PRACTICAL GUIDE
404 errors: when to fix them and when to keep them
How to investigate a missing page, repair a broken link and choose between restoring content, redirecting a URL and returning a correct 404 response.
What a 404 means
A server returns HTTP 404 when the requested resource cannot be found. It may be deleted content, a mistyped URL, an old bookmark or a broken internal link. A 404 does not mean the entire site has been penalised. The question is whether the URL should exist and whether visitors or useful links still lead to it.
1. Find the affected URLs
Review the Page indexing report in Search Console and inspect the specific URL with URL Inspection. Add a site crawl and available server logs. Search Console shows Google’s observations, not a complete inventory of every link on your website.
2. Establish the cause
Open the exact URL and check its HTTP response. Look for the previous content, incoming internal links and a possible replacement URL. A page saying “not found” while returning 200 may be treated as a soft 404.
3. Choose the right action
Do not redirect every missing URL to the homepage. Choose based on the content:
- Useful content deleted by mistake: restore it at the same URL.
- Moved content with a genuine equivalent: use a permanent 301 or 308 redirect.
- Content permanently removed without a replacement: return 404 or 410 and offer helpful navigation.
- A mistyped internal link: correct the link itself.
4. Verify and monitor
Check the final URL, its status and the absence of redirect chains. Update internal links and the sitemap. Google may take time to recrawl. Use the verification tools available for the issue without expecting a validation button in every report.
A useful 404 page
A brief explanation, links to key sections and a contact route help visitors continue. The HTTP status should remain 404. Good design does not replace the correct server response.