Error 404: what it is, how to find it, and how to fix it
It is perhaps the best known of the standard HTTP status codes and identifies the resource not found, the page no longer present in the site’s archive. Usually, for users it manifests itself in the form of an (annoying) screen that appears when they try to access a page and are confronted with a message that reads “page not found.” The 404 error code is more than just an inconvenience to the user: it is a sign that something has gone wrong with the communication between the browser and our website’s server. Although it might seem like an isolated snag, ignoring a 404 error can have significant implications on multiple fronts. Therefore, we focus on this issue and strategies to prevent content unavailability from compromising a site’s SEO.
What is 404 error
The404 error is one of the most common messages that can appear while browsing a website. It is an HTTP status code indicating that the server was able to reach and connect to the requested site, but could not find the specific resource (page, document, or file) that the user was trying to access.
This is why the error message is conventionally referred to as “page not found.” Simply put, the server did its job up to a point, but failed to fulfill the final request.
From a technical point of view, the standard 404 status code represents an HTTP protocol error and, to be precise, to a problem related to client factors (such as all those in the “400” range). Client errors generally occur when requests made by the user are syntactically incorrect or cannot be fulfilled, and in the case of the 404 error the message that appears is precisely “Page NotFound.”
What 404 means
The user encounters a 404 error code when the client has attempted to contact the hosting server, but the server has failed to complete the request satisfactorily; typically, the problem arises when the desired page could not be found (mistyped URL, product terminated and not effectively replaced , resource moved without proper redirection, as we mentioned in the article on 10 SEO errors to avoid) or if the server has not been configured to show that page.
If for a user this situation can be frustrating and annoying, for a site it can also become very problematic.This is why it is important to understand in detail what the 404 error is, its technical causes, and why its management should be a top priority for webmasters and website owners, who need to solve it timely and prevent trouble.
First, it compromises the user experience: a visitor who comes across a page that is not found is highly likely to abandon the site, thus reducing dwell time and increasing the bounce rate.
This situation also has repercussions on SEO effectiveness: Google, for example, considers pages that systematically return 404 errors to be problematic, penalizing the site’s ranking in search results . In short, not handling this error correctly can lead to a reduction in organic traffic and, as a result, also in the conversion rate. For e-commerce sites, this issue can translate into direct economic losses, while for blogs or news sites it could mean a loss of loyal readers.
The causes of 404 errors
Preventing and resolving404 error is therefore crucial not only to ensure site functionality, but also to maintain high user satisfaction and optimize overall performance, including SEO-related performance .
What is needed to understand, first of all, are the reasons why an http 404 error occurs. There can be many technical causes, although they generally boil down to two main factors: a problem in the link, directing users to a page that does not exist, or a link that points to a page that existed and suddenly disappears or has been removed.
One of the most common reasons for 404s is that the page in question has been removed or moved without a proper redirect being set up. This is what happens, for example, after mismanaging a marketing campaign: the landing page linked to an ad has been removed without redirecting clicks to a new page, and this generates a cascade of 404 pages.
Another reason may be the entry of an invalid or nonexistent URL. Sometimes, users make typos when they manually enter a URL or click on misspelled links. This can lead to a not found error 404.
The issues related to this error do not stop there. Routing problems or incorrect CMS configurations can also be the source of a 404 error. In some cases, it could result from a broken internal link or updates to the site structure that were not accurately reported through the site. Therefore, it is critical to maintain periodic URL maintenance and, when necessary, implement targeted monitoring campaigns.
Brief history of the 404 error: from the early web to today
What we know today as a 404 error has roots that go back to the early days of the World Wide Web. Around the mid-1990s, with the birth and spread of the first HTTP (HyperText Transfer Protocol) protocols, developers needed to establish an effective communication system between server and client. A key priority was to create standardized status codes to indicate the success or failure of a specific HTTP request. And it was in this context that http 404, one of multiple status codes defined to signal a very specific problem, was born: the requested resource could not be found, even though the server was reachable.
The 404 code is inextricably linked to the concept of a “not found” document and was introduced in early versions of the HTTP protocol by Tim Berners-Lee and his team at CERN (European Organization for Nuclear Research). It is said that the number “404” was associated with the room where the developers’ team was located, but this thesis remains more of an urban legend than a historical truth. What is certain is that this code has stood the test of time, becoming a true symbol of the modern web.
