A 404 error means the server is working, but the page the user asked for doesn't exist at that URL. They usually see a "Page not found" message.
Why does it happen?#
- A URL was typed incorrectly.
- A page was deleted or moved without a redirect.
- A broken link on your own site or another site.
- A change in URL structure (for example, permalinks in WordPress).
Is it dangerous for SEO?#
Having a few 404 pages is normal and does no harm; Google knows pages are sometimes removed. The problem is when important pages with backlinks suddenly become 404, or internal links point to broken URLs. In that case authority is lost and users get confused.
Example#
A store deleted last season's product and a user arrives from Google. If, instead of a blank page, you have a good 404 page with search and suggestions for similar products, you won't lose the customer.
What should we do?#
- Look at the list of errors in Search Console.
- If the page has a relevant replacement, set up a 301 redirect.
- If the page is truly gone, let it stay a 404 or 410.
- Fix broken internal links.
- Design a user-friendly 404 page.
A common mistake#
Redirecting all 404s to the home page. Google treats this as a "soft 404" and it brings no benefit. An error page that returns a 200 status code is also a problem.