What is 404 error?
A 404 error is the HTTP status code a server returns when a requested page cannot be found, usually because it was deleted, moved without a redirect or the URL was typed wrong.
404 errors are normal on any website. Google says they do not hurt rankings by themselves. Problems arise when important pages with links or traffic return 404, or when many internal links point to missing pages.
A soft 404 is different: the page shows a "not found" message or very thin content but returns a 200 status, which confuses search engines.
404 vs other error codes
| Code | Meaning | SEO impact |
|---|---|---|
| 404 Not Found | The page does not exist | Normal; drops from index over time |
| 410 Gone | Removed permanently | Dropped from index a bit faster |
| Soft 404 | Shows "not found" content but returns 200 | Wastes crawl budget, confuses indexing |
| 500 Server Error | Server failed | Can hurt crawling if widespread |
| 301 Redirect | Moved permanently | Keeps value when page has a new home |
When 404 errors become an SEO problem
404s on pages that should not exist are normal and do not hurt your rankings. They become a problem when important pages break, when internal links point to dead pages, or when pages with valuable backlinks return 404 and lose that link value.
How to find and fix 404 errors
- 1Open the Page indexing report in Search Console and review "Not found (404)".
- 2Crawl your site to find internal links pointing to 404 pages.
- 3Check your backlink tool for external links pointing to dead URLs.
- 4Redirect URLs with traffic or links to the closest matching live page.
- 5Update internal links to point straight to the correct page.
- 6Leave truly gone, low value URLs as 404 or 410.
- 7Build a helpful 404 page with search, popular links and contact details.
Custom 404 page tips
Keep the main menu
Help visitors continue browsing instead of leaving.
Add a search box
Let people find what they were looking for.
Link to popular pages
Show top services, products or guides.
Return a real 404 status
The page should still return a 404 code, not 200.
404 errors after a site migration
Migrations often create a wave of 404 errors when old URLs are not redirected. Crawl the old site before launch, map every URL and check Search Console daily for the first weeks after launch to catch and redirect any missed pages.
How 404 errors affect SEO
A 404 error means the server could not find the requested page. A few 404s are normal on any site and do not harm rankings on their own. Problems arise when important pages return 404 by mistake, when pages with backlinks are deleted without redirects or when internal links point to missing pages.
These issues waste link value, frustrate visitors and can stop search engines finding content.
404 cleanup steps
- 1Check Search Console for not found pages.
- 2Crawl the site for broken internal links.
- 3Find 404 pages with backlinks in a backlink tool.
- 4Redirect valuable URLs to the closest relevant page.
- 5Fix internal links to point to live pages.
- 6Leave truly gone, valueless pages as 404 or 410.
- 7Create a helpful custom 404 page.
Custom 404 page ideas
Search box
Let visitors search the site.
Popular links
Links to top services or categories.
Contact option
A way to get help quickly.
404 error checklist
- 1Not found report reviewed monthly.
- 2Broken internal links fixed.
- 3Valuable URLs redirected.
- 4Custom 404 page in place.
- 5Soft 404s investigated.
Why 404 error matters for SEO
Broken pages with backlinks waste authority that could support your rankings, and broken internal links create dead ends for visitors.
A helpful custom 404 page keeps visitors on the site instead of losing them.
How 404 error works
Handling 404s well follows a simple routine.
Find them
Check the page indexing report in Search Console and crawl the site regularly.
Decide the fix
Redirect pages with links or traffic to the most relevant page, and leave truly gone pages as 404 or 410.
Fix internal links
Update links that point to missing pages.
After a redesign, an online shop sees 600 new 404s, including old product pages with backlinks. Redirecting the top 150 to matching products and categories recovers lost traffic within a month.
404 error checklist
- ✓Monitor 404s in Search Console
- ✓Redirect valuable pages to relevant replacements
- ✓Fix broken internal links
- ✓Create a helpful custom 404 page
- ✓Return a real 404 status, not a 200
- ✓Use 410 for content removed permanently
Common 404 error mistakes
Redirecting every 404 to the homepage
This creates soft 404s and confuses users.
Ignoring 404s with backlinks
Lost link value could support rankings.
Soft 404 pages
Showing "not found" with a 200 status misleads search engines.
Leaving broken links after a migration
Missing pages frustrate visitors.
Related SEO terms
404 error FAQs
Do 404 errors hurt SEO?
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Not directly, but broken pages with links or traffic waste value.
What is a soft 404?
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A missing or thin page that returns a 200 status instead of 404.
How do I find 404 errors?
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Use Search Console, a crawler such as Screaming Frog, or server logs.
How long do 404 pages stay in Google?
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Google usually drops 404 URLs from the index after recrawling them a few times, which can take days to weeks.
Is 410 better than 404?
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A 410 says the page is permanently gone, which may lead to faster removal. Both are fine for deleted pages.
Do 404s on old campaign pages matter?
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Only if they have backlinks or traffic. Redirect those to relevant current pages.
Should I redirect all 404s?
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Only those with a relevant replacement or valuable links.
What is a 410 status?
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A code that says the page is gone permanently.
What should a 404 page include?
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A clear message, search box and links to popular pages.
Do soft 404s matter?
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Yes. Pages that look empty but return 200 can be treated as soft 404s; fix or remove them.
Do 404s affect crawl budget?
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Large numbers of 404s from broken links waste crawling. Fix the links.
Should a 404 page return a 200 status?
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No. A 404 page should return a 404 status, or Google may treat it as a soft 404.