In the early days of the web, HTTP codes such as 404 were fundamental tools for diagnosing and troubleshooting problems. In the absence of user-friendly interfaces or advanced monitoring tools, status codes took on crucial importance in understanding what was going wrong while browsing or managing a site. Error 404 indicated that a previously accessible document was no longer available, perhaps due to a moved file, an error in typing the URL, or direct deletion of content.
As technology has evolved and the web has become increasingly complex, 404 has moved from being a purely technical tool to becoming a branding and user experience element as well. Whereas in the early stages of the web we were limited to showing a bare message such as “404 – File Not Found,” today 404 pages can become true engagement opportunities, customized to allow the user to stay on the site and find viable alternatives to the content not found.
Http 404 is thus more than just an error code: it has followed the evolution of the web, adapting and transforming from a technical tool into a critical component of information architecture and, in some cases, an art of web design. Its ability to change over time and as technology has advanced has allowed the code to maintain its relevance, becoming a mirror of the evolution of the World Wide Web itself.
The effects of 404 errors: the problems for the site
The idea that a 404 error is only a minor annoyance to users is simplistic; as mentioned, , a page not found can generate significant consequences on site performance, impacting at several levels.
First, from an SEO point of view, a site that hosts many pages with 404 errors is at risk of suffering penalties and visibility reductions: search engines, such as Google, perceive the presence of recurring not found error 404 as a sign of poor maintenance and low quality, and this can lead to a loss of positions in search results.
Another crucial aspect is related touser experience. Whenever a user encounters an http 404, a frustration mechanism is triggered. The user suddenly finds himself stuck, without the content he was looking for, and this often results in a quick exit from the site. Session duration is drastically reduced, bounce rates skyrocket, and trust in the site is severely affected. When we consider that first impressions are the ones that count and that navigability is a key factor in user retention, it is obvious how a 404 page can be a real obstacle.
To make matters worse, there are the so-called soft 404 errors, which occur when a page, while returning an HTTP 200 status code that would indicate a success, does not actually offer any useful content to the user, thus simulating a 404 error but without properly reporting it to the search engine. Google, through tools such as Search Console, can detect these errors and alert the site administrator that there are resources with critical problems. Ignoring such a google search console 404 means losing valuable organic traffic and facing avoidable penalties.
But it’s not just an SEO issue: from a conversion perspective, too, an http 404 error can have disastrous effects. If we are talking about an e-commerce site, for example, a 404 on a product page or landing page of an advertising campaign can translate into a lost sale, a blurred business opportunity. In the case of informational sites or blogs, the user who does not find the desired content may decide to look elsewhere for information, fueling not only frustrating loss of traffic but also a potential drop in online reputation.
The impact of 404 on various types of websites
The404 error is a universal issue that can affect any type of website, but the consequences and strategies for dealing with it vary greatly depending on the specific context.
A “page not found” can be as much of a minor obstacle as a major problem, depending on the nature of the site and the goals of the business. Analyzing the incidence of a 404 error on different types of websites provides insight into how this technically simple element can have complex and significant repercussions, not only in terms of user experience, but also on SEO performance and conversion rate.
On a general level, while editorial sites and blogs risk a loss of traffic and SEO rankings, e-Commerce sites may experience more immediate and measurable impacts in terms of revenue. Corporate portals, on the other hand, must protect their image of professionalism, while online communities must avoid disrupting user engagement. Understanding these differences is essential to adopting preventive and corrective strategies tailored to the specific context, ensuring that each site can minimize the negative impact that 404 errors could have on their long-term success.
Let us look in detail at some possible situations.
- Editorial sites and 404s
For editorial sites, a 404 error is not simply a missing URL, but represents a lost opportunity to attract and retain users. The frequency with which users come across a “page not found” can negatively affect traffic, especially if the pages in error correspond to relevant content, such as highly read articles or advertising landing pages. Imagine a scenario in which a user wants to access a specific news article found through a search engine, but comes across a soft 404. This type of frustrating experience not only reduces the credibility of the site, but can also lead to a high abandonment rate.
