A 404 error is one of those website issues that often appears unexpectedly. You open an old link, click a menu item, visit a product from Google, or receive a message from a client saying that a page does not work. Instead of the expected content, the website shows something like 404 Not Found, Page Not Found, or This page does not exist.
At first, it may look like a small technical problem. But for a business website, online store, service page, or blog, a 404 error can mean much more: a lost Google visitor, a broken internal link, an incorrect redirect after a redesign, or a page that used to generate inquiries but now simply disappears.
The key thing to understand is this: a 404 error is not always harmful for SEO. If a page was intentionally removed and no longer has a useful replacement, a 404 response can be completely normal. The problem begins when users and Google expect to find a useful page, but the website leads them to a dead end.
What a 404 error means in simple words
A 404 error means that a browser requested a specific URL, but the server could not find a page at that address.
For example, a page used to exist here:
/en/blog/business-website-development
Later, the URL was changed, the article was deleted, or the website structure was updated. A user opens the old link, and the server replies: this page does not exist. As a result, the user sees a 404 page.
For the visitor, the situation is simple: “the website does not work” or “the page is gone.” They do not think about server responses, status codes, routing, redirects, or indexing. They simply do not get the information they expected.
For SEO, the situation is more complex. Google needs to understand what happened to that page:
- was it removed forever;
- was it moved to another URL;
- was it deleted by mistake;
- does it exist but open incorrectly;
- does the website return the wrong status code?
This is why a 404 can either be a normal technical response or a serious SEO problem.
Why pages disappear
404 errors rarely appear without a reason. In most cases, something happened to the website structure: a URL changed, a product was removed, a blog was migrated, a CMS was updated, or a page was deleted without a redirect.
The page URL was changed
This is one of the most common reasons.
For example, the old page was:
/en/blog/website-for-beauty-salon
Then it became:
/en/blog/beauty-salon-website-cost
If the old URL does not redirect to the new one, users who click the old link will land on a 404 page. The same applies to service pages, product pages, categories, case studies, blog articles, and landing pages.
This is especially risky after a redesign or website migration. Visually, the new website may look better, but if the URL structure was changed without a redirect map, Google may lose access to pages it had already indexed.
The page was deleted without a replacement
Sometimes a page is no longer needed. Maybe an old promotion has ended, a product was discontinued, a service is no longer offered, or an outdated article was removed.
In this case, a 404 can be normal. But there is an important nuance: if that page had organic traffic, backlinks, internal links, or commercial value, deleting it without analysis may not be the best decision.
Before removing a page, it is worth checking:
- whether it received Google traffic;
- whether other websites linked to it;
- whether it ranked for useful search queries;
- whether it could be updated instead of deleted;
- whether there is a relevant page to redirect users to.
If the page had no value, a 404 or 410 may be fine. If it brought traffic, it is better to consider updating it or redirecting it properly.
There is a broken internal link
Sometimes the page itself exists, but the website links to the wrong address. This can happen in the menu, footer, blog text, product card, CTA button, banner, or related articles block.
For the user, it makes no difference. They clicked something on your website and landed nowhere. That creates a bad experience, especially if the broken link leads from a commercial page, checkout flow, lead form, service section, or product catalog.
These errors often appear after manual content editing, changing slugs, updating categories, moving pages, or modifying templates.
A product or category disappeared from an online store
For e-commerce websites, 404 errors are a separate issue. A product may disappear because of an import error, stock synchronization, database update, category restructuring, or incorrect product feed logic.
Not every unavailable product should be deleted. If a product is temporarily out of stock, it is often better to keep the page live and show availability status, similar products, alternatives, or a notification form. If the product will never return, you need to decide whether to keep the page, redirect it to an alternative, or return a 404/410.
The worst option is to mass-delete products that already have impressions, clicks, backlinks, or internal links. This can create hundreds or thousands of 404 pages at once and weaken the structure of the website.
Problems appeared after a website update
404 errors often appear after technical changes: redesign, CMS migration, changing the catalog structure, adding language versions, moving from HTTP to HTTPS, or switching platforms.
For example, the old blog URL was:
/blog/article-name
After the update, the new structure became:
/en/blog/article-name
If the old address does not redirect to the new one, the old URL may still remain in Google, social media, messengers, email newsletters, and external websites. Users click it and land on a 404 page.
That is why after technical changes, it is not enough to check only the design. You also need to check URLs, status codes, redirects, sitemap, canonical tags, hreflang, and internal linking. If the website already receives traffic, proper website technical support helps prevent small technical issues from turning into long-term SEO losses.
Does a 404 error hurt SEO?
The short answer: not every 404 error hurts SEO, but many incorrect 404 errors can create real problems.
