A 404 error page is often dismissed as a minor issue but it plays a critical role in both SEO and user experience. If mismanaged, 404 errors can lead to high bounce rates, wasted crawl budget and lost search rankings. However, a well optimised 404 page can help retain visitors, improve site structure and even contribute to SEO value.
This guide explains why 404 pages matter, how they affect SEO and the best ways to optimise them for search engines and users.
What Is a 404 Page?
A 404 error page appears when a user tries to access a URL that no longer exists. This can happen due to
- Deleted or moved pages without proper redirects
- Broken internal or external links
- User errors in typing the URL
Some 404 errors are unavoidable but when they occur frequently without proper management, they signal poor site maintenance, affecting both user experience and SEO.
Why 404 Pages Are Important for SEO
1. Managing Crawl Budget Efficiently
Search engines allocate a crawl budget, meaning they only index a limited number of pages per visit. If a site has excessive 404 errors, search engines waste resources crawling non existent pages instead of focusing on valuable content.
How to Fix It:
- Use Google Search Console to track crawl errors and reduce unnecessary 404s
- Redirect deleted pages to relevant content instead of leaving them as dead ends
- Fix internal broken links to prevent search engines from crawling outdated URLs
2. Preventing Broken Links from Hurting SEO
Backlinks are a key ranking factor. If an external website links to a missing page, that link loses its value, reducing potential SEO benefits.
How to Fix It:
- Identify broken backlinks using Google Search Console, Ahrefs or Seotic
- Implement 301 redirects for old URLs with strong backlinks
- If a relevant replacement page does not exist, create a custom 404 page with clear navigation
3. Improving User Experience and Reducing Bounce Rates
Generic 404 error pages frustrate users and often cause them to leave immediately, increasing bounce rates. High bounce rates signal to search engines that a site is not providing a good experience, which can negatively impact rankings.
How to Fix It:
- Create a custom 404 page that includes
- A user friendly message
- Links to the homepage, blog or key site sections
- A search bar for quick navigation
- Offer suggestions for related content or products to keep visitors engaged
4. Maintaining Website Health and Search Rankings
Google considers 404 errors when evaluating site health. While occasional 404s are normal, a high number of unresolved errors can lead to lower search rankings.
How to Fix It:
- Regularly audit your site for 404 errors using tools like Screaming Frog or Ahrefs
- Set up alerts for new 404 errors and address them promptly
5. Turning Errors into Engagement Opportunities
A well designed 404 page can serve as an opportunity to guide visitors to useful content rather than losing them entirely. Many brands use their 404 pages for creative engagement.
Examples of Effective 404 Pages:
- Airbnb incorporates a travel themed mini game
- Lego provides an interactive “rebuild the page” feature
- Spotify suggests a music playlist related to being “lost”
These strategies help reduce frustration and encourage continued site exploration.
You may also like : SEO For Small Businesses
How to Optimise a 404 Page for SEO
1. Creating a Custom 404 Page
A 404 page should help users find what they need rather than acting as a dead end.
What to Include:
- A clear and friendly message that aligns with brand tone
- Links to important pages such as the homepage, product categories or recent blog posts
- A search bar to assist users in finding relevant content
- A call to action, such as exploring trending content or subscribing to a newsletter
2. Redirecting When Necessary
Not all 404 errors should be left as they are some require redirects.
When to Use a 301 Redirect:
- If a page was deleted but has a similar replacement
- If an outdated URL has valuable backlinks
- If a high traffic page was removed and users still visit it
What to Avoid:
- Redirecting all 404 errors to the homepage as search engines may consider this a soft 404, which can negatively impact rankings
3. Fixing Internal Broken Links
Internal links that lead to non-existent pages create unnecessary 404 errors, disrupting navigation and frustrating users.
How to Fix It:
- Scan for broken links using Google Search Console, Screaming Frog or Ahrefs
- Update outdated links to point to relevant, existing pages
Fixing internal links improves both user experience and search engine crawling efficiency.
4. Monitoring and Reducing 404 Errors
Even with a well designed 404 page, excessive errors can signal poor site management.
How to Monitor:
- Use Google Search Console to check for “Not Found” errors
- Track how often users land on 404 pages using Google Analytics
- Set up automated alerts for new 404 errors and address them quickly
Conclusion
404 errors are inevitable, but when handled properly, they can contribute to both user retention and SEO performance.
Key Takeaways:
- A custom 404 page improves user experience and reduces bounce rates
- Redirecting or fixing broken links helps maintain SEO value
- Regular monitoring of 404 errors ensures a well-maintained and healthy website
A well optimised 404 page does not just minimise frustration it keeps visitors engaged and strengthens the credibility of a website.