In terms of SEO, the 404 Google error can seriously impair site performance. Each page in error represents a keyword that may lose strength in SERPs, and the loss of ranking can result in a long-term reduction in organic traffic. That is why it is essential not only to fix 404 errors, but also to monitor them constantly to prevent new issues from emerging.
- e-Commerce and 404 errors
When we talk about e-Commerce, a 404 error can have a potentially devastating impact. The lifecycle of an online purchase is delicate, and any interruption-such as that caused by a 404 e-Commerce page-can lead to an immediate and direct loss of revenue. This is especially true if the error occurs on a product page or during the checkout process. The risk is that customers abandon their carts at the crucial point in the transaction, drastically reducing the conversion rate and potentially causing damage to brand trust.
Another negative consequence on an e-Commerce site is the potential loss of loyalty. Users who frequently encounter 404 errors may perceive the site as untrustworthy and prefer competitors with more robust, uninterrupted platforms. Correctredirects are key to keeping users active and ensuring that they still land on relevant pages within the site, avoiding premature abandonment.
- 404s on blogs and personal sites
Even blogs and personal sites are not immune to the negative effects of a 404 error. In these cases, the key element is organic growth and maintaining the readership base. If users come across a 404 blog page while searching for answers or information on a specific topic, their frustration could lead not only to abandonment of the site, but also to a decrease in trust in the brand or individual behind the blog. This is especially problematic if the blog relies on a community of loyal readers who look forward to updates and new content on a regular basis.
Another risk is that Google may interpret the presence of too many 404 errors as a sign of poor maintenance, leading to a long-term ranking penalty. For a blog, which often relies on SEO to gain readers, this could pose an existential threat. Maintaining active control over URLs and making sure every internal link is correct is crucial to preserving the health of the blog.
- 404 errors on corporate portals and corporate sites
Corporate portals or corporate sites must convey an image of professionalism and reliability. A 404 error can severely damage this perception, especially if it occurs on key resources such as case studies, white papers or contact pages. If a client or potential partner lands on a corporate nonfound page, they may question the company’s credibility and continue their search for information elsewhere. This can be especially damaging in B2B environments, where trust and professionalism are critical factors in business decisions.
For companies, therefore, 404 error management goes far beyond simple technical maintenance-it is a critical process for preserving and expanding their professional network. Even a single 404 error on a company site can have significantly negative repercussions on customer relations and brand awareness.
- 404 for Forums and Online Communities:
Finally, online communities and forums represent an environment where continuity of discussions is very important. Users expect to be able to freely access relevant threads, resources, and posts without interruption. If a key thread or discussion is lost due to a 404 error on a forum, the immediate consequence is frustration in the user, who may decide to reduce his or her participation or even leave the community.
In these contexts, it is critical to ensure that the flow of information is never interrupted by 404 errors. The appearance of a 404 page for a community should be handled in such a way as to reintegrate the user back into the navigation path as soon as possible, perhaps directing them to similar threads or resources.
How to solve 404 error
The key step in solving the problem of having many 404s is diagnosis: knowing there is an error is just the beginning. Understanding why it occurs and tracing the direct cause allows you to act in time, preserving the health of the site. Fully understanding the meaning and technical causes of 404 errors is a necessary step for any effective digital strategy.
Identifying and correcting pages with 404 errors is one of the most important activities to ensure that the website functions properly and maintains good SEO performance. If a 404 error is left unresolved, it can severely damage the user experience, lead to significant traffic losses, and compromise the site’s search engine rankings. Fortunately, there are effective tools and techniques that can help us monitor, identify, and resolve these problems as efficiently as possible.
In a nutshell, essential strategies for minimizing the negative impacts related to 404 errors are proactive error management, implementing proper redirects, and adopting good page and URL maintenance practices. Recognizing the problem, continuously monitoring it, and promptly correcting it is the essential approach to ensure that the site continues to deliver positive experiences, with effective results in terms of SEO, traffic, and conversions.
In more purely technical terms, when the cause of the 404 error is a link error, all that is needed to resolve the conflict is to fix the links: simple only on paper, especially when a site is large, complex, and made up of thousands of pages. To find all the broken links on a site, one can refer to the Google Search Console or more specifically use crawling systems such as SEO Spider from SEOZoom or Screaming Frog, which perform a complete analysis of the errors on the site, listing all pages that generate a 404 code. If, on the other hand, the page no longer exists, there are two paths to take: you can restore the accidentally removed page or perform a 301-code redirect to direct the user to the nearest related page when the resource was removed on purpose.
