A 404 error means the requested URL was not found. It can happen because a page was deleted, a link was mistyped, a URL changed during a redesign or an external website still points to an old address. Not every 404 needs to be fixed. The right action depends on whether the URL should still exist, whether users are reaching it and whether there is a genuinely relevant replacement.
The common mistake is to redirect every missing URL to the homepage. That can confuse visitors because the destination does not match what they expected, and search engines may treat an irrelevant redirect as a soft 404. A thoughtful fix preserves useful journeys without pretending that removed content still exists.
TL;DR
- Fix broken internal links and restore pages that should still exist.
- Redirect a removed URL only when a relevant replacement exists.
- Let permanently removed pages return a real 404 or 410 response when there is no replacement.
- Investigate soft 404s, which show a missing-page message but return a success status.
What does a 404 error mean for SEO?
A 404 is a normal HTTP status meaning the server cannot find the requested resource. Websites change over time, so missing URLs are expected. A small number of unrelated old URLs does not automatically mean the site has a ranking problem.
The more important questions are: Does your own website link to the missing page? Does the URL still receive visits or have valuable links pointing to it? Was the page removed accidentally? Does a closely related page replace the original? Those facts determine whether to fix the link, restore the page, redirect it or leave it unavailable.
Google recommends using the correct response for content that no longer exists. A helpful custom 404 page can improve the visitor experience, but it should still return a real 404 status. Do not return 200 OK for a page that clearly says the content does not exist.
Which 404s should you fix first?
1. Broken links on your own website
If a service page links to an old blog URL, fix the link or restore the intended destination. Broken internal links frustrate visitors and disrupt how crawlers discover content. These are often easier to resolve than links on external websites because you control the source.
2. An important page was deleted by mistake
Restore the page if it still serves a business purpose, or publish a genuinely improved replacement at the correct URL. Check that the page returns the right status, its internal links work and it is included in the sitemap if it should be indexed.
3. A URL changed during a redesign
If the old page has a relevant new destination, use a permanent redirect to send users and crawlers to it. Update internal links and the sitemap to use the new URL directly, rather than relying on the redirect for every internal visit.
4. An old URL has no meaningful replacement
It may be appropriate to leave the URL returning 404 or 410. Do not create a weak page solely to avoid a not-found response. Nor should you redirect it to an unrelated category or homepage just to make the error report appear cleaner.
Want a clearer technical SEO picture?
The Super Shoppe's SEO & GEO service can help review crawl errors, redirects and the pages that matter to your business. The goal is to prioritise issues that affect real users and important URLs—not to eliminate every historical 404 report regardless of context.
What is a soft 404?
A soft 404 occurs when a page appears to say that the content is missing or has little useful content, but the server returns a success status such as 200 OK. For example, a deleted product URL might display “This item no longer exists” while still telling crawlers that the page loaded successfully.
This inconsistency can confuse search engines and users. If content no longer exists and there is no replacement, return an appropriate not-found status. If the page should exist, fix the application or rendering problem so the intended content loads correctly. For JavaScript-heavy sites, verify the actual server response and rendered page rather than relying only on what appears in a local browser.
A practical 404 audit workflow
- Export the errors. Use Search Console, a crawler such as Screaming Frog, server logs or analytics to identify missing URLs.
- Group them by cause. Separate broken internal links, old migrated URLs, accidental deletions, malformed requests and external references.
- Prioritise important URLs. Review traffic, backlinks, service relevance and whether visitors still need the destination.
- Choose the right fix. Restore, correct the link, redirect to a relevant replacement or leave a proper 404/410.
- Remove avoidable redirect chains. Update internal links and sitemap entries to point directly at the final canonical URL.
- Test the response. Check that redirects lead to the intended page and that genuine missing pages return the correct status.
- Re-crawl and monitor. Validate the fix, then review whether users or crawlers are still reaching obsolete paths.
A custom 404 page should explain that the URL was not found, use the same visual style as the site and offer helpful routes back to relevant services or content. It should not silently pretend the visitor has reached a valid page.
How The Super Shoppe can help
The Super Shoppe builds and improves business websites with clear navigation and maintainable page structure. Explore SEO & GEO services for help prioritising crawl issues, or view the website service if broken routes are part of a broader redesign or development problem.