Google understands that pages disappear. Websites change, products go out of stock, old articles are removed, promotions end, and URLs evolve. If a page no longer exists and the server correctly returns 404 or 410, that is not automatically a disaster.
The problem is not the status code itself. The problem is the context.
404 errors become risky when:
- an important page disappears by mistake;
- an old URL was not redirected to the new one;
- internal links point to missing pages;
- the sitemap contains URLs that return 404;
- a page looks like an error but returns 200 OK;
- all removed pages redirect to the homepage;
- a website migration was launched without a redirect map;
- Google keeps discovering broken URLs from internal navigation.
In these cases, the website loses clarity. Google sees pages that used to exist but no longer work. Users click links and do not find what they expected. Internal linking becomes weaker. SEO value from old pages may not transfer to relevant new ones.
How 404 errors affect traffic and leads
A 404 error can affect not only SEO, but also real business results. This is especially true when the broken page receives traffic from Google, ads, social media, messengers, email campaigns, or external websites.
Imagine that a user searches for “website for a beauty salon,” sees your page in Google, clicks it, and lands on a 404 page. They will not investigate why this happened. Most likely, they will go back to Google and open a competitor’s page.
A 404 error can cost you leads in several places.
On service pages
If a service page disappears, the business loses more than just one URL. It loses a landing point for potential clients. This is especially important if that page ranked in Google, was linked from the blog, or was used in advertising.
In the blog
Blog articles often work as the first touchpoint with a potential client. A person reads useful content, moves to a service page, and leaves an inquiry. If the article disappears or its internal links lead to 404 pages, that path breaks.
In the product catalog
For online stores, 404 errors on products and categories can directly reduce sales. This is especially true for long-tail search queries: product name, model, brand, size, SKU, or specific category.
In advertising campaigns
If ads lead to a page that returns 404, the budget is wasted. The campaign may still be active, clicks may still be counted, but users do not reach the offer.
What soft 404 means and why it can be worse
A soft 404 happens when a page looks like a missing page, empty page, or “nothing found” page, but the server returns a 200 OK status.
In other words, the website tells Google: “Everything is fine, this page exists.” But for the user, there is no useful content.
Examples of soft 404 situations:
- a “Product not found” page returns 200 OK;
- an empty category is available for indexing;
- a search results page with no results is indexed;
- a page says “Page not found” but does not return 404;
- all old URLs redirect to the homepage instead of relevant pages.
For SEO, soft 404 pages are more confusing than normal 404 pages. A regular 404 clearly tells search engines that the content is missing. A soft 404 sends mixed signals: technically the page exists, but practically it has no value.
The correct logic is simple:
If the page no longer exists — return 404 or 410.
If the page moved — use a 301 redirect to the most relevant new URL.
If the page exists — it should return 200 and contain real, useful content.
When you should fix 404 errors and when you can leave them
Not all 404 errors require the same reaction. Some need to be fixed quickly. Others can be left as they are.
You can leave a 404 if the page is truly gone
For example, an old promotion, outdated temporary page, deleted test page, or irrelevant content may no longer need to exist. If the page had no traffic, no backlinks, no internal links, and no SEO value, a proper 404 is not a problem.
However, even then, you should remove that URL from the sitemap and update any internal links pointing to it.
You should fix a 404 if the page has a replacement
If the page was moved, updated, merged, or recreated under another URL, you need a 301 redirect.
But the redirect must point to the most relevant page — not the homepage, not the general blog page, and not a random category.
For example, if an old article about website cost was moved to a new URL, the old address should redirect to the new version of the same article.
You should fix a 404 if internal links point to it
If your own website leads users to a missing page, that is a problem for both SEO and user experience.
You should check:
- main navigation;
- footer links;
- CTA buttons;
- blog links;
- related articles;
- product cards;
- filters;
- breadcrumbs;
- language switchers;
- sitemap.
Internal links should guide users and search engines through the website, not send them to dead pages.
You should fix a 404 if the URL still gets traffic
If a 404 URL still has impressions or clicks in Google Search Console, it should not be ignored. You need to understand what used to be on that page, whether there is a relevant replacement, and how to direct users correctly.
How to find 404 errors on a website
On a small website, you may notice some 404 errors manually. But if the website has a blog, catalog, services, language versions, or many older URLs, you need a more systematic approach.
Google Search Console
Google Search Console can show pages with “Not found 404” or “Soft 404” issues. This is often the first place to check.
But the goal is not just to see a list of URLs. You need to understand why each URL appears there.
For every important 404 URL, check:
- whether it is in the sitemap;
- whether internal links point to it;
- whether it had clicks or impressions;
- whether it has backlinks;
- whether a relevant replacement page exists;
- whether it was removed intentionally.
Some URLs in Search Console may be old, irrelevant, or never important. Others may be valuable pages that disappeared by mistake.