The tools for finding all 404 pages
Let’s start by delving into what tools are useful to check for any pages that generate 404 errors on our site.
One of the first tools to consider is the Google Search Console, which is essential for monitoring the health of your site and allows you to easily identify pages that are returning a 404 google error. One of the most useful sections for this purpose is the “Coverage” section, where details on the different types of errors detected, including 404 errors, are reported. Once identified, you will be able to take quick action to resolve the 404 error with the available options. Google Search Console also enables real-time email notifications when new errors are detected, providing a proactive solution for management.
In addition to Google Search Console, crawling tools such as Screaming Frog, Ahrefs, and of course SEOZoom are great allies in the process of identifying error pages. These tools simulate the behavior of a search engine crawler, scanning your website to identify any page not found. Their ability to provide a comprehensive and customized overview of your site structure makes them particularly effective in tracking 404 error on pages that may not be directly visible in the areas monitored by Google Search Console.
Another effective method for detecting 404 pages is to analyze server logs. Server logs keep a detailed record of everything that happens on the server during site use, including attempts to access nonexistent pages. Using these log files, one can easily identify URLs that return a 404 status code and, consequently, understand where to take action to correct the problem.
Technical 404 errors: differences between “hard 404” and “soft 404”
Not all 404 errors are the same, however, and understanding the differences between hard 404 s and soft 404s is crucial to correctly identifying and handling these problems.
Let’s start with the technical definitions.
A hard 404 is the standard 404 error. It occurs when a server correctly communicates that the resource requested by the user does not exist. This type of error is treated by Google and other search engines as a normal and expected condition: the problem is recognized, indicated in the error log, and, if the problem persists over time, interpreted as a page that is no longer relevant, often leading to deindexing of that URL.
Soft 404, on the other hand, is a more insidious problem. It occurs when, despite the fact that the requested page does not exist, the server still returns an HTTP 200 status code, indicating success. This fools both browsers and users, leading to the display of an empty, irrelevant page, or one containing only a modest error message. Although there is no useful content, the server claims that everything is fine. For search engines, however, this situation is confusing, since the URL is considered even if it provides no value to the visitor. This can slow down indexing or even penalize the page’s ranking.
Google Search Console offers specific features that help identify these pages that simulate a 404 error, but do not report the error in the correct way from a technical point of view. When you see a soft 404 in Search Console, it is essential to change it as soon as possible, either by correcting it with a 301 redirect to a relevant page or by replacing the content.
How to correct pages with 404 error
Once problematic pages have been identified, there are several options on how to fix 404 error.
The most common method is to implement a 301 redirect, which automatically directs users from a broken URL to another valid and functional page on the site. This not only preserves the user experience, but also helps maintain the SEO potential of the old URL.
In some cases, it may be appropriate to recreate the content of the missing page, especially if it brought significant organic traffic or helped build site authority. This can be especially useful when you do not have another suitable page to implement a 301 redirect. Finally, if the 404 error is caused by broken links, a manual fix of the internal or external links can solve the root of the problem.
The ultimate goal is always to ensure that no visitor comes across a page not found and that your site remains technically healthy and reliable.
404 and crawl budget: be careful not to waste Google’s time
The presence of 404 errors calls into question various aspects of the optimal management of a site, which inevitably also reflect on SEO and organic returns.
One of the concepts to present more attention to is the management of the crawl budget, especially if we manage a large portal with many pages. Simply put, the crawl budget represents the number of pages that a search engine, such as Google, is willing to crawl and index in a given time interval. This budget is not infinite, and it is allocated based on several factors, including domain authority, loading speed, and overall site quality.
When we talk about 404 pages in relation to crawl budget, we are dealing with a delicate dynamic that can have significant repercussions on the effectiveness of site crawling by search engines. 404 pages are effectively wasted resources in terms of crawl budget. When Googlebot (or other crawlers) repeatedly encounters 404 errors during crawling, some of the time and resources allocated to the site are used to analyze useless or nonexistent pages, reducing the amount of valid, up-to-date pages that could be crawled and, therefore, indexed.
