If internal links on your website point to non-existent pages, update them to the correct URLs.
- Use tools like Screaming Frog or Google Search Console to find and fix these broken links.
4. Reach Out to Websites with Broken External Links to Your Site
- If other websites are linking to a page on your site that no longer exists, contact the site owner and request an update to the correct URL.
- This helps recover lost link equity and improves SEO.
5. Use a 410 Status Code for Permanently Removed Pages
- If a page is permanently deleted and has no relevant alternative, use a 410 (Gone) status instead of 404.
- A 410 tells search engines that the page was intentionally removed, helping them deindex it faster.
By implementing these best practices, you can ensure that 404 errors do not negatively impact your website’s SEO or user experience. In the next section, we’ll discuss proactive strategies to prevent future 404 errors from occurring.
How to Prevent Future 404 Errors
Preventing 404 errors is just as important as fixing them. By taking proactive measures, you can reduce the chances of broken links disrupting your website’s SEO and user experience. Here are some best practices to keep your site free from unnecessary 404 errors.
1. Conduct Regular Site Audits
- Use tools like Google Search Console, Screaming Frog, or Ahrefs to scan your website for broken links.
- Schedule periodic SEO audits to identify and resolve 404 errors before they affect rankings.
2. Implement a Consistent URL Structure
- Avoid frequent changes to URLs, as this can lead to broken links.
- If you must change a URL, always set up a 301 redirect to the new location.
3. Monitor External Links to Your Site
- If other websites are linking to outdated pages on your site, reach out to them to update the link.
- Set up Google Alerts or use Ahrefs’ backlink checker to monitor mentions of your site.
4. Use a Custom 404 Page to Retain Visitors
- A well-designed 404 page with a search bar, relevant links, and a friendly message helps keep users engaged instead of leaving immediately.
- Consider adding a chatbot or contact form so users can report missing content.
5. Keep an Updated Sitemap
- A regularly updated XML sitemap ensures search engines crawl only valid pages.
- Remove outdated or deleted URLs from the sitemap to prevent search engines from trying to index non-existent pages.
6. Automate Broken Link Notifications
- Use WordPress plugins like Broken Link Checker or SEO tools to get alerts whenever a link breaks.
- Set up automated reports to track link health and resolve issues quickly.
By following these preventive strategies, you can minimize the occurrence of 404 errors, improve website usability, and maintain strong SEO performance.
Conclusion
404 errors are an inevitable part of website management, but if left unchecked, they can negatively impact SEO, user experience, and overall site performance. While search engines don’t directly penalize websites for having 404 errors, excessive broken links can waste crawl budget, increase bounce rates, and weaken link equity—all of which can indirectly harm rankings.
The good news is that by identifying, fixing, and preventing 404 errors, you can maintain a smooth user experience and ensure your website remains optimized for search engines. Regular audits using tools like Google Search Console, Screaming Frog, and Ahrefs help detect broken links early. Implementing 301 redirects, creating a custom 404 page, and maintaining a clean site structure are essential best practices for managing errors effectively.
Prevention is equally important. Conducting routine SEO audits, keeping URLs consistent, monitoring external backlinks, and automating link health checks will help you minimize the occurrence of 404 errors and maintain a well-functioning site.
By taking a proactive approach to handling 404 errors, you’ll not only improve your site’s technical SEO but also provide a better experience for your visitors—leading to higher engagement, increased trust, and ultimately, better conversions.