Website crawlers
Tools like Screaming Frog, Sitebulb, Ahrefs, Semrush, or similar crawlers can scan your website and show pages that return 404, 301, 302, 500, and other status codes.
The useful part is that crawlers can also show where broken links are located. This helps you fix the source of the problem, not just the missing URL itself.
Server logs
Server logs show which URLs are actually requested by users and bots. They are especially useful after a website migration, redesign, or URL structure update.
For example, logs may show that Googlebot still regularly visits old URLs. If those URLs have relevant new pages, redirects should be configured.
Analytics and ads
404 checks should not be limited to SEO tools. If your website receives traffic from Google Ads, social media, email campaigns, messengers, QR codes, or partner websites, those links should also be checked.
Otherwise, you may be paying for clicks that lead to a missing page.
How to fix 404 errors correctly
There is no single solution for every 404. The correct action depends on what happened to the page.
If the page was moved
Use a 301 redirect from the old URL to the new one. This is the best option when the content still exists but the address changed.
Example:
Old URL:
/en/blog/old-url
New URL:
/en/blog/new-url
The old URL should automatically lead to the new one. This helps users reach the right content and helps Google understand that the page moved permanently.
If the page was deleted but there is a close alternative
Redirect the old URL to the most relevant alternative page.
For example, if an old article about an app for auto repair shops was removed, it may make sense to redirect it to a newer article on the same topic or to a relevant app development page — but only if the intent matches.
The redirect should help the user, not just hide the 404.
If the page was deleted permanently
If there is no relevant replacement, it is better to leave a proper 404 or 410. Do not redirect everything to the homepage.
A homepage redirect usually does not solve the user’s problem. The person expected a specific page and landed somewhere unrelated. For Google, this can also look like a poor-quality or soft 404 pattern.
If the page exists but still shows 404
This requires technical investigation. The issue may be in routing, CMS logic, API, database, multilingual structure, dynamic page generation, or server configuration.
For example:
- a product exists in the database, but the URL is generated incorrectly;
- an article is published in the admin panel but not available on the frontend;
- the English version exists, but the language switcher points to a missing URL;
- a dynamic page works locally but returns 404 in production;
- the sitemap contains URLs that are not actually generated.
In this case, the problem is not only SEO. It is a website logic issue. Sometimes the best solution is not another plugin or a quick redirect, but a developer who understands how the website works.
What not to do with 404 errors
A common mistake is trying to “remove all 404 errors at any cost.” This often leads to quick fixes that make the website structure worse.
Do not redirect all 404 pages to the homepage. This does not help users find what they wanted and does not preserve the meaning of the old URL.
Do not block 404 pages with robots.txt. Blocking crawling does not fix the problem. It can make it harder for Google to understand that the page no longer exists.
Do not keep 404 URLs in the sitemap. A sitemap should help search engines discover important pages, not lead them to broken ones.
Do not show a “Page not found” message while returning 200 OK. This can create soft 404 issues.
Do not delete pages without checking traffic, rankings, backlinks, and internal links. Sometimes an old page looks unimportant but still brings long-tail organic traffic.
What a good 404 page should include
Even on a well-maintained website, some users may still land on a 404 page. They may type a URL incorrectly, click an old external link, or open a page that no longer exists.
That is why a 404 page should not be just a cold technical message. It should help users continue their journey.
A good 404 page should:
- clearly explain that the page was not found;
- use the same visual style as the website;
- include a button to the homepage;
- offer search if the website has many pages;
- suggest useful categories, services, or articles;
- avoid blaming the user;
- return the correct 404 HTTP status;
- not be indexed as a normal content page.
A simple message can work well:
“Looks like this page no longer exists or its address has changed. You can return to the homepage, use search, or choose one of the main sections below.”
For an online store, you can add popular categories. For a service business, you can add main services. For a blog, you can add recent or popular articles.
The goal is simple: do not leave the user stuck.
404 errors after redesign or migration
The biggest SEO problems with 404 errors often appear after major website changes.
For example:
- a website moves from WordPress to Next.js;
- the blog structure changes;
- product categories are rebuilt;
- multilingual versions are added;
- the domain changes;
- service pages are rewritten;
- HTTP is moved to HTTPS;
- old categories are removed;
- article slugs are changed.
Before launching an updated website, you need a redirect map. This is a document where each old URL is matched with a new relevant URL or a clear decision: 301, 404, 410, or keep unchanged.
Without this map, a website can lose organic traffic even if the new design is better, faster, and more modern.
Pages that already rank in Google need special attention. You should not rename or move them without proper redirects. For SEO, a URL is not just a technical address. It is the location Google already knows, crawls, and shows in search results.