In other words, every time the crawler encounters a 404 page, it takes away some of the crawl budget that could be better spent on pages with fresh and relevant content. This becomes an even more serious problem for websites with a large and complex architecture, where crawl budget optimization is essential to ensure that all important pages are properly crawled and indexed.
To minimize the loss of crawl budget due to 404 pages, several strategies are essential:
- Redirect 301 implementation.
- Periodic review of URLs: Regularly checking the sitemap and its URLs helps ensure that no dead links remain ineffective, draining the crawl budget unnecessarily. This includes correcting internal links, updating references to deleted or moved pages.
- 404 detection tools.
- Sitemap optimization. Dynamic management and regular cleanup of the sitemap ensures that crawlers receive precise instructions on which paths to follow, avoiding outdated or no longer existing pages.
In general, optimizing the crawl budget requires special attention to the management of 404 pages. Each ignored error represents a lost opportunity, a portion of the site that remains in the shadows for search engines. Effective attention to the crawl budget not only improves SEO, but ensures that the most relevant and strategic content on the site is always within the crawler’s reach, maximizing opportunities to rank in SERPs.
The preventive work to avoid 404 errors
However, we should not work only “ex post”: preventing users from encountering a page not found should be one of the main goals of those who administer a website. Fortunately, there are several advanced strategies to prevent the occurrence of 404 errors, making use of both technical and organizational tools. The goal is to implement a set of best practices that minimize the chances of finding digital debris such as old broken URLs or broken links.
One of the first preventive measures is to implement automatic redirects. This means that every time a page is moved or deleted, a 301 redirect is set to an existing and relevant URL. This system not only preserves the user experience, but also conveys to the search engine that the content has simply changed address, allowing the SEO authority of the site to remain intact. The process can be made even more efficient through the use of automated plugins or custom scripts, which are particularly useful for more complex sites or those with a dynamic structure.
Another crucial step is periodic URL maintenance, which includes regular review of all internal and external links. This should be part of a webmaster’s daily work to ensure that all URLs are correct and working. Crawling tools, such as Screaming Frog, can help identify broken links before they become a problem for users or search engine rankings.
We cannot forget the importance of dynamic sitemaps, which automatically reflect site updates, ensuring that search engines always receive the latest data regarding structure and content. Compared to static sitemaps, dynamic sitemaps are much more reliable in reporting changes and preventing outdated URLs from being indexed.
In addition to purely technical techniques, human aspects are also important in preventing 404 errors. It is critical to educate the editorial team and site administrators on how to manage and archive content. For example, if a page or post is no longer relevant, instead of deleting it immediately (causing a potential 404 error), it should be properly redirected or republished with updated information.
Page 404: common errors and best practices for handling them
When a user encounters a 404 page, frustration is virtually inevitable. However, as webmasters or site owners, we have the opportunity to take something negative and turn it into a neutral or even positive experience. A well-designed 404 error page can mitigate the damage by keeping the user within the site and providing them with alternative options that encourage them to continue browsing.
One of the most common mistakes in 404 page management is limiting itself to a simple, standard error message without offering further guidance to the user. Phrases such as “404 not found” or “page not found” followed only by a sad icon or a link back to the homepage are not enough. Not only does this type of approach not help the user, it increases the likelihood that the user will abandon the site altogether. The result? A high bounce rate and potentially a penalty from search engines.
To avoid these common mistakes, it is important to incorporate some best practices for handling 404 pages. One of the first things to consider is including a friendly, personalized message that acknowledges the error without dramatizing the situation. By offering clear instructions on what to do next (e.g., “It looks like the page you are looking for no longer exists, but don’t worry, here are some options for you”), user frustration can be significantly reduced.
Another practice is to include on the 404 page links to other popular sections of the site, or customized suggestions based on the content the user was searching for. An internal search engine directly on the 404 page is a very effective addition, allowing the user to quickly perform a new search without having to return to the homepage or manually navigate between different sections.