How 404 errors affect internal linking
Internal links help Google understand the structure of a website. They show which pages are important, how topics are connected, and where users should go next.
If internal links lead to 404 pages, this structure becomes weaker.
For example, a blog article links to a service page. A user reads the article, becomes interested, clicks the link — and sees a 404 error. At that moment, a potential lead may be lost.
For Google, broken internal links also create a poor signal. The website points to pages that do not exist. If this happens often, the site becomes harder to crawl and understand.
That is why after every major website update, it is important to check not only the pages themselves, but also the links between them.
404, 410, and 301: what is the difference?
To handle missing pages correctly, you need to understand the basic difference between common status codes.
404 Not Found
The page was not found at this URL. This is suitable when the content does not exist or should not exist anymore.
410 Gone
The page was permanently removed. This is a stronger signal than 404 and can be used when you are sure the page will not return.
301 Moved Permanently
The page permanently moved to another URL. This is the correct option when there is a relevant replacement page.
302 Found
This is a temporary redirect. It should not be used for permanent URL changes.
For SEO, most missing-page cases require one of three actions: leave a 404/410, create a 301 redirect, or restore the page.
How to decide what to do with a specific 404 URL
Before fixing a 404, ask several questions.
Did this page matter for the website?
Did it receive organic traffic?
Did it have impressions in Google Search Console?
Are there internal links pointing to it?
Are there backlinks from other websites?
Was the page removed intentionally?
Is there a relevant new page?
Is it still included in the sitemap?
Does any ad, email, or social post link to it?
If the page had value, it should usually be restored or redirected. If it had no value and no replacement, a proper 404 or 410 may be enough.
This approach helps avoid mechanical fixes and protects the SEO value of the website.
404 error checklist for website owners
Use this checklist after a redesign, blog update, migration, product import, or URL structure change.
- Check indexing reports in Google Search Console.
- Export URLs marked as 404 or soft 404.
- Check whether these URLs are included in the sitemap.
- Find internal pages linking to broken URLs.
- Check whether the URLs had traffic or impressions.
- Review backlinks if the pages were important.
- Choose the right action: restore, redirect, 404, or 410.
- Set 301 redirects only where there is a relevant replacement.
- Update internal links.
- Remove broken URLs from the sitemap.
- Test status codes after fixes.
- Monitor Search Console after changes.
The goal is not to hide every 404. The goal is to understand which missing pages matter and what should happen to them.
Conclusion
A 404 error is not always an SEO disaster. If a page was intentionally removed and has no replacement, a correct 404 or 410 response is a normal part of website maintenance.
But 404 errors become a problem when important pages disappear, old URLs are not redirected, internal links break, sitemap contains missing pages, or users from Google land on dead ends instead of useful content.
For a business, this is not just a technical issue. It can mean lost traffic, fewer inquiries, weaker user experience, and a less reliable website structure.
The right way to handle 404 errors is not to redirect everything to the homepage. The right way is to analyze each case: what happened to the page, whether it had value, whether there is a relevant replacement, and what signal Google should receive.
This is how you protect SEO performance, keep users on the website, and avoid losing clients because of technical issues that often stay invisible until they start affecting results.
FAQ
What does a 404 error mean?
A 404 error means that the server could not find a page at the requested URL. This can happen because the page was deleted, the URL changed, the link is incorrect, or the website is configured incorrectly.
Does a 404 error hurt SEO?
Not always. If the page was intentionally removed and no longer has value, a 404 response is normal. But if important pages return 404, internal links are broken, or old URLs were not redirected after a migration, it can affect traffic, indexing, and user experience.
Should all 404 pages redirect to the homepage?
No. Redirecting all 404 pages to the homepage is a poor practice. If there is a relevant replacement, use a 301 redirect to that page. If there is no replacement, it is usually better to return a proper 404 or 410.
What is better: 404 or 410?
A 404 means the page was not found. A 410 means the page was permanently removed. If you are sure the page will not return, 410 can be used. In many standard cases, 404 is enough.
How can I find 404 errors on my website?
You can find them in Google Search Console, with SEO crawlers such as Screaming Frog or Sitebulb, through server logs, and by checking important links from ads, emails, social media, and internal website navigation.
What is a soft 404?
A soft 404 is a page that looks like missing or empty content but returns a 200 OK status. This confuses search engines because the page technically exists, but does not provide useful content.
Should I remove 404 errors from Google Search Console?
Do not try to remove them without analysis. First, check why each URL returns 404. If the page has moved, add a 301 redirect. If it was removed permanently, leave a proper 404 or 410. If the URL is in the sitemap or internal links, remove or update those references.
Is a custom 404 page important?
Yes. A custom 404 page helps users continue using the website instead of leaving immediately. It should include a clear message, homepage button, search, or useful links — but it must still return the correct 404 status.