Another aspect that should not be underestimated is the integration of branding elements within the 404 error page. Adding visual elements that invoke brand identity, in addition to promoting aesthetic consistency, can help maintain some degree of connection with the user, even in a situation of potential dissatisfaction. Using images or text that reflect the tone of the brand (e.g., humorous, serious, etc.) is an effective way to keep the user engaged.
Finally, for sites that are more technical or geared toward a specific audience, it is useful to consider adding a link to technical documentation, FAQs, or even a live chat to offer real-time assistance. This approach not only solves the immediate problem, but also reinforces the site’s reputation as a reliable, customer-oriented resource.
In essence, a 404 page does not have to be a dead end. With the right accommodations and customizations, it can become an integrated and functional element of our website, offering support and options for continued navigation rather than shutting down the experience in a negative way.
Finally, there is a more creative and strategic approach to 404 error handling. The 404 page itself can be turned into a true engagement or conversion tool. For example, on an e-commerce site, one could personalize the 404 page by including suggestions of products similar to those the user is looking for, offering special discounts, or guiding the visitor to featured sales. Similarly, a news site could redirect users to related articles or trending news, preventing traffic loss and increasing dwell time. In this way, a potentially frustrating error becomes an opportunity to keep the user engaged and interacting with new content.
404 error and SEO: turning a problem into an opportunity
Let’s delve into this very last aspect: rather than simply looking at a 404 as an inglorious end for a web page, which definitively the SEO value that page had accumulated over time, we can take a more strategic approach to take advantage of situations when a page is no longer available.
That is, it is a tactic to recover SEO value from a 404 page and turn it into an opportunity for organic growth.
This concept is based on the idea of not only rescuing the traffic that is likely to be lost to a 404 page, but even improving the ranking of the site as a whole by redirecting the potential ‘power’ that a page not found might have to new or existing content that is strategically relevant.
Imagine that a page that once attracted significant traffic now generates a 404 error. Instead of creating a simple 301 redirect to any page, why not take this opportunity to take it a step further? By identifying other pages that cover similar topics, or better yet, by creating fresh, more up-to-date, engaging, and SEO-optimized content, we can better respond to user intent.
If an old web page had accumulated valuable external links, we can retain much of that link juice by vitalizing other pages. For example, by turning old content (which now generates a 404 error) into an interconnected content hub, we can not only minimize SEO loss, but distribute that value among multiple pages, amplifying the positive effect.
Finally, if executed correctly, this approach not only prevents search engine penalization, but can improve site rankings for a broader set of keywords. This process requires careful analysis and planning, but the result is strategy that regains control of lost value and multiplies it, demonstrating that even an error can become a source of competitive advantage.
How to manage and customize the 404 error page
Beyond the preventive or analytical work we can do, there are still instances beyond our control that cause a 404 error to appear-for example, a manual error in the user’s typing of the URL, or a product/article written in the internal search bar that does not exist on our site.
This is why we must inevitably provide for the creation of a 404 page to be shown in appropriate cases to visitors, which also requires a certain amount of attention and strategic management.
When it comes to 404 error pages, the general tendency is to perceive them as a necessary evil, a negative moment to be quickly overcome. However, with a well-thought-out strategy, the 404 page can become more than just an impasse: it can turn into a strength, offering users useful solutions and opportunities to continue their journey on the site. The key idea is to not just communicate that the requested page is unavailable, but to provide alternatives and content that will decrease the risk of abandonment and, at the same time, improve the user experience.
Approaching the design of a 404 error page in a creative and functional way means not only avoiding frustrating the visitor, but also taking the opportunity to guide them to content that may be of interest to them. This proactive approach not only increases the chances of engagement, but can even convert the user, turning an error into a real opportunity for persuasion.
In fact, investing in 404 error page customization is one of the best strategies to reduce the negative impact these technical situations can have on the overall user experience. Not only can you prevent an error from weakening the relationship with the visitor, but you can turn a technical flaw into a concrete opportunity for engagement or conversion. The benefits of a smartly thought out 404 fit every type of website, offering a second chance to interact productively with our audience.
Best practices for different types of sites
In the context of an e-Commerce site, customization of the 404 page takes on a crucial role because it can reduce the sense of frustration of a user who is searching for a specific product and comes across a 404 error. Instead of leaving the user at a dead end-recording a potential cart abandonment-we can offer suggestions of related products or alternative categories. A custom design might include a message such as “Sorry, we couldn’t find this jacket, but check out these alternatives you might like!” This type of offer not only moderates the damage, but keeps the conversion option fully open.
Another element to consider is the inclusion of featured products directly on the 404 e-commerce page. Rather than simply prompting the user to return to the previous page or visit the homepage, we can guide them to special offers, current promotions, or items recently added to the catalog. In this way, even an incorrect URL can lead to a positive and cost-effective interaction.
News sites and blogs can also benefit greatly from customizing 404 pages. A message such as “The article you were looking for is no longer available, but why don’t you read these related articles?” is a great place to start. Instead of resulting in a moment of frustration, the error page can direct the user to relevant content or newer articles.
A practical example would be a user searching for a specific article, perhaps one that has already been de-indexed or removed. In this case, a 404 blog page could present other related resources such as “The latest news on the same topic” or “Most read articles.” This approach not only reduces the negative impact of a 404 error, but also helps increase dwell time on the site, a factor that we know favourably affects SEO.
Companies can turn their 404 error pages into tools for strengthening relationships with customers and partners. When a potential customer searches for a specific corporate resource-such as a case study or brochure-and runs into a 404 error, instead of missing the contact opportunity, the 404 corporate page can direct the user to other relevant resources or to the “Contact Us” page to provide immediate assistance.
An ideal solution might be to include a friendly message such as “We can’t find the resource you’re looking for, but here are other options that might interest you” followed by links to white papers, webinars, or information request forms. This strategy not only shows a focus on customers and partners, but also preserves the brand’s perception of professionalism and reliability.
Online communities and forums often revolve around specific discussions and threads. When a user searches for a deleted or moved thread, encountering a 404 error could easily lead them to abandon the site or platform. To avoid this negative outcome, a well-customized 404 forum page can suggest related discussions or redirect users to particularly active sections of the community.
For example, we can set up a 404 forum page with a message that says, “The thread you are looking for is not available, but other users are discussing similar topics here…” Accompanying this message with a search box could even increase the level of engagement or reveal new areas of interest to the user who would otherwise have simply left the community.
How to optimize site 404 pages
As we were saying, however, again there are some “common sense” rules that we need to adhere to in order to avoid complicating the management of our site, which relate specifically to the efficiency of the 404 page we go about building.
The mobile-first approach has now completely revolutionized the way we design and optimize websites. It is no longer just about making sure that a site is “responsive,” but also about specifically optimizing the user experience coming from a mobile device, where speed, usability, and performance requirements have top priority. In this context, 404 errors take on a different severity than in the past.
A 404 page that loads slowly on mobile or does not provide clear options to continue browsing is even more damaging than on a desktop. Mobile users’ attention spans are notoriously short-it only takes an extra second or two of waiting to turn a visitor away for good. This not only immediately worsens the user experience, but also negatively affects SEO, as Google has been implementing mobile-first indexing for several years.
Therefore, the challenge is to design a mobile-friendly 404 page that not only avoids user frustration, but also loads quickly on suboptimal mobile connections. Key elements include a clean and lightweight design, clear and readable text, and easily clickable buttons or links without error, all optimized for high performance on mobile devices. In addition, a well-highlighted internal search function can help prevent users from abandoning the site.
In addition, it is important to make sure that any 301 redirects already implemented also work properly in the mobile environment, without creating redirect loops or worsening load times. The end goal is clear: the 404 error should never be the end point of navigation. On the contrary, it should be a springboard for new content that can engage the mobile user even more.
This also serves to avoid problems with Core Web Vitals (CWV), which we know is a set of metrics Google uses to measure the quality of experience offered by a web page. Specifically, aspects such as Largest Contentful Paint (LCP), Cumulative Layout Shift (CLS), and Interaction to Next Paint (INP) are taken into account. Although these parameters are generally associated with concrete pages and not 404 errors, it is important to understand how the handling of a 404 page can impact, directly and indirectly, the overall Core Web Vitals of a site.
For example, if a 404 page is heavy, with nonessential graphical elements, or not optimized for fast loading, this can adversely affect LCP and increase the time it takes to load the largest viewport element. Similarly, a high CLS could be caused by sudden changes in page layout, creating a negative experience if the 404 page contains dynamic content or unoptimized image loads.
A high Interaction to Next Paint on a 404 page can accelerate site abandonment, as the user would not know in a timely manner how to proceed, worsening response times to interactions with the page, such as clicks or selections in search forms, and damaging both the user experience and the engagement signals that Google uses to assess site quality.
Because 404 errors can have these potential repercussions on Core Web Vitals, it is critical to optimize every aspect of 404 pages. Minimalist but functional design, fast loading and performance, a stable layout with no unnecessary shifts-these are the features that can keep the signals Google takes into account when determining page rankings positive.
Even seemingly minor errors in the management of these pages can, therefore, be reflected in worse SEO performance measured through CWVs. It is therefore essential to monitor this data to prevent a minor technical error from damaging the entire user experience and, consequently, the site’s ranking in search results.
eCommerce and 404 errors, optimal management avoids lost returns
So far we have talked about sites in general, but it is easy to guess that among the most exposed to the recurrence of 404 errors and its consequences are eCommerce portals, related to the availability of products, promotional offers and services that may be temporary and with an expiration date. According to a U.S. study conducted on the online shops of six major world countries (China, France, Germany, Japan, the United Kingdom and the United States), one in five products offered online is unavailable, resulting in lost sales opportunities and lost monetization of marketing investments.
To best address and manage this situation, those who own an online shopping site should study well the profile of pages of items no longer available, to find out if they still generate organic traffic, by how many visitors they were visited, and how consumers behave when faced with a 404 error on an eCommerce or product no longer available for sale. As Max Cyrex reminds us on Search Engine Land, the response of users in these cases can be divided into two categories: the customer may abandon the site without buying anything, searching on other online platforms or turning to physical stores, or still simply change their mind and never buy that item again (if they were not sufficiently motivated to do so). Or, they wait for desired product to become available again, they look for different items of the same brand that meet their expectations or they choose a product of a different brand, still staying on the same site.
Strategies to avoid damaging the business
In both cases, the goal for eCommerce is to try to prevent product unavailability from hurting business, and there are strategies that can turn this situation into an opportunity for new sales and earnings. Even the worst case, that of an item that does not ignite any interest in customers, can generate an SEO benefit, because removing the page properly (i.e., with a 301 redirect to similar, better-performing products or to the top category of the same product) optimizes the crawl budget by speeding up Googlebot’s crawling of the site.
What to do when the 404 page generates traffic
More complex is the situation of a page for a product that is no longer available that still generates traffic, because the wrong strategy is likely to cause not only a loss of conversion, but also impacts the loss of traffic. If the unavailability of the product is temporary, the interest of customers is such that they are pushing for replenishment, and there are no similar items in the catalog to redirect them to, one solution-tampon may be to exclude such pages from navigation through categories by assigning noindex and nofollow attributes. Doing so simplifies navigation by Googlebot (which indexes fewer pages) and improves the user experience: despite attempts to make 404 error pages nice, no one really likes to come across content not found, all the more so if it is a product you wanted to buy. When those items are then available again, one can proceed to reindex all product subpages and to all store categories.
Possible marketing strategies
In managing an eCommerce, you can also take advantage of such episodes to test some marketing strategies: for example, if we are certain that a sought-after product will be back in stock within a month, you can alert the customer to the actual delivery date if they purchase the item before restocking and, to repay their patience, offer a percentage discount for this pre-order. As an alternative to automatic redirection with 301, especially if the product is permanently discontinued or a delivery date is not foreseeable, it is then possible to show “on page” users one or more similar items to which they can finalize their purchase, leaving the page unaffected, benefiting from its traffic and generating new conversions thanks to a product that no longer exists or is no longer in the catalog.
How to optimize categories and seasonal items
Finally, in the case of pages that convert with external traffic, the alternatives for avoiding 404 errors depend on the nature of the “problem” of product unavailability: if they are seasonal products and categories (e.g., related to Christmas or Black Friday deals), it could be a serious mistake to remove the entire category, even if it converts only once a year. Better would be to turn the category page into an evergreen informational content, which would give visibility in organic results, to be “swapped” into a sales page at the appropriate time; for individual products, on the other hand, pages with 404 message can be hidden with a redirect to the category page.
